system for radio
differed from what we have on television today:
During the entire history of network radio entertainment, and during the first decade of network television, program decisions were largely made, not by the networks themselves, but by advertisers and their agencies (Jencks 37).
Such control was thorough, extending to decisions on the format
and nature of programs, the selection of stars and supporting players, supervision of day-to-day production, and the monitoring of the programs for taste and propriety. Some advertisers even had in-house production units which produced the program directly. Programs without advertising were called sustaining. When sustaining programs had advertising, it was generally promotional for the network, with advertisements for other network programs. Radio shows were identified with specific sponsors in a direct way. For instance, during most of Jack Benny's twenty-five years on radio, while the program was popularly called "The Jack Benny Show," the actual title of the show was the name of the sponsor. First the show was called "The Lucky Strike Program Starring Jack Benny," and later "The Jello Program Starring Jack Benny," as listening to any tape of the programs from that era demonstrates. The sponsor's advertisements were often integrated into the show in a way that would not be allowed today. This was carried over into early television for those shows that could accommodate it, generally comedy and variety programs. Consider any episode of "Fibber McGee and Molly," a program sponsored by Johnson's Wax through nearly all of its history. In every program, announcer Harlow Wilcox would show up at the McGee's door, and whatever the subject was would be turned to a discussion of Johnson's Wax within the comic framework of the show. Jack Benny would similarly bring in announcer Don Wilson, who often would show up as if to ask questions about the commercials for the next show and...