Samuel C. (Sam) Pierce, 67, who retired last year as a senior producer of the Voice of America's worldwide English language broadcast service, died Saturday at his home in Orange Beach, Ala., following a heart attack. He had diabetes.

Mr. Pierce joined VOA in 1965 after a career in commercial broadcasting that began in 1933 at a Los Angeles radio station. In the late 1960s, he headed the VOA Los Angeles bureau, and moved to Washington in the early 1970s as a producer of English-language programs. One of his programs was "New York, New York," starring Arlene Francis.

He shared Peabody Awards at VOA in 1970 and 1976.

Mr. Pierce was born in Pasadena, Calif., and grew up there. He was a sound-effects man, part-time actor, writer and producer at a Los Angeles radio station from 1933 to 1939.

He then went into advertising and produced shows that were broadcast on networks for advertising clients. In the 1950s, he worked for the Columbia Broadcasting System in Los Angeles. He was in Honolulu for several years before coming here to join the Voice of America. He moved to Orange Beach following his retirement.

He was a member of the Writers Guild, the Directors Guild and the American Federation of Television and Radio Actors.

His wife, the former Roxayne Wallace, died in 1973.

Survivors include two sons, Samuel C. Jr., of Orange Beach, and Peter, of Los Angeles; two daughters, Mrs. Jack Rabinowitz, of Los Angeles, and Samantha Pierce, of Sacramento, Calif.; two sisters, Mrs. Ted Fuller, of Bridgewater, Conn., and Mrs. Clatus Meredith, of Mill Valley, Calif., and five grandchildren.