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as we see it You can say what you like about Mil- ton Berle—most people already have —but the man is good for television. He was the medium’s first big star. His comedy was slapsticky, his insist¬ ence on dominating every act was an¬ noying, and his ill-concealed appeals for applause were aggravating. Yet everyone who had a set watched him. Bad as the show was by today’s standards, it was far better than any¬ thing else on the air at the time. As more people bought sets (largely because of Berle) Berle’s popularity waned. Viewers were fed up with his “pushy” stage personality; and while he still held a tremendous audience. Uncle Miltie dropped out of the lists of Top 10 programs. So Berle changed. He hired the best writers in the business and instructed them to revise the show and the Berle character. That decision, coming from a man who had never been accused of modesty, was proof that he was just about as great a showman as he believed himself to be. The new Berle show had a running plot and Milton himself came pretty close to being a straight man for his guests. The decision was a wise one. During the past season he made the Top 10 lists consistently. Success alone didn’t satisfy him. He’s still looking ahead; and so, for next season, he has announced another change. He’ll do 13 shows, all in color, and with no set format. There will be reviews, “book” shows, musical comedies, satires and dramatic pro¬ grams. He’ll have different writers, actors and directors on each program. Berle is doing his part to keep TV out of self-imposed entertainment ruts. He wants to give viewers some¬ thing new and exciting to look for¬ ward to. And we think he’s right. CONTENTS WEEK OF JULY 30-AUG. 5 Local Program Guide Opens Opposite Page 12 TELETYPES New York .. 3 Hollywood .23 ' TV GUIDE'S TIM CONTEST Wonf To Bo A TV Actor? .10 ARTICLES /$ 'lire' TV On Tho Way Out? .... 7 Godfrey Alumni: No. 3, Tho Mariners .13 Rise And Fall Of Mr. Peepers .20 CLOSE-UP Those Whiting Girls . 4 PICTURE FEATURES Dennis James Throws A Party . 8 Con You lick These? .12 TV Animal Watchers' Guide .16 REVIEWS America's Greatest Bands .18 Front Row Center .19 COLUMNS Fine Tuning • By Ollie Crawford ..19 Confidentially . . . By Earl Wilson ..22 Cover Photo By Chartei Rhodes Vol. 3, No. 31 • July 30, 1955 Issue #122 Woher H. Annenberg, editor Merrill Ponitt, Managing Editor Alexander H. Joseph, Associate Editor Horry Harris, Associate Cditar Oliver H. Crawford, Programming Editor Michael J. O'Neill, Advertiung Director Donald P. Kahn, Promotion Director Henry H. Oichoy, Circulation Director James T. Quirk, Publisher TV GUIDE IS poMished weekly by Tritniie Publications, Inc.. I. Pa. Rlttenhouse «-l600. NatieiMl Advastisinf OtIice, US Madison Aye.. New York 22. N^ y. Ent^ as Mond class mailer at the Post OBice at Pliil^pbia. Pa. Subsciiption Rates: In the U.S. I year * 5 , 00 , 2 ywsJ8.00.3 years $11.00. sinyle copy 15c; In Can¬ ada I year $6.00.2 years $10.00.3 years $14.00; in Pan-Amer¬ ican 6 >unlries 1 year $7.00. 2 years $12.00. 3 years $17.00; ■ - - . . s $14.00.3 Address subscriptions ond changes of address to Box 8019, PNIodelphia 1. Pa. Please allow four weeks for change of address.