BW - EP154—001: Stars On Suspense In 1944—Suspense Is Born In Forecast

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

Support Breaking Walls at https://www.patreon.com/thewallbreakers In July of 1940 CBS’ Lux Radio Theatre was scheduled for its summer hiatus. Lux aired sixty-minute condensations of films Mondays at 9PM. Pulling a rating of 23.7, it was CBS’s highest-rated show and Monday’s most-listened to program. Head of CBS William Paley and Program Director Bill Lewis wanted to use the vacated time slot to attract both audience participation and potential sponsors. At that time, CBS’s story editor was William Spier. They decided to launch a pilot series to workshop new shows. They called it Forecast. It debuted on July 15th, 1940. Each week two thirty minute shows — one from New York and one from Hollywood — aired live. CBS petitioned their audience to write in about the pilots they liked. On July 22nd at 9:30PM, a Forecast took to the air starring Herbert Marshall, Edmund Gwenn, and Noreen Gammill. This particular one was conceived by Charles Vanda. Born in New York on June 6th, 1903, Charles Vanda got into radio and moved to Los Angeles in 1935 to be the CBS West Coast Program Director. Although Los Angeles was still a minor outpost for radio, by decade's end it overtook Chicago and matched New York as a major broadcasting hub. William Paley was keen on pushing programming in Hollywood and Vanda’s boss Bill Lewis was a man who proudly championed shows like The Columbia Workshop. Among the people Lewis helped was Norman Corwin. Vanda conceived the mystery program as a drama with famous stars, a large orchestra, and a well-known host. The man Vanda wanted was Alfred Hitchcock. It was Hitchcock who came up with the show name, Suspense. On July 22nd, the day Suspense was to air, Hitchcock was unexpectedly called to New York and wouldn't be able to appear. Rather than change directions, British actor Edmond Stevens imitated Hitchcock. But, the broadcast flopped. Variety said, “Alfy, old boy, don't ever do that to us again,” referring to the open ending. That, along with Hitchcock’s spotty availability spooked advertisers. No one wanted to sponsor the program. Suspense was mothballed. Of all the pilots that aired during season one of Forecast, only Duffy’s Tavern got picked up, and even that didn’t happen until March of 1941. Charles Vanda was soon called back to New York to produce shows like The Columbia Workshop. There he worked with William Spier. Within two years the duo would finally bring Suspense to the air.