CBS Color Presentation

Open (September 12, 1965-Early 1970s)
Visuals: On a black background, a "Serif" drops from the bottom of the screen. Then a "Serif" drops from the top of the screen, and then an "Serif" drops from the top of the screen. All the letters form "Serif" in its corporate font, and are all white. Afterwards, a gold CBS eye logo goes through "Serif", changing the letters from white to for "Serif",  for "Serif", and  for "Serif", before stopping next to them.

Trivia: According to a CBS memo from July 8, 1965, development of this open was spearheaded by George Bristol, CBS's Director of Advertising and Sales Promotion.

Variants:
 * B&W variants exist, due to B&W kinescopes still being in common use at the time.
 * An abridged version used on The Price Is Right from 1997-2000 exists. The second note at the beginning gets cut off before it fades out, and the announcer (Hal Simms) talks over the warbling synth and fanfare instead of having silence while speaking.

Technique: Motion-controlled animation.

Audio: A three-note synth tune by Eric Siday (who also played the 1965 Screen Gems Television logo's music) as the letters drop, followed by synth warbling as the CBS eye spins through the letters, and finally a three-note fanfare. In the pause between the two, a male announcer says "CBS presents this program in color!". This announcement is usually attributed to Hal Simms, but sometimes is done by a different announcer (which usually appears on live programs, rather than prerecorded ones)

Availability: This was seen on programs from this era when CBS started going into color broadcasting regularly.
 * This can be found on Hogan's Heroes and The Carol Burnett Show on DVD.
 * Due to how iconic it is to CBS, it has made special reappearances from time to time.
 * This made a short comeback during episodes of The Price is Right and Kids Say the Darndest Things during their original airings from 1997-2000.
 * Since 2016, this has also been seen on special colorized airings of The Dick Van Dyke Show on CBS, typically during December.
 * This appears at the beginning of episodes of The Carol Burnett Show and The Red Skelton Show on Amazon Prime Video.
 * It was also on the original 1965 broadcast of A Charlie Brown Christmas and How The Grinch Stole Christmas! and quite possibly the original run of Space Ghost and Dino Boy.