WIKIPEDIA: Mendel "Milton Berle" Berlinger (July 12, 1908 – March 27, 2002) was an Emmy-winning American comedian and actor. As the manic host of NBC's Texaco Star Theater from 1948–1955, he was the first major star of television and as such became known as Uncle Miltie or Mr. Television to millions during TV's golden age.
In 1948, NBC decided to bring Texaco Star Theater from radio to television, with Berle as one of the show's four rotating hosts. For the fall season, NBC named Berle the permanent host. His highly visual, sometimes outrageous vaudeville style proved ideal for the burgeoning new medium. Berle and Texaco owned Tuesday nights for the next several years, reaching the number one slot in the Nielsen ratings and keeping it, with as much as an 80% share of the recorded viewing audience. Berle and the show each won Emmy Awards after the first season. Fewer movie tickets were sold on Tuesdays. Some theaters, restaurants and other businesses shut down for the hour or closed for the evening so their customers wouldn't miss Berle's antics [2]. Berle's autobiography notes that in Detroit, "an investigation took place when the water levels took a drastic drop in the reservoirs on Tuesday nights between 9 and 9:05. It turned out that everyone waited until the end of the Texaco Star Theater before going to the bathroom."
Berle is credited for the huge spike in the sale of TV sets. (Other comedians turned this into a punchline: "I sold mine, my uncle sold his...") After Berle's show began, set sales more than doubled, reaching two million in 1949. His stature as the medium's first superstar earned Berle the sobriquet "Mr. Television." [3] He also earned a slightly more familiar nickname after ending a 1949 broadcast with a brief ad-libbed remark to children watching the show: "Listen to your Uncle Miltie and go to bed."
Berle asked NBC to switch from live broadcasts to filmed shows, to make possible future reruns and residuals, and he was not happy when NBC showed little interest. NBC did consent to make a kinescope of each show — a reference copy filmed directly off a TV screen.
He also risked his newfound TV stardom at its zenith to challenge Texaco when the sponsor tried to prevent black performers from appearing. In his autobiography, Berle recalled the incident:
“Another thing that was a constant anger to me was that I didn't have approval on the acts and performers I wanted on the show. I remember clashing with the sponsor and the advertising agency and the sponsor over my signing the Four Step Brothers for an appearance on the show. The only thing I could figure out was that there was an objection to black performers on the show, but I couldn't even find out who was objecting. "We just don't like them," I was told, but who the hell was "we"? Because I was riding high in 1950, I sent out the word: "If they don't go on, I don't go on." At ten minutes of eight — ten minutes before show time — I got permission for the Step Brothers to appear. If I broke the color-line policy or not, I don't know, but later on I had no trouble booking Bill Robinson or Lena Horne."
