This week, we take a dip into history to learn how one man harnessed a new technology to change the entertainment industry.

Mr. “X” is a man with a famous name, but an unknown face. His father started the family business by tracking which food and drug products were most popular with consumers. But by the 1950s, the family began using a new device, one that stretched their influence far beyond the world of food. Before long, Mr. “X” had hooked his device up to televisions across the country, tracking which channels were being watched and quietly monitoring America’s tastes.

Curious about the famous name behind the not-so-famous face? Check out our “Tracking Tastes” segment above to learn the identity of Mr. “X,” and get the full story behind our evolving entertainment tastes.