Micro-blogging website Twitter announced a partnership with Jio Filmfare Awards through Twitter Amplify, a content sponsorship package that will enable the brands to extend their presence to targeted social media audiences in India.
The first Twitter Amplify deal in the entertainment industry in India, @Filmfare will broadcast exclusive curated content live from the Twitter Blueroom on February 18, an hour before Jio Filmfare Awards' television telecast.
"Our collaboration with Filmfare will give fans a sneak peek into exclusive content that they can engage with on Twitter while viewing the content on television," Viral Jani, Head of Entertainment, Twitter India, said in a statement.
The broadcast will include a special show live on the website from the #BlueRoom with filmmaker Karan Johar and Filmfare editor Jitesh Pillaai. It will be hosted by digital creator and comedian Abish Mathew.
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"The idea is to enhance the digital footprint of the Filmfare brand with this first of a kind partnership for any awards property in India," added Deepak Lamba, CEO, Worldwide Media that owns Filmfare.
--IANS
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