The General Mills Radio Adventure Theater - Definition and Overview

The General Mills Radio Adventure Theater

Himan Brown, already producing the CBS Radio Mystery Theater for the network, added this twice-weekly (usually aired on weekends on stations which cleared it) anthology radio drama series to his workload in 1977. 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, the only nationwide attempt in the U.S. in the 1970s (outside, perhaps, of Christian or other religious broadcasting). Fifty-two episodes were produced; General Mills did not continue as sponsor after the first 26 weeks, and the episodes were repeated under the title The CBS Radio Adventure Theater. Tom Bosley was the host; the series was advertised in comic books.

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