Kevin McGeogh

                                                                                                            February 26, 2003

                                                                                                            Com 290-01

                                                                                                            Dr. Rohler

 

Milton Berle

 

            Milton Berle was born to his given name Mendel Berlinger in New York City in 1908, but then changed it to Milton as many people in show business often do.  At only five years old he began one of the longest and most diverse careers in show business history when he appeared in the Perils of Pauline and Tillie’s Punctured Romance.  His career would include silent film, vaudeville, radio, motion pictures, and television.  He moved up the vaudeville circuit throughout the 1920’s, making a name for himself as a comic known for stealing the material of fellow comedians and as a master of ceremonies.  During the 1930’s, Milton appeared in a variety of Hollywood films, in night clubs, and on the radio, but is best known for his role as the host of TV’s most popular show during its early years called Texaco Star Theater.  The show began on ABC radio network in 1948 and became a T.V. version for Texaco and NBC later that year.  Within two months, Milton Berle became television’s first real superstar with the highest ratings ever attained and was referred to as “Mr. Television”, “Mr. Tuesday Night”, and “Uncle Miltie”.  Restaurants, night clubs, and theaters eventually rearranged their schedules in order not to miss the show at 8p.m.  The television industry says that he stimulated sales and audience for television in the same way that Amos and Andy had done for radio.  The budget for each one of his programs was only $15,000, but all of the most well known entertainers were eager to appear on it simply for the television exposure.  The shows were live, one hour in length, and included vaudeville routines, music, comedy, and sketches.  What we would think of as a variety show.  Other regular features on the show were the singing Texaco station attendants and pitchman commercials by Sid Stone.  The show did so well that in 1951, he signed a contract with NBC granting him $200,000 a year over the next thirty years, providing he appeared on NBC exclusively.  His show was one of the first to be promoted through advertising and merchandising products like Uncle Miltie t-shirts, comic books, and chewing gum.  Once other programs came about, however, to compete with Milton’s popularity, his audience grew smaller and Texaco ended its sponsorship.  In 1953, the show was retitled the Buick-Berle Show.  Since they were facing greater competition, Berle’s staff changed the show to be more structured and less zany.  The show managed still to obtain a large audience, but was dropped by Buick after two years.  After the show ended, Milton was featured in Kraft Music Hall in the late 1950’s and a 1960’s game show called Jackpot Bowling.  He renegotiated his thirty-year contract with NBC in 1965 allowing him to appear on any network.  With this freedom he later made guest appearances in dramas as well as comedies, film, night clubs, and benefit shows.  He has been given every show business tribute or award, most important being an Emmy and two T.V. specials devoted to his legacy in broadcasting.  He was married three times.  Twice to Joyce Matthews and twice divorced, and to Ruth Rosenthal with which he had two children; Vicki and Billy (adopted).