MDA Show of Strength is still on Labor Day weekend, still features top entertainment and inspiring stories, and still urges viewers to support MDA’s missions of help and hope.
But beyond that, MDA’s annual telecast is a whole new ballgame.
Muscular Dystrophy Association explains how MDA Labor Day Telethon becomes MDA Show of Strength starting with 2012 edition:
MDA SHOW of STRENGTH is a three-hour entertainment special featuring original performances by A-list entertainers, and special stories about individuals and MDA’s research and services missions.
Why the change?
With literally hundreds of entertainment options at their fingertips, TV viewers are looking for compact shows that tell a story. In addition, the new preproduced format is more attractive to top talent, who often had difficulty arranging to perform live on Labor Day weekend.
When and where?
Sunday, September 2, 8 p.m. Eastern and Pacific times, 7 p.m. Central and Mountain; on some 150 “Love Network” stations around the U.S. The show also will be streamed on mda.org. Online extras include exclusive backstage videos.
Who will be profiled on the national show?
See MDA Matters for a complete list of children and adults who will be the subjects of video vignettes.
Will there still be local cutaways from the national broadcast?
You bet. Local broadcasts will showcase individuals, families and MDA sponsors closer to home. In addition, members of the MDA community will make up the audience when the entertainers pretape their performances, bringing a “family feel” to the show.
Has the message changed too?
Never. MDA is still raising money to provide hope (research) and help (clinics, camp, information and support) to people with neuromuscular diseases. And it’s still true that the generosity of the American public is what makes this lifesaving mission possible.
How can you help? Show your strength!
Post about it on your Facebook page, Tweet about it, and tell all your friends to tune in on Sept. 2 and make a donation to MDA.”