TORONTO – Just a day after Shaw Media announced its new partnership with Twitter’s Amplify program, Bell Media today announced its own partnership with the social media juggernaut that will use metrics to examine the relationship between audience engagement and Twitter activity.
Bell Media, which made the announcement ahead of today’s “upfront” presentation of its new fall schedule, said the research will also focus on the social TV behaviour of Canadian viewers and the return on investment of social TV initiatives. “We're excited to continually expand our presence in the social media space through the power of our premium content. We are committed to measuring, sharing and applying knowledge from passionate social conversations to help our advertisers' brand campaigns become even more effective," said Kevin Crull, president, Bell Media, in a release. “Our content drives engagement, and Twitter 'amplifies' the conversation.”
As one of the tools used in analytic development, Bell Media will also employ Amplify, Twitter’s branded, in-stream video tool that allows broadcasters to complement on-air content with timely in-tweet video clips.
“Twitter is TV’s social soundtrack,” said Kirstine Stewart, who left the CBC last April to become director of Twitter Canada. “Working closely with Bell Media, we will be able to accelerate the development of analytic tools mentioned and we look forward to sharing the findings with clients and industry.”
