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Twitter looks to media moguls for its board

The company is reportedly eyeing, among others, Hollywood executive Peter Chernin for a seat on its board.

Twitter is looking to bring in some entertainment industry folks to sit on its board, a new report claims.

The company is interviewing several media company executives or industry bigshots to sit on its board, All Things Digital is reporting, citing sources. Chief among the candidates is former News Corp. executive and Hollywood bigwig Peter Chernin, All Things Digital's sources say.

Chernin is no stranger to the online world. He already sits on Pandora's board of directors, and according to All Things Digital, has made some investments in Asia that relate to digital media. After leaving News Corp., Chernin produced a host of films and television shows, including "Rise of the Planet of the Apes."

It's not immediately clear why Twitter is trying to woo a media mogul to its board. However, the social network has started to spread its wings lately, partnering with media companies for major events. Over the summer, in fact, Twitter partnered with NBC on its Olympics coverage. Perhaps bringing someone like Chernin to its board could help Twitter expand its relationships with media companies.

Whatever the reason, Twitter needs to fill a seat vacated earlier this year by Flipboard founder Mike McCue. It's believed that McCue left the board after realizing that Twitter and Flipboard, which is described as a "social magazine" for mobile devices, might soon become direct competitors.

CNET has contacted Twitter for comment on the All Things Digital report. We will update this story when we have more information.