Networks take up call for public service

The outpouring of volunteerism is no coincidence. The story lines were developed for iParticipate, an industrywide initiative aimed at urging viewers to give back to their communities. Spearheaded by the Entertainment Industry Foundation, one of Hollywood’s major charitable organizations and the force behind last year’s “Stand Up to Cancer’’ telethon, the project has been embraced at an unprecedented level by the networks, studios, and stars.

More than 100 programs on ABC, CBS, Fox, NBC, and cable networks such as Nickelodeon and Lifetime will spotlight community service, either through explicit story lines or public service announcements featuring such actors as Emily Deschanel, Eva Longoria Parker, and Rainn Wilson. The message will be nearly ubiquitous, starting in the morning with programs such as “Today’’ and “The View,’’ and then echoed on soap operas, prime-time series, and late-night shows.

“We thought we’d have 20 or 30 programs involved,’’ said Lisa Paulsen, chief executive of the EIF. “It’s just caught on like wildfire.’’

But while the project has found widespread support in Hollywood, the fact that it dovetails with President Barack Obama’s call for national service has fueled suspicion in some circles that iParticipate is an effort to prop up left-wing causes.

Twitter users have posted messages complaining that the initiative is an abuse of the public airwaves. Writers on the blog Big Hollywood, part of the conservative news portal Breitbart.com, noted that iparticipate.org’s database of volunteer opportunities includes postings from Planned Parenthood and groups focused on ending global warming.

An EIF memo to show runners explaining the project obtained by Big Hollywood describes the initiative as a response to Obama’s push for more community service. But Paulsen said that she and EIF board chairwoman Sherry Lansing were inspired by hearing both Obama and Senator John McCain speak about the need for more volunteerism at a service forum during the 2008 presidential campaign.

“This is a nonpartisan initiative,’’ Paulsen said.

“We didn’t pull any arms or put a gun to anybody’s head,’’ said Preston Beckman, Fox’s chief scheduler, also on the EIF board. “There weren’t any scripts or requirements. It was really ‘Here’s the goal: Get the word out about volunteering and do it however you feel would be best.’ ’’

On NBC’s “Parks and Recreation,’’ executive producer Greg Daniels came up with the idea of having the characters build a park with KaBoom!, a nonprofit organization that constructs playgrounds. On Disney Channel’s “Hannah Montana,’’ Miley Stewart (Miley Cyrus) tries to win the school’s charitable fund-raising campaign.

Bruno Heller, executive producer of CBS’s “The Mentalist,’’ said it was easy to make the story line a part of his show. The writers decided to have rookie cop Grace Van Pelt (Amanda Righetti) volunteer in a kitchen for homeless families, which causes tension in her love life.

“It kind of fit in naturally with the characters,’’ Heller said. “We’re not playing it like an after-school special.’’