![]() ![]() Two years later, it became, simply, The Milton Berle Show, its title until its run ended at last in June 1956. Texaco dropped its sponsorship of the show and Buick became the new sponsor in 1953, prompting the show's name change to The Buick-Berle Show. They didn't settle on Berle-who hosted a freshly revived radio version in spring 1948-as the permanent host right away he hosted the first television Texaco Star Theater in June 1948 but was originally part of a rotation of hosts (Berle himself had only a four-week contract), until he was named the permanent host that fall. You'll find that Texaco's the finest friend your car has ever had There's nothing like this Texaco of ours!įire Chief, fill up with Fire Chief, You will smile at the pile of new miles you will add 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 "guardian angels" performing good deeds of one or another kind, and a quartet of Texaco singers opened each week's show with the following theme song: On television, continuing a practice long established in radio, Texaco included its brand name in the show title. ![]() When Texaco (now Chevron Corporation) first took it to television on NBC on June 8, 1948, the show was an instant hit and subsequently had a huge cultural impact. ![]() The classic 1940–44 version of the program, hosted by radio's Fred Allen, was followed by a radio series on ABC (the former NBC Blue) in the spring of 1948. It was one of the first successful examples of American television broadcasting, remembered as the show that gave host Milton Berle the nickname "Mr. Texaco Star Theater was an American comedy-variety show, broadcast on radio from 1938 to 1949 and aired on television from 1948 to 1956. ![]()
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