Fiction Benefits Real Kidney Patients

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The season finale of NBC’s “30 Rock” highlighted a familiar scenario – the problem of a relative (Alec Baldwin) who was striving to find a matched kidney donor, in this case for his TV father. A chorus of popular musicians gathered at a benefit written into the show to sing “We Need a Kidney.” Reality enters and takes over because the TV shows’ producers actually teamed with Apple’s iTunes Store to distribute a music video of the star-studded song. The video is available on iTunes’ “30 Rock” page, and all proceeds from purchasing and downloading the video will benefit the