Twitter's rapid push into live video now includes Bloomberg TV

Suddenly, Twitter has a live TV lineup.

Twitter will begin streaming live Bloomberg TV this fall thanks to a new partnership announced Tuesday, a deal that will feature three programs: "Bloomberg West,""What'd You Miss?" and "With All Due Respect," all of which will air Monday through Friday.

"Partnering with Bloomberg will give people on Twitter the best way to see live financial markets performance combined with the live commentary on the underlying drivers and implications," Twitter CFO Anthony Noto said in a press release.

The financial terms of the deal were not disclosed. A person familiar with the arrangement said that the two companies will split revenue on pre-roll ads before non-live clips and in-stream ads that could resemble 30-second TV spots.

The news marks the second live-TV deal in two days for Twitter. On Monday, Twitter and CBSN announced a deal that will allow the platform to stream the upcoming Democratic and Republican national conventions.

Twitter has been steadily adding high-quality live video to its platform: a 10-game NFL package, the conventions and, most recently, scenes from the Wimbledon tennis tournament.

Wimbledon gave the public its first look at how Twitter intends to use live video, drawing plaudits from one of its most influential investors.

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Twitter's future has been one of the most active and schadenfreude-filled debates of any current company, with numerous publications either writing eulogies or declaring its end. The company has generally been seen as without a definite direction or real ideas on how to capitalize on its popularity for live events and breaking news.

Meanwhile, live video has become the hot new thing, thanks in part to Facebook's sizable commitment to the format and its use in recent major news events including a police shooting and a sit-in on the floor of the House of Representatives.

Within live video, Twitter now appears to be pursuing a direction that Facebook is (at least for the time being) not. Facebook has been paying publishers to put up live video (Mashable is part of that deal), but has yet to pay for rights to major events.

Bloomberg Media has been exploring ways to find a bigger audience for its TV side. In January, Bloomberg struck a deal to show With All Due Respect -- the show anchored by political reporting juggernauts John Heilemann and Mark Halperin -- on MSNBC.

"By partnering with Twitter, viewers from all over the world will now be able to leverage a powerful, real-time platform to consume and react to the news, accelerating our position as a leader in global business video, and offering new and innovative opportunities for our marketing partners," Bloomberg Media CEO Justin Smith said in a press release.

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