NBC Sports said the new partnership between corporate parents Comcast Corp. and NBCUniversal with Twitter will involve a significant component of the network's sports programming. The overall deal involves NBCUniversal becoming the latest network to sign on to Twitter's Amplify ad program, embedding video clips within its Twitter feed, and deploying a new "See It" feature in which Xfinity TV customers will be able to access live video content and set their DVRs directly from a tweet. In each of those facets, NBC Sports will play a sizable role. NBC's EPL coverage is the first NBCUniversal content to be part of Amplify, with short-form highlights sponsored by GE, including in-game clips, appearing on the network's Twitter feed. Several key facets of NBC Sports programming, including "Sunday Night Football" and NHL coverage, will have "See It" functionality allowing for immediate access to streaming video on smartphones and tablets. NBC Sports VP/Business Development & Digital Strategies Troy Ewanchyna said, "How do we continue to make it easier to people to go and tune in? That's the basic question we're trying to answer. This is another big opportunity to test how our content performs on another emerging platform. In some ways, it's like the very earliest days of TV Everywhere."
