Media partner StarSports.com and advertiser Vodafone India are teaming up with Twitter to present Twitter Amplify in India for the Indian cricket team’s tour of England. The Twitter Amplify program is developed to tap into the growing social conversations around TV programmes, especially live sports.
Twitter Amplify allows broadcasters and rights holders to share live TV clips and video content into Twitter in real-time, giving users the opportunity to watch the videos without leaving Twitter. It also drives viral distribution and discovery of that content, as Twitter users retweet their favourite clips and push them out to their own followers, extending the reach of the videos more broadly.
“2014 is a great year for Twitter becoming the social soundtrack for television as 95% of the public social conversation around TV is happening on Twitter today, especially for live sporting events. Broadcasters and brands know that Twitter is a natural TV companion that drives audience tune-in, engagement and affinity. We look forward to working with cutting-edge broadcasters and advertisers, like STAR Sports and Vodafone, who want to tap into a compelling second screen experience We are delighted that cricket fans can now enjoy TV highlights in real-time on Twitter.”
said Rishi Jaitly, India Market Director, Twitter in a company release.
The initiative will enable sports fans and enthusiasts access high-quality clips of sporting action across web and mobile. The Twitter Amplify program enables broadcasters to publish video to Twitter and then jointly monetize the premium content by creating sponsorship packages. Powered by Promoted Tweets, the program will “amplify” the reach of the video content distributed via the broadcasters’ and sponsors’ Twitter accounts. In case of advertisers, the program provides an opportunity to tap into the social conversations on Twitter. It also provides a multi-screen audience engagement strategy essential to satisfying users’ needs to consume content on the go.