Twitter announced a partnership with Viacom on Wednesday to create social video advertising campaigns around programs on MTV, CMT, VH1, Nickelodeon, Comedy Central and others.
The partnership will launch with the 2013 MTV Video Music Awards. During that show, MTV will serve up real-time, sponsor-supported highlights of notable moments from the show via Twitter. That show is set to air Aug. 25.
Viacom is the latest media company to join the Twitter Amplify program, which the company announced in May. Amplify lets media brands and their advertising partners promote television clips on Twitter -- think a 5 or 10-second replay from a basketball game accompanied by a short commercial from Ford, or a weather forecast from The Weather Channel followed by an ad for a restaurant chain.