Twitter is really serious about TV, and this time, it's not just about advertising. In November, TV-related tweets will prompt Comcast customers to take action with a new See It button.
Comcast customers can watch Christina Aguilera judge The Voice directly from Twitter.
Tapping the button will bring up a few options: changing the channel on a set-top box or starting a show On Demand, bringing the show up online or on a device, setting the DVR, setting reminders, and buying Fandango movie tickets. Only specific shows on certain NBCUniversal channels, like Bravo, E!, NBC, MSNBC, and Syfy, will integrate the new feature. If you're on Twitter and see a conversation about The Voice, you'll be able to tune in from the tweet. If you see a tweet about Days of Our Lives, maybe not.
The Voice generates 350 million Twitter impressions—not tweets themselves, but the number of people they reach—and if a fraction of those people actually watched the show, NBC's already solid ratings would shoot through the roof. Twitter is already working with TV ratings firm Nielsen to track how many people are tweeting about TV and seeing tweets about TV—the See It feature could turn those people into viewers.
The social TV experiment isn't yet available to users, so it's unclear how seamless the experience will be.
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