In advance of the Canadian broadcasters’ upfronts, the yearly events where each network presents the next seasons’ shows to advertisers and media buyers, Bell Media and Twitter have announced a research partnership.

Per a Bell press release, the team-up will focus on the social TV behavior of Canadian viewers, the ROI of social TV initiatives, and the relationship between audience engagement and Twitter activity.

In a statement, Kirstine Stewart, country director of Twitter Canada, said, “Twitter is TV’s social soundtrack.”

She continued,

“Working closely with Bell Media, we will be able to accelerate the development of analytic tools… and we look forward to sharing the findings with clients and industry.”

Bell Media will also employ Twitter Amplify, the new in-stream video tool that allows broadcasters to complement on-air content with in-tweet video clips. More on that in our previous coverage.

Bell Media owns 28 conventional TV stations, 30 specialty channels, 33 radio stations, dozens of websites, Dome Productions Inc. and Cirque du Soleil Media, a Montréal-based production company.

The media monolith’s partnership with Twitter indicates an increasingly global reach in the social TV space.

It will be interesting to see what insights come out of Bell and Twitter’s research.

(Image via business.financialpost.com)