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) jobs on the periphery of law enforcement, such as tracking down rustlers or lost cattle for ranch owners. It was often implied that he had led an adventurous and sometimes nomadic lifestyle before becoming a U.S. Marshal and one of his old friends proudly stated that "I knew Matt Dillon before he was civilized!" On another occasion, Matt stated that he had once been a preacher but that "...the pay was too small to support (his) gambling habit". This was apparently said in jest, as there was no other mention of it during the series' run on radio or television.