Kraft Television Theatre Oral History Project, 1947-1992
Kraft General Foods, Inc
Hill, George Roy
National Broadcasting Company, Inc
Thompson, J. Walter (advertising agency)
4.3 cu. ft.: 13 document boxes
The Kraft Television Theatre Oral History Project is the result of a year-long study undertaken by the Center for Advertising History. The objective of the project was to create a collection that provides documentation, in the form of oral history interviews, of the history and development of Kraft Television Theater, especially the relationship between advertising and the origins of commercial sponsorship in the early days of television programming. Interviews were conducted for the Archives Center by Tom Wiener in 1992.
Oral history interviews with fourteen former Kraft and J. Walter Thompson executives chart the evolution of Kraft's approach to television, from its pioneering efforts in the medium's infancy to the search to maintain identity in an increasingly competitive and fragmented media landscape. Casting, directing, and production of the live dramas and the commercials are discussed at length. Kraft's philosophy of advertising, its relationship with J. Walter Thompson advertising agency and NBC, and consumer outreach are also featured.
The persons interviewed are: Jim Blocki, Ed Herlihy, George Roy Hill, Fran Holland, Fielder Cook, Marion Dougherty, Farlan Myers, Tad Jeffrey, Richard Courtice, Chester Green, Lee Pratt, Al Durante, Dorothy Holland, and Bob Powell.
Kraft Television Theatre Oral History Project, 1947-1992, Archives Center, National Museum of American History