A little over a year after the prime time version of What's My Line was canceled by CBS after a 17 year run, the classic panel game show returned in syndication, debuting on September 9, 1968. Sunday is the 50th anniversary of the show's return to TV, spawning a number of revivals of other game shows from the team of Mark Goodson and Bill Todman.
It was the summer of 1968. The Goodson-Todman game show empire was crumbling after CBS axed What's My Line, I've Got a Secret, the prime time version of To Tell the Truth and Password. The daytime To Tell the Truth would also be canceled, leaving only two game shows from the prolific pair that aired on NBC's daytime lineup, Snap Judgement, hosted by Ed McMahon and the original Match Game with Gene Rayburn as host.
So Gil Fates and Bob Bach, long time G-T staffers, pitched an idea to Goodson of airing What's My Line in daily syndication. Though Goodson was initially pessimistic about the idea, the company went forward with the revival. One regular panelist who would return was Arlene Francis.
One thing that would be a new dimension to What's My Line would be demonstrations by the contestants after the actual game was played. It was an element of G-T's other long running panel show I've Got a Secret. But who would be the moderator? Original host John Daly, who recently left the Voice of America was offered to return to his post but he turned it down. In Adam Nedeff's book TV Game Shows FAQ, Daly responded to Goodson "Save this show business stuff for I've Got a Secret. You better get yourself a new boy."
And so they did in Washington newsman Wally Bruner. He also covered the Vietnam War for ABC.
The revived What's My Line debuted on September 9 and instituted a number changes to move the game along. First, Bruner would give a clue before the occupation was revealed to the home audience. For example: "Deals with a product that is worn." Second, the contestant would demonstrate his/her skill after the game. The curtain would open and the fun began. After a second spot, the third would be a Mystery Guest with the panel blindfolded. They would have two to three minutes to establish the Mystery Guest's identity.
Also on the debut panel was former kids show host and comedian Soupy Sales. Six weeks later, he would join Francis as the second regular panelist. He would be so popular that a number of local station managers requested reruns of episodes with Sales on the panel
The What's My Line revival turned out to be a hit and also paved the way for revivals of To Tell the Truth and Beat the Clock, which debuted in syndication the following season. Also debuting was the first run game show He Said, She Said, hosted by Joe Garagiola and revived four years later under the title Tattletales with Bert Convy hosting. Convy was also one of many guest panelists over the show's seven year run.
Other guest panelists included Allen Ludden, Gene Shalit, Anita Gillette, Jack Cassidy and a Welsh actor named Gawn Grainger.
After four seasons, Bruner would leave the show to host a new how-to show titled Wally's Workshop. He would be replaced by Larry Blyden. Also departing would be announcer Johnny Olson, who would become the iconic voice on The Price is Right who originated the phrase "Come on Down!" After a series of guest announcers that included long time NBC staff announcer Wayne Howell, Chet Gould would become the new permanent announcer in early 1973.
In 1974, the set got a makeover and the opening was changed. The animated opening and the panelists introducing each other were jettisoned in favor of Gould's brief intro of one of the day's contestants followed by his introductions of the panel and Blyden.
However, the end of the show's seventh season would be the last for What's My Line. There were few station orders for an eighth season and many felt that the show had run its course. So that would be the end of the syndicated version of a show that began in 1950 and ran until 1967 before lasting seven seasons in syndication.
What's My Line's success would also spawn revivals of Password, after reruns of the CBS daytime version did well in syndication and a show that would become the number one daytime show following its debut in 1973, Match Game. But their biggest and longest running revival hit would be The Price is Right, first hosted by Bob Barker and now under the hosting reigns of Drew Carey.
What's My Line opened up the daytime syndication market for game shows, which is still strong today with Wheel of Fortune and Jeopardy.
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