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
Matt Dillon (Gunsmoke) impatient with others (including his friends and allies). At all times, however, he managed to remain sufficiently in control of his emotions to perform his difficult job capably and impartially. Conrad's Matt would speak frequently of the still-fragile acceptance of law and order on the frontier and he would sometimes determine his course of action based upon what he honestly felt was necessary to preserve its long-term acceptance. In the radio version, Marshal Dillon spoke of actual persons who were well known in the history of the American West, including later Dodge City personage Wyatt Earp and Billy the Kid