NBC PARTNERS WITH TELEVISION ACADEMY AND NBCUNIVERSAL NETWORKS TO BRING MOST SOCIAL EXPERIENCE EVER FOR "THE 66TH EMMY(R) AWARDS" LIVE ON MON., AUG. 25

Twitter to Debut Zip Line Camera on Red Carpet Pre-Show and Facebook to Introduce Facebook Mentions Box

UNIVERSAL CITY, Calif. - Aug. 21, 2014 - NBC is partnering with the Television Academy and NBCUniversal Networks to bring the most social Emmys(R) experience ever to TV viewers for "The 66thEmmy Awards" show live coast-to-coast Monday, August 25 (5-8 p.m. PT, 8-11 p.m. ET).

In an effort to make this year's Emmys(R) the most social one to date, NBC, the Television Academy, "Access Hollywood," E! and the "Today" show along with host Seth Meyers and his "Late Night" team, will join forces to harness the strength of their collective social media footprint. Every touch point of the Emmys will have social media integration, giving the audience a chance to participate in the Emmys experience during the week and moments leading up to the show, the red carpet, backstage and live during the telecast. This week leading up to the Emmys(R) Meyers is providing fans with exclusive content, including rehearsal footage, backstage content and footage from press visits via the @LateNightSeth social handles.

Social media platform giants Twitter and Facebook will have robust activations on the red carpet. Twitter will debut a zip line camera featuring footage from the red carpet and pre-show. The Facebook Mentions Box will debut on the red carpet. The box is a portable device that connects fans directly with their favorite public figures at their favorite events. In addition, Twitter maven Retta from NBC's comedy "Parks and Recreation," will be Twitter's official live tweet correspondent from the Emmy's red carpet and inside the show sharing hilarious commentary throughout.

The red carpet will be rich with social media experiences from "Access Hollywood," E! and "Today." In a first of its kind, "Access Hollywood" will utilize a Twitter zip line camera capturing footage that will be featured in the pre-show and on NBC's official Twitter and accounts. Social will be integrated across all platforms as part of E!'s "Live From the Red Carpet" coverage. Content from E!'s Glam Cam will be viewable online at Eonline.com and on air, and the "Live from the Red Carpet" live stream on Eonline will feature the hosts answering viewer questions submitted in real time via social. In addition, @Eonline will be live tweeting the Emmys, and SocialCentral on Eonline will aggregate all key social conversations happening around the Emmys popular #eredcarpet all in one spot. Eonline's "All Access" social program on Twitter and Instagram will take viewers behind the scenes like never before showing them a day-in-the-life of an E! red carpet reporter. The "Today" show will have a Vine 360 station,

capturing video content that will be pushed to "Today's" social accounts. Facebook is partnering with the official pre-show and "Access Hollywood" at the Emmys, and will be the first broadcast partner to use the Facebook Mentions Box on the red carpet. Talent will stop by the red carpet pre-show and the host clicks on the star's name. The star then shakes the device and one of the pre-loaded questions for that particular person will appear. Then the star will tape their quick video response to the question and that gets loaded onto "Access Hollywood's" Facebook page. Facebook will also have a selfie station capturing photos that will be shared on NBC's official Facebook page. Twitter will also partner with Yahoo! to bring their Signature Mirror to the carpet, which will tweet celeb snaps from the Yahoo TV handles.

Backstage and during the live broadcast, NBC's social handles will be live tweeting and sharing exclusive photos of the winning moments. In addition, there will be a Twitter GIF booth backstage for winners and presenters. As previously announced the Emmys(R) Backstage LIVE! returns in conjunction with "The 66thEmmy Awards" telecast. This year Backstage LIVE! will include real-time social media, synchronized content and - for the first time ever -- a Spanish-language translated director's cut. Watch on Emmys.com, NBC.com and Yahoo.com.

For more information on "The 66thEmmy Awards" please visit: http://www.nbc.com/emmy-awards

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Produced by Don Mischer Productions, "The 66th Emmy Awards" will be hosted by Seth Meyers. If you plan to tweet this story, please use #Emmys and mention the official Emmys Twitter handle @televisionacad. For more information please visit emmys.com