The concept of branded content dates back to the early era of broadcasting; many early radio and television programs were controlled by their sponsors and branded with their names, including the "Colgate Comedy Hour", "Hallmark Hall of Fame", and "Westinghouse Studio One". Typically, the sponsor coordinated the entire production of the program, with the broadcaster only providing studios and airtime. These programs featured segments that promoted the sponsor's products, typically featuring the brand's spokesperson and demonstrations of new products. Notable spokespeople often became celebrities in their own right, such as Betty Furness, a B-movie actress whose fame was elevated after becoming a spokesperson for Westinghouse appliances on "Studio One" (Furness would later work as a consumer affairs reporter for WNBC-TV in New York City).