(Agencies)
Updated: 2008-02-01 09:20

ID then composed a three-paragraph protest letter that it distributed to some 30 other public relations firms around Hollywood, asking them to tell their clients about what was about to happen. The circle included powerhouse publicists like PMK-HBH, 42 West and BWR.

The letter said "ET" had paid a large sum of money for the video to stir up an exploitive story about Ledger.

"For the sake of his grieving family and friends, his child and common decency, we hope to pressure `Entertainment Tonight' and `The Insider' to do the right thing and pull the spot," the letter said. "This is not journalism, it is sensationalism. It is a shameful exploitation of the lowest kind, to a talented and gentle soul, undeserving of such treatment."

Related readings:  Hollywood remembers Heath Ledger  Heath Ledger found dead in NYC at age 28

Stars, studio executives and PR firms all called "ET" to register protests, said Kelly Bush, CEO of ID. The star-studded roster of Bush's firm alone includes Robin Williams, Sean Penn, Tobey Maguire, Mike Myers, Jennifer Hudson, Katie Holmes, Ellen DeGeneres, and Ledger's "Brokeback" co-star Jake Gyllenhaal.

Bush said the response was unlike anything she'd ever seen.

"I hope it represents a turning point," she said. "I think we have all heard from members of the media and members of the public that it's too much. Britney Spears and Paris Hilton are the top news stories when Darfur should be."

No boycott was threatened, she said. But when a television show that needs celebrities like living things need oxygen hears from so many powerful sources, a threat probably wasn't necessary.

Not a spoken one, anyway.

"We need them as much as they need us," Bush said. She wouldn't speculate on what made "Entertainment Tonight" change its mind, but said "they've probably never gotten this much heat before over anything."

Executives at "Entertainment Tonight" refused to talk publicly about the retreat. There was some bewilderment and anger at the company about why its show was singled out when many other publications and TV outlets were talking about the same thing. The party video is likely to be seen soon in England, and is already available over the Internet.

But "ET" can't complain about getting nothing for its money. Even though it was called a "preview," "The Insider" already aired a significant story with salient portions of the video, while maintaining the appearance of having taken the high road in the end.

Drew Pinsky, star of VH1's "Celebrity Rehab With Dr. Drew," backed "Entertainment Tonight." He saw the video and was quoted by the show, calling it "heartbreaking."

"When a 28-year-old seemingly healthy man, whom we love and respect, dies suddenly, there is a reason," Pinsky said. "His death plays upon our deepest fears. We owe it to the public to try to answer the question why. I am convinced that if this heart-wrenching video had aired, it would have gotten through and had a positive effect on young people in America. Perhaps it could have even saved some lives."

Also unanswered are questions about how much the Hollywood friends who jumped to Ledger's defense this week knew about any drug use while he was alive, and what they had done to help him. Few of the people close to Ledger have come forth with statements since his death, and those who have chose not to broach the topic of any possible drug use.

One notable exception was Lee Daniels, who produced "Monster's Ball," in which Ledger starred.

"The definition of substance abuse is really up to one's perspective," Daniels told The Associated Press last week. "I didn't see him as a drug addict. I saw him as someone who enjoyed life. I know drug addicts; he was not a drug addict."

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