The 1960s would be marked by the rise of family-oriented series in an attempt by ABC to counterprogram its established competitors, but the decade was also marked by the network's gradual transition to color. On September 30, 1960, ABC premiered The Flintstones, another example of counterprogramming; although the animated series from William Hanna and Joseph Barbera was filmed in color from the beginning, it was initially broadcast in black-and-white, as ABC had not made the necessary technical upgrades to broadcast its programming in color at the time. The Flintstones allowed ABC to present a novelty, that of prime-time animated programming, but it also allowed the network to begin filling the hole opened by the conclusion of the Disney partnership by carrying family-oriented programming from other producers.