Word: quiz
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...medium. It has made mincemeat of its two competitors on Tuesdays at 10 p.m., E.D.T. (NBC's long-reliable Truth or Consequences, ABC's The Name's the Same). It has persuaded CBS to take on its creator and owner, gimmick-loaded Louis (Quiz Kids, Down You Go, Conversation) Cowan as a top-level executive. It has set network executives to brooding darkly over the question of what The Question will do this autumn to such giants as I Love Lucy, Jackie Gleason, Disneyland and George Gobel, let alone to plans for increasing emphasis on quality drama...
...people. Intelligent churchmen will begin today to prepare for tomorrow's three-day weekend." ¶The Christian Century showed itself unimpressed by Americans who dusted off their Bibles or boosted Bible sales as the result of a Bible-quoting grandmother's successful appearance on TV's quiz show, The $64,000 Question (TIME, July 25)."If a lipstick manufacturer thinks it worth $32,000 to be told the names of eight of the twelve disciples, or that Alphaeus was the father of James the Less-well, that's all right for a quiz program," said...
...their bootlegging of knowledge. They started up nine "clubs" where children can gather for lessons. The pupils call themselves "members/' the teachers are "group leaders," the classes are "meetings." By next fall these new clubs hope to have 20,000 children learning their history, geography and languages through quiz games and "talking newspapers," their 3 Rs through songs ("A for Africa, B for Ball. We are happy...
Cowan began his career as a producer in 1940 with the Quiz Kids, which ran for 14 years, earned him an annual profit in six figures. After the war, when Americans were hungry for domestic goods, he produced Stop the Music, the most lavish of the giveaway shows (refrigerators, washing machines, etc.). In between, he headed up the New York office of the wartime OWL As a personality, Cowan is a paradox: a soft-spoken huckster with a Ph.B., who is more apt to recount his failures than his successes...
Cowan's latest contribution to American culture, The $64,000 Question, was conceived one day last January in the library of his Manhattan apartment, when he sat down at his desk determined not to get up until he had thought of a "great" idea. His mind turned toward quiz shows and Mount Everest, and he thought that the Everest of quiz shows would be one with increasingly tough peaks to scale. Then he wondered what he could give as a commensurate reward to anyone who scaled the highest peak. He remembered an old giveaway show, Take It or Leave...