or


[08/16/11 - 09:15 AM]
Lincoln MKX Gets Star Turn in USA's Newest Original Series "Necessary Roughness"
The Lincoln MKX premium midsize crossover is featured across multiple platforms including in-show integration as Dr. Dani Santino's personal car.

[via press release from USA]

LINCOLN MKX GETS STAR TURN IN USA'S NEWEST ORIGINAL SERIES "NECESSARY ROUGHNESS"

On-Air and Digital Campaigns Extend Reach with Compelling Organic Integration and USA's Popular Social TV Platform Character Chatter

NEW YORK - August 16, 2011 - USA Network today announced an on-air and digital campaign with Lincoln for the original series NECESSARY ROUGHNESS. Lincoln was the exclusive presenting partner for the limited commercial series premiere on Wednesday, June 29, at 10/9c and will be the exclusive category sponsor for the season finale on Wednesday, September 14. The Lincoln MKX premium midsize crossover is featured across multiple platforms including in-show integration as Dr. Dani Santino's (Callie Thorne) personal car and digitally as the presenting sponsor of USA's Character Chatter, which includes two talent-hosted live chats on Wednesday, September 7 and 14.

"We're excited to be featuring Lincoln across multiple touch points that give our viewers a 2-screen social TV experience accessible on all platforms including smart phones, tablets, computers, and TVs," said Alexandra Shapiro, senior vice president, brand marketing and digital, USA. "We anticipate that this partnership will highlight the MKX's innovative features in an engaging and entertaining way that resonates with USA viewers."

As NECESSARY ROUGHNESS nears its finale, Lincoln and USA will bring fans inside the huddle for an up-close and personal interactive social experience through a partnership around USA's Character Chatter (www.characterchatter.com). During the last two episodes, members of the cast or producers will be "on the clock" and available for real-time hosted conversations. Fans will have the opportunity to log in to Character Chatter through a host of social media portals, ask real-time questions and receive real-time answers.

"It's a great opportunity to introduce Lincoln's latest styling and advanced technologies to fans of NECESSARY ROUGHNESS without taking them out of the moment," said Connie Fontaine, manager of Lincoln Marketing Communications, "The Lincoln MKX is both versatile and intuitive and fits in naturally with the storylines and Dr. Dani Santino's character."

In NECESSARY ROUGHNESS, when Dr. Dani Santino (Callie Thorne) finds her husband cheating, her personal life unravels. Diving fully into her work, she takes on the challenge of rehabbing a bad boy professional football player (Mehcad Brooks) whose off-the-field antics threaten his career and the team franchise. Underestimated at every turn, she succeeds beyond expectations and soon finds herself as the most sought-after therapist for high-profile clients. Athletes, entertainers, politicians and others living in the spotlight clamor for her unique brand of tough love therapy during their moments of crisis. Although her career is reenergized, it wreaks havoc on her life as a newly minted single mom of two teenagers. Recognizing her ability to change people's lives, she's determined to strike a balance between both worlds. The series also stars Marc Blucas and Scott Cohen and is created and executive produced by Liz Kruger & Craig Shapiro. Kevin Dowling directed the pilot and also serves as executive producer. Jeffrey Lieber also serves as executive producer. Inspired by a true story, NECESSARY ROUGHNESS is a Sony Pictures Television and Universal Cable Productions co-production, and shoots in Atlanta, GA.

About Lincoln

Lincoln is the luxury automotive brand for Ford Motor Company, committed to becoming a world-class luxury brand with compelling vehicles and an exceptional ownership experience to match. Lincoln will launch seven new or significantly refreshed models in the next three years. For all the latest information, please visit Lincoln at facebook.com/lincoln, media.lincoln.com, or www.lincoln.com.

About USA Network

USA Network is the #1 network in all of basic cable and is seen in over 102 million U.S. homes. A division of NBCUniversal, USA is the cable television leader in original series and home to the best in blockbuster theatrical films, acquired television series and entertainment events. The award-winning USA website is located at www.usanetwork.com. Characters Welcome.

USA Network is a program service of NBCUniversal Cable a division of NBCUniversal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.





