No. 31: Twitter’s live wire
Kay Madati is turning Twitter into a video-streaming destination.
Kay Madati Global VP and head of content partnerships, Twitter
Kay Madati joined Twitter from BET last September to accelerate its live-video ambitions, and he proceeded to close 22 new partnerships in the fourth quarter of 2017. His goal: Find opportunities that complement rather than compete with media brands. “I’m not here to tell [networks] to stop producing content on TV and [only] put it on Twitter,” he says. Here’s how he’s helping partners go #Live.
BUZZFEED: Madati and his team have helped grow Buzzfeed’s AM to DM morning show on Twitter to an average of 1 million daily viewers by offering it on demand, rather than just live, and adding segments showcasing viewer tweets.
ACADEMY AWARDS: Madati devised three live-video experiences to air before, during, and after the Oscars. Peopletv hosted the red carpet; IMDB held a live viewing party; and Vanity Fair live-streamed its after-party.
FIFA WORLD CUP 2018: Fox Sports will produce a 30minute daily recap for Twitter users in the U.S. during the soccer championship. To prepare Footie Twitter, Madati made a deal with Major League Soccer to air a game of the week.