In order to promote video content on its platform, Twitter has signed video content partnerships with 12 Indian media groups and channels in sports, entertainment and news. As part of the deal, video highlights and live video content around festive events, award shows, cricket tournaments, and issue–based news shows will be produced and promoted on Twitter.

The India deals were part of Twitter’s partnerships with 50 media companies in Asia-Pacific to give impetus to Twitter’s video content. These are across sports, entertainment and news channels, and with media groups spanning Indonesia, Philippines, Australia, Japan, Singapore, Malaysia, and Thailand, and also with global media players like Bloomberg, Buzzfeed, NBC Universal.

Maya Hari, VP for Asia Pacific, stressed that video was important for Twitter. Twitter’s global VP for content partnerships Kay Madati said Twitter posits “….as a complement, and not competitor to traditional media companies”, while announcing the partnerships in Singapore.

The 12 Indian media groups that Twitter has tied up with are:

  • Comic Con India
  • ScoopWhoop
  • Filmfare
  • Red Chillies Entertainment
  • Sony Music
  • Viacom18’s Vh1 Supersonic
  • CricBuzz mobile app
  • Gauruv Kapur, cricket show host
  • The Quint
  • Network 18
  • India Today and Aaj Tak
  • NDTV group

Last week, Twitter India’s country director Taranjeet Singh stepped down from his role after nearly four years with the company. In July, the company appointed Amrita Tripathi as its head of news partnerships for India.

Social media companies pan to video

Social media giants Facebook, Instagram, and now Twitter are increasingly focusing on video content:

  • In June, Instagram announced its entry into long-form video with a new app IGTV, which will also run as a separate tab within the Instagram app.
  • Facebook Watch, the company’s video-on-demand service and answer to YouTube, launched worldwide in August.
  • Facebook also launched Watch Parties earlier this year: users could invite friends to watch a video together and add comments and like in real-time.