Must See TV This Week

Posted by Tara Greco

Have you heard?
The Entertainment Industry Foundation (EIF) has orchestrated a take-over of the airwaves this week to promote iParticipate.

And, if you’re a viewer of info-tainment shows, how could you miss this news?

• Today and GMA ran segments this morning.
• Regis & Kelly talked about it in their powerful top-of-the-show banter on Monday.
• Ashton Kutcher tweeted about it.
• Entertainment Tonight and Access Hollywood are covering it all week.

What is it?
It’s an all-out blitz to promote volunteerism, following on the heels of United We Serve.  EIF CEO and president Lisa Paulsen was so inspired by the 2008 Presidential Forum on Service that she went back to Hollywood and whipped up a frenzy of enthusiasm among her peers in Los Angeles to advocate for volunteerism in the same way they recently ran Stand Up to Cancer.

This is the first year of the annual iParticipate campaign.  As you are watching your favorite shows this week, keep an eye out for storylines or public service announcements highlighting the importance of service. More than 90 primetime, daytime, news, and talk shows have signed up. These shows will also encourage viewers to visit www.iparticipate.org to locate service opportunities in their area.

I’m looking forward to seeing how some of my favorite shows—“The Office” and “30 Rock”—incorporate volunteering into the script. And I only wish the “Glee” writers knew they would still be around at this point in the season because I’m sure they could write an awesome volunteering storyline for the McKinley High School kids!  I guess I’ll have to wait until next year.

The Chronicle of Philanthropy is hosting a daily “live blog” for people to chat about the shows—so tune in and then let the Chron know what you think.