Turner looks to Canvs for social media measurement as it launches first SVOD effort, FilmStruck

Turner Networks, long a stalwart of the cable world, is apparently keeping to its stated plan to launch several online video services over the next several months, and more: in addition to partnering with the Criterion Collection on its very first SVOD foray, FilmStruck, the company is deepening its audience knowledge by signing with Canvs to gauge engagement via social media platforms like Twitter.

Canvs' technology platform measures not just social media mentions of a TV show or movie, but gauges audience reactions, mapping them into 56 categories of emotions such as "funny" or "exciting," Multichannel News reported.

The addition of social media listening to its analytics signals that Turner is definitely interested in getting the best return on both its network content, its current online efforts such as its recently extended streaming contract with the NCAA's March Madness tournament, and with its latest SVOD investment. Going with Canvs may not be surprising, though: the startup, which launched just two years ago and completed a $5.6 million Series A round in January, boasts several programmer partners and customers including NBCUniversal, Fox, HBO, Viacom and more.

FilmStruck, which will launch sometime in the fall, will feature a "comprehensive and constantly refreshed library of films comprised of an eclectic mix of contemporary and classic art house, indie, foreign and cult films," according to a Turner release. It will also be the exclusive home for the Criterion Collection and will feature the Criterion Channel, a premium curated content service.

"At Turner, we are dedicated to engaging fans wherever they are, and we're investing aggressively in content, new capabilities and new businesses to achieve that goal," said John Martin, chairman and CEO of Turner. "FilmStruck is a terrific example of our strategy to meet consumer demand for great content across all screens."

For more:
- see this Multichannel News article
- see this FierceCable article
- see the release

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