Muscular Dystrophy Association pulls plug on telethon memorably ran by Jerry Lewis

NEW YORK – The Muscular Dystrophy Association 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 showbiz 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 to 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.

Lewis’ abrupt exit, announced by the MDA a month before the 2011 telethon, was never fully explained.

The 89-year-old comedian declined to comment on Friday’s announcement, a spokeswoman said.