Comedy Central(R) Fires Up Digital And Social Media Initiatives For The "Comedy Central Roast Of Roseanne"

Campaign Includes a Real-Time Second Screen Experience Allowing Fans to Interact with the Roast Live Through Shareable Memes and GIFs Updated During the On-Air Premiere

Roseanne Barr and Roast Master Jane Lynch Along with Dais Talent Including Jeffrey Ross, Amy Schumer, Seth Green and Carrie Fisher to Live Tweet throughout the Event

"Comedy Central Roast Of Roseanne" Airs on Sunday, August 12 at 10:00 P.M. ET/PT

NEW YORK, Aug. 10, 2012 -- In an effort to interact with fans and generate excitement for the premiere of the "Comedy Central Roast Of Roseanne," which airs on Sunday, August 12 at 10:00 p.m. ET/PT, Comedy Central has launched an extensive digital and social media campaign which enables fans to interact with the Roast live through the network's Roast Dashboard, an exclusive second-screen optimized experience. The Roast Dashboard, available online and on mobile and tablet devices, will allow viewers to "Share The Burn" with their friends through interactive digital features synched with the telecast, including continuously updated memes, shareable GIFs and videos of show highlights, and make it easy to join or follow the Roast conversation on Twitter while the night unfolds on television.

As viewers watch the talent step up to roast Roseanne, fans will find some of the hottest jokes and funniest moments from the night pop up immediately into the Dashboard's "Share The Burn" section - a collection of shareable memes, exclusive videos and GIFs from the Roast - as they happen on-air. Other elements of the Roast Dashboard include a "Reaction Cam," which gives fans a view of Roseanne's reactions to the Roast burns in real time, and a Twitter Tracker where fans can follow the conversations throughout the premiere, see which Roasters are trending, as well as view top trending jokes and quotes from the night. Fans can also interact directly with the network on Twitter (@COMEDYCENTRAL) using #RoseanneRoast, as Comedy Central will live tweet and engage with fans throughout the night. As an added bonus for Twitter users, dais talent including Jane Lynch, Jeffrey Ross, Amy Schumer, Seth Green, Carrie Fisher and the Roastee herself, Roseanne Barr, will live tweet throughout the premiere.

On the day of the Roast taping, Comedy Central used various social media platforms to provide fans with a sneak peek onto the Red Carpet by blogging, tweeting and sharing photos of celebrity arrivals. Inside, guests found tables adorned with wine bottles displaying the Twitter hashtag #RoseanneRoast, encouraging the audience to share their favorite moments and jokes from the event.

In the weeks leading up to the premiere, Comedy Central engaged fans on Twitter with hashtag polls, such as #WhoWouldYouRoast? and released a video on CC.com featuring Roast Master Jane Lynch asking her Twitter followers to tweet their best Roseanne jokes, the best of which Lynch has been retweeting leading up to the premiere. Comedy Central also launched an exclusive Tumblr page dedicated to uploading exclusive memes, macros, GIFs and videos from the upcoming and previous Roasts so fans can easily share and reblog them onto their own social media networks. And with the help of the Roastee herself, Comedy Central released shareable online videos featuring Roseanne as she roasted politicians, pop culture icons and answered fan questions.

The "Comedy Central Roast Of Roseanne" is executive produced by Joel Gallen from Tenth Planet Productions, who also served as Executive Producer and Director of the Comedy Central Roasts Of Charlie Sheen, Donald Trump, David Hasselhoff, Joan Rivers, Larry The Cable Guy, Bob Saget, Flavor-Flav, Pamela Anderson, as well as the Emmy(R)-nominated "Comedy Central Roast Of William Shatner." Jonas Larsen is the Executive in Charge for the network.

Available on-air, online and on-the-go, Comedy Central (www.cc.com) is the #1 brand in comedy and is owned by, and is a registered trademark of, Comedy Partners, a wholly-owned unit of Viacom Inc. (NASDAQ: VIA and VIAB).