Tastes in Television

What do U.S. audiences really think of the big names of television? After interviewing 400 families, Chicago's Social Research, Inc. this week published its findings, embellished by some marginal notes of its own. Items:

Milton Berle is "acknowledged to be the king of TV entertainers, but he is not universally liked by his subjects," many of whom think him "an extreme egotist" and "rude." His humor "does tend to emphasize physical action," and "the viewer feels uncomfortable when Berle is obnoxious and gets applause for it . . . In summary, Berle violates a major value of American society--that of self-control."

Ken Murray relies on a single, tried & true formula. "In contrast to the changing orientations of most variety shows, the major theme of the show is [sex]. Emphasis is placed on the glamor of the girls, Ken Murray makes cracks with sexy overtones . . . The audience has no strongly formed loyalty to him as a personality--in contrast to Sid Caesar, Jimmy Durante, and some others--but likes him as a relaxed and amusing guy . . . The sexual-musical combination is appealing, perhaps especially so on Saturday night, the universal 'dating' time . . ."

Arthur Godfrey is a favorite of "the Middle Majority woman* [who] will seldom admit publicly or individually that she enjoys any form of 'crudity,' and will say that Godfrey's wit isn't up to her moral standards. . . . In the morning, with no one in her home to be shocked, she can wholeheartedly join in on the studio laughter and fun. At night, with the husband and children around, she isn't so free but she still enjoys it."

Ted Mack (The Original Amateur Hour) "In contrast to Milton Berle, Arthur Godfrey, and Bert Parks . . . he is an eminently serious person who communicates to the audience a feeling of the importance, usefulness and rightness of his program. Respondents' references to him are quite reminiscent of the things they might say of an ideal arbiter, coach, Scout leader or father."

Many televiewers, the survey concludes, are a little ashamed of their taste in entertainment. They are "proud to appreciate entertainment that has a 'seal of approval' from people with prestige--a pride that is probably a bit elevated because it is frequently pointed out to them that they spend more time watching TV than is quite respectable."

* Translation: the average housewife.

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