The sponsor of the show was the Celanese Corporation of America, hence the title of the show. Between October and December 1951, the show was 60-minutes in length and broadcast on ABC on Wednesday nights between 10:00 to 11:00 PM EST. Between December 1951 and June 1952, the show was 30-minutes in length and broadcast on ABC on Wednesday nights between 10:00 to 10:30 PM EST. The show alternated the Wednesday night time slot with "Pulitzer Prize Playhouse" (1950).