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Twitter Signs Up Viacom to Tweet Sponsored Video Highlights

MTV Plans to Tweet Video Highlights From Video Music Awards, Complete With Pre-Roll Ads

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More TV highlights and video ads are coming to the Twittersphere.

MTV's 2013 Video Music Awards are taking place in Brooklyn's Barclays Center
MTV's 2013 Video Music Awards are taking place in Brooklyn's Barclays Center

Viacom has signed a deal to tweet sponsored video clips from shows across the company's portfolio, which includes MTV, Nickelodeon, BET and Comedy Central. The clips will include pre-roll video from advertisers, a Viacom spokesman said.

Viacom will lead sales on the pre-roll videos while Twitter will offer its suite of ad products, such as promoted tweets, to increase the posts' circulation.

The partnership will kick off with the MTV Video Music Awards on Aug. 25, during which the network will post sponsor-supported highlights from the show as well as backstage clips and interviews.

It's the latest in a modest but growing list of TV partnerships for Twitter, which previously struck deals with ESPN to create customized campaigns linked to major sports events, Turner Broadcasting to help distribute sponsored video highlights from the NCAA Men's Basketball Tournament and BBC America to post highlights from the network's episodic TV series.

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