Bertha Brainard

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Bertha Brainard
Bertha Brainard

Bertha Brainard (South Orange, New Jersey - June 11, 1946, Huntington, New York), known to her friends as Betty, was a pioneering NBC executive responsible for setting trends in network broadcasting.[1][2]

After she became head of programming for NBC in 1928, she began pushing for singer-bandleader Rudy Vallée to host a variety series by explaining that only a woman could understand the appeal of Vallée's voice.[3]

Rudy Vallee
Rudy Vallee

The Fleischmann's Yeast Hour (aka The Rudy Vallée Show, aka The Fleischmann Yeast Hour, aka The Fleischmann Hour) was then launched as a musical variety radio program on NBC from 1929 to 1936, when it became The Royal Gelatin Hour, continuing until 1939.[1]

Beginning October 24, 1929, the show quickly became a top-rated program, second only to Amos 'n' Andy.[3] Host Vallée appeared along with regulars Ole Olsen and Chic Johnson (1932), followed by Tom Howard and George Shelton (1935). On this show, the American listening audience heard many future stars for the first time, as it introduced such talents as Milton Berle, Burns and Allen, Alice Faye, the Mills Brothers and Kate Smith. Gloria Swanson made her radio debut. Other guests included Ray Bolger, Fannie Brice, Ilka Chase, Helen Hayes and Bert Lahr.[1]

Brainard also introduced satire to radio by commissioning Raymond Knight to create a comedy show. Knight was writing continuity and commercials for NBC in 1929, when Brainard asked him to devise "something cuckoo" for the Blue Network. He responded with the zany The Cuckoo Hour, aka The KUKU Hour, as a showcase for his wacky humor, performing as Ambrose J. Weems.[4][5]

Brainard remained an NBC executive until 1946 when she married advertising executive Curt Peterson. Her retirement and marriage were brief, as she died of a heart attack later that year.[1]

[edit] References

  1. ^ a b c d Paley Center for Media: "She Made It": Bertha Brainard
  2. ^ Halper, Donna L. Invisible Stars: A Social History of Women in American Broadcasting, M.E. Sharpe, 2001. ISBN:0765605813
  3. ^ a b Rudel, Anthony. Hello, Everybody: The Dawn of American Radio. Harcourt, 2008.
  4. ^ Dixon, Peter. Radio Writing. New York, The Century Company, 1931.
  5. ^ Station KUKU: The Cuckoo Hour transcript (December 23, 1930)