ViacomCBS Renews Global Twitter Deal
In addition to working with Twitter to deliver content from its networks, Paramount+ will host three watch parties with Twitter to promote new programming
NEW YORK—ViacomCBS Inc. and Twitter have signed a new, multi-year global agreement to deliver premium digital content to the social media platform. The deal includes ViacomCBS' biggest live events, hit shows and iconic franchises from the company's 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 highly anticipated original series, the companies said.
The partnership covers all global markets in which Twitter and ViacomCBS operate. Financial terms of the agreement were not disclosed.
"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," said Andrea Wolinetz, senior vice president of distribution and business development-streaming at ViacomCBS. "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."
"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," said Jennifer Prince, head of global content partnerships, Twitter. "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."
Each of the tentpole programs will be eligible for Twitter marketing support and brand sponsorship sales rights via Twitter's Amplify program, which marries ViacomCBS' premium video with Twitter's paid reach and targeting. ViacomCBS will also tap into a broad range of Twitter marketing features from live video and real-time highlights to Twitter Moments.
Most recently, Twitter and ViacomCBS partnered on the 2021 MTV Video Music Awards and "BET Awards."
The 2021 "BET Awards" red carpet was live streamed on Twitter, hosted by DJ Envy.
For the 2021 VMAs, the live pre-show was hosted on Twitter, and the #VMAStanCam was back for the second time, putting fans in the driver's seat and giving them the power to choose the behind-the-scenes and close-up moments they wanted to see.
MTV and Twitter also teamed up on the launch of #VMAStanMail, a first-of-its-kind on-site activation.
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George Winslow is the senior content producer for TV Tech. He has written about the television, media and technology industries for nearly 30 years for such publications as Broadcasting & Cable, Multichannel News and TV Tech. Over the years, he has edited a number of magazines, including Multichannel News International and World Screen, and moderated panels at such major industry events as NAB and MIP TV. He has published two books and dozens of encyclopedia articles on such subjects as the media, New York City history and economics.