
Billy Ingram
        

 As 
          1964 rolled around, National Periodical Publications (also known as 
          DC Comics) was poised to make a momentous decision. The venerable comic 
          book publisher had been in business for decades, pumping out the comics 
          kids loved best. 
Superman. Wonder Woman. The Flash. Justice League 
          of America. Batman.   
        
Batman, 
          see, that was the problem. That comic book line ceased making a profit 
          some years earlier, 
Batman and 
Detective Comics (where 
          the character debuted in 1939) were going to get canned after a quarter century on the stands.  
        
As a last-ditch 
          effort, the books were assigned to the editor of DC’s science 
          fiction line, Julius Schwartz. His mission - move 
Batman into 
          profitability within six months or else. The team he assembled did the 
          trick, turning the Caped Crusader into more of a high-tech sleuth and 
          less of a costumed clown. Colorful villains like Catwoman and The Joker 
          were resurrected and given new life in stories by John Broome and Gardner 
          Fox, illustrated by Carmine Infantino and various artists under the 
          “Bob Kane” byline.
 
        

That 
          same year, 1964, 
Shindig! debuted on ABC-TV. A prime-time rock 
          music show that featured live (not lip-synced) performances by the biggest 
          acts, Shindig! was a sensation at attracting the youthful crowd the 
          network was courting. The show did so well, it was expanded to an hour 
          midseason and in the fall of 1965, split into two half-hour shows a 
          week. This two episodes a week format was not unheard of; ABC had been 
          doing it for a few years as a way of milking their hottest shows. 
Peyton 
          Place was broadcast two nights a week in 1964 and three nights 
          in 1965.   
        
Unfortunately, 
          the audience unexpectedly deserted 
Shindig! after that first 
          season leaving two gaping holes in ABC’s already desolate schedule. 
          In an act of sheer desperation, they rushed one of their most promising 
          shows forward for a midseason debut. This was a risky move because, 
          while there had been other shows that premiered in the winter, they 
          were never terribly successful.   
        
None of 
          them.   
        
Ever.  
 Batman
Batman 
          starred Adam West as the Caped Crusader and Burt Ward as his youthful 
          sidekick, Robin. West was last seen on 
The Detectives (1961–62), 
          Burt Ward an unknown. Proving to youngsters at an early age that life 
          isn't fair, 
Batman was scheduled opposite 
Lost in 
          Space on CBS.   
        
Together 
          with screenwriter Lorenzo Semple, Jr., executive producer William Dozier 
          crafted a show that could be enjoyed by adults as well as kids. 
Batman 
          debuted on January 12, 1966. Within the first few weeks, the telecast 
          was attracting fifty-five percent of the viewing audience, with a surprising 
          two-thirds over the age of eighteen.  
    
        

They 
          called it "Camp," ironic comic perfection. The key to 
Batman 
          was in the lead actors playing outlandishly fantastic situations with 
          a straight face, and the stunt-casting of hot TV personalities like 
          Julie Newmar (as the Catwoman) along with aging movie icons like Cesar 
          Romero (as the Joker) and Frank Gorshin (as the Riddler). Before long, 
          every star in Hollywood lined up for an opportunity to be the costumed 
          kook-of-the-week on the top show in the nation. "These people (stars) 
          would call up, or send their agents around, saying, can't so and 
          so be on?"   
        
William 
          Dozier bragged to a reporter, "Gloria Swanson, I remember, called 
          me from New York, but we couldn’t find the right part for her. 
          Everybody came out of the woodwork; we never had to go after those people. 
          A lot of them I had known personally, and they would call and say that 
          they would love to do one of those because 'my kids want me to do it.'  
        
"Up 
          to twelve years old, they take Batman seriously. From thirteen on, we've 
          got them chuckling in their beer." Indeed, Dozier (who was also 
          the show's announcer) instinctively knew this pop-art froth had a short 
          shelf life, just how short? Network rivals were betting Batman was another 
          hula hoop craze. "They gave it only ninety days. I gave it two 
          years."   
        
At the 
          end of just six months, Bat-mania was in full flower. $75,000,000 worth 
          of Batman books, capes, toys, coloring books, bubble gum cards, and 
          weaponry had been sold, with Batman's face plastered on every conceivable 
          product whether it had any relevant practicality or not. Never before 
          had the world been bombarded by such a ridiculous assault of loosely 
          branded products. Batman candy. Batman bicycles. Batman lunch boxes. 
          Batman bath soap. Batman race cars. Batman lamps. Batman every-damn-thing-you-can-think-of!  
        

 And 
          those 
Batman comic books DC almost stopped publishing two years 
          earlier? They could barely keep up with demand, any comic book with 
          Batman on the cover could be counted on to sell up to a million copies 
          a month. Editor Schwartz had done his job well since many of the plots 
          for the TV program were taken directly from his four-color stories.  
        
Batman 
          changed the course of television in a profound way by proving that a 
          program could debut midseason and still be a hit. From 1966 forward, 
          all three networks began seriously programming a second season.   
        
"
Batman 
          will fade, of course," Dozier correctly predicted in the 
Saturday 
          Evening Post, at the height of the show's popularity. "We 
          won't keep all the adults we have now. We have to think ahead." 
            
        
Dozier 
          was right to be concerned about audience erosion, he reasoned that adults 
          would soon defect once the novelty wore off. By the fall of '66, 
Batman 
          was the number-one show in the nation but adult ratings had dropped 
          to half what they once were. Not surprisingly, ABC was more than willing 
          to give the producer another slot on their fall schedule, 
Batman 
          was the biggest hit in the network's history.   
        
To recapture 
          lost adult viewers, Dozier decided to try the super-hero genre without 
          playing it for laughs. To achieve this, he revived one of the most successful 
          super-heroes from the radio era - 
The Green Hornet.  
Read Part Two: The Great Superhero Glut!