• by Erik Sass , Staff Writer @eriksass1, July 12, 2016

Twitter is continuing its evolution from a “microblog” to a multichannel online media platform with the addition of live streaming video, and Bloomberg Media is among the first big publishers to leverage the new capabilities.

A new partnership is bringing Bloomberg TV programs to Twitter.

Announced Tuesday, the deal will give Twitter users access to live streaming video versions of Bloomberg TV programming, including “Bloomberg West,” a technology program based in San Francisco and focused on the latest tech developments in Silicon Valley and around the world; “With All Due Respect,” in which veteran political journalists Mark Halperin and John Heilemann analyze the latest twists and turns of the current electoral contest; “What’d You Miss,” a daily roundup of market events hosted by veteran financial reporters Joe Weisenthal; and Bloomberg’s live coverage of the major markets.

Bloomberg Media CEO Justin B. Smith stated: “By partnering with Twitter, viewers from all over the world will now be able to leverage a powerful, real-time platform to consume and react to the news, accelerating our position as a leader in global business video, and offering new and innovative opportunities for our marketing partners."

In addition to the content-sharing agreement, Bloomberg and Twitter will share advertising revenue from ads sold against the content, according to Ad Age, which first reported this part of the deal.

Under the terms of the arrangement, which is modeled on Twitter’s deal with the NFL, marketers have access to inventory including both pre-roll and in-stream video ads on clips running after the live programming.

Twitter won the digital rights to NFL games on Thursday Night at the beginning of the year. Come this fall, Twitter plans to stream 10 Thursday Night football games while they are simultaneously being shown on NBC, CBS and the NFL.

Earlier this week, Twitter announced a new partnership with CBS News that includes live streaming both the Republican and Democratic national conventions.

Twitter users will be able to stream live coverage of both events on their mobile devices, as well as on the regular Web. And last week Twitter launched a live stream of ESPN’s coverage of Wimbledon.