Maude, the socially controversial, sometimes radical sitcom featuring a strong female lead character played by Bea Arthur, ran on CBS from 1972 to 1978. Like its predecessor All in the Family, Maude was created by Norman Lear's Tandem Productions. Maude Findlay was first introduced as Edith's liberal, outspoken cousin from suburban Tucahoe, New York on an episode of All in the Family in 1972 before spinning off later that year to her own series set in upper middle-class Tucahoe where she lived with her fourth husband, Walter Findlay, her divorced daughter Carol, and Carol's young son Phillip. The Findlay's also went through three housekeepers during the run of the series, the first of whom, Florida Evans, left in 1974 to her own spin-off, Good Times. These three shows, among others, comprised a cadre of 1970s Norman Lear urban sitcoms that raised social and political issues and dealt with them in a manner as yet unexplored in television sitcom. Maude enjoyed a spot in the top ten Nielsen ratings during its first four seasons despite being subjected to day and/or time changes in the CBS schedule that continued throughout the entire run of the program.

    Like many of Lear's productions, Maude was a character-centered sitcom. Maude Findlay was opinionated like Archie Bunker, but her politics and class position were completely different. Strong-willed, intelligent and articulate, the liberal progressive Maude spoke out on issues raised less openly on Lear's highly successful All in the Family. While questions of race, class and gender politics reverberated throughout both, certain specific issues, like menopause, birth control and abortion were more openly confronted on Maude. In a two-part episode that ran early in the series, the 47-year-old Maude finds out that she's pregnant and decides, with her husband Walter, that she would have an abortion which, had just been made legal in New York state. Part two of the double episode also dealt with men and birth control as Walter considers getting a vasectomy. Thousands of viewers wrote letters in protest of the episode because of the abortion issue. In other episodes Maude gets a face-lift, Walter's business goes bankrupt, and he deals with the resulting bout with depression; in yet another Walter confronts his own alcoholism. The realism of Maude, though conforming to the constraints of the genre, made it one of the first sitcoms to create a televisual space where highly charged, topical issues and sometimes tragic contemporary situations could be discussed.

    Maude represented a change in television sitcoms during the early 1970s. Many 1960s sitcoms reflected the context and values of white middle America, where gender and family roles were fixed and problems encountered in the program rarely reached beyond the confines of nuclear family relationships. Despite variations on that theme in terms of alternative families (Family Affair and My Three Sons) and an added supernatural element (Bewitched and I Dream of Jeannie), the context was middle to upper-middle class, mostly suburban, and white. However, cultural upheaval in the 1960s, the political climate of the early 1970s, shifting viewer demographics and the maturing of television itself were responsible for a departure from the usual fare. By the early 1970s a growing portion of the viewing audience, baby boomers, were open to new kinds of television, having come of age during the era of Civil Rights, Vietnam protests and various forms of consciousness raising. However, the changing tastes of the audience and the social climate of the early 1970s cannot by themselves account for the rise of socially conscious television during this period. The sitcom had also matured and producers like Norman Lear, familiar generally with American humor and specifically with the rules of television sitcom, decided to make television comedy that was more socially aware. Like All in the Family, Maude set out to explode the dominant values of the white middle-class domestic sitcom with its traditional gender roles and non-white stereotypes by openly engaging in debates where various political points of view were embodied in the sitcom characters.

    Such debates were the staple of Maude throughout its six-year run. In an early episode Maude hires Florida Evans, a black woman, to be housekeeper. Maude goes out of her way to prove her progressive attitude to Florida by insisting she become like one of the family. Florida, along with Walter and Carol, points out to Maude the foolishness of her extreme behavior. In the end Maude recognizes her underlying condescension towards Florida who, as witty and outspoken as Maude, retains her dignity and decides to remain as Findlay housekeeper on her own terms. The interaction between Maude and Florida in this episode was a comment on the issues and attitudes about race that stemmed from the Civil Rights efforts of the 1960s. Maude's attitudes and behavior were indicative of white liberal politics during a time when race relations in the United States were being reconfigured.

    Another reconfiguration was taking place within the arena of women's rights. In one of the final episodes of the show, Maude is given the opportunity to run for New York state senate and Walter refuses to consider the possibility. He offers Maude an ultimatum, and after mulling over her decision, she decides to let Walter leave. This episode, like many others, reflected a feminist sensibility emerging within the country, and can be viewed as a platform for discussions about the changing roles of women and the difficulties they encountered as they were faced with new challenges and more choices. Maude's character agonized over the conflict between tradition and her own career aspirations.

    The show's ratings began to fall after its fourth season, and by 1978 Bea Arthur announced that she would leave the show. The end of Maude marked another shift in the domestic sitcom, away from open political debate and towards a renewal of the safer, more traditional family-centered sitcoms of an earlier period in television history.

