The Ed Sullivan Show, an American television variety program, made its debut on CBS on June 20, 1948, initially under the title *Toast of the Town*. It continued its run until March 28, 1971, establishing itself as a significant cultural event in the United States. Hosted by New York entertainment columnist Ed Sullivan, the show became renowned for presenting a vast array of entertainment, mirroring the format of traditional vaudeville. Despite vaudeville's
gradual decline over a generation, Sullivan frequently featured many former vaudevillians on his program, bridging the gap between an older form of entertainment and the burgeoning medium of television.
Early Days and Format Evolution
Co-created and produced by Marlo Lewis, the show was known as *Toast of the Town* for several years before officially adopting *The Ed Sullivan Show* title on September 25, 1955. The inaugural broadcast on June 20, 1948, showcased a diverse lineup, including Dean Martin and Jerry Lewis, singer Monica Lewis, and Broadway composers Richard Rodgers and Oscar Hammerstein II, who previewed the score for their upcoming show, *South Pacific*. This early programming set the precedent for the show's eclectic mix of acts.From 1948 through 1962, the Lincoln-Mercury Division of the Ford Motor Company served as the program's primary sponsor. During this period, Ed Sullivan himself would often read commercials for Mercury vehicles live on the air. The show was originally broadcast live from CBS-TV Studio 51, the Maxine Elliott Theatre, located at Broadway and 39th Street. It later moved to its permanent home at CBS-TV Studio 50 in New York City, situated at 1697 Broadway, at 53rd Street. This studio was eventually renamed the Ed Sullivan Theater in June 1968, commemorating the program's 20th anniversary.
Adapting to Changing Times
Ed Sullivan's program was a national event every Sunday evening for many years, often serving as the first exposure for international performers to the American public. In a June 1958 interview syndicated by the Newspaper Enterprise Association (NEA), Sullivan reflected on how the show had evolved over its first decade. He noted a significant change in pace, stating that in the early days, they might feature around six acts, each performing for a leisurely ten minutes or so. By 1958, the show typically included 11 or 12 acts, with each performing for only two or three minutes. Sullivan also humorously admitted that he used to talk too much in the early days, cringing at old kinescopes and wishing he had kept quiet more often.Beyond new talent, Sullivan also brought back recurring characters throughout the seasons. Notable examples include his "Little Italian Mouse" puppet sidekick, Topo Gigio, who first appeared on December 9, 1962, and ventriloquist Señor Wences, who debuted on December 31, 1950. While most episodes were broadcast live from New York City, the show occasionally aired live from other countries, such as the United Kingdom, Australia, and Japan, further expanding its reach and influence. The show's ability to adapt its pace and incorporate a wide variety of acts, from classical musicians and opera singers to popular recording artists, comedians, ballet dancers, and circus acts, allowed it to maintain its popularity for over two decades.
