NEW YORK — The Muscular Dystrophy Association telethon is ending its annual Labor Day telethon, a television tradition for decades that has slowly disappeared from view since the sudden end of Jerry Lewis’ role as host following the 2010 show.
The telethon was a relic from a different age, a tuxedoed Lewis oozing show biz schmaltz and hosting stars from Frank Sinatra to Jennifer Lopez over 45 years, pushing through his exhaustion to sing “You’ll Never Walk Alone” as a tote board rang up millions of dollars in donations.
From 21 and a half hours in Lewis’ final year, the show had been reduced two hours the last two years on ABC.
“It’s not a 21-hour world anymore,” said Steve Ford, MDA executive vice president, on Friday.
With television time costly, the MDA’s fundraising efforts will move primarily online, he said. The success of a viral event like “The Ice Bucket Challenge” proves this is a potent area for philanthropy, he said.