    -Kathryn Fry

    CAST

    Maude Findlay........................................ Beatrice Arthur  

    Walter Findlay................................................ Bill Macy  

    Carol................................................. Adrienne Barbeau  

    Phillip (1972-1977)................................... Brian Morrison

    Phillip (1977-1978)................................. Kraig Metzinger  

    Dr. Arthur Harmon ......................................Conrad Blain

    Vivian Cavender Harmon...................... Rue McClanahan  

    Florida Evans (1972-1974)........................... Esther Rolle  

    Henry Evans (1973-1974).............................. John Amos

    Chris (1973-1974)....................................... Fred Grandy

    Mrs. Nell Naugatuck (1974-1977)....... Hermione Baddeley  

    Bert Beasley (1975-1977)........................ J. Pat O'Malley  

    Victoria Butterfield (1977-1978)............. Marlene Warfield

    PRODUCERS    

    Norman Lear, Rod Parker, Bob Weiskopf, Bob Schiller

    PROGRAMMING HISTORY

    142 Episodes

    CBS
    September 1972-September 1974   Tuesday 8:00-8:30

    September 1974-September 1975   Monday 9:00-9:30

    September 1975-September 1976   Monday 9:30-10:00

    September 1976-September 1977   Monday 9:00-9:30

    September 1977-November 1977   Monday 9:30-10:00

    December 1977-January 1978   Monday 9:00-9:30

    January 1978-April 1978   Saturday 9:30-10:00

    FURTHER READING

    Cowan, Geoffrey. See No Evil: The Backstage Battle Over Sex and Violence on Television. New York: Simon & Schuster, 1979.

    Feuer, Jane. "Genre Study and Television." In, Allen, Robert C., editor. Channels Of Discourse: Television and Contemporary Criticism. Chapel Hill, North Carolina: University of North Carolina Press, 1987.

    Hamamoto, Darrell Y. Nervous Laughter: Television Situation Comedy and Liberal Democratic Ideology. New York: Praeger, 1989.

    Himmelstein, Hal. Television Myth and the American Mind. Westport, Connecticut: Praeger, 1994.

    Marc, David. Comic Visions: Television Comedy and American Culture. Boston: Unwin Hyman, 1989.

    Thumbnail of Beatrice Arthur

    Beatrice Arthur on being perceived as a feminist after Maude

    00:47
    Thumbnail of Fred Silverman

    Fred Silverman on recognizing the talent of Bea Arthur and convincing Norman Lear to create a spinoff episode from All in the Family which ultimately became Maude

    01:06
    Thumbnail of Norman Lear

    Norman Lear on how William Tankersley, then head of Standards & Practices at CBS, fought him over a line on Maude

    02:56
    Thumbnail of Rue McClanahan

    Rue McClanahan on the Maude episode "Maude's Dilemma," and on her fan mail

    04:22
    Thumbnail of Beatrice Arthur

    Beatrice Arthur on her favorite episode of Maude, "The Convention"

    02:10

    John Amos

    John Amos on playing "Henry Evans" on Maude

    02:11

    Beatrice Arthur

    Beatrice Arthur on guesting on All in the Family in "Cousin Maude's Visit" leading to the spinoff, Maude

    03:35

    Beatrice Arthur on the production of Maude, and on working with Norman Lear

    04:14

    Beatrice Arthur on playing the character of "Maude Findlay" on Maude

    05:17

    Beatrice Arthur on the character of "Maude Findlay"

    03:15

    Beatrice Arthur on her favorite episode of Maude, "The Convention"

    02:10

    Beatrice Arthur on the audience response to Maude

    00:48

    Beatrice Arthur on the controversial Maude episode "Maude's Dilemma" and dealing with taboo subjects

    02:02

    Beatrice Arthur on the Maude episodes "Stitch in Time", "Life of the Party", and "Maude Bares Her Soul"

    05:11

    Beatrice Arthur on working with Maude co-star Bill Macy as "Walter Findlay"

    03:25

    Beatrice Arthur on working with Rue McClanahan as "Vivian Harmon" on Maude

    01:26

    Beatrice Arthur on working with Adrienne Barbeau as "Carol" on Maude

    00:59

    Beatrice Arthur on working with Esther Rolle as "Florida Evans" on Maude

    01:37

    Beatrice Arthur on working with Hermione Baddeley as "Mrs. Naugatuck" on Maude

    00:23

    Beatrice Arthur on working with Conrad Bain as "Arthur Harmon" on Maude

    00:46

    Beatrice Arthur on the relationship between "Maude" and "Walter" on Maude

    00:56

    Beatrice Arthur on the catchphrase "God'll get you for that" on Maude

    00:25

    Beatrice Arthur on the popularity of Maude, and on the end of the series

    02:32

    Beatrice Arthur on the love that "Maude Findlay" had for her family on Maude, and where she might be in the then-present

