It’s hard to believe, but the "rural purge" is one of the most pivotal moments in TV history. Two simple words that may not seem like much now, but back in the early '70s, they shook the world of classic television. Fred Silverman, the man who took charge of CBS programming at the time, had a bold vision. He wanted to attract a younger, hipper audience. And guess what? He didn’t want CBS to be pigeonholed by its lineup of "Southern" shows anymore. That’s right, he was ready to shake things up in a big way.
Now, Fred was chasing something edgier. And that meant saying goodbye to a bunch of shows that were still pulling in millions of viewers every week. Shows like Mayberry R.F.D., which had found its own sweet spot as a spinoff of the iconic The Andy Griffith Show, were suddenly on the chopping block. And let’s not forget the unforgettable Green Acres, where Arnold the Pig became a household name, or the beloved The Beverly Hillbillies and Petticoat Junction. Variety shows like The Red Skelton Show, The Jackie Gleason Show, and The Ed Sullivan Show—the very show that introduced America to Elvis Presley and The Beatles—were also casualties of the purge. It was a seismic shift, and the impact was felt across the board.
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The New Era of Television
On the surface, it might’ve made sense. After all, the purge did open the door for a wave of more sophisticated and daring shows. Think All in the Family, M*A*S*H, and The Mary Tyler Moore Show. These programs tackled issues that resonated with a changing America. But as author Sara Eskridge uncovered, there was more to Fred Silverman’s decision than just chasing trends. It seems his personal biases played a part in shaping the new CBS lineup.
Exploring the Rural Comedy Boom
Sara Eskridge dives deep into this pivotal moment in her book, Rube Tube: CBS and Rural Comedy in the Sixties. It’s a fascinating look at how rural comedies became a staple of CBS programming during the '60s. The network, once nicknamed the "Communist Broadcasting System" during the Red Scare of the '40s, had its reputation tarnished again in the '50s by quiz show scandals and a backlash against violence in westerns. But when a rival network started catering to the growing southern market with rural-themed programs, CBS jumped on board. It rebranded itself as the "Country Broadcasting System," and its rural comedies quickly dominated the ratings. Sara’s book offers a compelling discussion of shows like The Andy Griffith Show, The Beverly Hillbillies, and Petticoat Junction, showing how they not only entertained but also reassured a nation in turmoil during the '60s.
Sara joins us for an exclusive chat on CloserWeekly.com’s Classic TV Podcast. You can tune in to the episode above and hear her insights firsthand.
