Twitter is cozying up with another television broadcaster to promote video content.
BBC America tweeted Thursday night that it has partnered with Twitter to launch the first "in-Tweet branded video" that coincides with a scripted television series.
.@twitter and @bbcamerica, home of #DoctorWho & #TopGear, ink deal to offer 1st in-Tweet branded video synced to entertainment TV series— BBC AMERICA (@BBCAMERICA) April 18, 2013
Twitter declined to share additional details beyond the tweet and BBC America did not immediately respond to our request for comment. However, previous partnerships between Twitter and TV networks provide some clues about what this deal might look like.
Earlier this year, Twitter worked with Turner Broadcasting to distribute video clips of instant replays from the March Madness basketball games. While it's true that anyone can embed video in a tweet, Twitter and Turner sold advertisement against the video clips from AT&T and Coke Zero, and Twitter promoted the tweets to a broader audience. In this way, Turner was able to expand its reach and Twitter was able to generate more revenue.
Real-time highlight: The loose ball is recovered by @uoflsports and they get it to go for two! #NCAAChamp - snpy.tv/Xp2Xtx— NCAA March Madness (@marchmadness) April 9, 2013
Twitter did a similar deal at the end of 2012 with ESPN and Ford to promote instant replays from college football games.
Longhorns capitalize on OSU's penalty w/64-yd double reverse TD run es.pn/Wcpo0l #AlamoBowl tied 10-10. #TEXvsOSU on @espn— ESPN CollegeFootball (@ESPNCFB) December 30, 2012
With the BBC America deal, though, Twitter is moving from sports to scripted television. Rather than promote video clips of instant replays, it's likely that the BBC will use Twitter to promote previews and perhaps recaps of some of its TV shows.
Original Post: Mashable
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