MPTF Raises Over $800K During Telethon
Motion Picture and Television Fund Home (MPTF) raised $860,000 on a locally-broadcast telethon, its first attempt at such an event. The event was aimed at raising funds for the organization that recently shared it “desperately” and “urgently” needed donations following the pandemic. Officials at the Woodland Hills, California nonprofit said COVID costs had put its budget in a precarious place.
The telethon aired live on Los Angeles’ KTLA Channel 5 and was six months in the making.. The Phil Rosenthal and Tom Bergeron-produced event was hosted by Emmy-nominated actress and writer Yvette Nicole Brown and former game show host and Emmy winner Tom Bergeron. Along with the telethon is the “Lights, Camera, Take Action! Auction” with items from photographers Jeff and Susan Bridges.
Conceived by famed actress Mary Pickford, MPTF is a nonprofit organization that provides health and social services, including temporary financial assistance, case management, and residential living to working and retired members of the entertainment industry who are in need.
MPTF CEO Bob Beichter explained, “We are now operating in dangerous territory, rapidly depleting our cash reserve. Our ability to continue to support the thousands of industry members on our campus and in the community who depend on MPTF for food, shelter, charitable assistance, medical care and socialization literally hangs in the balance. Without some dramatic infusion of funds, we will not be able to take care of our own much longer.”
KTLA approached MPTF roughly six months ago regarding the event, which was also sponsored by City National Bank and UCLA Health. The station had experience with such events, having aired one for Project Angel Food in Los Angeles.
“We stand on the shoulders of those who came before us,” said Phil Rosenthal, “and are indebted to all the men and women of the entertainment industry who need our help now.”