Death of a Telethon: MDA's announcement does not mention Jerry Lewis

The Muscular Dystrophy Association announced plans to turn the annual Jerry Lewis Labor Day Telethon into a six-hour primetime special on its Quest magazine website. The article made no mention of host Jerry Lewis, and ran with a photo of telethon subhost Jann Carl:

MDA Labor Day Telethon
Moves to Shorter Format

by Quest Staff

The 2011 MDA Telethon will run for six hours during prime-time viewing hours, in a bid to increase both audience and donations

Sometimes, less is more — and that’s the strategy behind MDA’s decision to shave off more than 15 hours from next year’s Labor Day Telethon broadcast.

The new six-hour Telethon will run during the prime-time viewing hours of 6 p.m. to midnight (Eastern time) on the Sunday of Labor Day weekend, and will include the same time-tested mix of top entertainment, profiles of individuals and families with neuromuscular diseases, check presentations by MDA sponsors and live local segments.

The shorter format could well attract more television stations into MDA’s “Love Network,” as it’s easier for stations to clear six broadcast hours for Telethon programming than to clear nearly two days. It’s hoped that the combination of new format and prime-time Sunday viewing slot will result in larger audiences and more income for MDA’s research and services programs.

MDA has presented a 21½-hour Telethon over Labor Day weekend for 45 years.

“Ever since pioneering the Telethon as a fundraising, education and sponsor-recognition program, MDA has enjoyed unparalleled support from television and cable stations across America,” said Gerald C. Weinberg, MDA president & CEO and Telethon executive producer. “Our ‘Love Network’ of some 170 stations annually helps us reach an audience of some 40 million Americans. The stations’ efforts, and those of our national, regional and local sponsors, have been truly outstanding.”

Weinberg noted that MDA has been considering reducing the length of the Telethon broadcast for several years. Feedback from the 2010 show underscored the benefits of an extended prime-time show, he said.

“There’s nothing like our Telethon,” said Lee Miller, longtime Telethon producer. “In 2010, some 65 top acts performed, including some amazing production numbers by Tyce Diorio of ‘So You Think You Can Dance,’ as well as top Broadway and Las Vegas show segments. Our 2011 prime-time focus should make it easier to fill every moment of the show with the best headline entertainment.”

Labor Day weekend is Jerry Lewis weekend

The 2010 Jerry Lewis MDA Telethon starts Sunday at 6 pm and wraps up on Labor Day at 3:30 pm. Check your local listings.

Click here to help Jerry and his kids.

PHOTO: STEVE MARCUS/LAS VEGAS SUN

Jerry Lewis brings down the house

Jerry Lewis and his Muscular Dystrophy Association Telethon are headed into the homestretch. Click here to help.

The Telethon is on

The Jerry Lewis Muscular Dystrophy Telethon is underway. It's the 44th national broadcast, Jerry's 58th telethon and he's looking all of his 83 years. Walked on after an introduction by some Irish stepdancers. Stage manager Debbie Williams had the first word as she leaned in to hand him the microphone he'd forgotten. He kicked off with a couple of ancient sex jokes (punchlines: "I forgot where I lived" and "Twenty-two years ago, I had sex with a parrot. I thought you were my son."), then went into Barry Manilow's Can't Smile Without You: "We can't laugh, we can't sing unless we hear those telephones ring." Nirvana. If Jerry can make it through the next 22 hours, so can we. Check your local listings. Click here to help.

Dr. Ruehl remembers Ed McMahon

Our fondest personal memory of the great Ed McMahon is, of course, from the Jerry Labor Day Telethons. Ed was always there for Jerry, filling in on the hours when Jerry wasn't well, leading into those toteboard tallies with all the enthusiasm they deserved.

Backstage, the big Marine kept to himself, tucked away in his dressing room to emerge for his parts. We remember the afternoon the biggest, most fully-stocked rolling service carts of booze was rolled to his room, enough juice to keep the big man oiled for the entire weekend binge.

Tabloid Baby pal, contributor, columnist and TV, movie and music video star Dr. Franklin Ruehl, Ph.D., who now does his columns for his own website, Mysteries from Beyond The Other Dominion, does us one better. he as a costar in Ed Mcmahon's final work, a couple of comedy rap videos for a credit report company.

Dr. Ruehl filled us in on his experiences. Now, in this exclusive piece, he offers this memory of his pal, Ed McMahon:

My Fond Memory
of Working with Ed McMahon
on His Last Project

I am saddened by the dire news of Ed McMahon's death. I worked with Ed on his 'Gangsta Rap' video a few months ago (September 13,2008) and he appeared to be in excellent health! He was energetic and cordial, shaking hands with everyone on the set, and doing retakes like a pro!

He only asked, when we were dancing in a motel room, that we try to avoid bumping into him as he did not want another fall, having recovered from a previous accident.

I consider it a high honor that I was able to work with him on his last project.

In the "Gangsta Rap" video, I am seen with my repent sign and raccoon hat 38-42 secs into it, and at the very end 55-56 sec in a pirate hat dancing with others in Ed's motel room:

CLICK HERE FOR MORE VIDEO

May the Power of the Cosmos be with You, Ed, wherever you may now be!

Dr. Franklin Ruehl, Ph.D.