In a never-before integration of social media and live television, Airtel Digital TV has tied up with Twitter to show live tweets on the screen. The service will allow customers to tweet about the show and see their tweets on screen as well as those of celebrities and other tweeples.
It is estimated that in the US about 88 per cent of people have a second screen in front of them while watching TV. If the amount of tweets that are generated by cricket matches and shows like MasterChef are any indicator, Indian viewers are also heading on the same path.
"Twitter on Airtel Digital TV is an innovative product launched as part of our continuous efforts to enrich the lives of our customers," said Shashi Arora, CEO, Airtel Digital TV, in a release. "Given the ever increasing popularity of Twitter across the globe with over 500 million Tweets generated every day including breaking news and first reactions which trend within minutes of its occurrence, all our customers will now be a part of the convergence phenomenon along with the rest of the world," he added.
Jana Messerschmidt, vice-president, Business Development & Platform, Twitter, said the public, real-time and conversational nature of Twitter makes it a perfect companion for television viewing.
The service is powered by Brizz TV and can be enjoyed by all Airtel Digital TV customers across the country on any set-top-box at no additional cost.