Bruno Zirato Jr., 86, "To Tell the Truth" producer
bway...@gmail.com
Game Show Fix" newsletter.
******BRUNO ZIRATO JR.: 1922-2008
Sadly overlooked in the 2008 roll call of performers and creative
supervisors who left us is a name whose death is just being reported
in various publications.
Bruno Zirato Jr., who produced the final two CBS seasons of "To Tell
the Truth" and the entire nine-year syndicated version that cemented
Goodson-Todman as an off-network powerhouse, died last November 24 at
his home in the Tucson area. He was 86. Most of his family was with
him. Cause of death has not been released.
Zirato's career began as a director for CBS Radio. He supervised
network newscasts but also directed the last regularly-scheduled CBS
radio drama (until the 1973 "CBS Radio Mystery Theatre"), "Suspense,"
in 1961-62.
In 1966, Zirato took over "Truth" for its final nighttime season and
its last two years in network daytime. The evening version fell prey
to an ill-advised move to Sundays at 5 in the fall of '66 and was pre-
empted for six consecutive weekends by NFL football doubleheader
games. That virtually assured audiences would lose track of the
classic game (and its lead-out, "Ted Mack and the Original Amateur
Hour").
By December, CBS made the decision to move "Truth" to Mondays at 10 to
replace the faltering "Jean Arthur Show." However, faced by the loss
of approximately two dozen affiliates and indifference from viewers
after the Sunday afternoon move, "Truth" quietly expired from the CBS
nighttime lineup in May 1967.
The daytime version continued under Zirato's watch but he had to
battle micromanagement from CBS daytime programming chief Fred
Silverman. During the 1966-67 season, Silverman began demanding
drastic changes in the daytime format in a failed attempt to prop up
younger demographics.
Zirato developed a couples game, often involving celebrities, in which
the panel would question the star about his or her spouse and then
quiz three players to determine which of the three was the actual
husband or wife. A 100-member electronic audience poll was added, as
were changes to the show's original celebrity format.
The most drastic changes, highlighting the 1967-68 daytime season, saw
a renovation of the show's set to a shockingly bright off-white set in
yellow and powder blue borders and stripes. A nondescript harpsichord-
driven theme from Score Productions replaced the lively Robert Cobert
theme of the previous six years.
However, the major change was forced on both Zirato and Mark Goodson.
Tom Poston, the beloved anchor panelist for nine years, was summarily
fired from the show and replaced by young Broadway singer Bert Convy.
Silverman demanded the switch in the hope the younger Convy would
attract more young women (he didn't). He further reduced the amount
of panel time for the veteran Peggy Cass in favor of more appearances
by actress Joanna Barnes.
Zirato threatened to quit when Silverman suggested dumping 10-year
veteran Kitty Carlisle in favor of Bess Myerson, late of "I've Got a
Secret." Goodson, forced to acquiesce on several other issues in
order to keep "Truth" on the air, stepped in and won the day on
Carlisle.
The air settled down when daytime "Truth" was canceled in 1968. While
the initial verdict was grim for Goodson-Todman a year after losing
all four of its prime time game shows on CBS, "Truth" was the
essential cog of the company's move into syndication. "What's My
Line?" launched Goodson-Todman's off-network push with a daily remake
in 1968. "Beat the Clock," "He Said! She Said!," and "Concentration"
eventually followed but "Truth" was the longest-running and most
popular of the roster.
Zirato was immediately named senior producer for the 1969 debut of
"Truth" in syndication and stayed on for the entire nine-year run. At
its peak, "Truth" cleared 142 stations in the U.S., many of which used
it either in prime time access or as counterprogramming to rival
stations' local newscasts.
On the syndicated edition, fronted by the incomparable Garry Moore,
Zirato re-assembled most of the network panel with Peggy Cass, Orson
Bean and Kitty Carlisle. Without the edicts of CBS and Fred Silverman
to follow, Bert Convy was not considered for the new edition. Tom
Poston, shortly after the CBS debacle, left television for a career on
Wall Street. He returned occasionally as a sub on the new "Truth" but
the choice for the fourth and anchor male panelist was simple-----
Garry's best friend and cohort on "I've Got a Secret" for 12 years,
Bill Cullen.
Zirato drove the show to incorporate more film clips and physical
demonstrations than on the network edition. With a smaller program
budget and three minutes less program time than on CBS, the panel
interrogations were shortened to pick up the pace and allow for
segment tags such as clips of a master parachutist, a billiards
demonstration or an instructor for The Rockettes.
In 1977, Zirato was faced with the show's most serious challenge.
During a production break, Moore entered the hospital to remove polyps
from his throat. Afterward, the man gave Carol Burnett her most
spectacular career launch decided to retire. After eight years in
syndication, "Truth" was beginning to experience the loss of some key
time slots and erosion in markets. The loss of Garry Moore was a
potential fatal blow.
Cullen and sportscaster Joe Garagiola traded time at the host's desk
until an evaluation was made that Bill's gamesmanship on the panel was
too essential to lose him in that role. Garagiola was given the
emcee's job but viewers, in the days before satellites afforded
simultaneous distribution of episodes same-day, were
left confused as to both Garry's disappearance and why Garagiola was
occupying the desk.
After much deliberation, Zirato called Moore and asked him to come to
New York for one episode to pass the baton to Garagiola. Reluctant at
first, Moore eventually agreed. The episode is a keeper for video
traders because it was Garry's final appearance ever on a regular
television series. Despite his goodwill, the audience
was not terribly interested in seeing "To Tell the Truth" without
Garry Moore. Ratings continued in freefall across the U.S. That and
the show's age led to its departure in September 1978.
A new "To Tell the Truth" with younger Canadian host Robin Ward was
rushed into production in 1980 but Zirato was not available. He had
already signed on as producer of Sandy Frank's "Face the Music," a
knockoff of "Name That Tune" with a celebrity picture element. Former
television Tarzan Ron Ely was a surprise choice as host and former
"Tune" bandleader Tommy Oliver led the orchestra. With a lower
budget, "Face" fell short of clearing 100 markets and painted a
picture as a pale imitation of "Tune." The game only lasted a year
and a half. Ironically, it and the third incarnation of "Truth" were
concurrently canceled.
At the age of 58, Zirato was on his last stand in television and
retired to Arizona. He is survived by two children, Jeb and Nina, two
stepchildren, five grandchildren and two great grandchildren.
Brad Ferguson
<fe9f9fba-cc59-4603...@e1g2000pra.googlegroups.com>,
<bway...@gmail.com> wrote:
> This obituary by Steve Beverly was posted yesterday in Steve's "Daily
> Game Show Fix" newsletter.
Amazing detail. Thanks for posting it.
Scott Brady
> This obituary by Steve Beverly was posted yesterday in Steve's "Daily
> Game Show Fix" newsletter.
> However, the major change was forced on both Zirato and Mark Goodson.
> Tom Poston, the beloved anchor panelist for nine years, was summarily
> fired from the show and replaced by young Broadway singer Bert Convy.
Which apparently didn't deter Poston from attending Convy's funeral: