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Twitter is hoping a slate of new shows on the platform will build user engagement—not just just passive consumption.
At the company’s IAB Digital Content NewFronts event on Monday night in Manhattan, it unveiled more than a dozen new partnerships from sports, entertainment and news brands that plan to build exclusive video content on the platform. The event was held at the music venue Terminal 5, where digital screens showcased tweets and skewers like key lime chicken tacos and lamb lollipops were served.
According to Sarah Personette, vp of Twitter’s global client solutions, this year’s slate—which includes expanded partnerships with Univision, the MLS, ESPN and others—is a shorter list of content packages that go deeper.