What innovation did CBS undertake for the PGA in the late 1950s?

In the late 1950s, CBS made a significant impact by establishing the first national television contract for the PGA Tour. This innovation marked a pivotal moment in the history of golf broadcasting, as it brought professional golf into the homes of millions of Americans, significantly increasing the sport's visibility and popularity. Prior to this, golf was primarily covered through print media and limited local broadcasts, but with CBS's nationwide reach, the PGA Tour gained enhanced exposure, attracting new fans and participants.

The national television contract allowed for comprehensive coverage of tournaments, showcasing the sport's top players and dramatic moments in ways that had never been done before. This also opened the door for future media partnerships that would further amplify the sport's growth and cultural significance in the United States. The move not only benefitted CBS in terms of ratings and advertising revenue but also transformed how golf was perceived and followed by the general public, setting the stage for golf to become a staple in American sports entertainment.