ViacomCBS, Twitter unveil global partnership on digital offerings
Multinational mass media company ViacomCBS Inc. has announced a global agreement with social networking platform Twitter to stream digital content across its portfolio.
The deal covers live events, hit shows and iconic franchises from theViacomCBS’ leading portfolio of entertainment, news and sports brands, including BET, CBS Television Network, CBS News, CBS Sports, Channel 5, CMT, Comedy Central, MTV, Network 10, Nickelodeon, Paramount Network and Telefe. Paramount+ will also host three Twitter Watch Parties, in partnership with Twitter, to bring fans together, fuel conversation and build community around select highly anticipated original series.
SVP, Distribution & Business Development-Streaming at ViacomCBS, Andrea Wolinetz said: “We’re thrilled to extend our long-standing relationship with Twitter in this expansive global deal that brings together the full ViacomCBS portfolio and magnifies the scale and scope of our valued partnership. Twitter is the digital water cooler for trending topics and fandom worldwide, and we’re excited to provide front-row access to innovative digital content experiences and culture-defining moments across the best of entertainment, news and sports for Twitter users everywhere.”
In recent months, Twitter and ViacomCBS have partnered on select live events, including the 2021 MTV Music Video Awards, which aired its live pre-show on Twitter, and the BET Awards, which livestreamed from the red carpet to Twitter. It’s likely that under the new agreement, Twitter users will gain continued access to these types of events. As for which other properties and programs will be featured on Twitter in the months ahead, ViacomCBS would not say.
Jennifer Prince, Head of Global Content Partnerships, Twitter stated: “We’re excited to take our strong partnership to a new level, offering premium content across entertainment, news and sports and giving brands the opportunity to align with ViacomCBS’ entire portfolio on a global scale. Through highlights, Twitter Moments, innovative formats and Paramount+ watch parties, Twitter will put users at the center of the biggest moments happening around the world.”
While the new agreement is focused on hosting digital content, it will also involve Twitter’s marketing support. The ViacomCBS programs will be eligible for both marketing support and brand sponsorship sales through Twitter’s Amplify program, which connects ViacomCBS’ video with Twitter’s paid reach and targeting, the company said. ViacomCBS will also leverage other marketing features around live video, real-time highlights and Twitter Moments.
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