A newly christened partnership between Twitter and Comcast makes you wonder two things: how many people are going to read a tweet about a TV show and immediately drop what they're doing to watch that show? And how will this make anyone money?
Hot on the heels of their desperate partnership with Nielsen, Twitter and Comcast-backed NBC Universal have entered into a partnership that will help you stop watching television on your actual television, because really, why would you do something crazy like that?
Starting in November, when Comcast owned channels tweet about shows, a "See It" button will appear next to the tweet. All those hours you spent arguing with your wife about why the 75" LED was a much smarter investment than the 65" will suddenly be rendered moot, because thanks to See It, Comcast Xfinity subscribers will be able to tune into the show right from Twitter on their smart phones, tablets and computers. Xfinity customers will also be able to set their DVRs and change the channel on their outdated television as well. Comcast will also be using See It in conjunction with Twitter Amplify, to embed related videos into your Twitter feed, so that you can watch other programming while you tweet about the programming you're not even really watching anyways because you're too busy tweeting.
Lucky enough not to have Comcast as your cable provider? Don't worry, you can still use See It to be redirected to NBC.com or buy movie tickets from talking cardboard enthusiast Fandango.com. While in theory this may help Twitter users discover content they wouldn't be normally be watching, odds are that most people that are scrolling Twitter and taking the time to click on ads usually aren't busy doing something else: say, watching television. And if you're scrolling and clicking away at times of boredom—dentist appointments, staff meetings, never-ending wedding speeches, etc.—those usually aren't the times you want to fire up America's Got Talent on your smartphone.
Twitter aims to expand See It to other networks, as well as other websites, in hopes of "[making] it easier than ever to turn on the show everyone is talking about and jump into the conversation." Just kidding! Twitter is just hoping that strategic partnerships like See It and Nielsen's TV Twitter Ratings can help it become profitable, and quickly, as they get ready to start being a publicly traded company.
[Image via Getty]