In 1955, the broadcaster CBS proposed a deal with drugmaker Bristol-Myers to sponsor a new television show, "Alfred Hitchcock Presents." The show, scheduled to premier later that year, would be a weekly anthology series focused on crime and mystery stories. But the drugmaker got more than it initially bargained for. Hitchcock proved to be as audacious in front of the camera as he was behind it. And one of his on-screen innovations was to ridicule the sponsor at every available opportunity. Bristol-Myers was unsure at first, but soon grew to appreciate Hitchcock's barbs. Why wouldn't it -- the show was achieving a 29.5 Nielsen rating. So Bristol-Myers relaxed and joined in the fun.