BW - EP133—007: Thanksgiving With I Love A Mystery—The Show Is Cancelled

Breaking Walls: The Podcast on the History of American Network Radio Broadcasting

Initially running at 7:45PM, Mutual moved I Love a Mystery to 10:15 in 1950. Although geared for teenagers, it was obviously not standard juvenile programming. Many listeners remembered tuning in under blankets with the lights down low. But, as entertaining as the program was, by 1952, television was taking over in big cities. One Man’s Family began running on TV in 1949. Tony Randall appeared in telecasts. Mutual ran as a cooperative, rather than a corporation. The network’s top stations — WOR in New York, WGN in Chicago, and Don Lee’s KHJ in Los Angeles — all boasted powerful signals. But, while Mutual had the most affiliated stations of the big four networks, many of these were small stations in rural areas. This limited their advertiser appeal. As families left cities and farms for the suburbs, the network’s shared programming structure left it at a distinct disadvantage against NBC, CBS, and ABC. Those three networks would use their soaring revenue to move into TV. Although some Mutual affiliates developed television programming, the full network was never able to launch into TV. With dramatic radio on its way out, the writing was on the wall. The final Mutual I Love A Mystery adventure aired on December 26th, 1952. By then the Red Scare was a major issue in the entertainment industry, as Himan Brown remembered.