This morning NBC Universal entered a strategic partnership with Comcast and Twitter to engineer a “See It” feature allowing Xfinity TV viewers to take action around a TV show from their Twitter stream. The integration allows Xfinity TV viewers to take actions such as starting a show on-demand or setting a DVR to record.
Executives from both companies spoke on a panel today at GroupM’s "What’s Next" client event in New York City.
“We don’t have all the answers,” Fred Graver, head of TV at Twitter, said of the company's pole position in the "second screen" viewing trend. “But we are working closely with brands, advertisers and television networks and [bringing in the right] talent” to tackle it.
“We didn’t design Twitter as a second screen, the audience chose it.”
In addition to the See It feature, NBCUniversal and Twitter have forged an advertising agreement today to give NBC’s portfolio – two broadcast networks, 17 cable networks and 50-plus digital properties – broader access to Twitter audiences and platforms through short-form content embedding through the social platform. Ad placements will "ride along" with videos on Twitter.
NBC Sports Group was the first to test it by embedding short-form sports videos for fans. USA Networks will test a second-screen campaign using the service for Modern Family beginning Oct. 18. The NBC advertising partnership follows Twitter’s announcement of a similar alliance with CBS, that came just weeks ago.