AB Donates CI for Young and Restless Devon Hamilton

[Guest guest]

AB Press release:

“THE YOUNG AND THE RESTLESS” CHARACTER RECEIVES COCHLEAR IMPLANT, RENEWED

HOPE

Advanced Bionics Donates Device, Applauds Daytime Drama for Commitment to

Hearing Health

VALENCIA, Calif., Nov. 20, 2006 – “The Young and the Restless” character

Devon Hamilton (Bryton McClure) will soon hear the world around him in a

whole new way. During the episode airing Monday, November 20, Devon will

receive a cochlear implant, an implanted medical device that will

functionally restore his hearing. Advanced Bionics, a leading innovator of

bionic technologies to treat deafness and chronic pain, donated the cochlear

implant device.

When the storyline of CBS’ Number One daytime drama left Devon completely

deaf after suffering from meningitis, the troubled college student and his

foster family were challenged to learn sign language to help him adjust to

the sudden silence. Told by doctors that a cochlear implant was his only

option to ever hear again, Devon knew that having the surgery was something

he had to do.

“With so many things happening in Devon’s world that requires his hearing –

including being a music major in college – getting a cochlear implant was

the best way to help keep his life on the right track,” said McClure, who

has played Devon since April, 2004. “For anyone who loses the sense of

hearing, the decision to get a cochlear implant is an important and highly

personal one. It is a phenomenal innovation that holds so much promise for

the deaf.”

“’The Young and the Restless’ is sending a powerful message about cochlear

implants and their ability to help maximize hearing potential,” said Jim

, president of Advanced Bionics Auditory Division. “Hearing loss and

the ways in which it can be treated are significant social issues. Advanced

Bionics applauds ‘The Young and the Restless’ for its commitment to social

responsibility.”

After undergoing the cochlear implant surgery, Devon’s device will be

activated, or “turned-on” in the December 6 episode.

“I am honored to have a storyline with such importance and meaning as this,”

continued McClure. “It is a challenge, but certainly one that I hope others

will learn from.”

“The Young and the Restless” has been the Number One rated daytime drama for

more than 17 years and is in its 34th season. The show is broadcast weekdays

(12:30-1:30 PM; 11:00 AM-12:00 Noon, ET/PT) on the CBS Television Network

and is produced by Bell Dramatic Serial Company, in association with Sony

Pictures Television.

Advanced Bionics Corporation, the neuromodulation group of Boston Scientific

Corporation, is headquartered in Valencia, Calif. The company was acquired

in 2004 by Boston Scientific, the worldwide developer, manufacturer and

marketer of medical devices whose products are used in a broad range of

interventional medical specialties.

Patients interested in breakthroughs in cochlear implant technology to

restore hearing should speak to their physicians and visit www.bionicear.com

or call 800-678-2575 for more information.

[Guest guest]

This is panning out the way I thought it would. Its akin to product

placement in movies, by mentioning the name of the supplied implant.

I applaud the storyline to give publicity to what is possible with

restoring hearing today. But I think that commercialism should have

been kept out of it.

Its a risky move by AB, but obviously one they were prepared to take.

I bet this one came from Supplier A :-)

Ted F.

>

> AB Press release:

>

> " THE YOUNG AND THE RESTLESS " CHARACTER RECEIVES COCHLEAR IMPLANT,

> RENEWED HOPE

>

>

> Advanced Bionics Donates Device, Applauds Daytime Drama for

> Commitment to Hearing Health

[Guest guest]

You're wicked you know Ted!

> I bet this one came from Supplier A :-)

>

> Ted F.

>

[Guest guest]

Never fear Carol,

AB has done that kind of awesome donating too.

See the post at:

/message/49668

Sincerely,

Steve

>

> It was mentioned that this was a donation. Perhaps it should have

been stated as good advertising instead. After all, T & Y certainly

could afford to pay for this device.

> I could better understand it being called a donation if one was

given to someone who could not otherwise afford one.

> Just my take.......

> Happy Hearing!

> Carol

> Boca Raton, FL

> N24C 3G left ear -12/11/01

[Guest guest]

Its called advertising :-)

Ted F.

>

> Can someone explain how you donate a product to a fictional

> character on a fictional show ?

>