Norman Macdonnell an anthology series they had done. Their boss at CBS, Harry Ackerman, and other network executives dismissed that title, preferring "Gunsmoke", a program heading that Ackerman himself was credited with conceiving. Once given permission to proceed with "Gunsmoke", Macdonnell began developing a detailed production schedule for the new series' 30-minute episodes and arranging auditions to cast its recurring characters. His and Meston’s "Jeff Spain" soon became United States Marshal Matt Dillon, and veteran voice actor William Conrad was chosen by Macdonnell, Meston, and two other CBS screeners to portray that lead character. Other seasoned actors soon filled the needed regular
Gunsmoke L&M cigarettes and Remington shaving products. When "Gunsmoke" was adapted for television in 1955, in spite of a campaign to persuade the network, the network was not interested in bringing either Conrad or his radio costars to the television medium. Conrad's weight was rumored to be a deciding factor. Denver Pyle was also considered for the leading role, as was Raymond Burr, who was ultimately also seen as too heavy for the part. Charles Warren, television "Gunsmoke"'s first director, said "His voice was fine, but he was too big. When he stood up, his chair stood with him." According to