By Casey Cipriani | Indiewire October 9, 2013 at 2:24PM
Live television and live tweeting go hand in hand these days, and now Comcast, NBC Universal and Twitter have joined together in a strategic partnership to make it easier for Twitter users to check out the shows that keep popping up in their feed.
The first step of the partnership is a Comcast engineered feature called "See It," which will allow Xfinity TV customers to access movies, sports and NBCUniversal shows directly from a tweet. The goal of this partnership, it seems, is to take further advantage of real-time Twitter conversations around live television and allow curious tweeters the opportunity to check out shows with a simple click. Clicking on the "See It" menu on Twitter will bring up options to:
Tune into live TV or start a show On Demand
Tune into a show online or their mobile device
Set a reminder
Buy tickets through Fandango
"Twitter is where television viewers come to talk about what they're watching on TV when they're watching it," said Dick Costolo, CEO of Twitter. "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."
The "See It" feature will include shows from NBCUniversal networks NBC, NBC Sports Network, CNBC, MSNBC, USA, Syfy, Bravo, Oxygen, E!, Esquire, and the Golf Channel and will include the 2014 Sochi Olympic Games. Comcast and Twitter are in discussions with other distribution partners and TV networks to add more content in the coming months. They are also exploring ways to integrate social media conversations into Comcast's X1 platform, the cloud-based operating system.
"'See It' is a simple yet powerful feature that creates an instant online remote control," said Chairman and CEO of Comcast, Brian Roberts. "Twitter complements the live viewing experience and is an ideal partner for Comcast and NBCUniversal."
Twitter users may also see more NBCUniversal content pop up in the promoted tweets. The companies will also share an advertising component, embedding video clips into sponsored tweets through Twitters Amplify program. NBC Sports Group is the first branch to participate in the new advertising partnership, embedding Premier League videos of soccer highlights.
Given that live-tweeting has become a new norm in live television viewing, Xfinity users will now have little excuse for feeling out of the loop when it comes to certain shows. This new partnership may make it easier for tweeters to directly access the most talked about TV on the air.