The General Mills Radio Adventure Theater

Himan Brown

The series had it origins in the meeting of two minds: the ad agency for General Mills at the time, Dancer-Fitzgerald-Sample was looking for a different means to reach a child audience besides television, which was decreasing commercial minutes and increasing costs; and Himan Brown, producer-director of the CBS Radio Mystery Theater, who wanted to introduce new audiences to the dramatic form on radio. Tom Bosley was chosen as the host because of his television recognition from a kid’s oriented series, Happy Days. CBS chose to produce 52 original broadcasts followed by 52 repeat broadcasts. I believe they had hoped to maintain General Mills sponsorship during the complete 104 episodes, but General Mills dropped their sponsorship after the original broadcasts. The series continued for the next 52 repeats as the CBS Radio Adventure Theater.

This recording is part of the Old Time Radio collection.

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