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[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. |
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[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.
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[06/06/25 - 12:56 PM] Saddle Up! "The McBee Dynasty: Bravoleb Watch Party" Begins Monday, June 9 at 9PM ET/PT on Bravo and Streams Next Day On Peacock Join fan-favorite Bravolebs Craig Conover & Austen Kroll, Kristen Doute & Brittany Cartwright, and Kate Chastain & Fraser Olender as they giddy up for season 2 by diving into all the family and farmhand drama from season 1.
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[06/06/25 - 12:31 PM] Video: Paramount+ with Showtime Unveils Trailer and Additional Cast for "Noah's Arc: The Movie" Premiering Friday, June 20 Michael M. Jones, Tory Devon Smith, Cocoa Brown, Novi Brown, Angela Beyince, Josca, Evari Pickett, Tjay Williams and Robb Sherman will join the previously announced cast in the movie.
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[06/06/25 - 10:42 AM] "Live with Kelly and Mark" Soars with Star-Studded Week "Live" ranked as the No. 1 talk show in syndication for 121 consecutive weeks across all key measures.
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[06/06/25 - 10:03 AM] Video: Peacock Releases Trailer for True Crime Documentary "The Gilgo Beach Killer: House of Secrets" Premiering Tuesday, June 10 After the arrest of the alleged Gilgo Beach killer, this documentary goes inside the suspects home for the first time, where exclusive commentary from his own family unravels a chilling portrait of a man accused of living a double life and hiding dark secrets under their own roof.
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[06/06/25 - 07:30 AM] Following +30% Surge in Viewership for the Season 4B Premiere, Showtime Renews "Couples Therapy" The series follows world-renowned psychologist and psychoanalyst Dr. Orna Guralnik as she deftly guides couples through real-life therapy sessions.
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[06/05/25 - 11:06 PM] Max Original Documentary Series "Most Wanted: Teen Hacker" Debuts This September The series follows the illegal exploits of Finnish hacker Julius Kivimäki, known as Aleksanteri Kivimäki, who rose to infamy after forcing a U.S. passenger plane to make an emergency landing, shutting down PlayStation globally and orchestrating several dangerous SWAT attacks - including one targeting the family of an FBI agent.
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[06/05/25 - 08:01 PM] A Tender Tale Unfolds: "The Fragrant Flower Blooms with Dignity" Premieres July 6 Serialized on the official Weekly Shonen Magazine app, Magazine Pocket, the manga has distinguished itself in the shonen genre, selling over five million copies as of June 2025.
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[06/05/25 - 12:30 PM] Shocking Limited True Crime Docu-Series, "Butchers of L.A.," Premieres Thursday, June 26 on SundanceTV, Sundance Now and AMC+ Airing weekly, the three-part series sheds new light on the horrifying crimes of the "Freeway Killers" who terrorized Southern California over two decades.
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[06/05/25 - 11:01 AM] ESPN Events Announces 17-Game College Football Bowl Schedule for 2025-26 Season Bowl Season will begin Saturday, December 13, with the 10th edition of the ESPN Events' Cricket Celebration Bowl.
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[06/05/25 - 11:01 AM] Truths and Rumors Come to a Boiling Point When Bravo's "The Real Housewives of Orange County" Returns for a New Season on Thursday, July 10 at 9 P.M. ET/PT Housewives Shannon Storms Beador, Heather Dubrow, Tamra Judge, Gina Kirschenheiter, Emily Simpson, Jennifer Pedranti and Katie Ginella return for an unforgettable season as the ladies set out to uncover the truth, restore trust, heal broken bonds and everything that lies between.
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[06/05/25 - 11:01 AM] BET Announces the Highly Anticipated Return of "Ms. Pat Settles It" for a Third Season As previously announced, BET Media Group extended its multi-year overall deal with Patricia "Ms. Pat" Williams under which she will produce and perform in new series and other projects across BET.
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[06/05/25 - 11:00 AM] Prime Video Reveals Premiere Date, First Look Images, and Teaser Art for "Butterfly," Starring and Executive Produced by Daniel Dae Kim The spy-thriller series will premiere all episodes on August 13 and also stars Reina Hardesty, Piper Perabo, and Louis Landau.
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[06/05/25 - 10:32 AM] ESPN Reveals 33-Game College Football Bowl Season Slate for 2025-26 The postseason slate, including 17 ESPN Events' owned-and-operated bowls, starts Saturday, December 13, and runs through Friday, January 2.
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[06/05/25 - 10:04 AM] "My Big Fat Fabulous Life," "90 Day Fiance: Happily Ever After?" and "Welcome to Plathville" Return This July This July, TLC expands its summer slate with the return of three hit series - each offering new beginnings, evolving relationships, and unforgettable personalities navigating love, family, and personal growth.
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[06/05/25 - 10:01 AM] Starz Renews "The BMF Documentary: Blowing Money Fast" for Season Two The docuseries, which dives deeper into the real stories of the Black Mafia Family figures who inspired the "BMF" scripted series, will also serve as a complement to the fourth season of "BMF," premiering Friday, June 6.
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