No. 31: Twit­ter’s live wire

Fast Company - - Contents -

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.

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