Twitter unveiled a partnership with Comcast and its NBCUniversal unit that allows television viewers to tune in to a show or change channels directly from a tweet.
The deal, which could also be expanded to other television or video producers, uses a “See It” button integrated in a tweet that allows a Twitter user to instantly connect to a TV program.
It builds on the use of Twitter as a “second screen” for television viewers, who use the messaging platform for real-time conversations, and in some cases votes, on a program.
Comcast said it will give subscribers of its Xfinity TV service the ability to change the channel, set the digital video recorder or play a show on demand, directly from an expanded tweet.
“Each day, Twitter plays host to the real-time conversation about television and a large portion of that conversation occurs while a program is live on the air,” Twitter vice president Jana Messerschmidt said on the service’s blog.
“Millions of people are exposed to tweets about a program, so much so that they’re often motivated by the Twitter buzz to tune in. By partnering with Comcast, we’ll be able to make it easier than ever to turn on the show everyone is talking about and jump into the conversation.”