In this paper, we report some aspects of the process of the introduction of color to the Colombian television network. Our analytical approach is to see lineal comprehensions, typical of progressive histories of technolo gical change, as problematic. Consequently, we try to take into account heterogeneous arrays of the historical, social, economical, cultural, technical and political circumstances involved in the process. This approach allows us to explain the technological alternatives that were considered and the technical and institutional pathways that were effectively implemented. The historical review suggests that an oversimplified comprehension of socio-technical change gives rise to a low capacity to guide it with respect to more ambitious social goals.