Twitter CEO Dick Costolo.
Twitter ... is racing to add video content that will get users to spend more time on the site and watch promotions. Building on its existing partnerships with Walt Disney Co. (DIS)’s ESPN, Weather Channel LLC and Turner Broadcasting System Inc. (TWX), Twitter is seeking to add more entertainment and news video, two people familiar with the plan said.
The company would split ad revenue with the content providers.
The talks come after Twitter acquired Bluefin Labs, a social media analytics company that specializes in TV audiences.
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