First Song - Moonlight on the Prairie (10-2-4 Time Begins)

10-2-4 Ranch

Listen Now

Play

First Song - Moonlight on the Prairie (10-2-4 Time Begins)

10-2-4 Ranch • Episode 339

14 minutes

Part of a 85-episode series

Episode Description

The episode of the 10-2-4 Ranch features a lively gathering at the ranch where Martha Mears and the Sons of the Pioneers engage in musical performances celebrating St. Patrick's Day. Martha wears green and shares a spirited song about Irish dancing, while Tex O'Brien promotes Dr. Pepper as a refreshing drink. The banter includes jokes about a fellow ranch worker, Falgarn, who had an unfortunate encounter while breaking a horse. As the conversation flows, various songs are sung, including a dedication to troops overseas and an appeal to enjoy Dr. Pepper regularly. The show concludes with reminders to listen to Al Pierce’s variety show and a call to support the war effort by purchasing war bonds.

Share This Episode

Comments Coming Soon!

Share your thoughts about this episode with other Old Time Radio enthusiasts.

In the meantime, you can share this episode on social media using the buttons above.

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.

All Episodes