In the early 1950s, the Dunont Television Network began the modern practice of selling advertisement time to multiple sponsors Previously, Dumont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However,it eas still a common pratice to have single sponsor show, such as THe United States Steel Hour. In some instances the sponsors exercised great control over the content of show-up to and including having one's advertising agency actually writing the show. THe single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.