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Television and Twitter


Twitter is also increasingly used for making TV more interactive and social. This effect is sometimes referred to as the second screen, "virtual watercooler" or social television-the practice has been called "chatterboxing". Twitter has been successfully used to encourage people to watch live TV events, such as the Oscars, the Super Bowl and the MTV Video Music Awards; however this strategy has proven less effective with regularly scheduled TV shows. Such direct cross-promotions have been banned from French television due to regulations against secret advertising.

In May 2013, it launched Twitter Amplify—an advertising product for media and consumer brands. With Amplify, Twitter runs video highlights from major live broadcasts, with advertisers' names and messages playing before the clip. In October 2013, Comcast announced that it had partnered with Twitter to implement its "See It" feature within the service, allowing posts promoting programs on selected NBCUniversal channels to contain direct links to TV Everywhere streaming to the program. On launch, the concept was limited to NBCUniversal channels and Xfinity cable television subscribers.

In an attempt to compete with Twitter's leadership in TV, Facebook introduced a number of features in 2013 to drive conversation about TV including hashtags, verified profiles and embeddable posts. It also opened up new data visualization APIs for TV news and other media outlets, enabling them to search for a word and see a firehose of public posts that mention it as well as show how many people mentioned a word in both public and private posts during a set time frame, with a demographic breakdown of the age, gender, and location of these people. In January 2014, Facebook announced a partnership with UK-based social TV analytics company SecondSync which saw the social network make its social TV available outside the company for the first time. Facebook struck the partnership to help marketers understand how people are using the social network to talk about topics such as TV. However, Twitter responded by acquiring SecondSync and Parisian social TV firm Mesagraph three months later. These acquisitions, as well as a partnership with research company Kantar (which it had been working with to develop a suite of analytics tools for the British TV industry since August 2013) strengthened Twitter's dominance of the "second screen" – TV viewers using tablets and smartphones to share their TV experience on social media. With the additional analytic tools, Twitter was able to improve the firm's offering to advertisers, allowing them to, for instance, only promote a tweet onto the timelines of users who were watching a certain programme.

By February 2014, all four major U.S. TV networks had signed up to the Amplify program, bringing a variety of premium TV content onto the social platform in the form of in-tweet real-time video clips. In March 2014, ITV became the first major broadcaster in the UK to sign up to Twitter Amplify and Twitter introduced one-tap video playback across its mobile apps to further enhance the consumer experience.

In June 2014, Twitter acquired its Amplify partner in the U.S., SnappyTV. In Europe, Twitter's Amplify partner is London-based Grabyo, which has also struck numerous deals with broadcasters and rights holders to share video content across Facebook and Twitter. In July 2017, Twitter announced that it would wind down SnappyTV as a separate company, and integrate its features into the Media Studio suite on Twitter.