The General Mills Radio Adventure Theater/The CBS Radio Adventure Theater

The General Mills Radio Adventure Theater was a 1977 anthology radio drama series with Tom Bosley as host. Himan Brown, already producing the CBS Radio Mystery Theater for the network,
added this twice-weekly (Saturdays and Sundays) anthology radio drama
series to his workload in 1977. It usually aired on weekends, beginning
in February 1977 and continuing through the end of January 1978, on
stations which cleared it.

General Mills's advertising agency was looking for a means of reaching children that would be less expensive
than television advertising. Brown and CBS were willing to experiment
with a series aimed at younger listeners, reaching that audience through
ads in comic books. Apart from Christian or other religious
broadcasting, this may have been the only nationwide attempt in the U.S.
in the 1970s to air such a series. General Mills did not continue as
sponsor after the 52 episodes had first aired over the first 26 weekends
(February 1977 through July 1977), and the series (52 shows) was then
repeated over the next 26 weekends (August 1977 through the end of
January 1978), as The CBS Radio Adventure Theater, with a variety of
sponsors for the commercials.

Link for show Below:

Radio Revival

The General Mills Radio Adventure Theater/The CBS Radio Adventure Theater

Replies