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Milton Berle’s death in 2002 didn’t get the coverage it deserved. He was basically eulogized as a relic of the early days of television, who’d dress up as a woman to get laughs. That was an obscene trivialization of his impact. Berle didn’t just become famous on television, he essentially created the industry that dominates the entertainment landscape to this day.

Berle didn’t just blaze the trail, he found the trail and cleared it. Berle not only ‘made’ television, but laid the foundation for the entire entertainment culture of the late 20th century up until the present. Before Milton Berle, no one cared what was on TV because it was all banal, poorly produced schlock. Berle’s “Texaco Star Theater” was the first blockbuster hit on television and put up numbers that are unfathomable today-it would routinely draw 80%+ of the television audience and hit over 90% on a few occasions. By way of comparison, consider that the NFL and the TV networks consider it a great year when the Superbowl draws a 70% share.

When people started to care what was on when, it led to the creation of TV Guide and a media sprung up to cover television programming and the stars it created. Publications like Entertainment Weekly and celebrity TV networks like E! are just little more than the progeny of TV guide and other early showbiz media. The fact that EW doesnt realize that Berle put the seeds in the ground is symptomatic the problem with mass media today: they just dont get the fact that some people, places, things or concepts are of greater value than others. Their tendency is to elevate the superficial and banal to a higher level of importance, while simultaneously trying to minimize and dumb down that which is deserving of great praise.

At least there was no such duplicity in Berles nickname: Mr. Television. Berle was born on July 12, 1908 and his showbiz career began when he won a Charlie Chaplin look-alike contest. A career in vaudeville followed, which led to the television show that made him an institution. His TV success wasnt a fluke, or a case of him being in the right place at the right time. He had an uncanny understanding of how to utilize the medium, and an ability to adapt his stage act to the new audience. Berle worked constantly throughout his 88 year career”even getting an Emmy Nomination for a role on Beverly Hills 90210. More recently, he was the namesake of a short-lived but well intended good life magazine called Milton that summed up his life with their slogan: We smoke, we drink, we gamble.

One of the most telling indications of the sort of man Milton Berle was can be seen in the near universal goodwill he engendered during his life. Everyone regardless of stature or importance gives the same account: a quick witted, easy-going, fun loving gentleman who enjoyed the finer things in life. Of particular note was the omnipresent cigar. While George Burns may have been a more famous cigar emissary, Berles tastes were far more refined in this regard. Burns typically smoked inexpensive machine made sticks, while Berles tastes tended toward high end Montecristos.

Milton Berle was not only responsible for the very institution of modern show business, he is an icon and role model for all men. His legacy lives on every time someone turns on a television, and he lived a life of pleasure and kindness as a consummate gentleman.