Twitter's recent foray into live video has resulted in plenty of content and impressive partners, but same old Twitter—questionable execution and general confusion.
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Buzzfeed just launched a new show on twitter Looking at twitter, how would I know this pic. Major League Baseball is just one of many major media partners now making high-quality live video for Twitter. There's already live games weekly on Twitter, but now there's also an original show, The Dugout. It's a 3-hour weekly program where MLB broadcasters, reporters, and analysts discuss game highlights and other topics of the league. Finding that video, however, has been a bit of a problem.
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Twitter is clearly making video—particularly live video—a big part of its future, but what that future looks like remains entirely unclear. The company now boasts dozens of partners from all strata of media making original content for its million monthly active users. Yet, its video experience is still nascent. It's unclear why Twitter doesn't have a landing page for live video or any real way to easily access its growing list of shows.
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Twitter does have an official account, TwitterLive, that shares what's on now, and partners can obviously promote their own shows. Fans of shows can turn on mobile notifications for tweets with live videos or simply try to remember when their shows are on. Still, there's clearly plenty left for Twitter to figure out. The company grew up as a place for character bursts. Now, it's moving to fundamentally change its business while keeping the feverish topicality that has given it outsized influence in news and media compared to far bigger tech companies.
Publishers put down pitchforks for Facebook, proceed into original video with caution. Baseball isn't the only sports league playing with more videos on Twitter. Twitter is finding support for news channels as well. Bloomberg simulcasts three news programs a day, and Cheddar , a more millennial-friendly CNBC, streams its show for several hours a day. As of Monday, Twitter now has its own morning talk show. It's kind of like Kathie Lee and Hoda except with two male anchors, less wine, and more newsworthy items.
Unlike Facebook with Watch, Twitter is not cutting a bunch of checks for its exclusive live video series. Twitter and its partners split the revenue from mid-roll ads.
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