Who's Whose

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Who's Whose
GenrePanel show
Directed byAlexander Leftwich
Presented byPhil Baker
Country of originUnited States
Original languageEnglish
No. of seasons1
No. of episodes1
Production
ProducerLester Lewis
Production locationsNew York City, New York
Running time30 minutes
Original release
NetworkCBS
ReleaseJune 25, 1951 (1951-06-25)
Related
  • The Goldbergs
  • It's News to Me

Who's Whose is a

TV series on June 25, 1951, and is noted for being one of the first television series to be dropped after one episode
.

Host and panelists

Who's Whose was hosted by long-time comedian and radio game show host Phil Baker. His on-air assistant was a man in a turban, dubbed "Gunga".[1] The three regular celebrity panelists for the show were Robin Chandler, Art Ford, and Basil Davenport. They were joined by guest celebrity panelist Emily Kimbrough.[1] The show was broadcast live and a kinescope was produced for stations that aired it on a delayed basis.

Game play

A round began with the "panel of experts" facing a group of either three men or three women. Through questioning, the panel tried to determine which of the three was the spouse of the person sitting with Phil Baker.[1] In an additional separate round, the panel attempted to pick out the spouse of a noted celebrity.

Background

Who's Whose was brought in to replace

timeslot during the summer and then be replaced in the fall.[3]

Audition show (pilot)

The concept for Who's Whose was tested in May 1951. An audition show (nowadays known as a

still camera photographs of the proceedings. The show's concept was then demonstrated by playing back the audio while flipping through the still photos. This technique was dubbed a "two-bit kine".[5] After the show was sold to CBS, a standard kinescope was produced to further develop the concept of the show.[4]

Packaging and sponsorship

Who's Whose was brought into existence as a "package" deal by the

Young & Rubicam (Y&R). Packaging was the common practice dating back to the days of network radio, whereby an outside entity such as an advertising agency would assemble the various production elements, including a commercial sponsor, which are needed to bring about a show. The proposed show would then be presented to a network as a "complete package". (The similar concept of movie packaging is still fairly common.) Actual production of the show was handled by independent packager Lester Lewis.[6]

General Foods picked up sponsorship of the show in order to advertise its Sanka coffee brand, which it was already selling on The Goldbergs. General Foods was able to place the show in the same timeslot as The Goldbergs because it basically "controlled" the timeslot in which the show ran, namely Mondays from 9:30 to 10:00 pm Eastern Time on CBS-TV. This was also a common practice which also dated back to the days of network radio, where a single sponsor would pay the full costs for a certain timeslot and thus be given a great deal of leeway in determining what ran during that period. Today, rising commercial rates have made this practice usually too expensive for any one sponsor to afford (in any event, regulations following the 1950s quiz show scandals discouraged networks from ceding that much power to advertisers).

Critical response, cancellation and aftermath

The reaction to the Who's Whose was decidedly negative; it was lambasted by critics as the

Dodgers baseball game on the radio.[10]
Just days after its premiere the series was canceled and replaced by a new panel quiz series, It's News to Me, with General Foods (and Sanka) remaining as the sponsor in the timeslot.[11] Phil Baker, who had signed a contract to receive $1000 a week, was paid off to conclude the contract.[6]

Young & Rubicam's long-term reputation for successfully "packaging" shows was damaged by the Who's Whose debacle. This failure, along with a number of other recent disappointments and failures, was followed by reports in August that the agency was likely getting out of the business of packaging radio and television shows, and that high-ranking people would be leaving the agency.[12]

References

  1. ^ a b c "WHO'S WHOSE (review)". Weekly Variety. Variety Publishing Company. June 27, 1951. p. 31. Retrieved August 4, 2019.
  2. ISBN 978-0-345-49773-4
    . Retrieved July 10, 2018.
  3. ^ "Sponsor Dropping 'Goldbergs' on TV". New York Times. May 19, 1951. p. 19. Retrieved July 10, 2018.
  4. ^ a b "Packagers Gripe In Web's 'Freeze' Of Kine Facilities". Weekly Variety. Variety Publishing Company. July 4, 1951. p. 35. Retrieved August 4, 2019.
  5. ^ "A DOLLAR SAVED -- New TV Audition Gimmick Uses Tape, Still Photo". The Billboard. May 19, 1951. p. 11. Retrieved July 10, 2018.
  6. ^ a b "'Who's' Was". Weekly Variety. Variety Publishing Company. July 4, 1951. p. 32. Retrieved August 4, 2019.
  7. ^ Clark, Rocky (July 1, 1951). "Tele-Views: 'WHO'S WHOSE' GONE". The Bridgeport Post (Connecticut). p. 19. Retrieved July 10, 2018.
  8. ^ Wolters, Larry (June 28, 1951). "BIGGEST QUIZ ON WHO'S WHOSE: WHY BOTHER?". Chicago Tribune. p. W6. Retrieved July 10, 2018.
  9. ^ "TV Critic Pleads for Mollie [sic] Goldberg's Return". The Wisconsin Jewish Chronicle. AJP. July 20, 1951. p. 3. Retrieved July 10, 2018.
  10. ^ "(Dizzy Dean anecdote)". The Lincoln Sunday Journal and Star (Nebraska). July 8, 1951. p. 8-D. Retrieved July 10, 2018.
  11. ^ Butterfield, C. E. (July 2, 1951). "Radio Column". Green Bay Press-Gazette. p. 17. Retrieved August 18, 2023.
  12. ^ "Y. & R. May Quit Packaging AM-TV Shows; Shake-Up Due". The Billboard. August 4, 1951. p. 4. Retrieved July 10, 2018.
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