Twitter has signed a new partnership deal with Comcast and NBCUniversal that will let Comcast’s Xfinity TV subscribers click to access TV shows, movies and sports directly from a tweet.
The ‘See It’ functionality was created by Comcast engineers, is due to roll out in the US next month with shows from NBCUniversal’s networks, and is designed to offer a closer connection between Twitter users and the TV.
Comcast said that the See It feature was designed to integrate with other video distribution partners, television networks and websites.
Both Comcast and Twitter are currently in discussions with other distribution partners and television networks that will use this feature to promote their content in the coming months.
“Twitter is where television viewers come to talk about what they’re watching on TV when they’re watching it. 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,” said Twitter CEO, Dick Costolo.
Comcast Corporation chairman and CEO, Brian Roberts, added: “See It is a simple yet powerful feature that creates an instant online remote control. 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.”
At the same time, NBCUniversal and Twitter announced that they will be working together on a new ad partnership as part of Twitter’s Amplify social TV program, extending ad campaigns onto the microblogging network. Earlier this week, Viacom International Media Networks signed a similar deal with Twitter in Europe.