During the 1970s, WCVB-TV was the first television station in southern New England to run a 24-hour program schedule. The station ran a programming block from 1:00 to 5:00 a.m., branded as "5 All Night", which featured a library of older black-and-white movies and a few recent syndicated programs. During station breaks, announcer George Fennel (who never made an on-camera appearance during the block) would make live announcements and read fan mail from the viewing audience, as various "5 All Night" logo backdrops were displayed on-screen. His actual first on-air portrait was displayed as part of a donation pledge drive for the "Jerry Lewis MDA Labor Day Telethon". The portrait had been covered from view and as the tally had reached a certain amount, a piece of the portrait would be revealed to the viewers until it was completely uncovered, revealing what Fennel looked like.