Twitter acquired Social TV analytics start-up Trendrr

Twitter TV

As it has been mentioned here a few times before, Twitter is a very prominent social platform to discuss TV. Or more specific, live television, meaning traditionally scheduled broadcast. People still like to watch a program at the same time and they do like to talk about it. This conversation happens for a big part on Twitter and Twitter knows this. Since TV is still very important for advertisers, Twitter is very interested in finding ways to capitalise on this. And so is Facebook.

Over the past year or so,  Twitter has been building a TV department by appointing a special tv head of tv (Fred Graver) and taking over several companies (like Blufin Labs). Just the other day, one of the products that came out of this department was the TV Trend box. In the battle with Facebook to become the ultimate TV platform Twitter and Trendrr today announced that Trendrr will be acquired.

Trendrr is an analytics company specialised in tracking and analysing real-time conversations about TV shows. They announced the acquisition themselves on their blog. A purchase price was not disclosed.

Showing content from NBC and Viacom, a new move into the world of TV for Twitter?

Twitter NBC

This morning, Bloomberg reported that Twitter is close to a partnership with both Viacom and NBC. The idea would be to include high quality video from these broadcasters into the twitter stream. To some people this might make sense. Twitter is experimenting with video through its service Vine, they appointed Fred Graver Head of TV and took over Bluefin. However, a deal with NBC, Viacom or any other production or broadcast company would not work in that way I think. Current formats are not fit for inclusion. It is for a reason that Vine offers 6 second clips. No-one is going to watch a full episode of a series using Twitter. Sure, they can create 6 second trailers and promos, but there is no need for a partnership to do so and I don’t think it makes sense to add promoted content around  such a video. That is like an around an ad.

If there is going to be deal between these company, I would suggest it would work the other way. Twitter is the main channel for conversation about TV shows. If Viacom and NBC want to profit from that, they need to find a way to make it very easy to do so around their content. Because that is what people want and that is what people do already. Trying to move people to Twitter and watch a show there would not make any sense. Or Twitter is developing a separate platform. Now that would be really interesting news.

 

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