Twitter announces host of new APAC content deals

Twitter has unveiled a raft of new content partnerships throughout Asia-Pacific, further bolstering the social-media platform’s stable of premium video content.

The deals, announced at this year’s All That Matters conference in Singapore, range from short- to longer-form video content across Twitter’s focus areas of sports, news and entertainment. They include the likes of Sony Music, Vice Media and UEFA Champions League on FMA Indonesia.

“We are proud to expand our livestream and video highlights programming that is brand safe and will appeal to the audience and advertisers in APAC,” said Maya Hari, Twitter APAC vice president.

In entertainment, new deals have been signed with Sony Music, providing custom content and behind-the-scenes clips from major music acts; Red Chillies Entertainment in India, producing content with Bollywood megastar Shah Rukh Khan; and NBCUniversal, bringing its E! programming onto Twitter.

In sports, Twitter has partnered with FMA Indonesia to provide UEFA Champions League highlights; Fox Sports Asia for Formula One content; and Stadium Astro Malaysia for English Premier League.

Finally in news, new partnerships were announced with Vice Media over content throughout APAC; Network18 in India for video content around major events including India’s budget announcement and elections; and NET TV in Indonesia, which renewed and extended its Twitter partnership around bringing TV programming and bespoke content to the platform.

Kay Madati, Twitter global vice president of content partnerships, said APAC is driving growth for the company. “Our unique and strategic value proposition that positions Twitter as a complement, not competitor to traditional media companies, has delivered great success.”

The new content partnerships take Twitter’s total to more than 50 in APAC.