The General Electric Theater "Old Man's Bride" (10-01-53) - Boxcars711 Old Time Radio Pod

The first two seasons of General Electric Theater established the half-hour anthology format of adaptations of popular plays, short stories, novels, magazine fiction and motion pictures. "The Eye of the Beholder," for example, a Hitchcock-like telefilm thriller starring Richard Conte and Martha Vickers, dramatized an artist's relationship with his model from differing, sometimes disturbing psychological perspectives. The addition of Ronald Reagan as program host commencing the third season 26 September 1954 reflected GE's decision to pursue a campaign of continuous, consistent company voice advertising. The Reagan role of program host and occasional guest star brought needed continuity to disparate anthology offerings. The casting of Don Herbert of TV's Watch Mr. Wizard fame in the role of "General Electric Progress Reporter" established a clear-cut company identity for commercials. "Outstanding entertainment" became the watchword of GE's public and employee relations specialists. Reagan, in the employ of BBDO, helped merchandise the concept within the company itself. The first of many promotional tours orchestrated by BBDO and the GE Department of Public Relations Services sent Reagan to twelve GE plant cities in November 1954 to promote the program idea, further his identity as spokesman, and become familiar with company people and products.