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across ihe Soullnvcsl, lo tie-in witli the cxc iliiig years of American history that deal with the colorfnl de\elo[)nient ol the West.
It was gi\en a distin( i set-up and flavor ol iis own which would distinguish it quickly and dramalically from the other established children's shows.
1 he unique quality is Tennessee Jed's yodeling ( owboy lead. In the story, Tennessee Jed who, as the name indicates, comes from the hills of Tennessee, has inherited a native love for folk music and a natural musical ability which makes it natural for him to put dialogue to music at effective times within the story and on other occasions to sing favorite old Western tunes in accompaniment to his guitar.
The story of Tennessee Jed is the story of young Jed Sloan and his exciting adventures while traveling \Vest in search of a mate for his magnificent black stallion. Smoky. Tennessee Jed is a man of staunch character and unusual strength, a highly skilled woodsman and trapper, and a marksman of uncanny aim with the famed Tennessee Long Rifle. He never misses his shot: hits his target "dead center!" every time. In all, to the kids, he is an exceptional example of an all-round straight-shooter.
These fine qualities, incidentally, are of particular effectiveness in certain appeals. For instance, Tennessee Jed's strength and skills are naturals for getting over the values of right eating; and his fine example of how a fellow should help his neighbor are at the present giving an especially convincing slant to the appeal made by the Tip-Top Bakers to help share wheat with hungry families overseas by avoiding the waste of bread.
Tennessee Jed was first broadcast for the bakers of Tip-Top Bread on a transcription basis five times weekly over 19 stations. In September, 1945, it went on live over the American Broadcasting Company network and today is broadcast on a split network cooperative basis. Twenty-five stations in major cities east of the Mississippi, including St. Louis, carry the show under the sponsorship of the bakers of Tip-Top Bread; 16 stations on the \\^est Coast are under the sponsorship of the Safeway Stores; and it is available to other advertisers on other American Broadcasting Company outlets.
For all its sponsors, Tennessee Jed is a major selling medium, not only for the present, but also for the future; building a product loyalty among thousands of children w^ho are consumers today as well as consumers tomorrow\
Man of staunch character is We-tern singer and yodeler, Elton Britt, who plays the role of Tennessee Jed on this network co-operative show.
OCTOBER, 1946
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