Page 47 - A Handbook Genre Studies in Mass Media

CHAPTER 3

is characterized by innovation. The origin of the TV talk show format, for
example, was wildly experimental. In the late 1940s, Ernie Kovacs got
his start at WPTZ-TV, a local television station in Philadelphia. In those
early days there was far more time on the air than actual scripted content.
As a result, Kovacs had the freedom to play with the format, camera
angles, lenses, music, and the audience. On one occasion, he attached a
homemade kaleidoscope made from a toilet paper roll to the camera lens
and displayed weird visual patterns to some equally weird music.
Kovacs also concocted elaborate gags that displayed his creative ge-
nius. On one show, he tilted the entire set at a slight angle. However, by
setting the television camera at exactly the same angle, the set appeared
to be level to the audience at home. Kovacs then performed a simple skit,
in which he sat at a table and unpacked the contents of a lunch box. As
Kovacs put the contents on the table, they rolled down the table and onto
the floor, apparently defying gravity. By today’s standards, the skit was
far too long. However, without an established formula, Kovacs was able
to play with the conventions of the medium to fill up the time.

Popular Stage

In this phase, the formula of a genre is established. The evening talk
show genre hit its stride with The Tonight Show, Starring Johnny Carson,
which dominated the genre for thirty years (1962–1992). After Carson
retired, Jay Leno took over as the host.
During Carson’s tenure, the standard formula of the evening talk
show was established. The program time was reduced from ninety to
sixty minutes. Each show featured a blend of comedians, musicians,
and movie or television stars. In addition, the basic structure of each
program was established:

• First, Carson presented a monologue. This session included josh-
ing with sidemen, such as Ed McMahon and bandleader Doc
Severinsen.
• Carson then moved over to the primary set, consisting of a desk, which
the host sat behind, and a sofa for the announcer and guests.
• The pecking order of the guests was also established in order of
celebrity. The most renowned guest would appear first; the end of
the show was relegated to relative unknowns, such as young comics
or authors.

32