First Song - I've Got Music (Instrumental)

10-2-4 Ranch

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First Song - I've Got Music (Instrumental)

10-2-4 Ranch • Episode 522

15 minutes

Part of a 85-episode series

Episode Description

The show features a mix of lively dialogue and musical performances, highlighting the enthusiasm for Dr. Pepper as a refreshing drink at various times of the day. Martha Mears and the Sons of the Pioneers perform songs like "My Isle of Golden Dreams" and "Stars of the West," blending nostalgic melodies with humorous banter. Characters engage in lighthearted discussions about food and culture, all while promoting Dr. Pepper as a satisfying beverage for when hunger strikes. The broadcast is transcribed from Hollywood and dedicated to American soldiers around the world, and concludes with a friendly reminder to enjoy Dr. Pepper at ten, two, and four o'clock.

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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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