Many TV networks have been partnering with Twitter to capitalize on the social media zeitgeist, but Comcast's USA Network is going rogue in the quest for cross-platform audience engagement.
USA will aggregate real-time conversations about its programming on Twitter and Facebook and incorporate them into its own revamped website and mobile platform, The Wall Street Journal reported. The cable channel plans to integrate social media conversations with USA's own content and run ads alongside.
Advertisers will be able to run ads on the TV and website simultaneously.
USA already has its own forum, Character Chatter, which draws 30,000 viewers at a time.
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