Twitter is seeking to enter the TV world with its new acquisition; Snappy TV. Snappy TV has been an editing platform for videos that TV networks and other TV content providers, such as cable channels have been using to edit and share broadcasts to social media.
Snappy TV was founded in 2010 and had been working alongside twitter and other media partners to share TV clips to social networks. In the arrangement, Snappy TV distributes TV programming and insert short ads when the clips are starting. Through this arrangement, Snappy TV helped social broadcast company mint money from TV content.
Twitter promises to increase TV viewership by making people talk about TV shows on twitter. It proposes that those who tweet will be compelled to tune in. There are, however, those TV executives who are not fully convinced that twitter could be a game changer when it comes to influencing TV viewership.
Advertisers too complain that the five second preload ads offered by Twitter Amplify may not be very efficient in promoting their products. The reason, they claim, is that it is quite a task to create an ad that lasts five seconds and covers everything that you wish to put across to the target audience.