Overcoming initial doubts, ‘Seinfeld’ became a hit with writing of unparalleled wit and a complete lack of timidity
It’s impossible to think of a television comedy that has rooted itself as deeply in the culture as “Seinfeld” has—no small irony given the grave doubts initially raised about its prospects for success. It was, the chief executive of NBC Entertainment objected when the show was under consideration, “too New York, too Jewish.” Initial tests of its appeal were discouraging.
Still, by the time the series ended its extraordinary nine-year run in 1998, advertisers were paying, as Advertising Age reported, virtually a million dollars a minute for airtime, the sort of rate usually commanded by the Super Bowl but never before by any regularly scheduled TV program. NBC itself was prepared to pay an astronomical sum for a 10th season if Jerry Seinfeld had agreed, but there would be none. The show (which began streaming in its entirety on Hulu this week) ended with a finale in which the by then world-renowned quartet—Jerry, George, Elaine, Kramer—was hauled into court and given a year in prison for callous indifference to humanity.