Twitter wants to harness the power of TV to encourage people to log on to the micro-blogging site.
To that end, it struck up a partnership with Austin-based Mass Relevance today. Mass Relevance created a content curation system for an estimated 250 million tweets each day.
For example, NBC’s The Voice used Mass Relevance’s platform to feature tweets about its show during its live broadcast. The ability to get real-time feedback from viewers during the show made it edgy, fresh and plugged in.
Mass Relevance also worked with E! Online during the Oscars to publish the best and most relevant tweets to a microsite the broadcaster created for the show.
The startup works with companies to curate Twitter streams about their brand, product or show and display the content on TV and other devices.
Sam Decker, CEO of Mass Relevance, left another Austin startup Bazaarvoice, to found the company in 2010.
Twitter published this blog post about the partnership saying it extends Twitter’s reach and fills the need from brands, publishers and TV networks looking to expand their content. Twitter also announced a partnership with Crimson Hexagon, which created a social media monitoring and analysis system for brands.