The show was broadcast for the first time on November 19, 1959 on the ABC television network under the title Rocky and His Friends twice a week, on Tuesday and Thursday afternoons, preceding American Bandstand at 5:30pm EST, where it was the highest rated daytime network program[5]. The show moved to NBC starting September 24, 1961, broadcast in color,and first appeared on Sundays at 7pm(et), just before Walt Disney's Wonderful World of Color. Bullwinkle's ratings suffered as a result of being aired opposite perennial favorite Lassie; a potential move to CBS[4] caused NBC to reschedule the show on late Sunday afternoons (5:30pm(et))[4] and early Saturday afternoons in its final season. NBC canceled the show in the summer of 1964. It was shopped to ABC, but they were not interested. However, reruns of episodes were still continually aired on ABC's Sunday morning schedule at 11:00am EST until 1973, at which time the series went into syndication. An abbreviated fifteen minute version of the series ran in syndication in the 1960s under the title The Rocky Show. This version was sometimes shown in conjunction with The King and Odie, a fifteen minute version of Total Television's King Leonardo and His Short Subjects. The King and Odie was similar to Rocky and Bullwinkle in that it was sponsored by General Mills and animated by Gamma Productions. NBC later aired Bullwinkle Show reruns at 12:30pm EST Saturday afternoons during the 1981-1982 television season.