Scooby-Doo is the eponymous character and protagonist of the animated television franchise, created in 1969 by the American animation company Hanna-Barbera. He is a male Great Dane and lifelong companion of amateur detective Shaggy Rogers, with whom he shares many personality traits. He features a mix of both canine and human behaviors (reminiscent of other talking animals in Hanna-Barbera's series), and is treated by his friends more or less as an equal. Scooby often speaks in a rhotacized way, substituting the first letters of many words with the letter 'r'. His catchphrase is "Scooby-Dooby-Doo!" History Writers Joe Ruby and Ken Spears created the original Scooby-Doo series, Scooby-Doo, Where Are You! for Hanna-Barbera, as a part of CBS's 1969–1970 Saturday morning cartoon schedule. Originally titled Mysteries Five, the dog who later became Scooby was originally more of a sidekick character – a bongo-playing dog named "Too Much" whose breed varied between Great Dane and sheepdog between treatments. By the time the series was pitched to the network as Who's S-S-Scared? in early 1969, Too Much was solidified as a cowardly Great Dane. Both the dog and the series would be renamed Scooby-Doo by Fred Silverman, CBS's head of daytime programming, between its unsuccessful first pitch and a second pitch, which earned the show a green light. Silverman stated that he came up with the name from the syllables "doo-be-doo-be-doo" in Frank Sinatra's hit song "Strangers in the Night". Though a similar name was featured in the title of the single "Feelin' So Good (S.K.O.O.B.Y.-D.O.O.)" released just a few months earlier in 1968 by The Archies, a fictional band from the CBS series The Archie Show was overseen by Silverman. Also a character in an unsold TV pilot Swingin' Together, broadcast in 1963 on CBS, is named Skooby-doo. Taking notes from a Hanna-Barbera colleague who was also a breeder of Great Danes, production designer Iwao Takamoto designed the Scooby-Doo character with a sloping chin, spots, a long tail, a sloped back, and bow legs – all traits in direct opposition to those of a prize-winning purebred Great Dane. In defining the personality of the dog, Ruby and Spears looked for inspiration to the characters played by Bob Hope in his horror-comedies – a coward who shows traits of bravery when his friends are in danger. Veteran Hanna-Barbera voice artist Don Messick was the original voice of Scooby and spent decades working on