Twitter is anxious to grow and develop its social media platform into something more than just a text based micro blogging website. Following on from the lauch of Vine which allows Twitter users to make and share short looping videos it is now reported that Twitter is close to securing a partnership deal with television networks Viacom and NBC Universal which will effectively allow them to add more entertainment and news video content which would be streamed within tweets directly on Twitter. The deal is expected to be completed over the next month or two and that any advertising revenue earned from the new partnership arrangement will be split between Twitter and the two TV networks.
Twitter, already has existing agreements in place with ESPN and the Weather Channel, as well as a relationship with Nielsen – the TV audience research company, when they acquired Blufin 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. The new partnership deal will no doubt help further Twitter’s fairly aggressive push into social TV, following a very successful partnership with NBC during last year’s Olympics in London.