The General Mills Radio Adventure Theater

It usually aired on weekends, beginning in February 1977 and continuing through the end of January 1978, on CBS radio affiliates which carried it.

General Mills was looking for a means of reaching children that would be less expensive than television advertising.

Brown and CBS were willing to experiment with a series aimed at younger listeners, reaching that audience through ads in comic books.

After the 52 episodes had first aired over twenty-six weekends (February 1977 through July 1977) General Mills did not continue as sponsor.

The series of 52 episodes, titled The CBS Radio Adventure Theater, was then rebroadcast from August 1977 through the end of January 1978, with a variety of other sponsors.