May 26, 2018

Twitter and Disney/ESPN strike deal on live content

02 May 2018, 01:19 | Clyde Nash

Credit Illustration by Tam Nguyen Ad Age

Credit Illustration by Tam Nguyen  Ad Age

Twitter unveiled a slate of live streaming and original programs at the company's NewFronts presentation Monday night, coupled with new video advertising services for brands on the platform. The "brand-safe" pilot series include Born and Bred with Josh Peck, Wolf It Down with Tyler Florence, Voodoo Dating with Matt Cutshall and City Tours with Sara Hopkins.

Disney will collaborate with Twitter in the creation of content, especially live broadcasts of its sports television subsidiary, ESPN.

For now, Reuters can more effectively monetize replay clips and segments than live programming, since replays can be watched asynchronously throughout the day and brands are more comfortable with well-heeled pre-roll formats than testing out live news sponsorships (especially considering that the most popular live news is often natural disaster or tragedy).

Twitter made its first foray into video in 2016, and says engagement has doubled in the a year ago.

"We're not guessing, we're listening". "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". Twitter's experts will help determine the content to feature, develop a media plan to reach the desired demos, offer tech support, and supply real-time analytics. Notably, the agreement will stream 20-plus hours of content from Live Nation's marquee festivals, such as BottleRock and Bonnaroo.

Stephen A. Smith Tears Into Sixers For Game 1 Performance Vs. Celtics
The Celtics can nearly certainly survive Embiid scoring 30 points, if they restrict the arsenal of shooters deployed around him. Already playing without their top two stars in Kyrie Irving and Gordon Hayward , Brad Stevens' side also missed Jaylen Brown .

The Weather Channel: Pattern is a new style of weather coverage designed specifically for Twitter. Meanwhile, users can expect to see new content from Formula 1, MLB, MLS, Bleacher Report, The Players' Tribune and Barstool Sports.

Live video is important to Twitter as it courts users to think of it as the place to check what's happening at the moment.

Details about which sporting events would be streamed live on Twitter were to be revealed later this week. Topics include entertainment, news, sports and gaming. F1 plans to produce a live post-race show exclusively on Twitter and hosted by broadcaster Will Buxton.

The short message platform has turned into a video powerhouse, generating revenue from video ads both in the USA and overseas. Online Brand Studio - a programme for creating live content for marketing - will be rolled out soon.

Digital Content NewFronts continues through May 4 in New York City, an event created to connect content creators with big brands.

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