Before Lucy, Gertrude Berg was “The First Lady Of Television”

‘The Goldbergs’ was a comedy-drama broadcast from 1929 to 1946 on radio, and from 1949 to 1956 on television. The program was devised by writer-actress Gertrude Berg in 1928 and sold to the NBC radio network the following year. It was a domestic comedy featuring the home life of a Jewish family, supposedly located at 1038 East Tremont Avenue in the Bronx. In addition to writing the scripts and directing each episode, Berg starred in the series. The link above is to a clip of a 1949 episode on CBS.

The television version ran on CBS Television from 1949 to 1951 and co-starred Philip Loeb as Jake Goldberg. He and Gertrude Berg reprised their roles in a 1950 film of the same name. The show almost didn’t get to the small screen at all: CBS executives were uncertain that the show would work on television as well as it did on radio. Berg prevailed, however, and picked up General Foods (Sanka coffee) as its sponsor.

Berg, who continued to write every episode, insisted that no studio audience be used and made sure everyday events formed the base for the stories; she was once quoted as saying she avoided “anything that will bother people … unions, fund raising, Zionism, socialism, intergroup relations. … I keep things average. I don’t want to lose friends.” Berg’s hard work and determination paid off. In 1950, she won the first Best Actress Emmy Award for her role as Molly on The Goldbergs.

The Goldbergs was destined to spend almost a decade on television—but not without disruptions. In 1950, Philip Loeb was blacklisted and pressure was placed on Berg (who owned the television version as she had the radio original) to fire him. When she refused, General Foods cancelled their sponsorship, and CBS dropped it from their schedule by June 1951.

Eight months later, however NBC—the show’s original broadcasting home—picked up the series for the 1952–53 season, but informed Gertrude Berg that if she persisted in allowing Philip Loeb to remain with the series, it would never be seen on television again. She finally gave in, and the series reappeared in a twice-weekly, early-evening 15 minute format (with another change in title, to Molly, in due course), with Harold Stone and then Robert H. Harris replacing Loeb as Jake, though Berg quietly continued to pay a salary to Loeb.

After The Goldbergs ended its CBS run, Tom Taylor replaced Larry Robinson in the role of Molly’s son, Sammy. The rest of the television cast included Eli Mintz as Uncle David, Arlene McQuade as Rosalie and Betty Bendyke as Dora Barnett. On radio, Sammy and Rosalie had grown up and gotten married; on television, the characters were revived as teenagers. During this time, Gertrude Berg and Arlene McQuade appeared as their characters of Molly and Rosalie, respectively, when they guested on NBC-TV’s Texaco Star Theater starring Milton Berle.

In 1954, the show reverted to a weekly half-hour, moving to the DuMont network for a run from April to October. The series was originally intended to run for six months on DuMont, but, due to financial difficulties, the network was unable to fulfill the $5 million contract, despite Nielsen ratings estimated at ten million viewers. The DuMont shows were aired live.

A final version, aired in syndication, was filmed in 1955 and aired on local stations until 1956. This version moved the Goldbergs from the Bronx to the New York suburb of Haverville. In a way this mirrored the real life journey of many Jewish families from the Bronx to the suburbs and other parts of New York during this period. However, this was considered the death knell of the show, as it was felt that the Goldbergs were only the Goldbergs in the Bronx. Also in 1955, Philip Loeb, beset by depression and unable to find other work, committed suicide. In 1957, Gertrude Berg made her last two appearances as Molly Goldberg: first on an episode of the NBC-TV variety series Washington Square with Ray Bolger, and then on a Kate Smith special that aired on ABC-TV.

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