Robert W. Sarnoff | |
|---|---|
| Born | (1918-06-02)June 2, 1918 New York City, US |
| Died | February 23, 1997(1997-02-23) (aged 78) New York City, US |
| Years active | 1939–1975 |
| Employer | Radio Corporation of America |
| Known for | color television |
| Notable work | Victory at Sea |
| Board member of | |
| Spouses | |
| Children | 3 |
Robert W. Sarnoff (July 2, 1918 – February 23, 1997) was an American businessman best known as thechief executive officer andchairman of the board ofRadio Corporation of America (RCA) after assuming those positions on the retirement of his father,David Sarnoff. During his rise through the company's ranks, he was best known for his advocacy ofcolor television.
Through the early 1970s, Sarnoff attempted to build RCA into a multinationalconglomerate which includedrental cars,carpet manufacturing,book publishing and soldfrozen vegetables. Focus on RCA's core technology businesses waned and also resulted in the selling of their computer division at a massive financial loss. The company's new direction was not particularly successful, and RCA struggled during the1973–1975 recession.
After five years as chairman, a "palace revolt" by the board and senior RCA executives removed Sarnoff from the CEO position. After Sarnoff's unsuccessful tenure, RCA never recovered its former stature and was purchased byGeneral Electric in 1986, which liquidated most of the company's assets. After a struggle withcancer, Robert Sarnoff died in 1997 at the age of 78.
Robert was born inNew York City on July 2, 1918, the first of three sons ofDavid Sarnoff. He went to private schools for his basic education and then attended thePhillips Academy forhigh school. In 1939 he graduated fromHarvard University with a bachelor's degree in government and philosophy.[1]
After a year inColumbia Law School, Robert left to enter government service in the broadcasting arm of theOffice of Strategic Services. A year later he was commissioned in theUS Navy and served in theSouth Pacific duringWorld War II. After the war, he took a series of positions in media, for a short time as the assistant publisher atThe Des Moines Register and Tribune and then moving toLook Magazine.[1]
After avoiding RCA for some time, Robert Sarnoff took a position as an account executive at RCA'sNational Broadcasting Company (NBC) in 1948 and held various posts within the company over the next few years. Throughout, he was a strong advocate of RCA'S development ofcolor television. In 1953, he broadcast the first commercial program in color, a production of his commissionedopera, "Amahl and the Night Visitors". His work with NBC required constant travel, during which time he became an avid art collector.[1]
In 1956, he was promoted to the president of NBC,[1] replacingSylvester Weaver. At the time he stated that "We are committed to color and intend to make the transition as fast as possible."[2] He commissioned the first all-color television station, WNBQ-TV in Chicago (which later becameWMAQ-TV) and began an expansion of NBC's broadcasting network. Through this period, NBC was a leader inracial integration, the first network to broadcast a program hosted byNat King Cole, and the first to have a black actor in a leading role withBill Cosby inI Spy.[2]
In 1965, Robert replaced his father as president of RCA, and in 1967, thechief executive officer (CEO). One of Robert's first actions as CEO was to begin modernizing RCA's image. He retired the original RCA lightning-bolt logo and introduced a new logo featuring just the three letters 'RCA' in a modern squared font. He also largely abandoned the use of the Nipper/"His Master's Voice", "Victor" and "Victrola" trademarks, retaining them only for limited use byRCA Records.[1] RCA reinstated the Nipper/"His Master's Voice" trademarks after Robert was ousted in 1975.
David Sarnoff fell seriously ill in 1970 and was removed from the board, at which point Robert becamechairman of the board as well as CEO. The elder Sarnoff died in December, 1971. Earlier that year, Robert sold RCA's computer division toSperry Rand at a $490 million loss, an action which resulted in significant criticism within the company. Over the next several years he sought to build RCA into a multinationalconglomerate, purchasingRandom House,Hertz car rental service,Banquet Foods and several other companies.[1]
Through this period, RCA's core business in the technology and home entertainment fields began to decline. The effects of the1973–1975 recession hit the company particularly hard and Sarnoff was put under increasing pressure. This came to a head in 1975 when the board removed Robert in what has been called a "palace revolt".[1]
Sarnoff marriedEsme O'Brien and had a daughter Rosita before divorcing in 1949.[3] That year he marriedFelicia Schiff Warburg and had two more daughters, Serena and Claudia, before divorcing in 1969.[1] In 1970, Felicia remarried toFranklin D. Roosevelt Jr. Robert became known for a series of brief relationships with various recording stars he met throughRCA Records. In 1974, He married operatic sopranoAnna Moffo.[1]
Sarnoff was a member of the boards of theNew York Stock Exchange and a member of theNew York Friars Club.[2]
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