Labor Day Telethon dies; championed by Jerry Lewis

After nearly a half century of star-studded cameos and Jerry Lewis-led crooning, the Muscular Dystrophy Association’s annual Labor Day telethon is no more.

The association announced Friday it will cease production of the famed decades-old telethon effective this year, citing “the new realities of television viewing” and plans to invest in more digital-friendly fundraising alternatives.

The once nearly daylong television event, hosted by Lewis until his abrupt departure after the 2010 show, raised almost $2 billion in combined donations for children afflicted with muscular dystrophy, ALS and other life-threatening diseases, according to association estimates.

The telethon’s length dwindled in the wake of Lewis’ still unexplained exit, dropping from a 21-hour program in 2010 to a two-hour affair broadcast on ABC in 2013 and 2014.

Appearances and performances from the likes of Jerry Seinfeld, Jennifer Lopez and Celine Dion helped gin up telethon donation dollars in recent years. Robin Williams, John Lennon and three members of the Rat Pack graced the telethon’s stage in years past.

The overwhelming success of cheaper, online fundraising initiatives such as last summer’s “Ice Bucket Challenge” helped to spell the television program’s demise, the association said in a statement issued Friday.

“Jerry (Lewis) is a giant in our eyes and we continue to be immensely grateful for all he has done to raise awareness and dollars to fight muscular dystrophy,” association spokeswoman Roxan Olivas added via email on Friday. “MDA has a bold plan in place to help kids and adults live longer and grow stronger.

“We’re redoubling our research investments, introducing more clinical trials than ever before and improving the quality of care and services for our families.”

A spokeswoman for Lewis said the 89-year-old comedian and Las Vegan, who co-hosted the first telethon with Dean Martin in 1956, was in New York for a Friar’s Club event and could not be immediately reached for comment.

Contact James DeHaven at jdehaven@reviewjournal.com or 702-477-3839. Find him on Twitter: @JamesDeHaven.