The Texaco Star Theatre was one of the most popular shows in the history of television. In the first year, Milton Berle was not the permanent emcee, but once he replaced the rotation, the show soared to ratings dominance (Number One in 1950-51), NBC dominated Tuesday night, and Berle became the first great star of the new medium, "Mr. Television". The basic format was modeled after a vaudeville variety hour, spotlighting Berle's jokes, sight gags, and costumes. Written by
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The show's sponsorship shifted from Texaco to Buick in 1953 and it became known as "The Buick-Berle Show", continuing to be broadcast on Tuesday nights at 8:00 pm. In 1954 it became known simply as "The Milton Berle Show". See more
Oh, we're the men of Texaco. / We work from Maine to Mexico. / There's nothing like this Texaco of ours; / Our show tonight is powerful, / We'll wow you with an hourful / of howls from a showerful / of stars; / We're the merry Texaco-men. / Tonight we may be showmen; / Tomorrow we'll be servicing / your cars."