PALM SPRINGS (CNS) - Television personality Ross Mathews will serve as celebrity grand marshal for the 27th annual Greater Palm Springs Pride Parade on Nov. 3, organizers announced today.

Mathews is a weekly regular on the E! show “Chelsea Lately” and next  month will begin starring in and producing a weekly talk show on the cable  network.

He rose to fame with his role as an intern, and later a correspondent, for “The Tonight Show with Jay Leno,” for which he was known as “Ross the Intern.” His first book, “Man Up: Tales of My Self Delusional Self- Confidence,” was released last May.

Mathews, 33, and his partner are regulars in the CoachellaValley, according to Greater Palm Springs Pride.

Mathews will join organizers of the Sochi Pride movement, who were named grand marshals.

The national grand marshal is blogger Joe Jervis; and community grand marshals are Melanie Jones, Ellen Zimmerman, Mark Jones and Brian Vatcher.

All of the grand marshals will be recognized at the Pride Honors awards ceremony on Oct. 4, organizers said.

The downtown parade is part of the Palm Springs Pride Celebration on Nov. 1-3. This year's theme is “It's Time.”