Chapter 132 - Video Killed the Radio Star: Television in the 1970s - A Retrospective
Above: The Bunker Family, stars of CBS’ hit comedy,
All in the Family; Captain Hikaru Sulu (played by George Takei), captain of the Enterprise-II on
Star Trek: Phase II, airing on NBC; George and Louise Jefferson, stars of
The Jeffersons, an
All in the Family spin-off, also on CBS.
“Oh, a, oh
I met your children
Oh a oh
What did you tell them?
Video killed the radio star
Video killed the radio star
Pictures came and broke your heart
Oh, ah whoa ah oh” - “Video Killed the Radio Star” by the Buggles
“'Star Trek' is about acceptance, and the strength of the Starship Enterprise is that it embraces diversity in all its forms.” - George Takei
“Nanu Nanu!” - Robin Williams as his iconic character “Mork”
“Just one more thing…” - Peter Falk as Lt. Columbo
At the start of the 1970s, long-standing trends in American television were finally reaching their end. For example, institutions such as
The Ed Sullivan Show were canceled at long last after years of declining ratings. The “family sitcom”, usually identified with shows like
Leave it to Beaver and
Ozzie and Harriet likewise went the way of the Dodo. Though
The Brady Bunch kept the flame of this subgenre alive for five years, from 1969-1974, it never took off the way those earlier shows did. Today, the Bradys are best remembered for syndicated reruns.
Nowhere was this push of “out with the old, in with the new” more strongly felt than at CBS. Tired of being called the “hillbilly network” (the majority of its hit shows -
The Beverly Hillbillies; Hee Haw; Green Acres; etc. - were rural-oriented), the network decided to move in a new, more “socially conscious” direction. Guided by tv producer Norman Lear, sitcoms like
All in the Family (Lear’s adaptation of the British show Til Death Do Us Part) and its spin-offs
The Jeffersons and
Maud became commonplace. This new breed of sitcoms was “hip”, it appealed to a younger, more urban demographic. When
All in the Family first premiered in 1971, it was the first place that the slurs “fag”, “jigaboo”, and “spic” were ever aired on national television. The show quickly became the talk of countless dinner tables across the nation, and got many people talking about issues of socioeconomic import, including racial inequality and homophobia. Lear’s other shows, included
One Day at a Time, which tells the story of a divorced mother trying to raise two kids in Indianapolis, and
Good Times, arguably America’s first African-American family sitcom.
Another genre that wound down in popularity as the decade wore on was the Western. One by one, the proverbial reaper came for each network’s western tent pole.
The Virginian and
The High Chaparral, both NBC stalwarts, were canceled in 1971.
Bonanza followed two years later. CBS’ iconic
Gunsmoke lasted a bit longer, finally ending its run with a star-studded finale in 1975. The next generation of these, so to speak, NBC’s
Little House on the Prairie and CBS’s
The Waltons (which, admittedly, took place in Virginia during the Great Depression) filled in the “family drama” void.
The 1970s also saw the rise of the medical drama (
Marcus Welby, MD for ABC and
Medical Center for CBS), the police procedural (
Columbo and
The Rockford Files for NBC,
Kojack for CBS, and
Starsky & Hutch for ABC), and perhaps most controversially, a genre called “jiggle television”.
Pioneered by Fred Silverman, who had jumped ship as head of programming from CBS to struggling ABC, “jiggle television” referred to shows which rejected the “socially responsible” themes of the 1950s and 60s, replacing them with sexual gratification and bawdy humor.
Charlie’s Angels, a crime drama starring up and coming sex symbols Farrah Fawcett, Jaclyn Smith, and Kate Jackson (Fawcett would be replaced in season 2 by Shari Belafonte), became a massive success for ABC. As did the risque sitcom
Three’s Company, in which swinging single-man Robin Trip pretended to be gay in order to live in an apartment with two single women. Mildly controversial at the time, the show quickly became a Top Ten hit in the ratings.
Besides being “sexy” for titilation’s sake, tv in the 70s incorporated many of the lessons and themes of Second-Wave feminism.
The Mary Tyler Moore Show featured its star playing a single, unmarried woman living and working on her own in the city. The aforementioned
Maud embraced the tenets of women’s liberation. Its protagonist openly supported Democratic politics, advocated for civil rights and racial and gender equality. And though her overbearing, sometimes domineering personality (perfectly portrayed by star Bea Arthur) could be grating at times, her activism itself was seldom seen as the butt of the joke.
Generally speaking, tv in the 70s was grittier, more realistic, and more grounded than what came in the decades preceding it. It tackled real-world issues and rarely attempted to moralize.
