end of the Texaco Star Theatre before going to the bathroom." Television sales more than doubled after Texaco Star Theatres debut, reaching two million in 1949. Berle's stature as the medium's first superstar earned him the sobriquet "Mr. Television". He also earned another nickname after ending a 1949 broadcast with a brief ad-libbed remark to children watching the show: "Listen to your Uncle Miltie and go to bed." Francis Craig and Kermit Goell's Near You became the theme song that closed Berle's TV shows. Berle risked his newfound TV stardom at its zenith to challenge Texaco when the sponsor tried to prevent black performers from appearing on his show: I remember clashing with the advertising agency and the sponsor over my signing the Four Step Brothers for an appearance on the show. The only thing I could figure out was that there was an objection to black performers on the show, but I couldn't even find out who was objecting. "We just don't like them," I was told, but who the hell was "we?" Because I was riding high in 1950, I sent out the word: "If they don't go on, I don't go on." At ten minutes of eight—minutes before showtime—I got permission for the Step Brothers to appear. If I broke the color-line policy or not, I don't know, but later on, I had no trouble booking Bill Robinson or Lena Horne. Berle's mother, Sadie, was often in the audience for his broadcasts; she had long served as a "plant" to encourage laughter from his stage show audiences. Her unique, "piercing, roof-shaking laugh" would stand out, especially when Berle made an entrance in an outrageous costume. After feigning surprise he would "ad-lib" a response; for example: "Lady, you've got all night to make a fool of yourself. I've only got an hour!" Berle asked NBC to switch from live broadcasts to film, which would have made possible reruns (and residual income from them); he was angered when the network refused. However, NBC did consent to make a kinescope of each show. Later, Berle was offered 25% ownership of the TelePrompTer Corporation by its inventor, Irving Berlin Kahn, if he would replace cue cards with the new device on his program. He turned down the offer. A frequent user of tranquilizers, Berle frequently endorsed Miltown on his show and became one of its leading advocates in 1950s America. Due