MUMBAI: Twitter, SBI and CNBC-TV18 have joined forces for the first Twitter Amplify deal in the news category to bring real-time updates of the Union Budget 2017. The public sector bank will sponsor content updates from CNBC-TV18 on Twitter.

The sponsorship package will allow both CNBC-TV18 and SBI to extend their brand presence to the targeted audience in India with exclusive content pertaining to the budget.

A first of its kind Twitter Amplify deal in the news category in Asia Pacific, the partnership aims at providing crucial Budget 2017 updates to Indians around the world in three phases: Pre-Budget Day, people will be able to watch videos on Twitter regarding budget expectations and speculations prior to the D-day, shared on the channel’s Twitter account @CNBCTV18News.

On the Budget Day, the budget speech will be live-streamed on Twitter via Periscope Producer and updates from the live budget speech will be tweeted out in the form of short clips. First reactions from industry stalwarts, experts & people as well as key highlights will also be tweeted on the day of the Budget.

Post the Budget announcement, people will also get an in-depth understanding of the Budget and its impact on various sectors as well as tax implications for consumers through specially produced industry reaction videos on Twitter.

Twitter Amplify enables publishers to monetise video content while making it easy for advertisers to reach massive engaged audiences and sponsor exclusive content. Twitter plays a key role in facilitating both content creators and brands to capture the excitement on TV and distribute it to fans and audience across the platform, far beyond their existing followers.

“The partnership helps surface the best of the Budget 2017 content on Twitter, making it easier for anyone interested in India to discover the latest news and share their thoughts on the platform as it breaks in real time,” said Twitter India Head of TV and Entertainment Partnerships Viral Jani.

Most of the consumers like to consume content on television and Twitter simultaneously to discuss television in the social space and share their reactions to key moments on Twitter. Twitter Amplify will help CNBC-TV18 make the most of the changing dynamic between audience and programming while making premium video content from Budget 2017 available to users. Twitter users will receive spectacular and timely updates that round out their TV experience and remind them to tune in to key budget discussion.

Network 18 MD, president - strategy, product & alliance Avinash Kaul said, “Content consumption in India is undergoing a radical shift beyond traditional media formats and we are now entering an era where all screens seems to work seamlessly regardless of its size. As a news broadcaster, we realise now is an opportunity for us to create, distribute and innovate with new content formats to tap this digital-first audience. As a leader of the genre, CNBC-TV18 has always been ahead of the curve and this partnership with SBI and Twitter is a testament to many such ‘first’ initiatives that we have taken towards embracing this transformation.”

Twitter Amplify will help SBI extend their reach on social media by tapping into the social conversation on Twitter. It will provide a multi-platform strategy essential for satisfying the users’ needs to consume content on mobile, making it a highly preferred medium.

SBI DMD & CIO Mrutyunjay Mahapatra said, “As a banker to Digital India, SBI is known for being technology forward, customer oriented and transparent. Through the partnership with Twitter and CNBC-TV18, we hope to connect with the citizens of India on the most important business and financial issues impacting India in real-time on Budget Day. We believe this will kick start a meaningful dialogue with the BFSI community and contribute towards fulfilling the mission of Digital India.”