Sarnoff would again muster his iron will in the battle for color television. In
1945, CBS presented the first color television system to the FCC for approval.
The mechanically-operated system was not compatible with RCA's existing
black-and-white television sets, which operated electronically. Sarnoff
realized that FCC approval of the new color system would devastate RCA. Anyone
who wanted to watch color television using a CBS set would have to discard his
RCA set. Sarnoff feverishly drove his engineers to develop an electronic color
system, simultaneously lobbying the FCC to approve a system compatible with
existing RCA sets.
In a blow to RCA, the FCC approved the CBS system in 1950. But Sarnoff's faith
in his engineers paid off. They developed an electronic color system that
worked compatibly with existing sets. Spurred by the mainstream press and
Sarnoff's efficient public relations machine, the FCC reversed its decision in
1953. Under Sarnoff's tenacious leadership, RCA had won again.
Sarnoff's leadership skills extended into the political arena as well, with
mixed results. He began his work with the government in 1929, negotiating a war
reparations treaty with Germany. But with Hitler leading Germany, the treaty
was ignored. During World War II, Sarnoff successfully directed the press
communications for D-day, earning the rank of brigadier general in the process.
General Sarnoff then returned home to fight the Cold War.
Sarnoff vigorously opposed Communism. In the 1950's and 60's, he wrote and
lectured frequently, encouraging American's to "prosecute the Cold War to the
point of victory." He corresponded frequently with Vice-President Richard Nixon
about effective anti-communist strategy. Sarnoff proposed dropping millions of
radios and compact phonographs on the Communist Bloc to broadcast pro-democracy
propaganda, and influenced the formation of the Voice of America broadcasting
network. His war against communism was even waged within his own company.
Sarnoff supported Senator Joseph McCarthy's Communist witch hunts, and condoned
blacklisting at RCA.
Sarnoff's belief in political solutions ran a distant second to his unflagging
faith in science and technology. He foresaw a future in which technology would
allow long-lasting peace, unmatched prosperity, and increased leisure time. As
far back as 1956, Sarnoff's picture of the future included biotechnology,
push-button weather control, aquaculture, nuclear reactors for the home, and
the computer revolution.
Working well into his seventies, Sarnoff continued to push RCA and its
engineers, investing money and work-hours in computers and aerospace
technology. The man who came to America during the infancy of radio lived to
see photographs delivered electronically from space to Earth in satellites his
company had made. In 1970, at age seventy-nine, Sarnoff retired from RCA. He
died in 1971, leaving behind a legacy of technological triumphs and insatiable
ambition.