Comcast, NBC Universal and Twitter announced a strategic partnership on Wednesday for the creation of a feature called "See It," which lets Xfinity TV customers access TV shows, movies and sports directly from tweets. It will debut in November on NBCUniversal networks.
Comcast and Twitter are also in discussions for further integrations into Comcast's X1 platform.
With See It, Twitter users will see a button in their feeds when looking at social content about certain shows. From there, they will be able to access a menu, which will allow them to tune to live TV or start a show on demand on their set-top box, tune into a show online or on their mobile device, set DVRs, set reminders, and/or buy theater tickets through Fandango.
To kick the whole thing off, NBC, NBC Sports Network, CNBC, MSNBC, USA, SyFy, Bravo, Oxygen, E!, Esquire Network and The Golf Channel will utilize the feature for the following programs: The Voice (NBC), The Blacklist (NBC), Chicago Fire (NBC), The Michael J. Fox Show (NBC), Sunday Night Football (NBC), Access Hollywood, NHL, Premier League Soccer, Sochi Olympics (NBC and NBCSN), Today Show (NBC), Psych (USA) and Suits (USA), etc.
"Twitter is where television viewers come to talk about what they’re watching on TV when they’re watching it," said Twitter CEO Dick Costolo. "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. It’s a great example of Comcast’s leadership in bringing TV to new platforms.”
“See It is a simple yet powerful feature that creates an instant online remote control,” said Comcast CEO Brian Roberts. “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.”
More networks will follow, as Twitter and Comcast are working on expanding to more distribution partners, TV networks and websites. Expect more in the coming months.
Obviously there are tremendous advertising opportunities here, and with Twitter's IPO on the way, investors will be keeping a close eye on how this goes.
Twitter has a new advertising partnership with NBCUniversal, which will see the latter's clients expand onto Twitter via its Amplify program. This means that NBCUniversal's entire portfolio can be expanded to Twitter. Its clients get access to Twitter's promoted platform.
“NBCUniversal’s content is driving the most popular conversations in social media,” said NBCUniversal CEO Steve Burke. “Now with this partnership, our advertisers will be able to reach even more of the specific audiences that they desire.”
NBCUniversal President, Advertising Sales, Linda Yaccarino discusses the ad partnership further here.
Some people believe Twitter can help save networks from the cord cutting trend. It will be interesting to see if the See It integration can keep users engaged enough.