Twitter Doesn't Increase TV Viewers, Says NBC

Twitter is betting big on its relationship with television, both in how networks and shows can tap into the firehose of tweets to drive awareness via ads, and how Twitter can convert that synergy into cash. Market your shows through us, Twitter says, and your audience will go through the roof.

Problem: it isn’t working. At least not according to one NBC executive.

Alan Wurtzel, research chief at NBC Universal – who, amongst other projects, recently launched a “See