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 as half owner of the Long Branch Saloon. Sometime in 1959, Ellis was billed as Georgia Hawkins instead of Georgia Ellis. "Gunsmoke" was often a somber program, particularly in its early years. Dunning writes that Dillon "played his hand and often lost. He arrived too late to prevent a lynching. He amputated a dying man's leg and lost the patient anyway. He saved a girl from brutal rapists then found himself unable to offer her what she needed to stop her from moving into ... life as a prostitute." Some listeners, such as Dunning, argue the radio version was more