    01:37

    Beatrice Arthur on the Maude episode "The Game Show"

    00:43

    Beatrice Arthur on the guest-stars of Maude and The Golden Girls

    01:02

    Beatrice Arthur with Emerson College

    Beatrice Arthur on working with Rue McClanahan on Maude

    00:37

    Beatrice Arthur on tackling social issues like abortion and death through the guise of laughter in Norman Lear's shows -- particularly on Maude; on mail she received after the abortion storyline on the show

    03:25

    Larry Auerbach

    Larry Auerbach on representing Beatrice Arthur

    02:37

    Ed Begley, Jr. with Emerson College

    Ed Begley, Jr. on guest-starring on Maude, and on The Steve Allen Show being his favorite show

    01:18

    Hal Cooper

    Hal Cooper on being hired to direct Maude; on the first episode he directed; on the creative atmosphere

    04:29

    Hal Cooper on the concept of the series and directing Maude;  on the Maude spinoff Good Times

    07:49

    Hal Cooper on directing Maude

    29:09

    Hal Cooper on Maude's funniest moment

    03:47

    Hal Cooper on directing the Maude episode "Maude Bares Her Soul"

    06:56

    Hal Cooper on directing the Maude episode "Maude's Dilemma, Part II"

    03:18

    Hal Cooper on directing the Maude episode "Life of the Party"

    02:29

    Hal Cooper on directing the Maude episode "Walter's Heart Attack"

    04:21

    Hal Cooper on network interference on Maude

    02:07

    Hal Cooper on becoming an executive producer on Maude

    05:00

    Hal Cooper on why Maude was cancelled

    02:13

    Walter Dishell

    Walter Dishell on being a medical advisor on an episode of Maude

    01:19

    Garvin Eddy

    Garvin Eddy on visiting the set of Maude

    01:41

    Garvin Eddy on working in the art department as an assistant to Edward Stephenson for shows including Maude and Sanford & Son

    04:19

    Garvin Eddy on how the set of Maude reflected the character of "Maude Findlay"

    02:45

    Nanette Fabray

    Nanette Fabray on her guest appearance as stroke survivor on Maude in the episode "Maude's Reunion"

    03:35

    Seaman Jacobs

    Seaman Jacobs on writing for Maude

    04:04

    Irma Kalish

    Rocky and Irma Kalish on pitching and writing for a controversial episode of Maude with Susan Harris (Maude's Dilemma)

    02:36

    Irma and Rocky Kalish on the reaction to the abortion episode (Maude's Dilemma) on Maude

    01:31

    Rocky Kalish

    Rocky and Irma Kalish on pitching and writing for a controversial episode of Maude with Susan Harris (Maude's Dilemma)

    02:36

    Irma and Rocky Kalish on the reaction to the abortion episode (Maude's Dilemma) on Maude

    01:31

    Norman Lear

    Norman Lear on how William Tankersley, then head of Standards & Practices at CBS, fought him over a line on Maude

    02:56

    Norman Lear on introducing Beatrice Arthur as "Maude" on All in the Family, and similarities between her character and his then-wife, Frances Lear

    03:54

    Norman Lear on the controversial abortion episode of Maude

    04:49

    Norman Lear on the rapid success of Maude, and on casting Bill Macy as "Walter Findlay"

    01:39

    Rue McClanahan

    Rue McClanahan on being cast by Norman Lear as "Vivian Harmon" on Maude

    04:52

    Rue McClanahan on working with Beatrice Arthur as "Maude Findlay" on Maude

    01:41

    Rue McClanahan on her favorite Maude episodes

    03:01

    Rue McClanahan on working with Bill Macy as "Walter Findlay" on Maude

    02:06

    Rue McClanahan on working with the supporting cast of Maude, including Adrienne Barbeau, Esther Rolle, Conrad Bain, and Hermione Baddeley

    02:47

    Rue McClanahan on the writers of Maude

    01:37

    Rue McClanahan on how Maude reflected the times

    00:52

    Rue McClanahan on the Maude episode "Maude's Dilemma," and on her fan mail

    04:22

    Rue McClanahan on specific episodes of Maude

    03:28

    Rue McClanahan on working with producer Rod Parker on Maude, and on her favorite episodes

    04:36

    Rue McClanahan on the popularity of Maude and all of Norman Lear's shows

    02:00

    Rue McClanahan on the end of Maude, and on the series Apple Pie

    06:48

    Thad Mumford

    Thad Mumford on writing for Good Times, Maude, and various other Norman Lear shows

    06:36

    Thad Mumford on writing for Maude

    02:11

    Hector Ramirez

    Hector Ramirez on working as a camera operator for Maude and how it differed from All in the Family

