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Land of Television

As the price of television sets dropped, the number of viewers grew. 1952 saw the arrival of the Viking Console, a Canadian set, which was popular all over North America.

Perhaps no phenomenon shaped American life in the 1950s more than television. At the end of World War II, the television was a toy for only a few thousand wealthy Americans. Just 10 years later, nearly two-thirds of American households had a television.

The biggest-selling periodical of the decade was //TV Guide//. In a nation once marked by strong regional differences, network television programming blurred these distinctions and helped forge a national popular culture.

Television forever changed changed politics. The first president to be televised was Harry Truman. When Estes Kefauver prosecuted mob boss Frank Costello on television, the Tennessee senator became a national hero and a vice presidential candidate.

The first coast-to-coast color broadcast came on January 1, 1954, when NBC beamed the Tournament of Roses Parade across America. It did not take long for political advertisers to understand the power of the new medium. Dwight Eisenhower's campaign staff generated sound bites — short, powerful statements from a candidate — rather than air an entire speech.

America Loves Lucy


Lucille Ball's new baby brought 44 million viewers to the show and graced the cover of the first national issue of //TV Guide// in 1953. //TV Guide// soon became the most popular periodical in the country.

Americans loved situation comedies — sitcoms. In the 1950s, //I Love Lucy// topped the ratings charts. The show broke new ground by including a Cuban American character (Ricky Ricardo, played by bandleader Desi Arnaz ) and dealing with Lucille Ball 's pregnancy, though Lucy was never filmed from the waist down while she was pregnant. Forty-four million Americans tuned in to welcome her newborn son to the show.

Through shows such as //Leave It to Beaver//, //The Donna Reed Show//, and //Father Knows Best//, television created an idyllic view of what the perfect family life should look like, though few actual families could live up to the ideal.

Television's idea of a perfect family was a briefcase-toting professional father who left daily for work, and a pearls-wearing, nurturing housewife who raised their mischievous boys and obedient girls. With rare exceptions (such as Desi Arnaz) members of minorities rarely appeared on television in the 1950s.

The Wild West
//The Lone Ranger// was one of the earliest TV Westerns, making the jump from radio in 1941. //The Lone Ranger// and other Westerns geared toward children aired on Saturday mornings. Adult Westerns, such as //Gunsmoke// and //Wyatt Earp// aired during prime-time.

America's fascination with the Wild West was nothing new, but television brought Western heroes into American homes and turned that fascination into a love affair. Cowboys and lawmen such as Hopalong Cassidy, Wyatt Earp , and the Cisco Kid galloped across televisions every night. //The Roy Rogers Show// and //Rin Tin Tin// brought the West to children on Saturday mornings, and Davy Crockett coonskin caps became popular fashion items. Long running horse operas, such as //Bonanza// and //Rawhide//, attracted viewers week after week.

One Western, //Gunsmoke//, ran for 20 years — longer than any other prime-time drama in television history. At the decade's close, 30 Westerns aired on prime time each week, and Westerns occupied 7 spots in the Nielsen Top-10.

Westerns reinforced the '50s notion that everything was OK in America. Like //The Lone Ranger// or //Zorro//, most programs of the early 1950s drew a clear line between the good guys and the bad guys. There was very little danger of injury or death, and good always triumphed in the end. By the late '50s, though, the genre had become more complicated and the lines between good and evil was blurred. America entered the more turbulent '60s with heroes such as the black-clad mercenary Paladin and the gambling Maverick brothers who would do anything to earn a buck.

Nixon and Checkers
Richard Nixon was both helped and hindered by TV. His televised Checkers Speech (Checkers was his dog) successfully appealed to the public for support when financial scandals threatened to boot him from the Republican ticket. But in the 1960 televised presidential debates against John F. Kennedy, Nixon came off as sweaty and somewhat sinister.

Variety Shows: Vaudeville in American Living Rooms


Ed Sullivan's variety show provided entertainment ranging from the rock and roll of the Rolling Stones to the goofy hijinks of trained animals.

