In an effort to hook a larger audience for a fledgling drama, TNT will stream “Claws” on Twitter following its TV premiere on June 11.
In what TNT parent Turner is calling the first time a cable drama has been streamed on Twitter, the premiere episode will air on Twitter at 10 p.m. EST after its 9 p.m. EST airing on TNT.
TNT is also planning on having series stars Niecy Nash, Carrie Preston, Jenn Lyon, Judy Reyes and Karrueche Tran live tweet during the TV premiere.
The Twitter premiere for “Claws” marks the second such agreement between the social media platform and Turner. In April, Twitter streamed an encore of the "Not the White House Correspondents' Dinner" special for “Full Frontal with Samantha Bee” after its premiere on TBS.
"As we saw with our Full Frontal with Samantha Bee special in April, a streaming encore on Twitter has the power to reach new audiences and catch the attention of viewers who might not otherwise have sampled our show," said Michael Engleman, executive vice president of entertainment marketing and brand innovation at Turner, in a statement. "By giving viewers the opportunity to watch the premiere episode of Claws on Twitter, we're helping this terrific series build a strong fan base across the entirety of the season, and we're establishing a meaningful connection with those fans through social media engagement."
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"We are excited to collaborate again with Turner to help them reach new audiences on Twitter," said Anthony Noto, Twitter COO, in a statement. "Fans will be able to watch the video of the highly anticipated premiere of Claws and tweet along with viewers and the cast all on the same platform."
After the premiere, TNT will push the episode out to its other platforms including tntdrama.com, TNT On Demand and the TNT mobile app.
Aside from the TV premiere partnerships with Turner, Twitter has been busy lately building up its own programming slate.
In April, Twitter dedicated much of its first Digital Content NewFronts presentation to announcing 12 new programming deals it had signed with partners including MLB, WNBA, Bloomberg, BuzzFeed, Cheddar and Live Nation.