. >> fred silverman who was running programming at cbs said, "we are going to get rid of the shows that are the most highly rated and replace them with shows that they thought would be more appealing to that younger audience." >> it changed the face of television. >> my name is norman lear. [ applause ] >> until 1971 he was a very successful if largely unheralded producer/writer in hollywood. but then he burst upon the public consciousness when he took on bigotry with his "all in the family." >> norman lear, created iconic shows. >> they revolutionized cbs and all of television. >> our world is coming crumbling down, the coons are coming. >> to use language like that on tv was just unheard of it. but it really captured a certain moment. >> archie, 12% of the population is black. there should be a lot of black families living out here. >> only the beginning. i think it is wonderful. >> well, let's see how wonderful it is when the watermelon rinds come flying out the window. >> it scared me when i saw "all in the family," i thought they better be careful. >> there was no doubt in my mind