Because most early television was live, the producers of major networks found their talent among people already had experience with live performance: vaudeville. Television and vaudeville combined to created the form of entertainment known as the variety show. Variety shows were made up of short acts — musical numbers, comedy sketches, animal tricks, etc. — usually centered around an engaging host. Former vaudevillians Bob Hope, Milton Berle , and Ed Wynn all hosted popular programs. The influence of vaudeville on television was so strong that television critics called the shows "Vaudeo."

Sid Caesar had two popular variety programs in '50s, //Your Show of Shows// and //Caesar's Hour//. These shows featured the writing talents of Carl Reiner, Mel Brooks , Larry Gelbart , and Woody Allen. Nat "King" Cole became the first African American host of a television series when his variety show appeared in 1956.

But perhaps no variety program had a greater effect on American culture than //The Ed Sullivan Show//, which ran for 23 years beginning in 1948 and was for a while America's most popular show. Combining highbrow and popular entertainment, Sullivan's "really big shew" became a major stop for both established performers and young, up-and-coming artists. Although Elvis Presley had appeared on other shows in the past, it was his performance on //The Ed Sullivan Show// that grabbed the headlines. By securing rock-and-roll acts, Sullivan won the adolescent market, truly making the variety show a whole-family event.

Commercials: Selling through the Screen


In 1955, the adorable cartoon characters Snap, Crackle, and Pop leapt around and sang about the joys of eating Rice Krispies. Advertisements were an integral part of television viewing then just as they are today.

With more and more American families owning televisions, manufacturers now had a new way to sell their products, and the television commercial was born. By late 1948, over 900 companies had bought television broadcast time for advertising. By 1950, sponsors were leaving radio for television at an unstoppable rate.

Television sponsors ranged from greeting cards to automobiles, but perhaps the most advertised product was tobacco. //TV Guide// voted Lucky Strike's "Be Happy, Go Lucky" ad commercial of the year for 1950, and Phillip Morris sponsored //I Love Lucy// for years, inserting cartoon cigarette packs in the show's opening animation. Cartoon characters were common in '50s commercials, representing everything from lightbulbs to beer. In 1950, Coca-Cola launched its first television ad campaign using a combination of animation and celebrity endorsement.

By 1954, television commercials were the leading advertising medium in America. The life of the American consumer would never be the same.

The New News
CBSEdward R. Murrow's incisive journalism exposed the folly behind Senator McCarthy's rabid attacks on so-called communists, effectively ruining McCarthy's career.

Most Americans still got their news from newspapers in the 1950s, but the foundations for the modern television newscast were established as early as 1951 with Edward R. Murrow 's //See it Now//, the first coast-to-coast live show. Many consider Murrow's 1953 //Person to Person// interview with Joseph McCarthy to be a major step toward McCarthy's downfall.

While Murrow reported on CBS, David Brinkley and Chet Huntley were revolutionizing news broadcasting with the //NBC Nightly News//. Brinkley and Huntley were the first anchormen to report from two cities simultaneously, and Brinkley's simple declarative sentences became the basis for television news writing for several decades.

Two major developments in the 1950s that set up television as the news medium of the future were the establishment of coaxial cable linking the East and West coasts, which enabled footage to be moved electronically instead of physically, and the invention of videotape, which allowed the use of prerecorded footage (such as studio interviews).

But when television is bad, nothing is worse. I invite you to sit down in front of your television set when your station goes on the air and stay there without a book, magazine, newspaper, profit-and-loss sheet or rating book to distract you — and keep your eyes glued to that set until the station signs off. I can assure you that you will observe a vast wasteland. You will see a procession of game shows, violence, audience participation shows, formula comedies about totally unbelievable families, blood and thunder, mayhem, violence, sadism, murder, western bad men, western good men, private eyes, gangsters, more violence and cartoons. And, endlessly, commercials — many screaming, cajoling and offending. And most of all, boredom. – Newton Minow, Chairman of the FCC and 1950s televison viewer (1961)
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Children's Programming
//The Howdy Doody Show//, the first children's program to run five days a week, helped the young NBC network grow exponentially during the 1950s.

