Home Reviews Entertainmnent Twitter launches big bag of new, live TV content for Australia, Asia Pacific

Twitter launches big bag of new, live TV content for Australia, Asia Pacific

Australians will now be able to watch Twitter content live or on video from 10 Australian partners, including the Channel 7 news and entertainment shows, the Ashes, AFL, the Australian Open, Laver Cup, the ARIAs and e-sports events with Riot Games, with the new programming schedules just announced by the social media giant.

The Australian programming schedules were announced by Twitter on Wednesday as part of what it calls a “robust slate” of premium live and in-stream video content deals across sports, news and entertainment for APAC at its All That Matters event in Singapore.

“It should come as no surprise that consumers are watching more video on their mobile devices than ever,” Twitter’s John Armitage, manager, Marketing, Australia & New Zealand, says in a blog on the Twitter website.

“What you may not know is that video impressions on Twitter grew significantly from Q3 to Q4 2016 as Twitter is fast becoming the place for people to tune in and watch what’s happening.

“Today, we’re rolling out In-Stream Video Ads in Australia to help marketers reach their audience and drive powerful results.

“Twitter is home to brand-safe video from hundreds of the world’s top publishers. That means brands can now run In-Stream Video Ads to align with videos from partners, including top TV networks, major sports leagues, major publishing houses and magazines, and professional news outlets. This includes pre-roll and mid-roll ads.

“Premium content and advertising partners on board for the launch of In-Stream Video Ads in Australia include partners such as BeIN Sports and Seven West Media on the content side, and SportsBet, NAB and Woolworths as advertisers. Here’s a quotes from launch partner @beINSPORTS_AUS on how In-Stream Video Ads will help their business:

“Twitter and live sport go hand in hand, so it's the perfect place for us to share match highlights and big moments from @beINSPORTS_AUS broadcasts so viewers can watch or re-watch them in real-time. To highlight this content, it's important for us to find ways to increase the audience and revenue for our premium video content, and Twitter's new In-Stream Video Ads product will help us achieve both of these goals.”

Over 35 collaborations were announced by Twitter at the Singapore event, bringing what Twitter says are hundreds of hours of new exclusive video and live original programming, live games and events to the platform.

The announcement includes extensions of existing global live deals and brings new always-on premium video content on Twitter to advertisers in Asia Pacific.

“Live is at the core of Twitter. In Q2, we streamed over 1200 hours of live premium content globally from leading brands across sports, esports, news, and entertainment,” said Matthew Derella, global vice-president of Revenue & Operations, Twitter.

“Asia Pacific is the growth engine of Twitter and we could not be prouder to extend our success with both live streaming and in-stream premium video content in the region.”

According to Maya Hari, managing director of Asia Pacific, Twitter digital video consumption is growing rapidly in Asia Pacific and estimated to grow to over a billion by 2020.

“Introducing over 35 live and in-stream video sponsorship deals today to APAC advertisers will strengthen the success of our only-on-Twitter experience in the region and globally, combining high quality streaming video with conversation on what’s happening in the world right now," Hari said.

Attendees at the Singapore event were given an overview of the different ways marketers can “be what’s happening” by advertising against premium video content to influential, connected audiences.

Here’s the new live and in-stream video content announced by Twitter and what it says about each:

Sports
 
International Cricket Council (ICC): Cricket is the most popular sport in multiple Asia Pacific countries, and Twitter lights up around international matches every year. Fans will be able to experience replays and highlight videos on Twitter from the International Cricket Council (@ICC)’s events in 2018.

Channel 7 Sports: Tennis fans in Australia will get a closer look at the first tennis grand slam of the year via @7tennis on Twitter as they bring highlights and videos from the Australian Open throughout the two weeks of the event.

Fox Sports Asia: Fox Sports Asia (@FOXSportsAsia) is one of the region’s largest sports broadcasters and has been leaders in the production of snackable video content for fans on Twitter. From the US Open tennis to Asian football, motorsport to golf, Fox Sports Asia will be bringing fans their most premium real-time highlights videos on Twitter in 2017 and 2018.

Riot Games: Riot Games (@RiotGames) is Twitter Australia’s partner on League of Legends, the world's highest participation eSports title. The partnership has seen two full Live stream experiences for League of Origin and Oceanic Premier League Grand Final, as well as ten live broadcasts via Periscope Producer. The partnership will see more eSports action coming for fans in the Asia Pacific region.  

Entertainment

KBS Music Bank Weekly Shows: KPop is absolutely massive on Twitter, and Twitter is teaming up with one of South Korea’s biggest broadcasters, KBS World TV (@KBSWorldTV), to reward KPop fans on the platform. KBS World TV and Twitter will livestream an original KPop content ‘Music Bank’ series every week from Oct, 2017. KPop fans on Twitter can enjoy live streamed performances of popular KPOP bands like BTS, EXO, TWICE, Got7 and newly emerging groups.

Filmfare Awards: India’s most established and most popular Bollywood Awards will continue to strengthen the partnership with Twitter in 2018 with nomination announcements, Red Carpet clips, behind the scenes action and exclusive interaction with winners. This year, as a first for any Indian awards, Bollywood fans across the globe will get to watch a premium live stream on Twitter from a special show around the Filmfare Awards (@Filmfare).

ARIA Awards: The ARIA Awards (@ARIA_Official) are one of the premiere entertainment events in Asia Pacific, honouring Australia’s top artists and biggest global stars. In 2016, we saw #ARIAs trend globally on Twitter, as users had their say by voting for an award exclusively on the platform. This year, ARIA and Twitter raise the bar with the partnership again, broadcasting the ARIA Awards Red Carpet coverage exclusively live on Twitter around the world. No matter where you are, Twitter will bring you a front row seat to the ARIAs action.

News

Bloomberg Asia Pacific: Bloomberg (@BloombergAsia) will be bringing its unrivaled Asia Pacific programming from daily market updates, the latest technology news, to bi-lingual business insights from Japan, to Twitter. This new in-stream video collaboration will reinvent the digital breaking news experience and offer new opportunities for brands to align with Bloomberg’s premium content.

Buzzfeed Japan: BuzzFeed Japan (@BuzzFeedJapan) is cooking up a storm in one of the tastiest nations on earth. @TastyJapan will be serving up new and original cooking video series exclusively on Twitter, offering the best recipes, tips and secret ingredients in snackable video Tweets. The in-stream video collaboration is an extension of our partnership with Buzzfeed globally.

Network 18: Network 18 is India's leading media conglomerate across financial,  general and digital news, with channels including CNN-News18 (CNN's India affiliate), CNBC-TV18 (CNBC's India affiliate) and firstpost.com. Building on their successful partnership for Budget Day 2017, Network18 and Twitter are working to expand their partnership for Budget 2018.

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).