On the Mutual Broadcasting System: The Fourth (Radio) Network

Having already treated of the foundings of NBC and CBS, we thought we would fill out the picture of the broadcast universe with a little intel on the so-called Fourth Network, MBS, the Mutual Broadcast System, which launched 90 years ago today (September 29, 1934).

No, I haven’t counted wrong. NBC actually operated two networks, the red and blue, one of which later became ABC. Unlike the other three, Mutual didn’t branch into television, hence its present obscurity, though I am startled to realize that it continued to operate as a radio network until the end of the 20th century.

Like CBS, Mutual was unaffiliated with the movie studio that had the same brand name. It’s name was chosen becase, unlike NBC and CBS, it wasn’t originally a centrally owned corporation, but a cooperative composed of its member stations. Unlike the later “Fourth TV network” Dumont, it really wasn’t an also-ran. Some of Mututal’s top shows were among some of old time radio’s best remembered, including: The Lone Ranger, The Shadow, The Adventures of Superman, Red Ryder,Mandrake the Magician, Charlie Chan, and scores of others.

When television came in, though MBS didn’t start a TV version they did continue to operate their radio network, the same as their competitors. And like their competitors, they changed their format over time, with dramas, sit-coms, and variety programs being phased out, and news, interview shows, and sports coverage providing the bulk of their offerings. Starting in 1952, the network was corporate owned, with a succession of companies backing them including General Tire, Armand Hammer, 3M, Amway, and finally Westwood One. One of their last big stars was talk/interview host Larry King.

The network finally winked out in April 1999. NBC radio ended the same year (though the brand is now leased). CBS radio still exists, but is a shadow of its former self.

For more about show business historyconsult No Applause, Just Throw Money: The Book That Made Vaudeville Famous, And please stay tuned for my upcomingElectric Vaudeville: A Century of Radio and TV Variety.