  [august 2011]  
S
M
T
W
T
F
S
 


· NECESSARY ROUGHNESS (USA)





[06/27/25 - 02:29 PM]
"Live with Kelly and Mark" Gears Up for Summer Rising Week to Week in All Key Measures
Wednesday, June 11, was the most-viewed day of the week among Total Viewers (2.164 million).

[06/27/25 - 12:18 PM]
ABC News Studios Announces Three Chilling New True-Crime Docuseries to Premiere in July, Streaming Exclusively on Hulu
On tap are "Her Last Broadcast: The Abduction of Jodi Huisentruit" (Tuesday, July 15); "Trophy Wife: Murder on Safari" (Monday, July 21); and "Mr. & Mrs. Murder" (Wednesday, July 30).

[06/27/25 - 10:40 AM]
Amazon MGM Studios Casts Levi Miller in the Role of Haakon in the New Original Series "Bloodaxe"
"Bloodaxe" is an epic historical drama that chronicles the rise of one of history's most famous Viking warriors, Erik Bloodaxe, and his formidable wife, Gunnhild, Mother of Kings.

[06/27/25 - 10:31 AM]
"Jimmy Kimmel Live" Tops Late-Night in Adults 18-49 for Third Week in a Row
Winning three of five nights in Kimmel's final week before summer guest hosts, Thursday, June 19, was the show's strongest night among Adults 18-49 (0.35 rating).

[06/27/25 - 10:07 AM]
Oxygen's "Buried in the Backyard" Returns for Season Six on Saturday, July 12 at 8 P.M. ET/PT with Special Two-Hour Premiere
The series unearths the tragic stories of ordinary people fallen prey to unthinkable crimes - dark deeds left hidden and concealed by the perpetrator, hoping to never to be discovered.

[06/27/25 - 10:02 AM]
ESPN Major League Baseball Schedule Update: New York Mets Visit the Baltimore Orioles on Wednesday, July 9
The Mets-Orioles matchup is in addition to the network's weekly Sunday offerings.

[06/27/25 - 10:00 AM]
FOX to Debut Powerful Three-Week Biblical Event Series "The Faithful" Sunday, March 22
The series, which begins production this summer in Rome and Matera, Italy, will air throughout the Easter and Passover season on FOX and the next day on Hulu.

[06/27/25 - 09:33 AM]
Video: "Robot Chicken: Self-Discovery Special" - Official Trailer - Adult Swim
The show's 20th anniversary special premieres July 20 on Adult Swim, next day on Max.

[06/27/25 - 09:03 AM]
Paramount+ to Debut New Groundbreaking Docuseries "Hip Hop Was Born Here" Executive Produced and Co-Created by LL Cool J and Peyton Manning
Hosted by LL Cool J, the series will chart the creation, evolution and ongoing legacy of Hip Hop not just as a genre but as a culture.

[06/27/25 - 09:00 AM]
HBO Original Comedy Series "The Comeback" Returns for a Third and Final Season
Season three will begin production this summer and will debut on HBO and HBO Max in 2026.

[06/27/25 - 08:01 AM]
Video: "Dear Ms.: A Revolution in Print" - Official Trailer - HBO
Ms. wasn't just a magazine-it was a revolution. Told through the lens of three directors and the covers that made history.

[06/27/25 - 07:31 AM]
Peacock Exclusively Streams "Drop" Beginning July 11
Directed by Christopher Landon, the action-thriller film stars Meghann Fahy, Brandon Sklenar, Violett Beane and Jeffery Self.

[06/27/25 - 07:01 AM]
Video: "Katie Taylor vs. Amanda Serrano" - Official Trailer #2 - Netflix
Katie Taylor and Amanda Serrano headline a historic all-women's boxing mega-event from Madison Square Garden. Presented by Most Valuable Promotions.

[06/27/25 - 06:01 AM]
HBO Max Celebrates Pride Month with the Release of Gay HBO Max Song - A New Track by Trixie Mattel Featuring HBO Max's Most Iconic Quotes
As part of the Pride Month celebrations, the music video is available now on YouTube.

[06/27/25 - 05:32 AM]
Video: "The Family Man" Season 3 - Official Announcement - Prime Video
The wait is over. New season. New mission.