Robert M. Bennett's Involvememnt with MDA and MDA National Chairman Jerry Lewis Extends back to 1969.

Robert M. Bennett received the esteem and recognition of his colleagues in the broadcasting industry when he was inducted into Broadcasting & Cable magazine's Hall of Fame in 1994. Other notables inducted at the ceremony included Dan Rather, Diane Sawyer and Merv Griffin.

But Bennett had already earned the eternal gratitude and admiration of MDA long before that distinctive honor was conferred.

In fact, for Bennett, who has served in a number of high-level voluntary leadership roles for MDA, excellence in broadcasting and devotion to MDA's cause are pursuits that have gone hand in hand all the way back to the 1960s.

Mastering the Airwaves

Bennett was born in Pittsburgh and attended the University of Southern California and UCLA.

He began his broadcasting career in sales at KTTV in Los Angeles and served as vice president and director of sales from 1958 to 1966. The station was owned by Metromedia Broadcasting, a division of Metromedia Inc., one of the largest communications companies in the world.

Not one to stay put, Bennett next did a stint as vice president and general manager of WTTG-TV in Washington, D.C. He then went to head up Metromedia's largest station, WNEW-TV in New York, from 1969 to 1971.

It was at WNEW that Bennett's affiliation with MDA began. WNEW was the flagship station in MDA's "Love Network" and the first station to broadcast the Jerry Lewis MDA Telethon on Labor Day weekend in 1966. Through this initial exposure to the workings of the Telethon, Bennett gained an abiding respect and empathy for the work MDA does to make life better for children and adults with neuromuscular diseases.

Being Innovative in Boston

Bennett left New York and Metromedia to serve as general manager of a new station, WCVB-TV in Boston. He was determined to prove that high- profile, quality programming - traditionally associated with the major networks - could also be produced by local stations.

During the 10 years that Bennett managed operations, WCVB produced an outstanding array of innovative programming, such as "The Baxters," which dramatized controversial issues in a family sitcom format but also opened things up to audience discussion.

The WCVB-produced original motion picture "Summer Solstice," starring Henry Fonda and Myrna Loy, became the first locally produced TV drama ever to be acquired and aired by a network, in this case ABC. Other original programming by WCVB that gained national exposure included news and medical specials and children's shows such as "Jabberwocky" and "Catch a Rainbow."

Under Bennett's guidance, WCVB dominated ratings in the Boston market. The station garnered more than 250 local, national and international awards, including the prestigious George Foster Peabody Award for stationwide performance.

Furthering the Telethon

Robert M. Bennett

WCVB would eventually earn accolades from the New York Times and other media entities as "probably America's best television station." Bennett himself was hailed as "the man most responsible for balancing the profit motive with a concern for quality programming."

WCVB has also been one of the most important stations in MDA's "Love Network," carrying the Telethon for a quarter of a century, the first years under Bennett's management.

WCVB has received many MDA Broadcast Journalism awards for its outstanding MDA-related programming, including Telethon segments such as the profile of Anthony Vitale, a brilliant linguist and computer engineer who has amyotrophic lateral sclerosis.

Filling Leadership Roles

Bennett rejoined Metromedia Broad-casting when the company acquired WCVB in 1982. Bennett served as Metromedia's president from 1982 to 1984, guiding the operations of seven TV stations and 13 radio stations. Under his leadership, Metromedia won numerous Emmys and produced such shows as "On Stage America," the international smash "Fame," and the hugely successful "Star Search" starring MDA National Vice President Ed McMahon.

Bennett was instrumental in the creation of local programming at each of the Metromedia stations he served. Among the programs he innovated are WTTG's "Panorama" and WNEW's "Midday." At WNEW, he was the first programmer in the nation to institute a prime time newscast for minorities.

"I'm an enabler," Bennett has said. "At every TV station in the country there are people working who, if just given a chance, do fabulous work."

In 1991, Bennett's career took another leap when he acquired full ownership of Trans Atlantic Entertainment, initially formed in 1989 after Bennett and his partners purchased New World Entertainment's extensive film library.

He's also partnered with his son, Casey, to found Bennett Productions and Bennett Sports Productions, full-service production companies.

Lending Expertise to a Cause

While at WNEW, Bennett became an MDA corporate member. His involvement with MDA deepened over the years. He was elected to MDA's Board of Directors in 1981 and served as MDA treasurer from 1991 through 1995. In 1995, Bennett took on a more visible leadership role when he accepted the position of MDA president, a post he's held ever since.

As president, Bennett has used his decades of expertise in broadcasting to help strengthen MDA's "Love Network" and imparted invaluable advice on MDA's fund-raising efforts.

He's also appeared on the national broadcast of the Telethon numerous times to speak on MDA-related issues ranging from gene therapy to volunteerism. Bennett has proved an adept spokesperson with a deep passion about the Telethon and MDA's mission.

"The MDA Telethon is a unique melding of the best qualities of national and local programming," Bennett says. "From the national broadcast, viewers receive reliable medical and scientific information and they enjoy unparalleled entertainment.

"But that's not all. Each of the 200 stations that carry the Telethon conducts its own local segments. That's where you'll see people who've been putting on car washes or bake sales to help MDA, and you'll meet a family from down the block that's fighting a progressive neuromuscular disorder with uncommon grace and courage."

Bennett's passion for fostering quality programming remains undiminished, as does his commitment to furthering MDA's goals.

"We've come so far," Bennett says of MDA's research program. "Scientists are delving into areas such as gene therapy and stem cells that were deemed fantasy two decades ago. Now they mean very real possibilities for treatments and cures."

Bennett, who has received many awards, including "Man of the Year" in Boston, currently lives in Los Angeles with his wife, Marjie. In addition to his son, Casey, he has a daughter, Kelly