Viacom And Twitter Nail Down Social Agreement For Programming

TV is about to get a lot more social. Twitter has made no bones about its ambitions to become the go-to source when it comes to mapping out popularity of television programming, and now, Viacom + Twitter have announced a partnership to deliver social video advertising campaigns around the most popular shows and biggest events throughout Viacom's network portfolio. That portfolio is mighty robust, including MTV, VH1, CMT, Nickelodeon, COMEDY CENTRAL, TV Land, Spike and more. Viacom is the latest media company to join the Twitter Amplify program.

The partnership will launch with the 2013 MTV Video Music Awards, during which MTV will deliver real-time, sponsor-supported highlights of the show's most outrageous moments, buzzworthy performances, backstage access, interviews and more via Twitter. As events happen in life, we continue to see Twitter as the place people share those moments, especially when those events happen on TV," said Adam Bain, President of Global Revenue at Twitter. "Twitter Amplify will allow Viacom to connect people across screens, and tap into the social conversation on Twitter with complimentary TV video clips across all devices."

In other words, those who'd rather not be bombarded with information about TV shows they aren't watching might want to find another network for prime time.