As part of VIMN's collaboration with Twitter, the international division of Viacom, comprised of many of the world’s most popular multimedia entertainment brands, including Nickelodeon, Nick Jr., Comedy Central, MTV, Paramount Channel and more, will be amplifying and extending the reach of some of their key IPs and event franchises with Twitter in Southeast Asia, while exploring offering additional digital solutions to their clients together. The content collaboration also includes premium TV programming from MTV Asia (@mtvasia) and Comedy Central Asia (@ComedyCentralAS).
Additionally, music channel VH1 India, operated by Viacom18, a joint venture of TV18 and Viacom Inc., will be collaborating with Twitter to bring live highlights from the Vh1 Supersonic. The world’s biggest DJs flock to India every February for Vh1 Supersonic, a three-day festival featuring the most popular artists across electronic music. Nowhere does this music come alive better than on Twitter. The partnership with Vh1 will showcase behind-the-scenes chat with all the talent in the Twitter #BlueRoom.
The expansion of existing partnerships and formation of new ones to feed increased Asian content demand was announced at the TwitterFronts event in Singapore on Tuesday 11th September 2018, where Twitter executives including Global Vice President of Content Partnerships, Kay Madati and Vice President of Asia Pacific Maya Hari presented the content partnerships to brand and agency partners in the region.
The announcement expands the premium video content available on Twitter to advertisers in Asia Pacific and builds on extensions of existing global and regional content deals.
They were joined by guest speakers including NBCUniversal MD Christine Fellowes, Network18 COO Avinash Kaul, FMA Indonesia CCO Shanna Murady, Astro Malaysia VP Of Sports Content CK Lee, Red Chillies Entertainment Head of Marketing Binda Dey, Sony Music Senior Manager, Digital Marketing & Visual Content Talina Cruz, and Vice Head of Sales Serene Lee.
“Content is happening now at Twitter, and we have proven through the efficacy of the partnerships we have crafted, that content programming and distribution on Twitter is an essential part of any media company’s audience engagement and content monetization strategies,” said Kay Madati, Global VP of Content Partnerships, Twitter.
“Asia Pacific is accelerating growth for Twitter. Our unique and strategic value proposition that positions Twitter as a compliment, not competitor to traditional media companies, has delivered great success and we seek to drive forward with more live stream and premium video content partnerships in the region.”
“Video continues to be an important way to stay informed and engaged on Twitter, especially for the younger millennial audience in the Asia Pacific. Building on the success of our premium video content launch at All That Matters last year, we are proud to expand our live stream and video highlights programming that is brand safe and will appeal to the audience and advertisers in APAC. The move strengthens Twitter’s presence and partnerships in the region, sharing with the world what’s happening right now in the Asia Pacific and for global audiences to talk about it,” said Twitter Vice President of Asia Pacific Maya Har.
Sources: techAU, TelevisionPost, Gadgets 360, Rapid TV News, exchange4media, Mediaweek, Firstpost, The Hindu BusinessLine; Additional source: Wikipedia.
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