Comcast, NBCUniversal and Twitter today announced a strategic partnership to more directly connect the millions of Twitter users with television viewing. In the first step of the partnership, Comcast engineers created a new feature called "See It" that will give Comcast's Xfinity TV customers the ability to access TV shows, movies and sports directly from a Tweet. See It will debut in November with shows from NBCUniversal's networks.

The companies also announced an advertising partnership with NBCUniversal in Twitter's Amplify program which drives awareness of TV programs by embedding sponsored, real-time video clips in tweets. Comcast and Twitter are also already exploring additional opportunities to integrate social TV conversations into Comcast's X1 platform - the company's entertainment operating system.

Each day, Twitter plays host to the real-time conversation around the live broadcast of television shows. With See It, Xfinity TV customers who discover new shows and movies in their Twitter feeds will be able to tune in to those programs with the click of a button. The See It button will enable a menu of consumption options. Users will be able to tune to live TV or start a show On Demand on their set-top box; tune in to a show online or on their mobile device; set DVRs; set a reminder and; buy theater tickets through Fandango.

This new See It feature was designed to integrate with other video distribution partners, television networks and websites. Comcast and Twitter are in discussions with additional distribution partners and television networks that will use this feature to promote their content in the coming months.