Twitter Forges TV Partnerships
As Twitter prepares for its IPO, it's also trying to become part of the TV ad economy. The social networking company has forged partnerships with television content owners, such as CBS, MTV and the NFL, through a program it calls Amplify. The platform lets content owners beam real-time video clips to Twitter users who may have seen - or could be interested in - their TV programming. Plus, marketers can communicate with viewers who saw their TV ads. TV tie-ins allow Twitter to diversify its revenue stream beyond the relatively small niche of digital advertising campaigns, a move that should appeal to potential investors.