Twitter is launching a live weekly show on 16th November.
Delivered by Global Radio, PopBuzz Presents will stream each Thursday from Twitter’s London headquarters at 5pm local time. The show will consist of three seven-minute segments featuring discussions around trending stories, guest interviews and games.
The new venture is being put into place to open up new revenue streams for the media company.
Speaking to Digiday, Charles Ubaghs, head of social at Global, said: “In the lifetime of PopBuzz, we’ve learned that Twitter is the first place audiences go to get close to the things they really care about, whether that’s celebrities, musicians or politicians.”
“Twitter has the scope and scale representative of the whole web. People can make connections with their passion points quickly.”
As part of a revenue-share deal, Twitter and Global are selling a mix of commercial packages that include pre-roll, mid-roll and sponsorship, a model more closely resembling TV.
“PopBuzz Presents is still something specific for a platform, using the immediate reaction from the audience in a public way,” Ubaghs said. “It’s TV for your thumbs.
“Historically, people have maybe ignored Twitter in favour of Instagram or Snapchat.
“In the last year, there’s a realisation there’s still a big audience there; there won’t be the scale, but it has a utility and a unique way of selling live video.”