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) to the violent nature of his job, and he was generally less given to brooding about the dangers and tragedies inherent in it. Arness's Matt was somewhat more understanding and tolerant of people's foibles, and he was a bit more intuitive with respect to discerning persons who came to Dodge City with the intention of committing crimes. As Arness's Matt grew older and wiser, he became less inclined to use violence to subdue wrongdoers (plus less an emphasis on violence in later episodes of the series in the late 1960s and 1970s because of national society trends). However, he never