Posted by
reasonmclucus on Monday, August 29, 2011 12:30:26 PM
For 45 years watching The Jerry Lewis Muscular Dystrophy Telethon was
what millions of families did on Labor Day. The Telethon
was to Labor Day what fireworks were to the 4th of July and a
turkey dinner to Thanksgiving.
This year the Muscular Dystrophy Association has decided to
replace this holiday tradition with a television show
on Labor Day Eve. The 6-hour
program will still be
called a telethon, but Jerry Lewis won't be there and it won't be
live for most viewers unless MDA has different programs for each time
zone. The program will start at 6 P.M. local time in each time zone and
end at midnight. Perhaps even the Eastern Time Zone will get a
taped broadcast.
I hope the new approach works, but I doubt that a 6-hour program can do
what the event did.
The old telethon was an event with activities throughout the day.
Families would turn the tv on when they got up to see how much
money had been raised. They would see if there were any
fund raising activities they wanted to participate in. Perhaps they
would go to the Mall or take advantage of a special offer at a local
restaurant.
In some homes kids would tell their parents "I want to go out and
collect money for Jerry's Kids." After they collected the money
their parents would take them to the tv station or other location to
turn the money in and possibly be seen on television while they were
doing it.
Many of today's parents had celebrated Labor Day in this manner since
they were kids.
The daytime format allowed for people to participate in more
fund raising events. The new format will limit the
number of outside fund raising events because the program is so late in
the day. Most of the program will be on after dark, making it
difficult for people to decide what events to attend with their
children. By the time they learn of the events on the program, it
may be too late to get to the event and back home. It's unlikely
children will be able to go out and collect money to take to the
station.
A major advantage of the old time choice was that people who worked
during the day didn't regularly watch any daytime programs so they
didn't have to miss a favorite program to watch the
telethon.
This year's prime time program will have to convince viewers of regular
programs like "60 Minutes" to watch the telethon instead. Other
competition includes "Indiana Jones and the Kingdom of the Crystal
Skull" and, for Texans, a football game between Southern Methodist
University and Texas A & M.
Many potential viewers attend church services on Sunday evening or
engage in other evening activities. I suspect one
reason the old telethon got so many pledges late in the telethon was
due to those who had spent the weekend at the lake or beach returning
home on Monday afternoon. People who are at the lake Sunday
evening probably won't watch the telethon although they might record it.
The decision to go with a prime time variety show ignores the fate of
prime time variety shows. They have trouble attracting viewers
unless the show includes a contest like "American Idol" or "Dancing
with the Stars". Even Jay Leno couldn't attract viewers in prime
time. The telethon used to start in prime time on Sunday night,
but, at least on WGN and KAKE (Wichita), the start had been
broadcast on a delayed basis.
Although the stars listed on the website can qualify as superstars,
even
superstars have trouble attracting a broad audience in today's musical
entertainment world which makes it difficult for variety shows to
attract a large prime time audience. . The musical world is
fractured into various genres. Paul McCartney is one of the few
superstars left from the 60's when many singers had a broad popular
appeal. Most who could appeal to a variety of audiences, like
Johnny Cash and Ray Charles, are dead.
I don't know about other viewers, but one
aspect I liked about the old long telethon was the opportunity to see
performers who weren't likely to appear on other shows. We
had the opportunity to hear or see new performers as well as the
established performers.
For many of us the stars weren't the only reason to watch the old
telethon. Those with MD who appeared over several years
became like neighbors or members of the family. I remember
a couple of kids on the Wichita telethon with a non-fatal form of MD
who grew up in front of our eyes. I watch the WGN satellite
station as well as the Wichita station to keep up with Romania's
"perfect 10" gymnast Nadia Comaneci and her husband, American gymnast
Bart Conner.
A major advantage of the old live format was the ability to show how
much money had been raised. People could watch the amount build.
That won't be possible with the new
format because the show will be ending in the Eastern Time Zone long
before it does in the Pacific Time Zone. One possible reason for
late
donations on the old telethon was due to concern it might not
raise
as much as the previous year and potential donors didn't want to
disappoint Jerry.
The MDA Telethon became a national institution in large part
because Jerry Lewis was one of the greatest entertainers of the
mid-20th Century. Jamie Foxx is the only younger performer
who is currently in the same class as Lewis, although some others might
eventually achieve that status.
MDA would have been much better off if Lewis had headed the first
program in the new format. Many would have watched just to see
his last MDA appearance. Some would have donated more to provide
him with a good send off. The failure to explain why
Lewis isn't going to be on this year is likely to cause some to skip
this year's telethon because many assume the worst when explanations
aren't provided.
I suppose it's too late for local stations to decide to go ahead and
have a local Labor Day telethon without the benefit of a national show,
but if they can do so they should try to. Alternatively,
they should consider starting their telethons early in the afternoon to
encourage people to participate in fundraising events.
Local stations will have to do extensive advertising that emphasizes
the new time. Regular viewers may ignore reminders to watch the
show if the ads don't prominently state the show will be on Sunday
night instead of being a Monday telethon. Frequent stories on newscasts
would be desirable. Many viewers may not discover the new time
until they turn the tv on late on Sunday night. Some who go to
bed early on Sunday night may get up Monday morning and wonder why they
can't find the telethon.