Twitter expands its interest in video and news

Twitter expands its interest in video and news

The Walt Disney Co. and Twitter say they will create live content and advertisements in sports, news and entertainment from the entire Disney portfolio. And Kay Madati (pictured above), the company's head of content partnerships, described the company as "the ultimate mobile platform where video and conversation share the same screen".

Financial terms were not disclosed. The series will feature behind-the-scenes content teasing and leading up to the event.

Twitter and Disney-owned ESPN will announce specific live shows in development this week at their NewFront presentations, the companies said in an emailed statement. Through the Creator Originals program, Twitter will debut series from creators including Josh Peck, Sara Hopkins and Brittany Sky. On the latter front, for example, Will Packer Media will produce Power Star Live, a 30-minute weekly show streamed live from Atlanta, bringing together the most entertaining, enlightening and comedic content across Twitter feeds while attributing and highlighting diverse voices.

Sports and gaming is another area Twitter hopes to dominate. In cutting its new video deals, the company almost doubled its number of video shows, from 16 to 30. This will be an expansion of the House of Highlights YouTube channel Bleacher Report launched in January.

On Monday evening Twitter also revealed plans to pair some of its top creators with brands for in-stream video partnerships. The show is expected to cover the remainder of the competition's schedule to the championship in August. There are a number of ways the publishers can strike ad deals, integrating brands into the content, showing commercials, and letting the advertisers sponsor tweets around the shows.

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"Twitter is the only place where conversation is tied to video and the biggest live moments, giving brands the unique ability to connect with leaned in consumers who are shaping culture", said Twitter Global vp revenue and content partnerships Matthew Derella.

The short message platform has turned into a video powerhouse, generating revenue from video ads both in the US and overseas.

Tools to create and share the most snackable clips from longer-form content, for instance, could help brands add reach to campaigns that, when restricted only to live content, lacks the scale big brands want for campaigns.