The 1960s were a golden age for Western television series, with classics like BonanzaGunsmoke and The Virginian dominating the airwaves. Amidst this landscape, ABC attempted to launch a new series in September 1967, titled Custer originally known as The Legend of Custer. This show, starring Wayne Maunder as the infamous lieutenant colonel, was doomed from the start, facing intense backlash and ultimately lasting only three months.
The series focused on Custer’s post-Civil War years, specifically from 1868 to 1875, when he was involved in the Frontier Wars against Indigenous peoples of the Great Plains. This period of Custer’s life was far from honorable, and the show’s portrayal of him as a hero with minor flaws was met with widespread disapproval. The opening credits alone, which proclaimed Custer as a man who refused to be forgotten, set the tone for the controversy that followed.
The protests that preceded the premiere
Before Custer even aired, it faced significant opposition. The Tribal Indians Land Rights Association led protests against the show, objecting to the glorification of a man widely regarded as a villain. The real-life Custer had led the 7th Cavalry Regiment and met his end at the Battle of the Little Bighorn a defeat that cemented his infamous legacy. The series never reached that point in Custer’s life, as it was canceled after just 17 episodes due to poor ratings and relentless backlash.
The controversy was not limited to Indigenous groups. As noted in a September 5, 1967 issue of the Ogdensburg Journal potential viewers protested the show for celebrating a controversial figure. Producer Frank Glicksman recalled receiving angry phone calls and even pamphlets slipped under his door. Despite his claim that the series portrayed Indigenous people with dignity and respect, the core issue remained the lionization of Custer himself.
The cultural impact and eventual cancellation
The backlash against Custer was fueled by multiple organizations, including the National Congress of American Indians (NCAI) which compared the real-life Custer to Adolph Eichmann. The NCAI, along with other groups, protested the series, while Civil War enthusiasts sent letters expressing both admiration and disgust for the show. The protests were so intense that tribal lawyer James Hovis devised a strategy to challenge ABC’s local affiliates for equal airtime, leveraging the lack of Federal Communications Commission (FCC) regulations.
Despite these efforts, the series’ ultimate downfall was its poor ratings. As author Brian W. Dippie noted in Custer’s Last Stand: The Anatomy of an American Myth the show’s fictionalized portrayal could not save it from the Nielsen ratings. The combination of cultural backlash and low viewership led to its cancellation after a mere 17 episodes. Today, the show can be streamed for free on Tubi offering a glimpse into a controversial piece of television history.
The story of Custer serves as a reminder of the power of public opinion and the cultural sensitivities that can make or break a television series. In an era where Westerns were a staple of entertainment, this show stood out for all the wrong reasons, leaving a lasting impact on the genre and the way controversial historical figures are portrayed on screen.
