NBCUniversal to Showcase TV Shows on Twitter

Twitter CEO Dick Costolo

A major social TV strategic partnership is announced that will make NBCU's networks available and drive advertising online.

NBCUniversal has announced a new partnership with Twitter that will bring its television shows to the social media platform.

According to a press release, Comcast engineers created a new feature called "See It" that will be made available to millions of Xfinity customers. Beginning in November, the feature will allow audiences to access TV shows, movies and sports directly from a tweet. In a customer's news feed will be the option to click the "See It" button and access live television, set a DVR, enable a reminder or buy theater tickets through Fandango.

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The feature will cover a wide suite of NBCU networks including NBC, CNBC, MSNBC, USA, Syfy, Bravo, Oxygen and E! Among the shows that will be seen on Twitter include The Voice, The Blacklist, Chicago Fire, The Michael J. Fox Show, Sunday Night Football, The Today Show, the Sochi Olympics and more.

The deal is a coup for Twitter, which recently released its $1 billion IPO plan and is attempting to become a social platform around television. The two companies have also been working on ways to integrate Twitter conversation into Comcast platforms.

“See It is a simple yet powerful feature that creates an instant online remote control,” said Brian Roberts, chairman and CEO of Comcast Corporation. “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. Twitter complements the live viewing experience and is an ideal partner for Comcast and NBCUniversal.”

"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 Dick Costolo, CEO of Twitter. “It’s a great example of Comcast’s leadership in bringing TV to new platforms.”

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There is an important advertising component of the partnership to enable NBCUniversal’s advertising clients to expand their TV and digital sponsorships to Twitter. The announcement also potentially sets up more deals in the coming months as Comcast and Twitter are said to be in discussions with additional distribution partners and television networks to use this "See It" feature to promote their content.

“NBCUniversal’s content is driving the most popular conversations in social media,” said Steve Burke, CEO of NBCUniversal. “Now with this partnership, our advertisers will be able to reach even more of the specific audiences that they desire.

E-mail: Eriq.Gardner@THR.com
Twitter: @eriqgardner