Twitter on Wednesday night "began rolling out a new platform for hosting video that gives iPhone and Android phone users previews of video clips in their feeds and allows them to play a clip with a single click," according to Vindu Goel of the N.Y. TIMES. The NBA was the "first to use the tool widely, posting highlights from Wednesday’s Pacers-Knicks game while it was still going on." Early testers, including the NBA, have "approached the technology with interest and some caution." NBA Senior VP/Marketing Melissa Rosenthal Brenner: "We are simply looking for the best fan experience. This is a test and we’ll watch it very carefully and see how it does." Brenner added that the "idea of easier playback of clips was very appealing, especially during games, when the league is posting highlights to get more viewers to tune into the broadcast." Goel noted the NBA also wants to "drive fans to its own website, NBA.com, rather than keep them on Twitter, so it can show them other video content, sell merchandise and promote NBA TV" (NYTIMES.com, 3/20).
