Walt Disney Co.is working with Twitter Inc.to create live sports programming and other content for the social-media platform, part of a push to turn Twitter's service into a destination for premium streaming video.
"People tell us what they want to see with the conversations they share on Twitter", said Twitter global head of content partnerships Kay Madati.
Financial terms were not disclosed.
Twitter recently launched a new set of tools created to let users Tweet special moments from a live video in hopes of making it easier for people and publishers to find, watch, and discuss those highlights. "In the past year, we've really expanded our efforts with the best publishers and content creators in the world to bring a slate of programming that reflects those diverse content interests".
Further, he described Twitter as not a "look at me" platform but a platform that directs its audience to "look at this breaking news" and "watch this live video". The series will feature behind-the-scenes content teasing and leading up to the event.
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The social media platform is also developing eight new pilot series via Niche, Twitter's creator network, and pairing them with brands that will run in-stream video sponsorships during the shows.
Barstool Sports: An eight-episode Twitter exclusive, Barstool Live is a new show offering insight on some of the biggest sporting events in the USA with Pat McAfee, Dean "Big Cat" Katz, and sports writer PFT Commenter. ESPN will bring coverage via SportsCenter Live and Fantasy Focus Live.
According to Disney, the two companies will announce live shows now in development during NewFronts. This will be an expansion of the House of Highlights YouTube channel Bleacher Report launched in January. An announcement about that specific partnership earlier on Monday pushed Twitter shares up 4.5 percent. The show is expected to cover the remainder of the competition's schedule to the championship in August. Live content launching from these brands will be announced at a later date.
The short message platform has turned into a video powerhouse, generating revenue from video ads both in the US and overseas.
"To innovate at this scale with The Walt Disney Company is a huge step forward in expanding the depth and breadth of video content we offer to leaned in, engaged consumers on Twitter", Twitter Global Vice President of Revenue and Content Partnerships Matthew Derella said in a press release.