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Texaco Star Theater

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782: 790: 478:, etc.) crowding him more and more as the years went on, as more television performers and creators found their on-camera legs, and brought new or at least more polished ideas to the air, Berle tried refining his camera persona and evolving from the freewheeling, manic style he cultivated so successfully in the Texaco years. The net result: the balance between excess and decorum now weighted more toward decorum, which wasn't exactly what Berle represented at the height of his popularity. He began losing many of his former fans, who preferred when he kept things more unpredictable, and it would be years before his kind of manic balance would find a television home again. 191: 407:, some of Berle's behavior could cross the line from affability to effrontery. At its worst, the underlying tone of the Berle programs can appear to be one of contempt should the audience not respond approvingly. In some cases, this led to a surprising degree of self-consciousness about TV itselfβ€”Texaco's original commercial spokesman, Sid Stone, would sometimes hawk his products until driven from the stage by a cop. But the uneven balance of excess and decorum proved wildly successful." 274:. Kenny Baker also remained for the first two seasons, his previous role with Allen's "rival" Jack Benny serving for a number of situations, although his role was greatly reduced by 1942, partly because Baker had become difficult to manage, particularly after a controversial performance of "Ave Maria" sung in German weeks after the United States officially entered World War II. 360:
at the end of a 1949 broadcast) joked, preened, pratfell, danced, costumed, and clowned his way to stardom, with Americans discovering television as a technological marvel and entertainment medium seeming to bring the country to a dead stop every Tuesday night, just to see what the madcap Berle might
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from 1940 to 1942 as an hour-long show on Wednesday and then Sunday nights, and from 1942 to 1944 as a half-hour show, until he withdrew from work for over a year on his doctor's advice. It was during the half-hour version of the show that the more cerebral (if barbed) Allen premiered the continuing
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on CBS, did not help Berle either); though Berle would remain one of the nation's beloved entertainers, overall, the show that made him a superstar was clearly spent for steam and fresh ideas, and two subsequent attempts at television comebacks hosting his own show lasted barely a year each. (Berle
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Part of the problem was variety shows becoming costlier to produce, compared to the Texaco days when, among other factors, name guest stars did not mind the low appearance fees they got for appearing, because they could bank the exposure they got from even one appearance on the Berle show; or with
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On television, continuing a practice long established in radio, Texaco included its brand name in the show title. When the television version launched on June 8, 1948, Texaco also made sure its employees were featured prominently throughout the hour, usually appearing as smiling
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was largely credited with driving American television set sales heavily; the number of TV sets sold during Berle's run on the show was said to have grown from 500,000, his first year on the tube, to over 30 million when the show ended in 1956.
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title officially, the confusion likely stemming from the announcers' first words of introduction: "It's Texaco time starring Fred Allen." They customarily continued the introduction, as the opening music continued, by referring to
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routines interspersed with music. Wynn's ratings began to slide and the comedian lapsed amidst personal and professional crises, and the show ended in June 1935. Texaco sponsored
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was the announcer. The show began as a variety show with dramatizations and songs by guest stars. In 1940, the show became a star vehicle for Allen, with the show re-titled
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in that first year (the show itself, for Best Kinescope Show; and, Berle as Most Outstanding Kinescoped Personality), Uncle Miltie (he first called himself by that name
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comic sketch for which many remember him best: the ensemble, topical takeoffs of "Allen's Alley". Guests included some of the best comedic actors of the time, including
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is an American comedy-variety show, broadcast on radio from 1938 to 1949 and telecast from 1948 to 1956. It was one of the first successful examples of American
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They did not settle on Berleβ€”who hosted a freshly revived radio version in spring 1948β€”as the permanent host right away; he hosted the first television
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trenches," the Museum of Broadcast Communications would observe decades after the show left the air. "Yet even within his shows' sanctioned
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Note: Each U.S. network television season starts in late September and ends in late May, which coincides with the completion of May
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Based on episodes that appear on the Internet Archive, it appears the series typically ran 48–50 minutes excluding commercials.
