This show was filmed before a live audience but broadcast by kinescope. Known as the Texaco Star Theater, at first the host rotated each week between Morey Amsterdam, Harry Richman, Georgie Price, Henny Youngman, Jack Carter, Peter Donald and of course, Milton Berle. By September of 1948, Milton was the permanent host and the show began taking off in the ratings. It was the highest rated show on television until 1952 earning Berle the nickname "Mr. Television." During the show's final three seasons Texaco was replaced by Buick as the sponsor and the program was re-titled The Buick-Berle Show.