It was a first for MDA. A televised fund-raising event, carried by one New York City station and starring entertainer Jerry Lewis. But that quiet beginning of the Muscular Dystrophy Association's Telethon on Labor Day weekend in 1966 raised more than $1 million in pledges for MDA's programs.

After that first show, the Jerry Lewis MDA Telethon grew rapidly and steadily, spreading from city to city, from state to state. Today some 200 stations across the country demonstrate their commitment to MDA by broadcasting the 211/2-hour Telethon and helping to set records for dollars raised.

At KGAN in Cedar Rapids, Iowa, Telethon host Cary J. Hahn (right) thanks a local sponsor for supporting MDA.

Thanks to a "Love Network" that brings the Telethon to virtually every TV set in the country, the broadcast has become MDA's single largest source of funds, and the nation's best-known broadcast devoted to a nonprofit organization.

The speed with which MDA's "Love Network" of television stations grew is a testimony to the compassion of station managers and their staffs.

In 1970, 65 stations aired the Telethon, just four years after its initial broadcast. The following year, the "Love Network" nearly doubled. Many stations have remained loyal to the Labor Day weekend event for more than a quarter of a century.

The station that's carried the broadcast the longest is WMUR in Manchester, N.H., now preparing to air its 32nd Telethon. WGGB in Springfield, Mass., and WKEF in Dayton, Ohio, will each carry the show for the 31st year.

Arnold Klinsky, vice president and general manager of WHEC-TV in Rochester, N.Y., says his staff looks forward to the broadcast each year.

"For a number of our people, this is one of the most motivating things they do," says Klinksy, whose station has been part of the "Love Network" for 29 years. "Our anchor, Gabe Dalmath, has done it each year. And he attends MDA summer camp. You develop relationships beyond the Telethon. It's a 52-week commitment."

MDA National Chairman and Telethon star Jerry Lewis pays tribute to the unique role played by the broadcasters (often a station's top news personnel) who host the local segments of the Telethon.

"The local hosts of the broadcast are one of the most important components of the show," Lewis says. "Together we show viewers how MDA helps the kids and adults whose lives are tougher and sometimes shorter because of neuromuscular diseases."

KMBC in Kansas City, Mo., like many "Love Network" stations, has a "starboard" showcasing companies and individuals who make generous pledges.

Locally, many "regulars" -- including on-air staff, people served by MDA and volunteers -- help out and appear on the show each year. That's the thread of continuity.

"It's very grass roots, a real sense that this is their community focus," Klinsky says. "It's universally viewed as an exciting and worthwhile effort."

Josh McGraw, vice president and general manager of WAWS-TV in Jacksonville, Fla., says the enthusiasm for the Telethon builds throughout the year, reinforcing the station's strong relationship with MDA.

"It's been a marvelous association," McGraw says. "Lots of people in the community are involved all year-round."

Besides bringing the national Telethon to its community, each "Love Network" station has a 10-to-20-minute local segment in each hour. During this time, the stations carry MDA's message directly to local viewers, often through pretaped features about MDA activities in their towns and profiles of local people served by MDA.

Many stations show tapes of MDA summer camp, local clinics and community fund-raising activities. In addition, MDA clients, clinic directors, local research grantees and others in the MDA family are interviewed live on air. Local sponsors are also recognized for their assistance during the year.

"The local segments are important in that it touches the viewers in that area," says Tony Sotelo, creative services manager of WAWS-TV. "When we do our vignettes, we try to show families who viewers can relate to. When it's somebody who goes to school with your children or you see at the mall, it has a big effect."

Viewers also see the station's commitment to promoting MDA's programs. "They see their local anchors involved," Sotelo says. "It's a more personal message."

Stations also use the local cutaways to feature MDA services and programs.

Guy Atchley, emcee of the Telethon broadcast on KGUN-TV in Tucson, Ariz., interviews Michelle Lorenzini, a young woman served by MDA.

"We show them where the money is going -- summer camps, purchasing a wheelchair," Sotelo says. "Now [viewers] see why they should call. The money raised helps the community."

For Douglas W. Adams, president and general manager of KXAS-TV in Ft. Worth, Texas, MDA's mission fuels the station's long-time commitment to the Telethon.

"It's a real belief in what MDA does," says Adams, whose station began broadcasting the Telethon in 1974. "There's true benefit to the families. I'm impressed by the direct benefit of the dollars raised."

During local segments, hosts enthusiastically encourage viewers to phone in pledges. They drum up gimmicks such as dollar goals for a segment.

Jim Borden, production manager for KXAS-TV, says that matching pledges made by corporate sponsors is one of the most successful features on his station.

"It generates huge fund-raising activity," Borden says. "It makes things upbeat and fun and it makes for good TV. It's a win-win-win-win situation. It's good for the viewers and for the station; it's good for MDA and the corporations."

One of the most touching and rewarding aspects of the local segments are the features about MDA families, Borden says. The station runs a series of news pieces about MDA's local program during the week before the Telethon and then reruns them during the show.

"We'll talk about summer camp through the eyes of a camper," Borden says. "We'll follow an ALS patient at clinic. This serves so many positive purposes. They humanize the whole thing. It's positive stories about courage and hope. Also, it shows where the money is going."

YEAR-ROUND RELATIONSHIP

Adams says KXAS-TV's commitment to MDA goes on year-round.

"The relationship with MDA is more than a Telethon relationship," he says. "It goes over the 12 months. It's a good thing to do and it brings us in contact with community-minded business people."

Besides the hard work of the stations' staff and volunteers, station personnel credit local MDA offices with providing organization, enthusiasm and direction for a successful Telethon.

"We work closely with the local office and that helps the show look its best," Adams says.

McGraw of WAWS-TV says the national Telethon's high recognition and credibility help the local broadcasts.

"MDA has been paramount in the success of raising funds in the area," McGraw says. "I hope someday it's not necessary to have a Telethon. But until it isn't, I'm proud to be a part of it."