ZXAUncle Miltie.finaledit 2/21/02 11:26 AM Page 2 MR. TELEVISION ncle Miltie would do gave his all.You had to love anything for a laugh. him. He insisted on it. He jumped onstage in Berle had been one of the outlandish costumes— guest hosts of the Texaco Star sometimes in drag. Theater when it began in the HeU would have pies and spring of 1948, and he took powder puffs and buckets of over as permanent host begin- water thrown into his face. ning with the fall premiere. He would fall over face down— He was an immediate hit— hard—or backward, like a piece literally the reason many families of wood. He would tell jokes decided to buy a television that ranged from the obvious set. He became known as to the ridiculous, and when “Mr.Television” because he a joke died, he would mug, dominated the small screen in cajole, milk, or beg the his era, but the moniker stuck audience until they laughed. because he was an innovator— As an entertainer, he wanted one of the first comedians to to please, so much so that he really understand how to use the medium. Early television audiences had never seen anything like Texaco Star Theater before, even if they had seen Berle on Broadway or the vaudeville stage. From the moment the Texaco Service Men launched into the opening jingle (“Oh, we’re the men from Texaco”) to the end of the show (when he sang his theme song,“Near You”),Uncle Miltie worked tirelessly to entertain, bringing 36 ZXAUncle Miltie.finaledit 2/21/02 11:26 AM Page 3 a frantic and infectious energy Berle away from NBC, Berle was a physical comic to the screen. He was perfect Weaver signed him to a who cut his teeth on pratfalls for the earliest days of television: thirty-year contract in 1951 and stunts in vaudeville. He his highly visual, over-the-top, at $200,000 a year, whether appeared as a child actor in The Perils of Pauline in 1914 relentlessly loud style was just he worked or not. and worked his way up the what people wanted to see and Polling data marquees on the RKO and laugh at on the small screens of indicated there were Loews circuits. By 1943, the era, with a living room full Tuesday nights when he was the first star of the of guests. Variety magazine came virtually every TV Ziegfeld Follies to have up with the term “vaudeo”— set in the country his name above the title. Despite his ability to deliver vaudeville meets video—to was tuned to Uncle a joke with the best of them, describe Berle’s style. Miltie—a ratings he wasn’t a big hit on radio, No one appreciated Milton phenomenon never to be simply because audiences Berle’s comic genius more repeated. Partly due to his couldn’t see him. But by the than NBC programming chief immense popularity,TV set time television arrived, Berle was fully prepared to make Pat Weaver. In his memoir, ownership exploded:The this visual medium his own. The Best Seat in the House, NBC Research Department Weaver recalls:“For all Berle’s estimated there to be only wild costumes and crazy stuff, 175,000 sets at the start of his main focus was on the 1948, with the number passing comedy lines. No one, not one million before the end of even Henny Youngman or the year. David Sarnoff called Morey Amsterdam, could top Milton Berle and Howdy Milton with one-liners.” Doody his best salesmen for Weaver also knew he would those early RCA television be unable to carry out his receivers—and there is little innovative programming plans doubt that they were. for the network without the Not only did Milton Berle revenue Berle was bringing in. sell TV sets, he sold television “Do married men live One week in 1949, Berle itself as a medium.After 1948, appeared simultaneously on there could be no doubt in the longer than single men, the covers of Time and minds of sponsors, networks, Newsweek. (For Newsweek, and Wall Street magnates that he dressed up as Carmen this new medium was going or does it just seem Miranda.) To keep the to be big. How big remained competition from luring to be seen. longer?” — MILTON BERLE ZXAToday.Couric.finaledit 2/21/02 5:33 PM Page 2 THIS IS TODAY, ON NBC n 1990, Katherine Couric—who would soon be known by one and all as “Katie”—was offered the job of national Icorrespondent on the Today show.It was a turbulent time for the program, and Couric, who had the Pentagon beat at the time, asked her then-boss at NBC’s Washington bureau— Tim Russert—about the wisdom of making the move. Russert replied that he thought the producers would soon be asking her to take on a different job: that of co-host.