The rumored partnership between Twitter and Viacom has come to fruition. The companies said today they have struck a deal to embed clips from popular Viacom shows and events inside Twitter, starting with the MTV Music Awards on August 25th. It’s a high-profile push into television that could prove lucrative for Twitter as it prepares for an eventual initial public offering.
People will be able to tweet out ad-supported clips from the awards show, which Twitter says was the most-discussed news event of 2012 at 14.7 million tweets. Afterward, the ability to tweet clips will extend to shows on Viacom networks including MTV, VH1, CMT, Nickelodeon, Comedy Central, TV Land, and Spike, among others.