Texaco Star Theater
Comedy-variety show that made Milton Berle a television star.
Wikipedia / Wikimedia Commons
Texaco Star Theater was a comedy-variety program that aired on radio from 1938 to 1949 and on television from 1948 to 1953. It is known as one of the earliest successful American TV shows, famous for giving Milton Berle the nickname "Mr. Television" and for boosting television sales in the 1950s.
The show's radio origins trace back to the 1930s hit *Ed Wynn, The Fire Chief*, which ended in 1935. Texaco then sponsored *The Jumbo Fire Chief Program* and *The Fire Chief Concert* before launching *Texaco Town* with Eddie Cantor from 1936 to 1938, a mix of comedy and music. The first broadcast of *Texaco Star Theater* (spelled "Theatre" for most of its radio run) aired on October 5, 1938, with hosts including Adolphe Menjou, John Barrymore, and Ken Murray, along with various singers and comedians.
In 1940, the show became a vehicle for Fred Allen, retitled *Texaco Star Theater with Fred Allen*. Allen hosted from 1940 to 1944, first as an hour-long show and later as a half-hour program, during which he introduced the popular sketch "Allen's Alley." He left in 1944 after Texaco did not renew his contract for the 1943–1944 season. Subsequent radio hosts included James Melton, Tony Martin, Gordon MacRae, and Jack Carter.
The television version launched on June 8, 1948, with Texaco's brand name in the title and employees featured prominently. Berle was initially part of a rotating host lineup but became the permanent host that fall. His show was a massive success, earning ratings as high as 80 and winning two Emmy Awards in its first year. After Texaco ended its sponsorship in 1953, the program was renamed *The Buick-Berle Show* and later *The Milton Berle Show* for its final season.
- Field
- Comedy-variety show
- Nationality
- American
- Known for
- Launching Milton Berle as 'Mr. Television' and driving early TV set sales
- Radio run
- 1938–1949
- Television run
- 1948–1953
Lore & Background
The roots of Texaco Star Theater were in a 1930s radio hit, Ed Wynn, The Fire Chief, which ended in June 1935. Texaco then sponsored The Jumbo Fire Chief Program in 1935–36 and The Fire Chief Concert in 1936. Comedian Eddie Cantor starred in a show called 'Texaco Town' from 1936 to 1938. Texaco Star Theater (spelled Theatre for most of the radio show's run) first broadcast on October 5, 1938, with initial host Adolphe Menjou, succeeded by John Barrymore, then Ken Murray. In 1940, the show became a star vehicle for Fred Allen, airing as Texaco Star Theater with Fred Allen from October 2, 1940. Allen presided over the show from 1940 to 1944, premiering the continuing comic sketch 'Allen's Alley' during the half-hour version. He left after the 1943–1944 season when Texaco chose not to renew his contract.
Reader's Guide
Texaco Star Theater's cultural significance lies in its role as a bridge between radio and television, and its central part in popularizing television as a mass medium. When the television version launched on NBC on June 8, 1948, it had a huge cultural impact. Milton Berle, who became the permanent host that fall, drove ratings as high as 80 and owned Tuesday night for NBC. The show was largely credited with driving American television set sales from 500,000 during Berle's first year to over 30 million when the show ended in 1956. It was the highest rated television show of the 1950–1951 season, the first season using Nielsen ratings. The show won two Emmy Awards in its first year: Best Kinescope Show and Berle as Most Outstanding Kinescoped Personality. After Texaco dropped sponsorship in 1953, the show became The Buick-Berle Show, then The Milton Berle Show for its final season ending in June 1956.
Did You Know?
- The show was one of the first successful examples of American television broadcasting.
- Milton Berle first called himself 'Uncle Miltie' ad-libbing at the end of a 1949 broadcast.
- The number of TV sets sold during Berle's run grew from 500,000 to over 30 million.
- Texaco included its brand name in the show title and featured employees as 'guardian angels' on television.
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