Steve Allen Show, The (1953-1954)
In 1953, the local NBC station in New York was WNBT and its late night movie program was getting clobbered by a better package of films being broadcast every night on the CBS affiliate, WCBS. Knickerbocker Beer, which was then a major brand, decided it wanted to sponsor something else on WNBT…say, a variety show. Ted Cott, a successful radio executive who had recently moved into television at the NBC affiliate, suggested Steve Allen as host.
Histories say that Allen debuted in the Fall of ’53 with a 45 (or 40 in some accounts) minute program every night called The Knickerbocker Beer Show, and that after thirteen weeks, its name was changed to The Steve Allen Show. The above ticket suggests that the name change came much more rapidly than that.
Done at first without writers and always without much of a budget, Allen’s local show was an immediate success, garnering both critical acclaim and the desired higher (than WCBS) ratings. On it, Allen would play the piano, chat with audience members or guests or sidekick-announcer Gene Rayburn, bring on Steve Lawrence and/or Eydie Gorme to sing a song — the bandleader was Bobby Byrne — and basically lay the foundation for talk shows to come. Less than a year later, most of the operation would be moving over to do a network show called Tonight.