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Twitter Adds Bloomberg to Budding Live TV Lineup

Twitter is building on its strategy of bringing live television to the 140-character stream: The company announced a pact with Bloomberg Media to stream three shows and the cabler’s markets coverage on the platform.

That comes after Twitter struck a deal with CBS News to live-stream coverage of the Republican and Democratic national conventions this month. Twitter also nabbed rights to stream 10 live games on the NFL’s “Thursday Night Football” slate this fall, and it’s seeking to land additional sports content.

For Twitter, the deal with Bloomberg lands in its wheelhouse of live news and sports — the theory being that tweets will complement the real-time events unfolding the TV and provide a new interactive experience for viewers. Twitter launched what it called an “incomplete” test of live sports on the service with Wimbledon this past week, although the feed didn’t include any actual live matches.

Under the Bloomberg deal, Twitter will stream “Bloomberg West,” “What’d You Miss?,” “With All Due Respect” and the network’s markets coverage. The companies will split ad revenue generated from the programming.

“By partnering with Twitter, viewers from all over the world will now be able to leverage a powerful, real-time platform to consume and react to the news, accelerating our position as a leader in global business video, and offering new and innovative opportunities for our marketing partners,” Bloomberg Media CEO Justin B. Smith said in a statement.

Bloomberg’s TV channel is distributed to pay-TV providers, but it’s also already widely available on numerous digital platforms, including the company’s owned-and-operated digital and mobile properties, along with Apple TV, Amazon Fire TV and Android TV.

Initially, Twitter will stream three of Bloomberg’s weekday TV shows:

  • “Bloomberg West” (6-7 p.m. ET): The network’s flagship tech program hosted by Emily Chang, which airs live from San Francisco
  • “What’d You Miss?” (4-5 p.m. ET): At the close of the U.S. trading day, Joe Weisenthal takes viewers through the most important stories in global financial markets
  • “With All Due Respect” (5-6 p.m. ET): Political journalists Mark Halperin and John Heilemann analyze the 2016 election cycle

“Partnering with Bloomberg will give people on Twitter the best way to see live financial markets performance combined with the live commentary on the underlying drivers and implications,” said Twitter CFO Anthony Noto.

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