CBS and Twitter have agreed a deal that will allow the US network to embed video clips from its shows into tweets, through the social network’s Amplify service.
Twitter announced the deal at Ad Week New York on Monday, describing it as “probably one of the most comprehensive partnerships that you will see coming out of Amplify”.
CBS said the deal means that clips from 20 CBS brands and 42 shows, including CBS News, CNET and Gamespot, can now feature on tweets. A new clip-summarising series, ’60 Minutes In 60 Seconds’, will also feature.
According to TechCrunch, Twitter advertising executive Matt Derella said “we want to be the preeminent complement to the live television experience.”
Twitter first unveiled Amplify, allowing broadcasters to embed video clips in tweets in near real-time, in May. BBC America, Fox and the Weather Channel are already Amplify partners, though the CBS deal is significant for its scale.
Amplify offers deals with specific broadcasters, rather than ‘promoted tweets’ or ‘promoted trends’ that sit on top of users’ rolling feeds. Its clips are sponsored by pre-roll advertising.
CBS is attracted by Twitter’s ability to target and deliver content, and hopes tweeting will create a buzz around content and boost viewing figures.
In August, content measurement business Nielsen said tweets caused “statistically significant” increases in live TV ratings and suggested a symbiotic relationship between Twitter activity and TV ratings.
Twitter is moving fast to convert its online influence into revenue, ahead of a stock market flotation. It has just filed papers with the US Securities and Exchange Commission for an initial public offering.
Earlier this month, Twitter’s main social network rival Facebook announced its own new tools allowing TV broadcasters to integrate conversations and data from the social network into their content.