First Song - Ne Ha Nee

10-2-4 Ranch

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First Song - Ne Ha Nee

10-2-4 Ranch • Episode 155

15 minutes

Part of a 85-episode series

Episode Description

The 1024 Rand radio show opens with music by the Sons of the Pioneers and a promotion for Dr. Pepper, emphasizing its effectiveness in keeping workers refreshed and productive during the war. The hosts, including Dick Faran and Art Gilmore, engage in lighthearted banter and humor, discussing daily ranch life and humorous incidents among ranch hands, like snoring. Various songs are performed, celebrating the beauty of the West and ranching culture. The narrative highlights the dedication of those supporting the war effort, likening the service of soda fountain workers to those in military service. The show concludes with a reminder to enjoy Dr. Pepper and support the war bond drives.

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10-2-4 Ranch

10-2-4 Ranch is a classic 1940s Old Time Radio western-themed musical variety program, created as part of a nationwide advertising campaign for Dr Pepper. Rather than telling ongoing cowboy stories, the show used a friendly “ranch” setting as a backdrop for music, light banter, and sponsor messaging built around Dr Pepper’s famous slogan: “Drink a bite to eat at 10, 2, and 4.” Airing in short, approximately 15-minute episodes, 10-2-4 Ranch featured popular western and contemporary music performances, often by well-known acts of the era such as Sons of the Pioneers, alongside announcer segments that seamlessly folded advertising into the entertainment. The tone was upbeat, informal, and family-friendly—designed to be easy listening during daytime hours while reinforcing the idea of Dr Pepper as a mid-day energy pick-me-up. The program was sometimes billed under related titles such as 10-2-4 Time, reflecting slight format shifts, and is occasionally confused with other Dr Pepper–sponsored radio shows from the same era. Today, 10-2-4 Ranch stands as a clear example of mid-century branded radio at its best—where western music, variety entertainment, and advertising blended together into a uniquely nostalgic listening experience.

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