Rupert first appeared on television in an series produced for the network that ran for over 100 ten-minute episodes. The characters were all puppets, although the opening sequence featured a toy Rupert bear sitting in a live-action child's bedroom. Rupert's friends and flying chariot appeared straight from the Daily Express pages, although he was joined by some new friends including a called Willy Wisp.

One of the most memorable elements of the series was the catchy theme song, written by (also known as Frank Weston) and Ron Roker, sung by , which reached number 14 in the UK charts in 1971. The song included the erroneous lyric "Rupert the Bear", even though Rupert has never had the definite article in his name.