Info-tech

Twitter tunes in to television channels for growth

Manisha Jha Mumbai | Updated on March 13, 2018

Rishi Jaitly

TV is essentially live scheduled events and live public conversation and so is Twitter. So the marriage of these two mediums — Twitter and TV — has worked out well for us.”





Having tasted success from its partnerships with television channels for events such as elections, IPL and the ongoing football World Cup, microblogging site Twitter has decided to bet big on the vertical to further its growth prospects in India.

Some of its recent TV channel partners include Headlines Today, Times Now and Vijay Television. It has tied up with channels for shows such as Jhalak Dikhhla Jaa, Nach Baliye, IIFA awards, Super Singer, IPL, Star Plus and Indian Idol Junior among others.

Live tweets

The nature of these tie-ups include broadcasting live tweets on air, asking live questions during matches, sharing live, exclusive behind-the-scenes images of reality TV shows, and sending personalised messages from contest finalists to followers.

Speaking exclusively to Business Line, Market Director, Twitter India, Rishi Jaitly said: “Be it elections, cricket or entertainment, all have always been popular conversation topics for Twitter in India. One of the big takeaways for us has been the importance of TV across these verticals. TV is essentially live scheduled events and live public conversation and so is Twitter. So the marriage of these two mediums — Twitter and TV — has worked out well for us.”

“India has a fragmented TV market with over 800 independent broadcasters, including regional language broadcasters, who are eager to learn how they can optimise the usage of Twitter to drive tune-in, engagement and attachment. This spells a huge opportunity for us,” he added.

Sentiment analysis

Apart from responding to demand by making sure broadcasters are fully optimised to use the platform, Twitter is also going to help television broadcasters carry out sentiment analysis based on feedback from tweet data, and tell them what’s working and what isn’t on their various shows.

“One of the things you can do with Twitter is in the area of data, where you can actually find which moment of the show resonated most with users; why there was a burst of tweets at 10.01 pm as against 10.07 pm, which I, as a producer, had planned for? Why did this Sunday’s show perform better than last Sunday? ” stated Jaitly.

Published on June 30, 2014

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