Louis Finkelstein became Chancellor of the Jewish Theological Seminary in 1940. During his chancellorship, JTS made significant efforts to engage the American public. One of its signature programs was a radio and television show called "The Eternal Light". The show aired on Sunday afternoons, featuring well-known Jewish personalities like Chaim Potok and Elie Wiesel. Broadcasts did not involve preaching or prayer, but drew on history, literature and social issues to explore Judaism and Jewish holidays in a manner that was accessible to persons of any faith. The show continued to run until 1985.