''Sparkle Time'' was a musical
radio
Radio is the technology of signaling and communicating using radio waves. Radio waves are electromagnetic waves of frequency between 30 hertz (Hz) and 300 gigahertz (GHz). They are generated by an electronic device called a transmit ...
program in the
United States
The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...
. It was broadcast on
CBS
CBS Broadcasting Inc., commonly shortened to CBS, the abbreviation of its former legal name Columbia Broadcasting System, is an American commercial broadcast television and radio network serving as the flagship property of the CBS Entertainm ...
October 4, 1946 - March 28, 1947.
Background
Meredith Willson
Robert Reiniger Meredith Willson (May 18, 1902 – June 15, 1984) was an American flutist, composer, conductor, musical arranger, bandleader, playwright, and writer. He is perhaps best known for writing the book, music, and lyrics for the 195 ...
was the orchestra leader on the ''
George Burns and Gracie Allen'' radio program. He headed ''Maxwell House Coffee Time'' as the summer replacement for that show for 13 weeks beginning June 6, 1946. Executives at
Canada Dry
Canada Dry is a brand of soft drinks founded in 1904 and owned since 2008 by the American company Dr Pepper Snapple Group, Dr Pepper Snapple (now Keurig Dr Pepper). For over 100 years, Canada Dry has been known mainly for its ginger ale, though ...
decided to sponsor a similar program with Willson at the helm beginning in the fall of 1946. The name ''Sparkle Time'' was selected as a reminder "of the fizz of the sponsor's beverage."
[
The program's advertising led to an award for J.M. Mathes Inc. "for the creation of the most effective direct selling, sponsored program, ''Canada Dry Sparkle Time''" for 1946. The recognition came from the Committee on National Radio Awards of the ]City College of New York
The City College of the City University of New York (also known as the City College of New York, or simply City College or CCNY) is a public university within the City University of New York (CUNY) system in New York City. Founded in 1847, Cit ...
.
Citing a shortage of sugar, Canada Dry dropped its sponsorship of ''Sparkle Time'' effective March 28, 1947, and that ended the program.
Format
''Sparkle Time'' featured a combination of music and comedy much like that found in many other programs of its era. One thing that set it apart, however, was its delivery of commercials, described as "a unique approach to support illson'ssponsors."[ A five-member group, Talking People, spoke the words in commercials in unison. The technique "caught on with the public, sponsors, and even media critics who were impressed with the concept and its results."][
]
Discovery Department
The program had a regular feature called "Discovery Department," in which a relatively unknown entertainer was given exposure on network radio.[ ] Those introduced in that segment included the following:
*Annette Warren
Annette Warren (born July 11, 1922) is an American vocalizer and popular jazz and song stylist best known for dubbing the singing voices of such stars as Lucille Ball in ''Sorrowful Jones'' (1949) and '' Fancy Pants'' (1950), and Ava Gardner in t ...
, "accomplished concert pianist and singer .. making her radio debut" (October 4, 1946)[
*Jean Nelson, a mezzo-soprano who had performed on two USO tours (November 8, 1946)
*Ernie Felice, "young accordion stylist whose playing has done much to take the instrument out of the mazurka and polka class and into swing" (November 22, 1946)
*Marion Francis, "promising young Hollywood singer" (January 3, 1947)
*Sam Salop, a singer and AAF veteran who lost both arms in ]World War II
World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposin ...
(January 17, 1947)
*Rece Saxon, a mezzo-soprano who had "been featured as soloist at the Hollywood Bowl and in concert with Werner Jannssen's Symphony Orchestra." (January 31, 1947)
*Ralph Isbell, a bass singer who won the 1946 Atwater Kent auditions (February 14, 1947)
*Norma Zimmer
Norma Zimmer (July 13, 1923 – May 10, 2011) was an American vocalist, best remembered for her 22-year tenure as Lawrence Welk's "Champagne Lady" on '' The Lawrence Welk Show''.
Early years
Born Norma Larsen on a dairy farm in Shoshone County, ...
, a member of Willson's Talking People group (and who later became a featured performer on ''The Lawrence Welk Show
''The Lawrence Welk Show'' is an American televised musical variety show hosted by big band leader Lawrence Welk. The series aired locally in Los Angeles for four years, from 1951 to 1955, then nationally for another 16 years on ABC from 195 ...
'' on television, made her solo debut on radio (February 28, 1947)
*Dorothy Wade, a violinist who played a violin that was made in 1704 and was given to her by Jascha Heifetz (March 7, 1947)
*Teresa Piper, 18-year-old lyric soprano from Canada, who had sung with the Toronto Symphony Orchestra (March 28, 1947)
Personnel
''Sparkle Time'' featured Meredith Willson and his orchestra—Willson's first opportunity to have "his own show on prime time radio."
The program's choral group was Talking People, described in an article in a trade publication as "a unique group of radio commercial renderers" and as a "group of five who talk as one." Willson directed the group much as he would an orchestra. The original five members were John Rarig, Betty Allan, Bob Hanlon, Norma Zimmer, and Maxwell Smith.[
Paulena Carter was the pianist, and ]Ben Gage
Ben Gage (born Benjamin Austin Gage, October 29, 1914 – April 28, 1978) was an American radio singer and announcer, occasional off-screen film singer dubbing the voice of non-singing actors, and television actor active from 1937 to 1975. ...
was a singer and the announcer.
John Bates was the initial producer; Myron Dutton was the director[ and later became producer.]
References
{{Reflist
External links
Log of two ''Sparkle Time'' episodes from radioGOLDINdex
1940s American radio programs
CBS Radio programs
American comedy radio programs
American music radio programs