NBC is bringing back its “Must See TV” promotional tag line this fall along with “Will & Grace.”

It’s been 25 years since the expression was first coined to promote the network’s Thursday night lineup of sitcoms “Mad About You,” “Wings” and “Seinfeld” in the early ’90s. NBC’s hold on Thursday nights lasted for more than a decade, and helped launch shows such as “Friends” and “ER.”

So who came up with the phrase? The coinage issue was tossed around on the Facebook page of Vince Manze, the legendary chief of the network’s promotional unit, NBC Agency, which no longer exists.

Manze said on his Facebook page: “Not me. It was entirely a group effort,” while another person chimed in that it was promotional producer Dan Holm, who used it in a promotional script before Manze recognized its potential and ran with it. Ex-NBC Entertainment boss Warren Littlefield apparently credited Holm in a book. Still, another on the thread chimed in: “Nope, it was Jeff Rowe,” who was NBC VP of primetime branding.