Liberace hosted nine specials, all produced in color, for the British production company Associated Television, or ATV, headed by Lewis Grade and Martin Starger, as it was renaming itself ITC Entertainment but years before it again renamed itself to ITV Entertainment. His specials were re-transmitted in the United States on CBS. These specials featured a number of guests, and he was a charming and somewhat mischievous host. The specials were his follow-up to the show he had hosted from 1953 to 1969 on each, in turn, of the three major television networks of the time. He was once quoted as saying, "I don't give concerts; I put on a show." The specials all reflected this approach.