News

Twitter launches dedicated handle @TwitterTVAU ahead of winter TV launch

Twitter has stepped up its push to get more conversations about Australian TV happening on the platform by launching a dedicated handle @TwitterTVAU.

The new handle has launched in time for the winter TV slate which starts this in earnest this evening with Channel Seven launching House Rules, Nine debuting new show Reno Rumble and Ten showing the returning Masterchef.

In its first tweet the new account said it would “highlight the best” TV and Twitter integrations and must tweet TV, as it launched just ahead one of the biggest nights of the year

The new handle comes months the launch of the Twitter Nielsen TV rankings in Australia, which aim to quantify the reach of conversations on the social platform around different TV show’s hashtags. Twitter sees TV as an area it can cross-sell its own ad products to advertisers.

Speaking to Mumbrella at the launch event, Twitter global head of TV creative Fred Graver said: “Twitter was not designed to be like a second screen app, but it works as one. About four years ago we really began to see a lot of people talking about their favourite TV shows on Twitter and the networks began to notice there was a lot of talk about shows on Twitter.

“Our overall goal as a company is to reach everyone on the planet and give them a platform to talk about the things they care about, to talk about the great moments of their lives as they’re happening. It just so happens for a lot of people some of the big moments of their lives are on TV.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.