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Uncle Miltie was far from alone in keeping the show alive and kicking. His support players included Fatso Marco (1948–1952),
326:" performing good deeds of one or another kind, and a quartet of Texaco singers opened each week's show with the theme song. 270:), though for a brief spell during its third season the announcer was budding radio personality and future television legend 1741: 69:
on June 8, 1948, the show had a huge cultural impact. Once Texaco ended its sponsorship in 1953, the show became known as
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in June 1948 but was originally part of a rotation of hosts (Berle himself had only a four-week contract). Comedian
1801: 1494: 1274: 1248: 1244: 349: 166: 135:. The show was a combination of comedy and music. Cantor frequently sang a tune about the "mayor of Texaco Town". 1094: 440:), after ratings fell dramatically during the 1954–1955 as well (the higher ratings of his 1955–56 competition, 1526: 1675: 1490: 1202: 1198: 373:
was also the highest rated television show of the 1950–1951 television season, the first season in which the
50: 258:. Jimmy Wallington became the show's announcer for most of its life with Allen as the feature (he succeeded 100: 1826: 1821: 605: 812: 882: 697: 115:
was the star of a show called "Texaco Town" from 1936 to 1938. The show's cast featured young singers
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was signed to a three-year contract co-hosting the radio program with James Melton through 1947.
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laxative, decided to cease their tandem sponsorship of Allen's successful hour, first known as
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A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture
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as "Maxine", Milton's love-starved secretary (1952–1955), Bobby Sherwood (1952–1953),
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was, it was hardly an undisturbed appeal. "Berle presented himself as one part
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amid the beginning of the hip-swiveling singer's international popularity.)
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and one part consummate, professional entertainerβ€”a kind of veteran of the
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became the new sponsor in 1953, prompting the show's name change to
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was host for August. Berle was named the permanent host that fall.
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The classic 1940–1944 version of the program, hosted by radio's
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Wednesday at 9:00–9:30 pm on NBC: October 1958 – May 1959
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But part of the problem was Berle himself: with competition (
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hitting ratings as high as 80 and owning Tuesday night for
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Tuesday at 8:00–9:00 pm on NBC: June 1948 – June 1956
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Fred Allen and Ed Wynn in its earlier radio incarnations.
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An October 12, 1938, advertisement for Texaco Star Theatre
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NOTE: The most frequent time slot for the series is in
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did, however, contribute his part to the making of a
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legend: in his final season, he opened his stage to
127:, who read the commercials for Fire Chief gasoline, 277:Allen was forced to leave the show in 1944 due to 177:sang, with David Broekman leading the orchestra. 1733: 667:"Radio: NEW TEXACO FORMAT UPS NUT TO $ 11,500". 901:top-rated United States network television show 418:Texaco dropped its sponsorship of the show and 340:He was a smash once the new full season began, 636:On the Air: The Encyclopedia of Old-Time Radio 883: 639:. Oxford University Press, USA. p. 658. 1812:Television shows filmed in New York (state) 187:and the program airing on October 2, 1940. 1792:American English-language television shows 890: 876: 506: 281:; he returned with a different sponsor on 1787:Black-and-white American television shows 1777:1950s American variety television series 1772:1940s American variety television series 189: 20: 1807:Television series based on radio series 1757:1956 American television series endings 632: 595:In the 1954–1955 season, the half-hour 1752:1948 American television series debuts 1734: 717:Martha Raye: Film and Television Clown 713: 609:on the NBC Saturday evening schedule. 