Another major show of the era,
M*A*S*H, began as a comedy with dramatic overtones but gradually shifted to a drama with comedic undertones. This fit its baby-boomer audience, who generally matured throughout the decade. Another change was the infusion of storylines based on actual events and medical developments that materialized during the Korean War. Considerable research was done by the producers, including interviews with actual MASH surgeons and personnel to develop storylines rooted in the war itself. Such early 1950s events as the McCarthy era, various sporting events, and the stardom of Marilyn Monroe were all incorporated into various episodes, a trend that continued until the end of the series. When its finale, “Goodbye, Farewell, and Amen” aired in 1983, it became the most-viewed television broadcast ever, a record it would hold for almost thirty years. Indeed, it remains the most-viewed final episode of any television program, with only 1993’s finale of
Cheers seriously giving it a run for its money.
Another major trend in 1970s television was the wave of Science-Fiction shows that swept the airwaves. Capitalizing on the success of
Star Trek, which ran on NBC from 1966 to 1971, and
Star Wars, which captivated the country and the world in 1977, shows like
The Six Million Dollar Man, The Bionic Woman, Battlestar Galactica, and
Fantasy Island joined others, inspired by comics like
Wonder Woman and
The Incredible Hulk.
Star Trek, which began the trend, continued it in 1976 with the premiere of
Star Trek: Phase II, which told the stories of the Enterprise-II, helmed by Captain Hikaru Sulu (George Takei) and First Officer Deckard (Morgan Freeman). This second series, which ran until the conclusion of its fifth season in 1981, was a major hit for NBC and co-promoted with a series of films for the franchise, beginning with
Star Trek: The Motion Picture in 1978. Young writer George R.R. Martin, a staff writer for
Star Trek: Phase II would eventually go on to have a highly successful career, both in television and as a novelist.
Wonder Woman, which began its life on ABC before switching to CBS for its second and third seasons, starred Lynda Carter and eventually crossed over with DC’s major film project at the time,
Superman starring Christopher Reeve and Carrie Fisher. Though a love triangle between the three was pitched for
Superman II in 1980, Carter vetoed the idea, as it would be unlikely to be followed up on in her show, which Reeve and Fisher would almost certainly not appear on.
The Incredible Hulk starring Bill Bixby as Bruce Banner and professional bodybuilder Lou Ferrigno as his alter-ego was also something of a hidden gem for CBS, running until the conclusion of its fifth season in 1982. It has since gained a cult-like following and helped build momentum in Marvel for the launching of its tv/film division. This would come to bear fruit in the 1980s and 90s, as the superhero craze really started to hit the silver screen.
Above: Lynda Carter in
Wonder Woman; Lou Ferrigno in
The Incredible Hulk.
During the 70s, the soap opera moved from being a genre watched exclusively by housewives in the United States to having a sizable audience of men (who largely watched
The Edge of Night) and college students; the latter audience helped
All My Children gain a devoted following, as it was on during many universities' traditional "lunch period." In a
Time article written about the genre in 1976, it was estimated that as many as 35 million households tuned into at least one soap opera each afternoon, the most successful being
As the World Turns, which routinely grabbed viewing figures of twelve million or higher each day. Other successful “soaps” of the era included
Ryan’s Hope, about an Irish-American family running a pub in New York City, and a debuting program called
General Hospital, which, although nearly canceled in 1976, would become a ratings juggernaut in the decade that followed.
Other fixtures of television in the decade included daytime game shows:
Hollywood Squares; Family Feud (the number one show by the end of the 70s);
The Price is Right; Let’s Make a Deal; The $20,000 Pyramid; and numerous others. The nightly news was presented by well-respected anchors on the networks: John Chancellor and David Brinkley (NBC); Harold K. Smith (ABC); and of course, “the most trusted man in America” Walter Cronkite, who led in the ratings and in public esteem (CBS). Variety shows and TV movies made for major events, as did major sporting events like the World Series, Super Bowl, and Olympics, among others.
Saturday Night Live, which began on NBC in October of 1975, continued to grow and develop in both quality and popularity through the latter half of the decade. Creator and showrunner Lorne Michaels would depart the show in 1980, succeeded by Dick Ebersol, though he would later return in 1985. Below is a list of the notable cast members on the eve of 1980:
- Gilbert Gottfried
- Yvonne Hudson
- Gail Matthius
- Ann Risley
- Charles Rocket
- Patrick Weathers
- Eddie Murphy
- Joe Piscopo
- Brian Doyle-Murphy
Though cable television had existed in some form or another since 1948, original programming wasn’t created exclusively for cable until deregulation of the industry under the Bush administration in 1972. Though cable would not truly take off until the 80s and 90s, its adoption commercially continued through the 70s.
Next Time on Blue Skies in Camelot: Music in the 70s - A Retrospective