The Herald Bulletin

Morning Update

Entertainment

October 7, 2013

Twitter tunes in to TV partnerships ahead of IPO

NEW YORK — People don't just watch TV anymore; they talk about it on Twitter. From the comfort of couches, they share reactions to touchdowns and nail-biting season finales — and advertisers and networks are taking note.

Examples of Twitter's influence abound. The recent finale of "Breaking Bad" generated a record 1.24 million tweets. The conversation peaked at 22,373 tweets per minute according to analytics firm SocialGuide. People used the hashtag "GoodbyeBreakingBad" nearly 500,000 times. During this year's Super Bowl, sports fans generated 24 million tweets about the competition and nearly half of the game's nationally televised commercials contained hashtags that encouraged viewers to tweet.

Twitter, says Debra Aho Williamson, an analyst at research firm eMarketer, "creates a community, a bond between people that doesn't really exist without Twitter."

As Twitter prepares for its initial public offering, the San Francisco-based company is also working hard to insert itself into the TV advertising economy. In recent months, 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. It also allows marketers to communicate with viewers who saw their TV ads, extending commercial pitches to consumers' smartphones and tablets.

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. On Thursday, Twitter unsealed documents for a Wall Street debut that could take place before Thanksgiving. While the company did not reveal how much money it makes from its TV partnerships, it touted its own "strength as a second screen for television programming."

Text Only
Entertainment
  • Miss America: Rethink suspension over prom query

    Miss America is asking a Pennsylvania school district to reconsider the punishment of a high school senior who asked her to prom during the question-and-answer portion of an assembly.

    April 20, 2014

  • NWS - HB0421 - easter sunday4 - sh Mounds State Park at Easter part of long family tradition

    Many Madison County residents woke early on Sunday to attend Easter services. David Long was among them, only his sanctuary was the Woodland Shelter at Mounds State Park.

    April 20, 2014 4 Photos

  • FEA HB0421 Silent Movie 1 Acting without words Nineteen area students will take a walk down the red carpet Tuesday evening as their film projects premiere at the Paramount Theatre during the WRC Silent Film Festival.

    April 20, 2014 2 Photos

  • Mounds State Park hosts birding weekend featuring live hawk Mounds State Park will go to the birds April 25-27 as the park hosts “Bird the Mounds.”

    April 19, 2014

  • 14th annual dog walkathon at Shadyside Park The Madison County Humane Society will host its 14th annual dog walkathon on Saturday, May 3. The walk will be at Shadyside Park between 8 a.m. and noon (rain or shine.

    April 19, 2014

  • Liberty Christian makes changes to annual auction Liberty Christian School is upping the ante for its upcoming Duck-Tacular event. The school’s annual benefit auction is steering away from past forest themes to “Duck-Tacular,” a nod to the popular A&E show “Duck Dynasty.”

    April 18, 2014

  • FEA HB0418 LITTLE BIG TOWN Kathy Griffin to perform at Hoosier Park Emmy and Grammy winner Kathy Griffin will dish about her latest run-ins with celebrities and observations about Hollywood’s elite and popular culture in the Terrace Showroom when she brings her stand-up act to Anderson on April 26.

    April 17, 2014 4 Photos

  • Jazz night comes to Paramount Hopkins and Miller’s Sunset Stomp Jazz Band will perform at 7:30 p.m. Thursday at the Paramount. The performance is one of the first events for the 27th Annual City of Anderson Little 500 Festival schedule.

    April 17, 2014

  • Weekend Calendar: April 18 Entertainment scheduled at area venues for April 18-20.

    April 17, 2014

  • Live music: April 18 The following listings for live music and other entertainment at area venues are published in the Friday edition of The Herald Bulletin.

    April 17, 2014