Under Ball's supervision, episodes were filmed in color beginning with the 1963–64 season, although they would continue to be broadcast in black and white up until September 1965. Ball realized that when the series ended its prime-time run, color episodes would command more money when sold to syndication. CBS was equipped for color but would only use color transmission equipment for feature films. They stated that turning on color equipment was too tough to do for short periods. At the time most color equipment and color TV sets were made by RCA, parent company of rival network NBC. CBS was reported to have felt that using color would be promoting a rival's product and would not be beneficial to CBS. Fewer than 5% of the population owned a color TV set in 1963. The second season of "The Lucy Show" proved to be just as popular in the ratings, ranking at #6.