First Song - Beneath a Brazilian Moon

10-2-4 Ranch

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First Song - Beneath a Brazilian Moon

10-2-4 Ranch • Episode 513

15 minutes

Part of a 85-episode series

Episode Description

The show features a blend of musical performances and light-hearted banter among characters. Martha Mears and the Sons of the Pioneers entertain with songs, including "Swannee River," while Colonel Falkhorn and the group engage in playful dialogue about southern and western gentlemanly traits. The theme revolves around the enjoyment of Dr. Pepper, which is promoted as a refreshing drink to energize listeners at 10, 2, and 4 o'clock throughout the day. The program concludes with an encouragement for the audience to enjoy Dr. Pepper and tune in for future shows, maintaining a lively and cheerful atmosphere throughout.

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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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