Viva América was an American musical radio program which was broadcast live over the CBS radio network and to North and South America over the La Cadena de las Américas (Network of the Americas) during the 1940s (1942–1949) in support of Pan-Americanism during World War II.Dissonant Divas in Chicana Music: The Limits of La Onda Deborah R. Vargas. University of Minnesota Press, Minneapolis, 2012 p. 152-155 OCIAA (Office of the Coordinator of Inter-American Affairs), FDR's Good Neighbor Policy, CBS, Viva America, La Cadena de las Americas on google.books.com It was also broadcast for the benefit of members of the armed forces in Europe during World War II over the Armed Forces Network.The Directory of the Armed Forces Radio Service Series Mackenzie, Harry. Greenwood Publishing Group, Westport CT, 1999 p. 21 Viva America on https://books.google.com All broadcasts of this program were supervised under the strict government supervision of the United States Department of State and the Office of the Coordinator of Inter-American Affairs (OCIAA) as part of the United States Cultural Exchange Programs cultural diplomacy initiative authorized by President Franklin D. Roosevelt (via Voice of America) during World War II through the Office for Coordination of Commercial and Cultural Relations (OCCCRBAR), and the Office of the Coordinator of Inter-American Affairs directed by Nelson Rockefeller.The New York Times, January 8, 1941, pg. 8The New York Times, January 1, 1942, pg. 27The New York Times, May 10, 1942, pg. SM10The New York Times, February 28, 1943, pg. X9The New York Times, January 18, 1942, pg. 27
This imaginative program represented a unique collaboration between government and private industry during the turbulent World War II era in an effort to foster cultural exchanges and cultural diplomacy throughout the Americas as part of President Franklin D. Roosevelt's Good Neighbor policy.Media Sound & Culture in Latin America & the Caribbean. Editors - Bronfman, Alejandra & Wood, Andrew Grant. University of Pittsburgh Press, Pittsburgh, PA, USA, 2012 p. 47-49 Pan Americanism, FDR's Good Neighbor Policy CBS, Viva America and Alfredo Antonini on Books.Google.Com See Pg. 49Dissonant Divas in Chicana Music: The Limits of La Onda Deborah R. Vargas. University of Minnesota Press, Minneapolis, 2012 p. 152-158 FDR's Good Neighbor Policy, CBS, Viva America and Eva Garza on google.books.comAs It Happened- a Memoir. Paley, William S. Doubleday Books 1979 It featured live performances of the CBS Pan American Orchestra under the musical direction of the noted conductor Alfredo Antonini.The New York Times, June 9, 1946, pg. 49The New York Times, November 5, 1983, pg. 34 By 1945, performances by the orchestra on the CBS "La Cadena de los Americas" radio network were enjoyed by audiences in twenty Latin American nations and throughout North America.Dissonant Divas in Chicana Music: The Limits of La Onda Deborah R. Vargas. University of Minnesota Press, Minneapolis, 2012 p. 152-155 OCIAA (Office of the Coordinator of Inter-American Affairs), FDR's Good Neighbor Policy, CBS, Viva America, La Cadena de las Americas on google.books.com As a result of its cultural authenticity, it emerged over the years as the network's most popular musical program.Beyond the Black and White TV: Asian and Latin American Spectacle in Cold War America. Han, Benjamin M. Rutgers University Press, 2022 "Viva America" cultural authenticity and the most popular musical show on the La Cadena de las Americas on Google Books
Viva América was primarily conceived in an effort to foster benevolent diplomatic relations throughout the Americas during World War II by showcasing the talents of a wide variety of respected professional musicians from both North and South America.Beyond the Black and White TV: Asian and Latin American Spectacle in Cold War America. Han, Benjamin M. Rutgers University Press, 2022 "Viva America" and Cold War cultural diplomacy on Google Books In this regard, it proved to be highly successful and functioned under the direct supervision of the Department of State as a cultural exchange program (as opposed to a propaganda program).Dissonant Divas in Chicana Music: The Limits of La Onda Deborah R. Vargas. University of Minnesota Press, Minneapolis, 2012 p. 152-155 OCIAA (Office of the Coordinator of Inter-American Affairs), FDR's Good Neighbor Policy, CBS, Viva America on google.books.com The collaborative performances by musicians who were featured on the program also served to introduce large audiences in the United States to innovative forms of Latin music including the Mexican Bolero.Media Sound & Culture in Latin America. Editors: Bronfman, Alejanda & Wood, Andrew Grant. University of Pittsburgh Press, Pittsburgh, PA, USA, 2012, Pg. 49 https://books.google.com See pg. 49 Included among the renowned soloists were: Juan Arvizu (the Mexican "Tenor with the Silken Voice");The New York Times, May 5, 1941, pg. 32 Nestor Mesta Chayres (Mexican tenor - aka "El Gitano De México");Nestor Mesta Chayres photographed on the CBS "Viva America" Program on Getty ImagesThe New York Times April 23, 1944, pg X5 Eva Garza (Mexican songstress);The New York Times, January 23, 1944, pg. X9Dissonant Divas in Chicana Music: The Limits of La Onda Deborah R. Vargas. University of Minnesota Press, Minneapolis, 2012 p. 155-157 Eva Garza and Viva