Twitter strikes partnership deals to tap growth in TV, media

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Is it time for Twitter’s close-up?

Twitter is already a big hit with TV shows such as Fox’s “Glee” and NBC’s “The Voice,” which encourage viewers to broadcast tweets while watching the shows.

On Monday the San Francisco company said that two data analysis companies, Mass Relevance and Crimson Hexagon, now have access to the more than 250 million tweets sent out on Twitter each day so they can help media companies tap into them.

Crimson Hexagon helps pinpoint Twitter users’ thoughts, opinions and feelings about a brand, TV show, event or news story. It powered the Twitter analysis in CNN’s 2010 election coverage, for example.

Mass Relevance displays relevant tweets on a website, on air or at a real-world venue. For instance, it handled the Twitter tie-in for “The Voice” so that the show could display the most relevant tweets on air and viewers could engage in conversation with the show’s artists and celebrity coaches.

In a roundup of Twitter’s business in September, its chief executive, Dick Costolo, encouraged third-party developers to focus on data mining.

“We see significant demand from brands, publishers, and TV networks who need help expanding their content to include compelling Twitter integrations,” saidChloe Sladden, Twitter’s director of content and programming, in a written statement.

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