Twitter is taking the smartphone shackles off its live-video service Periscope in its latest attempt to broaden its audience.
The Periscope Producer feature announced Thursday will let media companies and other users pipe live video feeds directly into Twitter, without using a smartphone to record the images. Since its debut early last year, Periscope had been confined to live video feeds taken on a smartphone.
During Producer’s testing phase last week, a Florida television station showing live video on its website used the new tool to redistribute the same feeds on Twitter. To start, Producer will be limited to a small group of media companies such as Disney’s ABC News and major brands such as Louis Vuitton.
“Allowing people to create and share produced live video on Periscope has always been part of our vision and opens up new types of content for everyone to watch live,” said Kayvon Beykpour, CEO of Periscope. “Periscope allows anyone to watch something with an audience, and now they’re able to watch daily shows, large and small-scale events and other live video with compelling content from creators they know and love. High-quality, produced live video can now be shared anywhere through a Tweet.”
(Read more from Twitter at:
https://blog.twitter.com/en-gb/2016/introducing-periscope-producer )
Beykour said Producer will be available to all comers soon, something that he acknowledged could lead to unauthorized redistribution of live video. Piracy has been an issue dogging Periscope since people began using the service to broadcast live video of movies and TV shows with their smartphones.
How Periscope has been used
From: Twitter
Through professional-grade cameras and streaming software, partners can easily create and Tweet live video with higher production value than previously enabled on Periscope. Multiple partners, including The FA, Sky News, ABC’s Dancing with the Stars, Louis Vuitton, and Walt Disney Studios have already seen increased engagement and grown their audiences with produced live content on Periscope and Twitter.
The FA’s Senior Digital Producer, Jim Lucas, said “Using Periscope Producer has allowed us to introduce professional-quality live video into the portfolio of content offered via our Twitter account.
“One of the key aims of our Twitter strategy is to provide real-time coverage of big moments during England get-togethers, with live video an effective and engaging way of doing so.
“Using Periscope Producer during ahead of October’s games against Malta and Slovenia, we were able to broadcast six press conferences, two training sessions and a pre-match warm-up as well as showing the England squad arriving at Wembley Stadium. The ten broadcasts were watched by more than 200,000 viewers.
“Periscope Producer also allowed us to brand our broadcasts with the logo of Vauxhall, the England team sponsor. We hope that the product could offer future opportunities to other commercial partners to work with our live broadcasts.
“Crucially, the tool was easy to use and required minimal resources. Overall, we were extremely pleased with how Periscope Producer enhanced the content offering on England’s Twitter account and we look forward to developing our use of the tool going forward.”
Richard Evans, Head of Social Media at Sky News said “We were excited to be the first European news broadcaster to use Periscope Producer. Given the immediacy of the Twitter platform and Sky News’ reputation for delivering breaking news we feel like Periscope Producer offers a great opportunity to further grow our audience and deliver live video content as the news unfolds.”
The Producer feature on Periscope is available to select Twitter brand partners, media organizations and live video creators. Partners interested in setting this up can learn more by speaking with their Twitter representative.
The Periscope extension ups the ante on Twitter CEO Jack Dorsey’s bet that the increasing popularity of online video will help widen the messaging service’s appeal.
Twitter already has been streaming more news, entertainment and sports events, including the National Football League’s Thursday Night games for 10 weeks during the season. Twitter hopes to build a following beyond people who rely on the service to tweet their thoughts and keep tabs on what’s happening around the world. Dorsey seesTwitter evolving into the go-to place for watching live video in a digital town square where people can share their opinions with each other.
Internet companies young (Snapchat) and old (Facebook) are scrambling to get on the live video train, though there are no easy ways to make advertising money off of them yet. That’s coming, though. Some companies are already experimenting with livestreaming for marketing purposes. Automaker General Motors, for example, launched out its electric Chevy Bolt EV using Facebook Live earlier this year. Media outlets, meanwhile, are livestreaming coverage of the presidential debates in ways not seen in any previous election.
With the latest move, Periscope joins other livestreaming services such as Twitch and YouTube that allow for broadcasts from sources beyond users’ smartphones. Facebook, meanwhile, has so far stuck to a mobile-only strategy. But even with Periscope’s expanded capability, Facebook has an advantage with a larger audience.
Since the end of 2014, Twitter has picked up just 15 million monthly users to expand its audience to 313 million people through June. During the same stretch, Facebook gained 319 million users to extend its reach beyond 1.7 billion people.
In an effort to distinguish Twitter from Facebook, Dorsey has been trying to position it as the “people news network” — though with little success since he replaced Dick Costolo as CEO 15 months ago.
Things have been looking so bleak that Twitter’s board last month hired investment bankers to woo suitors that might be interested in buying the San Francisco company, according to published reports that cited unnamed people familiar with the matter. The prospective bidders included Google’s parent company, Alphabet Inc., as well as Apple Inc., Salesforce.com and Walt Disney Co.
The possibility of a sale tantalized investors until other media reports made it seem unlikely that Twitter will strike a deal soon. With a sale apparently off the table, the company’s stock has dropped by nearly 30 percent in the past week. The shares fell 20 cents to $17.85 in early afternoon trading Thursday.
