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Twitter is snapping up SnappyTV, a startup whose platform lets TV broadcasters clip segments from telecasts to share them on the web.

Terms of the deal weren’t disclosed. SnappyTV’s platform is already widely used by Twitter’s advertisers and media partners to share video clips on the social service, including with the Twitter Amplify ad program, Twitter director of product management Baljeet Singh wrote in annoucing the deal.

“Together, we’ve worked with the biggest content partners in the world to inject the best video content into Twitter’s real-time conversation, straight from the TV to your mobile device,” Singh said. He added that even as the company invests in SnappyTV’s platform and integrates it more tightly with Twitter, “we also plan to maintain our partners’ ability to post high-quality videos to other platforms.”

SnappyTV’s customers include ABC News, Fox and Fox Sports, the NCAA, NASCAR, the U.S. Open tennis tournament and Universal Sports. Univision Communications is using SnappyTV for real-time highlights from the 2014 FIFA World Cup, under the media company’s Twitter Amplify deal with initial sponsors McDonald’s and State Farm.

Investors in SnappyTV included Great Oaks Venture Capital, Freestyle Capital and Transmedia Capital.

The San Francisco-based company was founded in 2010 by three former Yahoo employees: CEO Mike Folgner, formerly GM of video at Yahoo; CTO Ryan Cunningham, previously a video engineer at Yahoo; and creative director Stephen Weibel, who had been in charge of designing Yahoo’s video players and user experiences.

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