“Couric said,‘Wow,’ ” remembers Russert.“And then she got up from her chair, went to the doorway,turned around and said,‘I could do that job.’” Couric was right—and so was Russert. In 1991, she which currently has the longest replaced Deborah Norville in winning streak (more than 300 the co-anchor seat next to consecutive weeks, dating back Bryant Gumbel. Since then, the to 1995) in the history of Today “first family”—Couric, morning television. Matt Lauer, weather reporter Al The show’s success reflects Roker, and news anchor Ann the talents of executive producer Curry—has taken the Jeff Zucker, who had an unpar- now-half-century-old alleled knack for anticipating the Today to heights “water-cooler” topic of the day. barely imaginable (Zucker now serves as president by David Sarnoff, of NBC Entertainment, with Pat Weaver, or even former NBC Nightly News Barbara Walters. executive producer Jonathan More than six Wald filling his slot at Today.) million Americans Also playing a big role is start their day Studio 1A, the show’s “Window with the program, on the World.”Since 1994, this ZXAToday.Couric.finaledit 2/21/02 5:33 PM Page 3 back, presenting (often making) the morning’s news in a calm, friendly yet precise manner. Lauer understands Today still has a role quite similar to what Pat Weaver imagined for it in the early fifties.“We keep in the back of our minds that people are not sitting around glued to the television for three hours a morning,”he says.“The idea is for Today to be a companion in your room, so you can do the widely imitated, but never When President Bush wandered Matt Lauer—who began as things you need to do, and then matched, phenomenon has by for what he thought would Today’s news anchor in 1994 turn to us when something attracted hundreds of thousands be a brief, pleasant hello, and replaced Bryant Gumbel in catches your attention.” of fans a year to the corner Couric initiated an impromptu 1997—had a similar journalistic Couric adds,“Today gives of 49th and Rockefeller interview.“There were a lot coup. In his January 27, 1998, people a good understanding Plaza in Manhattan. of things to talk to him about, interview with Hillary Clinton, every day they wake up that After getting used to the and I was able to get him into the First Lady made the highly the world is still around, that life new job (“I didn’t even know my web, if you will.Afterwards publicized claim that her is still going on, and that there how to turn the page to match I thought, wow,that was good husband was the victim of a are important things happening my copy to what was happening television, and I didn’t completely “vast right-wing conspiracy.” we need to understand.The on the teleprompter”), Couric blow it! I didn’t become so By then, it was obvious Lauer show is much greater than the triumphed early on during a flustered that I wasn’t able to ask had mastered the Today host sum of its parts because of its Barbara Bush–led live tour legitimate news questions and requirements: knowing when longevity,because it has such a of the White House in 1992. get some important answers.” to push, knowing when to lay great tradition behind it.” (Opposite, top) Katie Couric and Matt Lauer toast Jennifer Larou and Jeffrey Scott, the winners of the “Today Throws a Wedding” contest on September 5, 2001. (Top) Couric interviews Ross Perot at his political apogee in a two-hour special interview in June 1992. (Bottom, left to right) Couric and Lauer in Studio 1A; Lauer in Sydney, Australia, during Today’s coverage of the XXVII Olympiad in September 2000; Couric with Michael Shoels and Craig Scott, two days after the shootings at Columbine High School (Couric:“Many people have this energy to get their story out in terribly tragic times. My job is to make those people feel as comfortable as they possibly can.”); Lauer interviews George W. Bush in the Oval Office, April 26, 2001. 215 ZXAWest Wing.finaledit 2/21/02 5:43 PM Page 2 THE PERSONAL DRAMA OF POLITICS n 1999, any sensible lunch, Sorkin decided on the others thought a political show a behind-the-scenes glimpse pollster would have spot to make a pitch:“What would work, Sassa encouraged into the Oval Office as seen recommended against about the White House?”So the trio to make a pilot.After through the eyes of its eclectic producing an ensemble with Thomas Schlamme, who two years, The West Wing stands group of frenzied staffers and show about politics and at the time was co-executive- as a critical and ratings success, the devoted First Family.