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Launched in March 1935 as Deutscher Fernseh Rundfunk, TV station Paul Nipkow Fernsehsender started broadcasting 90 minutes of programming three times a week to a few select Berliners - the Nazi Party elite and some National Post Office employees. The line-up consisted of variety shows, concerts, and gymnastics promoting the state-organized leisure campaign Strength Through Joy. Simple fare but there was no mistaking its goal of "imprinting the image of the Führer on every German heart, never to be erased." So said Reich Program Director Eugen Hadamovsky when he formally opened the station that spring.