First Song - Rio de Janeiro

10-2-4 Ranch

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First Song - Rio de Janeiro

10-2-4 Ranch • Episode 411

14 minutes

Part of a 85-episode series

Episode Description

The program features lively music and banter, starting with announcements and playful exchanges among the cast, including Martha Mears, the Sons of the Pioneers, and others. They sing various songs, celebrate the joys of food and relaxation, and humorously discuss their love for fishing and socializing. Throughout the broadcast, there are advertisements highlighting Dr. Pepper as an energizing drink that can be incorporated into daily routines, particularly at set times of the day. The show concludes with reminders to enjoy Dr. Pepper and the ongoing musical festivities, aimed at uplifting spirits and connecting with listeners, including American soldiers overseas.

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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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