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Jerry Lewis got a dirty deal. From 1966 through 2014, the universally acknowledged comedy genius hosted the MDA Labor Day Telethon. A couple of generations grew up with Jerry on TV for 24 straight hours, hosting a string of celebrities from A-list to zzzzzzz (sleep through them, bubbie).

But the Muscular Dystrophy Association cut ties with the star who had raised so many millions of $$$$ for them in 2011. (MDA estimates around $2 billion from all telethons, including ones before and after Jerry). Why, Why, WHY?

Jerry was not only the king of comedy, he was the arch-duke of show biz and he knew all the tricks. He could be crazy and zany, but as the hours ticked by and he got more exhausted her would go absolutely nutsy-coo-coo. He cried, he pleaded, he cajoled, he did everything in the book. By the time the final “tote” (the total on the big board) was revealed, Jerry was ready to be carted away to a long-deserved rest.

But, MAN! what a show!

The MDA gave Jer the honorary title of National Chairman of the MDA in 1956. He hosted Thanksgiving telethons in 1957 and 1959. The first Labor Day Telethon was 1966 and was broadcast on only one station in New York. From then on, it was Labor Day all the rest of the Jerry years.

You know who was on these telethons? Everybody. Think of a name from show-biz history. Yep — they were on the telethon. Singers, dancers, actors, groups, animals, puppets and muppets and marionettes, swingers and squares — and don’t forget Ed McMahon, who served as the anchor for 40 years.

The first time he hosted, Thanksgiving of 1956, he was actually co-host with Dean Martin. That’s the year their comedy duo broke up — but Frank Sinatra reunited them on the 1976 telethon (supposedly surprising Jerry). It was kinda awkward, but sweet. They hadn’t been together for almost 20 years.

Then — unexpectedly — no more Jerry. The star didn’t talk about it. He was bitter. MDA claimed he wanted to retire. As if!

In 2015, the MDA discontinued the telethon. In an increasingly socially conscious age, they were getting lots of criticism. Some thought the telethon was presenting a detrimental picture of people with MDA. Many were successful and led full lives — they weren’t victims, they were not objects of pity, they should not be held up in front of a TV camera to elicit pity.

Jerry Lewis died in 2017 at age 91. The MDA lives on and still makes a lot of money. But Labor Day will never be the same.

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Oscar host Seth MacFarlane performed a comedy song 'We Saw Your Boobs' The 2013 Oscar telecast was newsworthy for many reasons — both the obvious and some unique reasons. But the most visible result (at least right here) is that it spurred me to post something new for the first time since December.

Face it — Network TV is a dinosaur.  It is a Dead Man Walking.  It doesn’t know it has died and has not yet laid down in a grave.  The networks flail around trying to attract a public that is more interested in something that respects their intelligence and gives quality instead of pandering to advertisers.

One example is the three yearly broadcasts of Ricky Gervais hosting the Golden Globes awards Gervais is well known for his snarky style, and the producers obviously thought he’s got that “edgy” attitude that would bring about some excietment and some buzz to the awards show.  It did — and the feedback was usually that people were outraged by his behavior.  Perfect!  The awards show got attention and people would turn in to see what the bad-boy would do next.

Oscar producers tried the same strategy with Seth McFarlane.  He is far from an unknown quality.  McFarlane is one of the most prolific producers of multimedia comedy working today. He has at least three television shows in production and scored a huge hit with the theatrical film “Ted.”  So getting him to be host was obviously done with eyes wide open.

Looking at the resulting headlines tells the stories.  His opening number “I Saw Your Boobs” was offensive to women.  His “Ted” presentation with Mark Wahlberg was offensive to Jews.  His irreverent attitude toward Hollwood and Movies and Oscars was basically offensive to to everybody.  Or so the Outrage-Press would have us believe.

In other words — the strategy worked like a charm  Look for other programs to try this tactic now that it is well-proven.

WBW

 

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