Twitter added its largest Amplify partnership to date on Monday, bringing CBS into the fold as part of its program to bring additional video content to Twitter streams in real-time.
The partnership with CBS includes 20 of the company's brands and 42 different shows, making it the largest collection of packages included in one Amplify deal. Twitter and CBS made the announcement on Monday at Advertising Week in New York City.
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Twitter's Amplify program, which launched in May, is designed to help broadcasters share additional video content with viewers in hopes of capturing their attention both via TV and then on their "second screen" (either phone or tablet). Sports broadcasts, for example, have used Twitter to immediately show video replays of important plays or moments from a game. The video clips play short advertisements before the featured content, and advertisers can also pay to promote the tweet to increase its visibility.
Roy Hibbert's BIG block. One of the nicest you'll see #NBARapidReplay - http://t.co/aAJmjhQugM
— NBA (@NBA) May 19, 2013
The agreement also includes some of CBS' online properties like CNET and TVGuide.com.
The addition of CBS to its list of Amplify partners is a big win for Twitter. Despite the program's short existence, Twitter has attracted some major partnerships over the last five months, including A&E, Discovery, MLB.com and Time Inc., but CBS brings the largest collection of brands and shows.
Social sites like Facebook and Twitter are competing aggressively to capture user attention during live television events. When viewers aren't watching the game or show onscreen, social networks hope that they will want to talk about them with their friend online. Twitter's agreement with CBS comes just one day after Facebook announced a content partnership with FOX Sports, which will now use social conversations from the platform alongside live sports broadcasts.
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