In November, 1956, NBC became the first network to build a variety show around a black headliner when they debuted The Nat “King” Cole Show.
Nat "King" Cole was already an extremely popular singer, with 17 Top 10 hits. His show was well-received an attracted big name talent like Tony Bennett and Ella Fitzgerald as guests. Yet, by December of 1957 the show was gone!
Why?
It wasn’t lack of ratings. Nat “King” Cole competed well. The problem was advertising. The New York agencies were afraid to place their sponsors on a show headlined by an African-American. They feared negative reaction to their clients’ products in the South. The show was only able to attract sponsors at the local level, like Reingold Beer in the New York area.
For a short time, Cole and his guests all agreed to work for AFTRA scale, the equivalent of minimum wage for TV performers. But after a year, Cole became disillusioned and quit, telling reporters, “Madison Avenue is afraid of the dark.”
NBC kept trying, bringing Bill Cosby in to co-star in the hit spy series Ispy beginning in 1965. Three years later they would launch Julia, a sit-com that starred Diahann Carroll.
But it wasn’t until 1970 that the network was finally able to create a variety show starring a black entertainer that could attract national sponsors. That was The Flip Wilson Show.
