Comcast, NBCUniversal and Twitter have announced a strategic partnership to more directly connect the millions of Twitter users with television viewing.
In the first step of the partnership, Comcast engineers created a new feature called See It that will give Xfinity TV customers the ability to instantly access TV shows, movies and sports directly from a Tweet. See It will debut in November with shows from NBCUniversal’s networks.
The companies also announced an advertising partnership with NBCUniversal in Twitter’s Amplify programme which drives awareness of TV programmes by embedding sponsored, real-time video clips in tweets. Comcast and Twitter are also already exploring additional opportunities to integrate social TV conversations into Comcast’s X1 platform, the company’s entertainment operating system.
“See It is a simple yet powerful feature that creates an instant online remote control,” said Brian Roberts, chairman and CEO, Comcast Corporation.
“Comcast is taking a leap forward in social TV by enabling Twitter users to more easily find and view the shows they want to watch and discover new shows. Twitter complements the live viewing experience and is an ideal partner for Comcast and NBCUniversal.”
“Twitter is where television viewers come to talk about what they’re watching on TV when they’re watching it. Millions of users are exposed to the live conversation that unfolds on Twitter while a show is on the air and now, with See It, they’ll be able to tune in directly from a Tweet,” said Dick Costolo, CEO, Twitter.
“It’s a great example of Comcast’s leadership in bringing TV to new platforms.”
