Social networks vie for TV business

Twitter  and Viacom International Media Networks (VIMN) have struck up an international partnership on Twitter Amplify, through which the companies will deliver social video advertising campaigns around programs and live events across VIMN’s platforms.

MTV will offer sponsorship opportunities around real-time highlights of the show’s performances, unexpected moments, exclusive backstage interviews and more via its Twitter accounts.

The Twitter Amplify partnership will launch with the “2013 MTV EMA,” airing live across MTV channels around the world from Amsterdam’s Ziggo Dome.

VIMN’s shows and events consistently drive significant activity on Twitter, said the company.  Outside the US., MTV has 10.8 million Twitter followers, and the “2012 MTV EMA” delivered a 5.7 million record tweets during the show, up 104% as compared to 2011.

In June 2013, MTV Japan worked with Twitter to launch Twitter Mirror. Twitter Mirror gave fans exclusive live “backstage access” to the VMAJ, by enabling celebrities to snap photos backstage during the red carpet event and instantly post them online.

This is part of Twitter’s focus on the TV business.  Last year it paired up with research firm Nielsen for an exclusive multi-year agreement to create the “Nielsen Twitter TV Rating” for the US market. With the partnership, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter. The gathered data is supposed to be commercially available by the start of the fall 2013 TV season.

The “Nielsen Twitter TV Rating” will serve to complement Nielsen’s existing TV ratings, giving TV networks and advertisers the real-time metrics required to understand TV audience social activity.

Meanwhile according to Wall Street Journal, rival Facebook is also ramping up its offerings to broadcasters. The social media giant is set to deliver customised reports to TV networks in eight countries to help broadcasters get some idea of how its users react to their shows.

These broadcasters include France’s TF1, the UK’s Channel 4, Germany’s ARD, Esporte Interativo in Brazil and STAR networks in India.

Facebook’s weekly reports will cover the number of likes, comments, shares and posts television broadcasts have been generating to networks. The stations will also be able to receive anonymous data on specific television shows including the updates from users who have chosen their posts to be private.

Facebook has also weaved in searchable hashtags into its offerings for advertisers.

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