Understanding that the population of children was in greater numbers than in previous generations, television producers developed a host of children's programs. Shows such as //The Mickey Mouse Club// and //Howdy Doody//, entertained millions of American tykes.

During the 1950s, few households owned more than one television, so viewing became a shared family event. Even the American diet was transformed with the advent of the TV dinner, first introduced in 1954.



=America Rocks and Rolls= The prosperity of the '50s allowed teenagers to spend money on records by their favorite bands and singers.

Rock and roll was everything the suburban 1950s were not. While parents of the decade were listening to Frank Sinatra, Perry Como , and big bands , their children were moving to a new beat. In fact, to the horror of the older generation, their children were twisting, thrusting, bumping, and grinding to the sounds of rock and roll.

This generation of youth was much larger than any in recent memory, and the prosperity of the era gave them money to spend on records and phonographs. By the end of the decade, the phenomenon of rock and roll helped define the difference between youth and adulthood.

The Roots of Rock


Alan Freed, the Cleveland disc jockey credited with coining the phrase "rock and roll," was the master of ceremonies at many of the first rock concerts, including his 1955 Easter Jubilee.

The roots of rock and roll lay in African American blues and gospel. As the Great Migration brought many African Americans to the cities of the north, the sounds of rhythm and blues attracted suburban teens. Due to segregation and racist attitudes, however, none of the greatest artists of the genre could get much airplay.

Disc jockey Alan Freed began a rhythm-and-blues show on a Cleveland radio station. Soon the audience grew and grew, and Freed coined the term "rock and roll."

Early attempts by white artists to cover R&B songs resulted in weaker renditions that bled the heart and soul out of the originals. Record producers saw the market potential and began to search for a white artist who could capture the African American sound.



Chuck Berry's songs about girls and cars hit a nerve with American teens and sent his star rising high in the early days of rock and roll.

Sam Phillips, a Memphis record producer, found the answer in Elvis Presley. With a deep Southern sound, pouty lips, and gyrating hips, Elvis took an old style and made it his own.

From Memphis, the sound spread to other cities, and demand for Elvis records skyrocketed. Within two years, Elvis was the most popular name in the entertainment business.

After the door to rock and roll acceptance was opened, African American performers such as Chuck Berry, Fats Domino, and Little Richard began to enjoy broad success, as well. White performers such as Buddy Holly and Jerry Lee Lewis also found artistic freedom and commercial success.

Satan's Music


Elvis Presley brought rock-and-roll music to the masses during the 1950s with hits such as "Love Me Tender" and "Heartbreak Hotel."

Rock and roll sent shockwaves across America. A generation of young teenagers collectively rebelled against the music their parents loved. In general, the older generation loathed rock and roll. Appalled by the new styles of dance the movement evoked, churches proclaimed it Satan's music. Because rock and roll originated among the lower classes and a segregated ethnic group, many middle-class whites thought it was tasteless. Rock and roll records were banned from many radio stations and hundreds of schools.

But the masses spoke louder. When Elvis appeared on TV's //The Ed Sullivan Show//, the show's ratings soared.

Rock and roll is the most brutal, ugly, degenerate, vicious form of expression — lewd, sly, in plain fact, dirty — a rancid-smelling aphrodisiac and the martial music of every side-burned delinquent on the face of the earth. – Frank Sinatra (1957)
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|| || The commercial possibilities were limitless. As a generation of young adults finished military service, bought houses in suburbia, and longed for stability and conformity, their children seemed to take comfort for granted. They wanted to release the tensions that bubbled beneath the smooth surface of postwar America.
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Above all, they wanted to shake, rattle, and roll.