The General Mills Radio Adventure Theater

The General Mills Radio Adventure Theater was an anthology radio drama series with Tom Bosley as host, which aired on the CBS Radio Network in 1977. 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.

Listen to

• Daniel, The Oracle 77-07-31

External links

• Log by Jim Widner

General Mills
Historical figures	Cadwallader C. Washburn Charles Alfred Pillsbury James Ford Bell William de la Barre Adelaide Hawley Cumming
Cereals	Boo-Berry Cheerios Chex Cinnamon Toast Crunch Cocoa Puffs Cookie Crisp Count Chocula Franken-Berry French Toast Crunch Golden Grahams Honey Nut Cheerios Honey Nut Clusters Kaboom Kix Lucky Charms Nesquik Oatmeal Crisp Reese's Puffs Total Trix Wheaties
Brands	Betty Crocker Green Giant Hamburger Helper Old El Paso Progresso Totino's Wanchai Ferry
Pillsbury	Jus-Rol Pillsbury Toaster Strudel
Snacks	Bugles Chex Mix Fruit by the Foot Fruit Gushers Fruit Roll-Ups Gardetto's Nature Valley Shark Bites
Dairy	Go-Gurt Häagen-Dazs Liberté Yoplait
Baking	Betty Crocker Bisquick Gold Medal Flour
Natural and organic	Annie's Homegrown Cascadian Farms Food Should Taste Good Lärabar
Former	Colombo Yogurt Pet, Inc. Squeezit
Other	Betty Crocker Kitchens Cereal Partners Worldwide The General Mills Radio Adventure Theater Mill City Museum Pillsbury Bake-Off Pillsbury Doughboy
Key innovations	DSV Alvin Hazard analysis and critical control points Project Strato-Lab Skyhook balloon Space food