The Broadcast Pioneers of Philadelphia

(left to right) Broadcast Pioneers member Sally Starr and her husband Jesse Rogers (Ranger Joe)
1949
Photo donated by Roland Coover

Broadcast Pioneers member Sally Starr is legendary in our market. Someone once said that even if a person is gone and no longer with us, they will live on as long as someone remembers them. Well, Sally literally touched the lives of hundreds of thousands (if not millions) of souls in the Delaware Valley.

The 1940's saw her marriage to Jesse Rogers and together they began performing on radio programs such as "Hayloft Hoe-Down" which emanated from the old Town Hall in Center City Philadelphia. Sally also organized her own band, "The Saddle Buddies," and performed at all of the top local clubs, including "The Santa Fe Ranch" and "The Sleepy Hollow Ranch."

There seems to be some confusion in people's minds (and in the press) about when Sally started in television. Her husband, Jesse Rogers, was hired to play the character of "Ranger Joe," named after the pre-sweetened cereal. This show started in 1950. The telecast aired in different years on ABC and NBC-TV. The broadcast originated out of Philadelphia from the local network affiliate. Sally was sometimes on the program.

Jesse was also a disc jockey on WJMJ Radio (1540 on AM). Eventually, Rogers got too busy to radio and Sally took over hosting duties. Sally's own TV shows started in 1955.

(left to right) Broadcast Pioneers member Sally Starr and her husband Jesse Rogers (Ranger Joe)
1949
Photo donated by Roland Coover

On Monday, October 3, 1955, Sally Starr entered the "infant" medium of television as hostess of what would eventually become Philadelphia's highest rated children's program: "Popeye Theater." Sally's pioneering format consisted of her presenting half-hour western TV shows, cartoons, Three Stooges comedies, live acts and special features. During this same period, Sally also had a country music radio program over Philly's WJMJ. She was the recipient of many prestigious awards from Nashville.

At 6:15 pm, "Starr Theater" rode onto the airwaves with two westerns. The first one was Gene Autry and then "The Range Rider." At 7:15 pm was the ABC-TV network news with John Daly. On Monday, February 6, 1956, "Starr Theater" moved to the 6 to 7 pm time slot. The news went to 7 o'clock with a new anchor, Gunnar Back, a member of our Hall of Fame.

When "Starr Theater" first came on the air, Channel 6 managers didn't consider Sally to be that important. The TV Guide and the television listings in "The Philadelphia Inquirer" didn't even mention Sally Starr or "Starr Theater." Those two publications were owned at that time by Triangle Publications which also owned WFIL-TV. However, slowly Sally became more important than the westerns.

Until March of 1956, all the print ads just mentioned the western programs with no word of Sally and no photo of her. In March, we saw the first ads with Sally in them and her name being printed. On April 9, 1956, TV Guide changed the listings from "Gene Autry" & "The Range Rider" to "Starr Theater." Under that, it then mentioned the two westerns and what each show was about.

Sally Starr (just like Uncle WIP in the twenties) became more important and a larger draw than the show's content. "Popeye Theater" didn't hit the airwaves until Monday, July 29, 1957 at 6 pm. It replaced the first half-hour of "Starr Theater." At 6:30 pm, was "Starr Theater" which on that date featured "The Cisco Kid." Eventually "Popeye" would win out and the westerns were dropped.

The e-mail address of the Broadcast Pioneers of Philadelphia is pioneers@broadcastpioneers.com