Pay-television broadcaster Star India has partnered with telecommunications company Vodafone India to become the country’s first broadcaster and brand advertiser to participate in the Amplify platform of social networking website Twitter.
Star intends to leverage the partnership through its StarSports.com online platform. Through Twitter Amplify, StarSports.com plans to offer clips of sporting events directly to consumers engaged in conversations on Twitter around live games.
The initiative has been launched to tie-in with the India cricket team’s ongoing tour of England, with the fourth Test of the series getting underway at Old Trafford, Manchester today (Thursday).
Twitter’s Amplify program enables broadcasters to publish video to Twitter and then jointly monetise the content by creating sponsorship packages, powered by promoted tweets.
Tweets issued under the new partnership will be ‘presented’ by Vodafone, which this year joined forces with Star Sports to launch its Vodafone Sports mobile platform for Indian consumers.