"In 1949 there was a new thing called Television, to which my agency and advisers opposed as a performance medium"
About this Quote
The key word is “opposed.” Young doesn’t say her advisers were skeptical; she says they resisted it “as a performance medium,” which reveals the real anxiety: legitimacy. In 1949, film stardom still depended on scarcity, glamour, and controlled access. Television, by contrast, was intimate, frequent, and domestic - it made performers familiar. Advisers feared that familiarity would flatten a carefully managed persona and, worse, dilute bargaining power. If audiences can see you every week in their living room, why pay premium prices to see you on a big screen?
Young’s subtext is also a quiet flex: she’s positioning herself as someone who saw past the gatekeepers. She later became a major TV figure (“The Loretta Young Show”), so the line reads like a before-and-after snapshot of a career pivot that proved the skeptics wrong. The tension is generational, too: a studio-era star encountering a medium that shifts control away from studios and toward sponsors, schedules, and the relentless appetite for content.
What makes it work is its casual understatement. The sentence sounds almost anecdotal, but it captures a cultural turning point: Hollywood learning that the future doesn’t ask permission.
Quote Details
| Topic | Technology |
|---|---|
| Source | Help us find the source |
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Citation Formats
APA Style (7th ed.)
Young, Loretta. (2026, January 17). In 1949 there was a new thing called Television, to which my agency and advisers opposed as a performance medium. FixQuotes. https://fixquotes.com/quotes/in-1949-there-was-a-new-thing-called-television-79398/
Chicago Style
Young, Loretta. "In 1949 there was a new thing called Television, to which my agency and advisers opposed as a performance medium." FixQuotes. January 17, 2026. https://fixquotes.com/quotes/in-1949-there-was-a-new-thing-called-television-79398/.
MLA Style (9th ed.)
"In 1949 there was a new thing called Television, to which my agency and advisers opposed as a performance medium." FixQuotes, 17 Jan. 2026, https://fixquotes.com/quotes/in-1949-there-was-a-new-thing-called-television-79398/. Accessed 13 Feb. 2026.



