Royal Pains - USA Network Launches Digital Content

NEW YORK – June 6, 2012 – USA Network, the leading network in Social TV, is transporting ROYAL PAINS fans into a never-before-seen digital world where they can become part of the summer Hamptons fun through engaging, exclusive video content and second screen interaction. USA and partner Toyota will give fans original video content, exclusive access to show talent and the chance to win the Summer on the Set Sweepstakes. Using the new Viggle app, which rewards viewers for watching their favorite shows, fans can dive into never-before-seen videos with seamless social sharing capabilities starting with the season premiere on Wednesday, June 6, 9/8c.

“USA and Toyota are continuing their history of providing ROYAL PAINS fans with compelling digital user experiences, and this season we are expanding that by partnering with Viggle, one of the hottest second screen applications,” said Alexandra Shapiro, executive vice president, marketing & digital, USA. “Using our ‘Created With’ approach, we bring together innovative partners to provide our passionate fanbase with compelling digital storytelling arcs that increase their engagement with our original programming and brand sponsors."

ROYAL PAINS fans can join in on the fun through various media, including Viggle and USA’s Character Chatter, the network's real-time Social TV Fan Participation Platform. By using their computers or smart phones fans can see behind-the-scenes video shot on location in the Hamptons, as well as exclusive cast and producer interviews, outtakes, games and more, presented by Toyota. Each week throughout the season, USA will post new content – some of it from the set, which is currently shooting new episodes for the season.

“Our partnership with USA on the ROYAL PAINS’ digital activations enables us to give fans an experience that complements our on-air initiatives while offering exclusive content in an immersive and contextually relevant way,” said Dionne Colvin, national marketing media manager, Toyota. “We believe that interacting with consumers within both the online and mobile channels becomes an engagement that is unique to each person and allows for multiple touchpoints with the Toyota brand.”

Fans can access USA’s Character Chatter at www.characterchatter.usanetwork.com to engage with each other or talent or log-on to Viggle via their iPhone, iPad or Android device. The ultimate prize is to win the Summer on the Set sweepstakes, a trip to the Hamptons to tour the set of ROYAL PAINS, potentially meet with cast members, and take home memorabilia from the trip.