Shaw Media readies Twitter video service
By Adnews Staff
Shaw Media is preparing a new service with which it will distribute video clips to consumers via Twitter. The company has joined Twitter's Amplify program, stating it is the first Canadian media company to do so. Shaw will use the service to incorporate television content into its Twitter presence during the fall TV season in an effort to offer a "second screen" option to viewers and advertisers. "We know our programming already generates thousands of Tweets every day, and we know that our advertisers are looking for an effective and simple way to reach those TV fans," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "This partnership allows our clients to build mass awareness and extend their brand presence across digital properties."