426:. Two years later, it became, simply, 16:American broadcast comedy-variety show 871: 754:. Greenwood Press. pp. 109–110. 747: 245:was retired temporarily, in favor of 789:. Television Academy. Archived from 709: 707: 683:"Boston TV Fans to Get Vaudeville," 484: 352:. And, as the show landed a pair of 49:, was followed by a radio series on 813:"Milton Berle: U.S. Comedian/Actor" 184:Texaco Star Theater with Fred Allen 153:. During the almost two-year span, 38:, remembered as the show that gave 13: 698:"Pop Chronicles 1940s Program #13" 626: 14: 1843: 831: 704: 65:) first took it to television on 413: 220:and then, for its final season, 1832:American live television series 1782:American variety radio programs 616:has an average rating of 47.3. 434:'s half-hour filmed edition of 42:the nickname "Mr. Television". 1527:CSI: Crime Scene Investigation 930:Arthur Godfrey's Talent Scouts 857:Public domain 1949 episode of 805: 775: 741: 690: 677: 660: 238:Though some believe the title 198:for the show's premiere, 1940. 57:) in the spring of 1948. When 1: 1767:1940s American radio programs 1762:1930s American radio programs 1469:Who Wants to Be a Millionaire 1095:Rowan & Martin's Laugh-In 316: 1747:1949 radio programme endings 101:The Jumbo Fire Chief Program 7: 1742:1938 radio programme debuts 391:As phenomenally popular as 87:were in a 1930s radio hit, 75:for its final few seasons. 10: 1848: 720:. McFarland. p. 140. 202:Allen's previous sponsor, 1720:NBC Sunday Night Football 1699: 1690:NBC Sunday Night Football 1661:NBC Sunday Night Football 1624:NBC Sunday Night Football 1597: 1478: 1357: 1223: 1104: 999: 906: 714:Tucker, David C. (2016). 687:, June 6, 1948, p. B-11. 588: 558: 1797:NBC original programming 619: 606:The Donald O'Connor Show 364:With Berle at the helm, 78: 1802:Nielsen ratings winners 1038:The Beverly Hillbillies 861:at the Internet Archive 599:offered in alternation 507:U.S. television ratings 165:appeared as comedians. 36:television broadcasting 1077:The Andy Griffith Show 899:Nielsen Media Research 633:Dunning, John (1998). 601:The Jimmy Durante Show 348:from 8 to 9 p.m. 289:s next hosts included 199: 149:, who was replaced by 106:The Fire Chief Concert 26: 1194:Laverne & Shirley 960:The $ 64,000 Question 612:As a Top 30 program, 443:The Phil Silvers Show 428:The Milton Berle Show 309:(1948–1949). In 1945 193: 72:The Milton Berle Show 24: 748:Cross, Mary (2002). 424:The Buick-Berle Show 287:Texaco Star Theater' 1672:The Big Bang Theory 919:Texaco Star Theater 859:Texaco Star Theater 847:Texaco Star Theater 614:Texaco Star Theater 597:Texaco Star Theater 393:Texaco Star Theater 371:Texaco Star Theater 366:Texaco Star Theater 342:Texaco Star Theater 331:Texaco Star Theater 256:Texaco Star Theater 251:Texaco Star Theater 228:Texaco Star Theater 226:. He presided over 223:The Fred Allen Show 139:Texaco Star Theater 85:Texaco Star Theater 63:Chevron Corporation 31:Texaco Star Theater 1827:ABC radio programs 1822:CBS Radio programs 1117:Marcus Welby, M.D. 200: 157:, Irene Noblette, 27: 1729: 1728: 1144:All in the Family 839:Milton Berle Show 727:978-1-4766-2427-3 646:978-0-19-507678-3 593: 592: 485:Broadcast history 217:Town Hall Tonight 145:was succeeded by 131:, and bandleader 1839: 892: 885: 878: 869: 868: 825: 824: 822: 820: 809: 803: 802: 800: 798: 793:on June 19, 2020 779: 773: 772: 770: 768: 745: 739: 738: 736: 734: 711: 702: 701: 694: 688: 681: 675: 674: 664: 658: 657: 655: 653: 630: 520: 519: 437:The Honeymooners 179:Jimmy Wallington 175:Frances Langford 125:Jimmy Wallington 92:, the Fire Chief 1847: 1846: 1842: 1841: 1840: 1838: 1837: 1836: 1732: 1731: 1730: 1725: 1695: 1593: 1474: 1353: 1219: 1100: 995: 902: 896: 834: 829: 828: 818: 816: 811: 810: 806: 796: 794: 783:"Awards Search" 781: 780: 776: 766: 764: 762: 746: 742: 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Index


television broadcasting
Milton Berle
Fred Allen
ABC
NBC Blue
Texaco
Chevron Corporation
NBC
Ed Wynn
vaudevillian
The Jumbo Fire Chief Program
Eddie Cantor
Bobby Breen
Deanna Durbin
Jimmy Wallington
Harry Park
Jacques Renard
Adolphe Menjou
John Barrymore
Ken Murray
Una Merkel
Charlie Ruggles
Ned Sparks
Kenny Baker
Jane Froman
Frances Langford
Jimmy Wallington
Texaco Star Theater with Fred Allen

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