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Will TV Networks Pay for Publicity via Twitter?

We made it.The natural partnership between Twitter and television has earned a good bit of press over the past year or so, with Twitter taking credit for saving shows like Scandal and breathing new life into brain-dead franchises like The Bachelor. But this has been a free promo forum for networks, so will they pay for the privilege moving forward? And what, exactly, would they be paying for?

Unlike Facebook, Twitter insists that it can help clients more directly promote their products through new tools like Amplify, an ad option that embeds video clips within tweets. It’s like a mini YouTube with each clip sponsored by a brand whose ad runs before it starts, and that third party could make all the difference.

Yesterday the company revealed its first big partnership with CBS, which will try to build buzz for coming shows by doing a little bit of video-heavy content marketing. The problem is that studios still can’t tell which comes first—the ratings bump or the Twitter conversation.

How will the public respond to sponsored TV promos on their Twitter feeds? And how many such developments can we file under “content marketing?”

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