Viacom is joining the Twitter Amplify program.
The media giant is partnering with the social media sensation to deliver "social video advertising" across its various broadcast properties, which include MTV, VH1, Nickelodeon and Comedy Central.
The monetization effort kicks off with the 2013 MTV Video Music Awards, where MTV will provide branded behind-the-scenes footage and show highlights via Twitter. The show airs live from Brooklyn's Barclays Center on Sunday, Aug. 25.
"As events happen in life, we continue to see Twitter as the place people share those moments, especially when those events happen on TV," Adam Bain, Twitter's president of global revenue, says in a statement. "Twitter Amplify will allow Viacom to connect people across screens, and tap into the social conversation on Twitter with complimentary [sic] TV video clips across all devices."
Amplify began with ESPN and Ford, tweeting instant replay video clips -- after a short ad -- of every college football game. During March Madness, Turner Sports, the NCAA, AT&T and Coke Zero followed suit. Partnerships with BBC America, Fox, Fuse and The Weather Channel were next.
Twitter calls the effort "two-screen sponsorships," and says they are a "win-win-win" for broadcasters, sponsors and viewers alike.
Says Jeff Lucas, head of sales, music and entertainment at Viacom, "The VMAs virtually pioneered the social TV moment ...Through this partnership, we're allowing marketers to insert their brands seamlessly into the torrent of fan activity and engagement around our networks on Twitter."