The block initially premiered on September 22, 1989, marking one of the first attempts by a major network to brand a programming block (a concept that was concurrently becoming popular among cable networks at the time of its inception), with the goal of encouraging young viewers to watch the entire lineup, instead of just a particular show. The ""TGIF"" block dominated the ratings in the 18–49 demographic for most of the 1990s. However, ratings began declining during the latter half of the decade due partly to Fridays becoming more common for social outings among segments of the block's key demographic as well as the loss and aging quality of many of the lineup's signature shows, culminating in the original incarnation ending after eleven years on September 8, 2000.