BSkyB has teamed up with Twitter to share video highlights from UEFA Champions League football games in real time, "a big step forward for Twitter's TV strategy ahead of an initial public offering" that could value it at $15B, according to Robert Cookson of the FINANCIAL TIMES. Sky's plan "to share some of its most valuable sports clips free of charge with social media users is a coup for Twitter," which is trying to capture mainstream advertising budgets by siphoning off a larger share of the $205B spent on TV ads across the globe annually. Starting on Tuesday with three Champions League games including Barcelona against Milan, the Sky Sports Twitter account "will share highlights including instant replays of the best goals and post-match interviews." The aim of the project, which comes as Twitter is expected soon to embark on its investor roadshow, "is to promote Sky’s sports channels and its internet service Now TV." Sky "is paying Twitter an undisclosed sum to promote its tweets to people across the social media service" in the U.K. (FT, 10/22).
