World’s Top Telethon Embraces Shorter Format to Increase Audience and Income

TUCSON, Ariz., October 6, 2010 – The Muscular Dystrophy Association today announced an important change to its perennial Labor Day Telethon, which for 45 years has galvanized tremendous public support for MDA’s lifesaving mission. The Association will shave more than 15 hours off its previous 21.5-hour Telethon format. The move is central to a strategy to increase audience for and income from its 2011 Labor Day telecast. The 2010 Telethon raised $58.9 million.

“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 and 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 our national, regional and local sponsors, have been truly outstanding.

“What we’re doing now has amazing potential,” Weinberg added. “The shorter format means every hour of our show will be in the extended prime-time window of 6 p.m. to midnight in every time zone. This means our live, or tape-delayed Sunday broadcast with live local segments, will be even more attractive to stations that otherwise primarily would be running repeats from last season. The talent we’ll be attracting will be even bigger, since every moment of our prime-time show will have a tremendous audience.”

With its unrivaled Telethon track record, the Association could very well experience a net gain in total markets reached by its venerable show in 2011. There are more than 1,200 television stations serving communities across America, and it should be much easier for stations to clear six broadcast hours for proven live programming, than it has been to clear nearly two days of programming for the Telethon.

Weinberg explained, “The combination of buzz surrounding the new MDA Labor Day Telethon, and the tremendous goodwill that stations, on-air personalities and sponsors have consistently enjoyed by partnering with MDA, are a powerful combination. That’s why we’re so optimistic about the new show’s ability to increase audience reached and income in 2011.”

“There’s nothing like our Telethon,” noted 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.”

Rich MDA Telethon History
Over the years, countless megastars have appeared on the Telethon to help families affected by muscular dystrophy. And the surprise Dean Martin/Jerry Lewis reunion organized by Frank Sinatra still is one of the 10 best television moments of all time.

The who’s who of historical MDA Telethon appearances by contemporary stars includes: Jerry Seinfeld, Whoopi Goldberg, Eddie Murphy, Martin Short, Adam Sandler, Nigel Lythgoe, Nancy O’Dell, Donald Trump, Neil Patrick Harris, Larry King, Jimmy Fallon, William Shatner, Alison Sweeney, Wayne Brady, Drew Carey, Regis Philbin, Dr. Phil, Howie Mandel, Jason Alexander, Jann Carl, Woody Harrelson, Billy Crystal, Alan Alda, Tom Arnold, Terry Fator, Carrot Top, Martha Stewart, Bill Cosby and Don Francisco of “Sabado Gigante”.

Consider contemporary musical acts, too, and it’s easy to see why the MDA Telethon is so much a part of Americana. The Telethon audience has enjoyed Celine Dion, Garth Brooks, Mariah Carey, Clint Black, Cher, David Archuleta, John Ondrasik of Five For Fighting, Gloria Estefan, Enrique Iglesias, Train, Aretha Franklin, Tim McGraw, Faith Hill, Elton John, Wynnona Judd, Billy Joel, Cyndi Lauper, Paul McCartney, Mindy McCready, John Mellencamp, Reba McEntire, Carlos Santana, LeAnn Rimes, Tom Petty, Dolly Parton, Sugarland, Spice Girls, Stevie Wonder, Donny and Marie Osmond, Clay Aiken, Chicago, KISS, Jon Bon Jovi, Kid Rock, Tracy Lawrence, Billy Ray Cyrus, Randy Travis, Kenny Rogers and the Rolling Stones. Even the King of Pop, Michael Jackson, performed on the MDA Telethon.

National ALS Registry Now Open

Researchers hope to gain a better understanding of ALS by compiling a national database of patient information

• The Agency for Toxic Substances and Disease Registry (ATSDR) of the Centers for Disease Control and Prevention (CDC) has opened the National ALS Registry at www.cdc.gov/als.
  
• By compiling a national database of information, the ATSDR hopes to learn more about the incidence and prevalence of ALS, how the disease develops, and what types of treatments and interventions are beneficial.
  
• People with ALS can enroll themselves and complete surveys about their and their families' health histories, as well as environmental, occupational and other exposures. Privacy measures safeguard the confidentiality of personal information.
  
  For additional information, please read the full feature on ALS News Online.
  
  

Low-Dose Ataluren Shows Some Benefit in DMD/BMD

A new analysis of a trial of ataluren in DMD/BMD due to nonsense mutations shows a low dose may slow decline in walking ability

• A phase 2b, 174-person trial of ataluren in DMD/BMD due to nonsense mutations showed the low-dose regimen, but not the high-dose regimen, resulted in a longer distance walked at the end of 48 weeks than the placebo.
  
• Those on the lower dose walked an average of 29.7 meters (about 97 feet) more in six minutes than the high-dose or placebo groups, although all groups' walking distance declined over the course of the trial.
  
• The findings make it more likely than did an initial analysis that development of ataluren for nonsense-mutation-related DMD/BMD will continue.
  
  For additional information, please read the Quest News Online feature.
  

Intravenous AVI4658 Shows Safety, Benefit in DMD

AVI BioPharma reports intravenous AVI4658 appears safe and beneficial to those with DMD who have mutations in or around exon 51, following a 26-week study

• Nineteen people with DMD with mutations in the area of exon 51 of the dystrophin gene received weekly infusions of AVI4658 for 12 weeks and were followed for an additional 14 weeks.
  
• AVI4658 is designed to cause skipping of exon 51 of the dystrophin gene and to cause synthesis of functional dystrophin protein.
  
• The drug was well tolerated, caused substantial dystrophin production in some participants as measured by muscle biopsies at week 14, and did not result in an immune response to the newly made dystrophin.
  
• A phase 2 trial that will test higher doses is being planned.
  

For the complete story, please read MDA's Quest News Online article .