Sky's the limit for TV's Twitter tool

Postscript: Media & Marketing

'Orange is the new Black'

Sarah McCabe

SKY is trialling a new Twitter tool that lets customers watch or record TV shows, matches or events just by clicking icons contained within a tweet, the first time such a service has launched in Ireland.

The service is just one in a series of measures being rolled out by broadcasters and networks in an attempt to tap into the Twitter activity associated with TV shows – which Twitter benefits from in terms of advertising, even though it doesn't pay to create the programmes. Twitter activity jumps massively during the broadcast of popular shows as users discuss plot developments – tweets per minute about 'Breaking Bad' hit about 22,000 when its finale aired on the US east coast.