    01:51

    John Rich

    Director John Rich on Maude with Bea Arthur

    00:39

    Rita Riggs

    Rita Riggs on doing Beatrice Arthur's costumes for Maude

    03:33

    Rita Riggs on costuming "Walter Findlay," played by Bill Macy, and the rest of the cast of Maude

    02:10

    Rita Riggs on working with "palettes" when designing her shows, specifically Conrad Bain as "Arthur Harmon" on Maude

    01:45

    Rita Riggs on designing costumes for Maude, and on how she chose her palettes

    04:20

    Rita Riggs on working with Rue McClanahan as "Vivian Harmon" on Maude

    00:50

    Rita Riggs on working with Esther Rolle as "Florida Evans" on Maude and Good Times, and on other cast members of those shows

    02:09

    Doris Roberts

    Doris Roberts on being offered a regular role on Maude and then being fired before she appeared on the show

    02:44

    Bob Schiller

    Bob Schiller and Bob Weiskopf on writing for Maude and working with Norman Lear

    03:07

    Bob Schiller and Bob Weiskopf on the characters and the actors who portrayed them on Maude

    06:25

    Bob Schiller and Bob Weiskopf on the writers on Maude

    00:55

    Bob Schiller and Bob Weiskopf on the writing process on Maude and Norman Lear's involvement with the writing

    02:52

    Bob Schiller and Bob Weiskopf on being on set during the tapings of Maude

    00:37

    Bob Schiller and Bob Weiskopf on topics for scripts on Maude and the two-part abortion episode

    02:30

    Bob Schiller and Bob Weiskopf on Norman Lear's contributions to storylines on Maude

    03:16

    Bob Schiller and Bob Weiskopf on network interference on Maude

    01:04

    Bob Schiller and Bob Weiskopf on the "Maude and the Psychiatrist" episode of Maude

    00:44

    Bob Schiller and Bob Weiskopf on Bea Arthur and other cast members not always sticking to scripts on Maude

    01:14

    Bob Schiller and Bob Weiskopf on racial issues on Maude

    01:25

    Bob Schiller and Bob Weiskopf on the "The Face Lift" and other episodes of Maude; on why they left the show

    01:16

    Bob Schiller and Bob Weiskopf on the "Maude and the Psychiatrist" and "Florida's Problem" episodes of Maude

    00:34

    Bob Schiller and Bob Weiskopf on photos from their days working on Maude

    02:26

    Arthur Schneider

    Arthur Schneider on editing Maude

    01:08

    Jack Shea

    Jack Shea on Esther Rolle's Good Times character "Florida's" origins on Maude

    00:49

    Jack Shea on directing Bea Arthur on Maude

    01:33

    Fred Silverman

    Fred Silverman on recognizing the talent of Bea Arthur and convincing Norman Lear to create a spinoff episode from All in the Family which ultimately became Maude

    01:06

    Ben Starr

    Ben Starr on writing freelance for Maude

    00:33

    Dick Van Patten

    Dick Van Patten on a guest role he had on Maude

    00:50

    Bob Weiskopf

    Bob Schiller and Bob Weiskopf on writing for Maude and working with Norman Lear

    03:07

    Bob Schiller and Bob Weiskopf on the characters and the actors who portrayed them on Maude

    06:25

    Bob Schiller and Bob Weiskopf on the writers on Maude

    00:55

    Bob Schiller and Bob Weiskopf on the writing process on Maude and Norman Lear's involvement with the writing

    02:52

    Bob Schiller and Bob Weiskopf on being on set during the tapings of Maude

    00:37

    Bob Schiller and Bob Weiskopf on topics for scripts on Maude and the two-part abortion episode

    02:30

    Bob Schiller and Bob Weiskopf on Norman Lear's contributions to storylines on Maude

    03:16

    Bob Schiller and Bob Weiskopf on network interference on Maude

    01:04

    Bob Schiller and Bob Weiskopf on the "Maude and the Psychiatrist" episode of Maude

    00:44

    Bob Schiller and Bob Weiskopf on Bea Arthur and other cast members not always sticking to scripts on Maude

    01:14

    Bob Schiller and Bob Weiskopf on racial issues on Maude

    01:25

    Bob Schiller and Bob Weiskopf on the "The Face Lift" and other episodes of Maude; on why they left the show

    01:16

    Bob Schiller and Bob Weiskopf on the "Maude and the Psychiatrist" and "Florida's Problem" episodes of Maude

    00:34

    Bob Schiller and Bob Weiskopf on photos from their days working on Maude

    02:26

    Tucker Wiard

    Tucker Wiard on working on Good Times, All in the Family, Maude and One day at a Time

    02:35

    Ben Wolf

    Ben Wolf on shooting Maude

    01:13

    Bud Yorkin

    Bud Yorkin on Maude spinning off of All in the Family

    01:27

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