Twitter’s new deal with Comcast to make NBC content available directly through tweets is obviously a major coup for the social network as it prepares for its IPO. Twitter has been trying to make the case to the networks for some time that it can help drive viewership, and with the new See It button appearing in tweets about The Voice and other shows NBC will be able to measure directly how much live and recorded viewing comes from Twitter.
The deal also includes NBC’s participation in Twitter’s Amplify program, which allows the network to embed video clips directly into tweets and pair them with pre-roll ads. Twitter, in other words, is now a two-way street for NBC: a platform for syndicating content, and a platform for driving eyeballs back to the network.
The new Comcast deal also makes Twitter a central player in the emerging trend toward the use of mobile devices to discover and select content for the TV that I discussed in a previous post. Twitter will now be able to directly link TV viewing behavior with everything else it knows about individual users including how, where and when they use their mobile devices.
Combined with the rollout this week of the new Nielsen Twitter TV Ratings service, the social network is staking a strong claim to being the new data king of TV. Since TV ads are sold on data, that’s not a bad place to be.