The show's original title was "Screaming Yellow Theater with host Svengoolie". The title was derived from Screaming Yellow Zonkers, a yellow, sugary glazed popcorn snack, first produced in the 1960s. It wasn't until the revival that the show was titled after the host's name. It debuted on September 18, 1970 on WFLD (Channel 32) and ran until late summer 1973. Svengoolie was played then by Jerry G. Bishop. In later seasons, Rich Koz – a fan who sent in sketch ideas – became a show writer. In 1973, Kaiser Broadcasting took over WFLD from Field Communications and "Screaming Yellow Theater" was cancelled and replaced with "The Ghoul" from Cleveland. "The Ghoul" lasted until 1974 when it was taken off the air. Field Communications took WFLD back from Kaiser Broadcasting in 1978, which led