Twitter In Talks With Viacom, NBC To Stream TV Content Within Tweets

Twitter is close to securing a partnership deal with two major television networks to bring high-quality video content and advertising to the micro-blogging social platform, says Bloomberg, citing sources that are familiar with the matter.

Twitter has been holding talks with Viacom and Comcast Corp’s NBC Universal, seeking to add more entertainment and news video which would stream within tweets directly on Twitter.

These deals could be reached by mid-May, with the resulting ad revenue split between Twitter and the networks.

Twitter, which already has existing agreements with ESPN and the Weather Channel, as well as a unique relationship with Nielsen, acquired Bluefin Labs, the social analytics company that tracks what consumers say about the shows and commercials they watch on TV and shares that data with marketers, agencies and TV networks, back in February.

These new deals are expected to further Twitter’s fairly aggressive push into social TV, following a very successful partnership with NBC during last year’s London Olympics.

(Source: Bloomberg. TV image via Shutterstock.)

Publish date: April 16, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT