USA to Integrate Content and Social Chatter

Ads will run alongside chatter and on TV simultaneously

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. The network hopes to monetize this audience, augmenting it with fans pulled from social media.

Jesse Redniss, senior vp of digital at USA Network, thinks that network partnerships with Twitter might be shortsighted, telling the Journal that Twitter is "kind of encroaching" on networks' relationships with their audiences. "We want advertisers to be able to come to us and say the best experience around this show is going to be on USA's properties," he said.

Though Twitter is the indisputable hub of TV hubbub, cable channels including Bravo, MTV and TBS have integrated social media into their own Web and mobile platforms.