America on google.books.com Terig Tucci, (Argentine composer/arranger)The New York Times, January 18, 1942, pg. 27 Miguel Sandoval (Guatemalan composer/conductor), Elsa Miranda (Puerto Rican Vocalist/Actress), Los Panchos Trio (Latin vocalists)Beyond the Black and White TV: Asian and Latin American Spectacle in Cold War America. Han, Benjamin M. Rutgers University Press, 2022 Los Panchos and the Viva America program on Google Books Manuolita Arriola (Mexican vocalist),Photograph of Manolita Arriola and Nestor Chayres for "Viva America" CBS on Getty Images Kate Smith (American contralto),Photograph of actor Pat O'Brien and singer Kate Smith on the Viva America program for CBS Radio on Getty Images.com Pat O'Brien (American actor)Photograph of actor Pat O'Brien and singer Kate Smith on the Viva America program for CBS Radio on Getty Images.com and John Serry, Sr. (an American concert accordionist and featured soloist).Eastman School of Music - University of Rochester - Sibley Music Library: John J. Serry Sr. Collection: Autographed Photograph of John Serry accordionist on CBS' C de Las A program circa 1940s p. 3, Series 3, Collection Box 3, Item 1: The John J. Serry Sr. Collection archived at the University of Rochester Eastman School of Music Media Sound & Culture in Latin America. Editors: Bronfman, Alejanda & Wood, Andrew Grant. University of Pittsburgh Press, Pittsburgh, PA, USA, 2012, Pg. 49 https://books.google.com See pg. 49
Broadcasts of this program were personally supervised by Edmund A. Chester, Vice President at the CBS network and Director of Latin-American Relations and Short Wave Broadcasting (1940 - 1948).Beyond the Black and White TV: Asian and Latin American Spectacle in Cold War America. Han, Benjamin M. Rutgers University Press, 2022 "Viva America" Edmund Chester - brainchild behind the formation of the La Cadena de Las Americas on Google BooksDissonant Divas in Chicana Music: The Limits of La Onda Deborah R. Vargas. University of Minnesota Press, Minneapolis, 2012 p. 152-155 OCIAA (Office of the Coordinator of Inter-American Affairs), Edmund Chester, FDR's Good Neighbor Policy, CBS, Viva America, La Cadena de las Americas on google.books.comThe New York Times, May 10, 1942, pg. sm10The New York Times, October 16, 1973, pg. 46Time, June 1, 1942Time, March 2, 1942 Mr. Chester could often be found visiting the control room at the CBS broadcast studios in New York City in order to enjoy his series of live concerts and to exchange insights with his staff of musicians and recording artists. At the governmental level, they were closely monitored by the Office of Inter-American Affairs through the Office for Coordination of Commercial and Cultural Relations (OCCCRBAR) under the direction of Nelson Rockefeller and the Department of State.As It Happened- a Memoir. Paley, William S. Doubleday Books 1979 Time - Radio: La Cadena, June 1, 1942 William S. Paley, La Cadena de las Americas on Content.time.com In recognition of their efforts to foster greater understanding between the peoples of Cuba and the United States on this program, both Edmund Chester and William S. Paley were awarded the Carlos Manuel de Cespedes National Order of Merit by the Cuban government - its highest civilian honor.Beyond the Black and White TV: Asian and Latin American Spectacle in Cold War America. Han, Benjamin M. Rutgers University Press, 2022 "Viva America" Edmund Chester William S. Paley and the Carlos Manuel De Cespedes National Order of Merit on Google Books
The onset of the post World War II era precipitated the onset of the Cold War and the initiation of new governmental oversight of the broadcast industry. As a consequence of these developments, exclusive control for the La Cadena de las Américas was essentially transferred to the Department of State from Voice of America in 1948.The New York Times, July 2, 1948, pg. 1 As the focal point for American foreign policy shifted away from South America toward Europe broadcasts of this program were terminated (circa 1949) and the broadcasting links provided to South America by the Columbia Broadcast System CBS were eliminated."State Dept. to Record All Shortwave Airings as NBC, CBS Check out on "Voice"", The Billboard July 10, 1948 p. 8
Several historic master disk transcriptions of this program were recorded during live broadcasts and preserved on 78 RPM vinyl disks for Voice of America. They were archived by the Department of State until the 1970s and have since passed into private collections.
References
External links Archive.org - Album - La Palma; Rosa Negra - CBS Viva America Orchestra and Los Panchos Trio - Conductor Alfredo Antonini Frontera.library.ucla.edu - Asi, Esta Noche Ha Pasado,Somos Differentes and Tres Palabras - Sound recordings of Alfredo Antonini conducting the CBS Pan American Orchestra with vocalist Luis G. Roldan at the University of California Los Angeles on fronter.library.ucla.edu WorldCat.Org Library holdings worldwide of audio albums by The Viva America Orchestra WorldCat.Org Library holdings for The Viva America Orchestra: Conductor Alfredo Antonini Library of Congress holding of Latin American Music - Viva America Orchestra: Conductor Alfredo Antonini Records of the Office of Inter-American Affairs - Radio Division at the U.S. National Archive www.archives.gov Photograph - CBS Radio Program Viva America (1946) on GettyImages