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Twitter amps up program to display videos in your timeline

A partnership newly dubbed Twitter Amplify will see more companies integrate video clips and ads into their tweets.

Screenshot by Lance Whitney/CNET

Twitter users may see more videos start to pop up in their timelines.

The microblogging site has already worked with companies to display videos in their tweets. ESPN and Ford Fusion teamed up to show instant replays in tweets during college football games. Turner Sports, the NCAA, AT&T, and Coke Zero united to tweet real-time video highlights of basketball games.

But now this program has a name and a bunch of new partners.

Dubbed Twitter Amplify, the program will expand to show Twitter users more video clips, accompanied by short ads. The tweeted videos tie in with programs and commercials shown on television, further cementing the relationship between Twitter and TV. Companies will use Promoted Tweets to target the videos to Twitter users.

Some of the new partners joining Twitter Amplify are A&E, Bloomberg TV, Conde Nast, Discovery, Major League Baseball, Time Inc., and Warner Music.

Twitter sees the program as a plus for all sides.

"We think these types of two-screen sponsorships are a win-win-win," Glenn Brown, Twitter's director of promoted content and sponsorships, said in a blog today. "Users receive spectacular, timely content that rounds out their TV experience or reminds them to tune in. Powered by Promoted Tweets, broadcasters reach new audiences and open up new business lines. Brand advertisers get, for the first time, an integrated cross-platform tool for reaching the social conversation wherever it happens."