'Happily Divorced' Gets More Social

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In an example of how social media has become crucial for shows targeting all demos, TV Land is significantly expanding its social media efforts for the March 7 premiere of the second season of Fran Drescher's Happily Divorced.

The efforts have already garnered significant publicity with a Facebook "Love is Love" Marriage Contest. Drescher will marry the winning gay couple on March 6th in an event that will include its own social media efforts. These include checking in at Foursquare and tweeting by attendees at the #LoveisLove.

"It is easy to presume that social media is skewing young but Pinterest is driving a lot of traffic to women's fashion and Facebook is now reaching the older end of the demo," notes Erik Flannigan, executive vice president of digital media at Viacom Entertainment Group. "Everyone is on Facebook now."

Read more at B&C here.