Twitter boosts TV proposition with Trendrr acquisition

Editor | 30-08-2013

Social media’s march in the TV environment has gathered pace with the news that Twitter has bought TV engagement tracking firm Trendrr.

The acquisition represents Twitter’s latest foray into the TV arena and comes only weeks after it entered into a strategic alliance with Kantar Media to develop tools to support planning and analytics for the UK TV industry. The move also comes days after the key role that social media can play in TV and video was indicated by LOVEFiLM revealing that it had notched up 100,000 Facebook 'Likes'.
Trendrr’s TV product is designed to harness the value of real-time social data for media and advertising. The quantitative and qualitative insights drawn from the data is claimed to be able to help networks, television studios, brands and media agencies grow their businesses. In addition, the company’s Curatorr Twitter-certified product sees use with media companies, marketers, and display ecosystem firms to take advantage of the real-time aspects of TV and media.
“Over the last five years we have led the way in working with real-time data and television, unlocking the power and value of engagement around TV and creating compelling media experiences around content,” commented Mark Ghuneim, chief executive officer and founder. “That’s why we are excited to be joining Twitter’s world class team, enabling us to realise bigger opportunities that drive better experiences for users, media and marketers – across Twitter and around the globe.”
Ghuneim added that the company intends to honour existing partner contracts for Trendrr.TV but it does not plan to establish new ones going forward.