By the mid-1950s, the novelty medium of television was the obvious tool for product marketers to reach a wider audience than ever before. All kinds of advertisers were keen to sponsor shows to promote their wares to the vast new audiences. The Chattanooga Medicine Company had been keeping southerners regular with Black Draught laxative and women's troubles forgotten with the 20% alcohol formula of Wine of Cardui for many years. However they saw an opportunity to increase their sales through television using the down-home appeal of country music. Red Foley's Ozark Jubliee was already successfully broadcasting, and Tex Ritter's Ranch Party had had a successful run, and there was ample room on the airwaves for yet another showcase of country music talent, and so auditions were held for the new Chattanooga Medicine Co. vehicle. One of the hopefuls was Porter Wagoner - others included Webb Pierce, Carl Smith and the Wilburn Brothers, who eventually got their own show.