The General Mills Radio Adventure Theater
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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 anthology radio drama series to his workload in 1977. It usually aired on weekends 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 first 52 weeks, and the series then repeated the 52 shows as The CBS Radio Adventure Theater.
