USA Network will use tonight’s season finale of Necessary Roughness to go live with an expansion of its Character Chatter platform that includes integration with Facebook. During the episode, fans will be able to chat live with star Callie Thorne (who plays Dr. Dani Santino, pictured), interact with other viewers, and follow a feed created by script writers and other cast members.
The network will promote the live chat with snipes during 30-second promos for the show and through Facebook and other existing fan outreach channels. Jesse Redniss, vice president of digital at USA Network, told Broadcasting & Cable that Facebook was very helpful to the platform integration but that there was no financial or other formal relationship.
Character Chatter will be a featured component of USA’s fall launch season, helping to engage fans with shows like Psych, Burn Notice and Covert Affairs in October and November.
USA Network introduced Character Chatter last year during the Burn Notice: Return of Sam Axe movie, enabling viewers to live chat with Bruce Campbell (who plays Sam Axe in the series and the special) and posting comments from the 35,000 participating fans on the TV screen.
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