Twitter Amplify launches with more than a dozen new partners to create ‘social TV’ via in-tweet clips

Twitter is partnering with more than a dozen new broadcasters and publications to launch Twitter Amplify, a new program that gives brands the opportunity to publish real-time, in-tweet video clips to their followers.

Twitter plans to use this service to nurture the bewildering amount of tweets being sent by users while they’re watching their favorite TV show, movie or a high-profile event such as the Super Bowl. By showing footage in-stream, users are more likely to share these clips with their own followers and persuade new people to tune into the live broadcast.

The company has already partnered with ESPN and Ford Fusion to bring American football fans instant replays, accessible from within a tweet, during every college football game. A few months later, during March Madness, Twitter teamed up with Turner Sports, the NCAA , AT&T and Coke Zero to offer the same in-tweet video clips – but this time for professional basketball highlights.

Roy Hibbert’s BIG block. One of the nicest you’ll see #NBARapidReplay – on.nba.com/Z4vJmb

— NBA (@NBA) May 19, 2013

Twitter is currently offering in-tweet videos for ‘Rapid Replays’ through various accounts owned by Sony Pictures, Sprint and Taco Bell. The potential is huge, both for sports fans and broadcasters looking to engage with their followers. Twitter is therefore looking to expand beyond sports highlights and announced today that the service will be available to a more diverse selection of partners, including BBC America, FOX, Fuse and The Weather Channel.

“We think these types of two-screen sponsorships are a win-win-win,” Glenn Brown, Director of Promoted Content and Sponsorships at Twitter said. “Users receive spectacular, timely content that rounds out their TV experience or reminds them to tune in. Powered by Promoted Tweets, broadcasters reach new audiences and open up new business lines. Brand advertisers get, for the first time, an integrated cross-platform tool for reaching the social conversation wherever it happens.”

The new companies involved in the scheme include:

• A&E (@AETV)
• theAudience
• Bloomberg TV (@BloombergTV)
• Clear Channel (@ClearChannel)
• Conde Nast (@CondeNastCorp)
• Discovery (@Discovery)
• Major League Baseball (@mlbdotcom)
• National Cinemedia (@NCMonline)
• New York Magazine (@NYMag)
• PGA Tour (@PGATOUR)
• PMC (@Variety)
• Time Inc. (@Time_Inc)
• VEVO (@VEVO)
• Warner Music (@warnermusic)
• WWE (@WWE)
• VICE (@VICE)

The launch of Twitter Amplify follows a new Twitter Card category, called Lead Generation, which will allow brands and businesses to request basic contact information from their followers.

When a user expands the tweet, they’ll be able to see a description of the offer, as well as a small button underneath that enables them to instantly send their name, Twitter handle and email address to the brand or business in question.

Twitter is clearly targeting advertisers and marketers, both directly and indirectly, in a big way right now. Monetization, it would seem, is top of the company’s agenda.