Twitter used as second screen for Extraaa Innings T20
Rebecca Hawkes | 22-04-2014
Sony MAX and Sony SIX have integrated Twitter with its Indian Premier League (IPL) analysis show Extraaa Innings to drive viewer engagement.

Viewers will be able to unlock exclusive T20 cricket content on-air by tweeting #eit20, and hosts, cricketers and celebrity guests will tweet candid photos via the @sonymax& @sonysixhashtag accounts.

"In India, Twitter has enabled our users to experience and participate in the biggest media moments that matter to them and has become the second screen for television," said Rishi Jaitly, market director, Twitter India.

"We are happy to see Extraaa Innings T20 using Twitter to help viewers connect with the show's talent and content in real time and make the most of our unique mobile service."

An interactive Q&A initiative will also allow those fans deemed as providing the most interesting question to put them to the show's guests and panelists.

Vaishali Sharma, VP marketing & communications, Sony MAX, added: "Through this unique association, Sony MAX & Sony SIX are striving to capitalise on this popular and effective medium to draw in more fans."