Twitter Seeks Role in Media Industry, Partners with Mass Relevance & Crimson Hexagon

Microblogging platform Twitter has struck two new partnerships to advance its growth in the TV and media market.

In a blog post, the company said that it had partnered with Mass Relevance and Crimson Hexagon to increase its presence in the media market and deliver a great over-all Twitter experience to its partners and users alike.

Mass Relevance, which counts several TV channels and media houses as its clients, helps companies display relevant tweets on a website, during a TV program and in a real world venue.

Meanwhile, Crimson Hexagon allows companies to get the tweets made about a brand, TV shows, event or even a particular news stories so that they can judge consumer and viewer reactions and plan accordingly.

"They are the most recent ecosystem companies Twitter has established formal partnerships with in order to help brands and media companies more easily deliver compelling Twitter integrations to their users. Expect to see additional partnerships of this kind as we look for new ways to help everyone get the best out of Twitter," Twitter said.

The company also made it clear that the partnerships were not a revenue generation stream and was made because Twitter wants to expand and play a more relevant role in the media industry.