#Thomas W. Sarnoff, Legendary NBC Network Exec, Dies at 96

Thomas W. Sarnoff, who had a six-decade career at NBC Network and was the youngest son of RCA/NBC media mogul David Sarnoff, has died. He was 96 years old.

Sarnoff passed away on June 4, a spokesperson for the Television Academy Foundation told The Hollywood Reporter on Thursday. No cause of death was indicated.

He was born in New York City into the fabled American media family on Feb. 23, 1927 and legend has it he was television’s “first live star” as a test subject for the Radio Corporation of America/NBC World’s Fair demonstration of the TV medium in the 1930s.

One of his two brothers was Robert Sarnoff, best known for succeeding his father as the CEO and chairman of the board of RCA. Sarnoff attended Princeton University before his World War II service as a combat engineer and as a signal corps instructor at the U. S. Military Academy at West Point.

Post-war, he transferred to Stanford University where he received his Bachelor of Science degree in electrical engineering in 1948, and attended the university’s Graduate School of Business Administration. In 1949, instead of joining NBC, Sarnoff became a floor manager at ABC in Los Angeles. 

He was hired at NBC in 1952, as an assistant to the director of finance and operations, and in 1957 he became vp of production and business affairs. From 1965 to 1977, Sarnoff served as staff executive vp West Coast, and president of NBC Entertainment Corp., reporting to the president of NBC, which is now part of NBCUniversal.

During that period, Sarnoff negotiated contracts for NBC’s Burbank studio and production deals with network talents like Bob Hope and Colonel Tom Parker on behalf of Elvis Presley’s classic TV specials. He also oversaw the production and worldwide touring of live, all-family arena shows that included Peter Pan and Disney on Parade, a partnership with then-Walt Disney Productions.

“What shows off television at its best is showing something live, like landing on the moon. Showing actualities is really the backbone of television,” Sarnoff told an interviewer for the Archive of American Television in 1999.

Following his career with NBC, Sarnoff created Sarnoff International Enterprises, which produced content like the Yabba Dabba Doo live-arena tour that featured Hanna-Barbera characters. His Sarnoff Entertainment Corporation revived the popular clay-animated character Gumby, in association with creator Art Clokey and produced a 1987 half-hour series.

He also served as executive producer of three Bonanza TV movies and a retrospective after negotiating contracts for the original popular western drama while with NBC. Sarnoff also became a champion and leader of both the Television Academy and Television Academy Foundation for five decades. From 1973 to 1974, he served as chairman of the National Academy of Television Arts & Sciences.

In 1997 Sarnoff received the Syd Cassyd Founder’s Award from the Television Academy, an award honoring Television Academy members who had a major and positive impact on the Academy through their involvement.

In 2021, Sarnoff was preceded by the death of Janyce, his wife of 67 years. He is survived by sons Daniel and Timothy; daughter, Cynthia Sarnoff-Ross; and nine grandchildren and one great-grandchild.