While historians of the television medium can point to visionaries like William Paley and David Sarnoff. Ed Sullivan belongs in there, too.
It’s incredible to think that a newspaper columnist could turn himself into a TV star. Yet there’s no doubt that Sullivan cornered the market with his own show.
Over the years, people have seen clips from musicians and entertainers on The Ed Sullivan Show. CBS was the home network for Sullivan’s own brand of entertainment. Sunday nights, families would gather around their black-and-white (eventually color) TV sets. Tuning into Sullivan’s show meant viewers could see the day’s biggest stars.
If you’ve seen a picture of him, then you might understand why he got the nickname “Old Stoneface.” Ed Sullivan wasn’t known for his over-the-top antics. Hardly. He had a rather matter-of-fact way when presenting different acts. He had dog acts, trapeze artists, plate twirlers, and elephant acts. Then, there were music stars like Elvis Presley and the Beatles. Comedians also had a soft spot in Sullivan’s heart. Stand-up comics like pre-hip George Carlin, Richard Pryor, Flip Wilson, Totie Fields, Phyllis Diller, Rich Little, Frank Gorshin, and others stood on the Sullivan stage.
With this varied group of entertainers, it’s not a stretch to say Ed Sullivan held the TV world in his hands.
It All Started With ‘Toast of the Town’
NEW YORK – SEPTEMBER 27: (L-R) Brian Wilson, Mike Love, Dennis Wilson, Al Jardine and Carl Wilson of the rock and roll band “The Beach Boys” pose for a portrait with variety show host Ed Sullivan after performing the song “Wendy” on the Ed Sullivan Show on September 27, 1964 in New York City, New York. (Photo by Michael Ochs Archives/Getty Images)In 1948, Ed Sullivan started appearing on CBS in his show Toast of the Town. Not a lot of people owned televisions at this time. It was still a novelty to have one in your home. Those that did, though, could make an appointment on Sunday nights.
That’s where Sullivan would bring on acts either he spotted or others found in New York City. Ed was a nightclub hopper for many years. In this way, he could go in and see what celebrities were in town. He’d make notes on their activities, then report that back to his readers.
His column became must-read material for New York newspaper buyers. Establishing a footprint on television was a smart thing to do. From 1948 until 1954, Toast of the Town was a concrete block in CBS’ young schedule. Because viewers became so used to seeing Sullivan as the show’s host, it was casually called The Ed Sullivan Show. CBS eventually caught on and made that the show’s name, one that would stick until its cancellation in 1971.
Ed Sullivan Could Get Entertainers On His Show
By the early to mid-1950s, rock and roll music took the world by storm. Everyone from Buddy Holly and the Crickets to Elvis Presley graced the Sullivan stage. Ed even made sure that black singers and comedians had a spot on his shows, too.
There were seismic and significant cultural forces driving Sullivan’s entertainment choices. He looked for great acts, but he also had a knack for securing big names. As mentioned, Presley popped up on his show for a few appearances. Famously, CBS cameras made sure to shoot Presley from above the waist. Producers weren’t going to show Presley’s swinging hips on their show. No way. Still, Sullivan made it a point to tell his viewers that Presley was a very fine boy. Any act getting the good blessing from Ed Sullivan could take that to the bank.
Some entertainers told stories of seeing their bookings or engagements soar higher after a Sullivan appearance. This guy knew how to get entertainers on his show. Heck, he knew many of them from his active, vibrant newspaper days.
Sullivan also knew that having popular musical acts kept young audiences glued to the TV set. Besides Presley and the Fab Four, he also scored other British Invasion acts like The Animals, the Rolling Stones, and Herman’s Hermits. American acts like The Beach Boys got a nod from Ed and his faithful audience, too.
Taking America’s Pulse Mattered To Ed Sullivan
When you tuned into The Ed Sullivan Show, seeing a diverse number of acts wasn’t unusual. Sullivan was keen to keep an ear and heart tuned into the pulse of America. He could shift and change his show to reflect changing tastes.
When “The Summer of Love” in 1967 started taking shape, he went along for the ride. Different rock music bands that didn’t necessarily copy the early Beatles look popped up. Most famously, people have heard about The Doors only getting one appearance. They were reportedly in line for a multi-appearance contract. And they would have gotten it if only lead singer Jim Morrison hadn’t changed the lyrics to “Light My Fire.” Instead of tweaking the line “girl, we couldn’t get much higher,” Morrison sang it as written. Adios, Doors.
Sullivan knew what worked for his show. His interactions with the puppet Topo Gigio are legendary. New generations have grown up seeing Sullivan show clips thanks to different compilations. MeTV and PlutoTV regularly show Sullivan show clips. It lets people view their favorite singers, comedians, and bands from a bygone day.
After The Ed Sullivan Show was canceled in 1971, Ed was ticked at CBS. He didn’t even finish out his season’s contractual shows. They had guest hosts fill in for Sullivan. Losing his show hurt Ed Sullivan a lot. Yet even to this day, his hard work and dedication to entertainment is celebrated.
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