Sparkle Time
| Other names | Sparkle Time with Meredith Willson |
|---|---|
| Country of origin | United States |
| Language(s) | English |
| Syndicates | CBS |
| Starring | Meredith Willson |
| Directed by | Myron Dutton |
| Produced by | John Bates Myron Dutton |
| Original release | October 4, 1946 – March 28, 1947 |
| Sponsored by | Canada Dry |
Sparkle Time was a musical radio program in the United States. It was broadcast on CBS October 4, 1946 - March 28, 1947.
Meredith Willson 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 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.
Citing a shortage of sugar, Canada Dry dropped its sponsorship of Sparkle Time effective March 28, 1947, and that ended the program.
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 [Willson's] sponsors." 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."
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:
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 was a singer and the announcer.
John Bates was the initial producer; Myron Dutton was the director and later became producer.
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