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Gilligan's Island is an American sitcom conceived and initially produced by Sherwood Schwartz and United Artists Television. Bob Denver, Alan Hale, Jr., Jim Backus, Natalie Schafer, Tina Louise, Russell Johnson, and Dawn Wells starred in the situation comedy television series. From September 26, 1964, to September 4, 1967, it broadcast on the CBS network for three seasons. The original sponsors of the show were Philip Morris and Procter & Gamble. Most episodes focus on the disparate castaways' tensions and their unsuccessful attempts to escape their fate. Gilligan's Island aired 98 total episodes. The first season, which consisted of 36 episodes, was shot in black and white. These programs were colored for syndication later on. The show's second and third seasons, as well as its three television movie sequels, were all filmed in color. The show's popularity increased during decades of syndication, particularly during the 1970s and 1980s, when many cities aired it in the late afternoon after school. Today, Gilligan's title character is generally recognized as an American cultural icon.