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Bell Media, Twitter begin research project

Bell Media has formed an agreement with social media service Twitter to conduct Canadian television-related industry research. According to Bell, the research will focus on the social TV behaviour of Canadian viewers, the return on investment of social TV initiatives and the relationship between audience engagement and Twitter activity. "Twitter is TV's social soundtrack," said Kirstine Stewart, country director of Twitter Canada. "Working closely with Bell Media, we will be able to accelerate the development of analytic tools mentioned and we look forward to sharing the findings with clients and industry."

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