SAN FRANCISCO: Twitter is rapidly expanding its live-streaming activity, announcing tie-ups with Bloomberg Television and CBS as it seeks to carve out a leading role in up-to-the minute news and entertainment.

The Bloomberg deal will see the microblogging site live-stream three news programmes – Bloomberg West, What'd You Miss? and With All Due Respect – in the autumn, Advertising Age reported.

It is understood that Twitter will sell ads against the content in a revenue-sharing deal and that these will operate in the same way as Twitter's arrangement with the NFL, where it is reported to have sold 60% of its advertising inventory for the ten games it is scheduled to show next season.

The move comes on top of an announcement that Twitter is to partner with CBS to live-stream the Democratic and Republican National Conventions later this month, with related tweets adding real-time commentary."Twitter is the fastest way to find out what's happening in politics and to have a discussion about it," Anthony Noto, Twitter's chief financial officer, told the New York Times.

"By bringing the live discussion of the Republican and Democratic National Conventions together with CBSN's live video stream of the proceedings, we believe we're giving people around the world the best way to experience democracy in action," he added.

The Bloomberg deal strikes a similar note for business, according to CEO Justin Smith. "By partnering with Twitter, viewers from all over the world will now be able to leverage a powerful, real-time platform to consume and react to the news," he said.

Twitter last week trialled the technology involved with coverage of the Wimbledon tennis tournament, although this was restricted to commentary and highlights because of the nature of the arrangement with broadcaster ESPN.

It said then that it was in the process of finalising "about 10" different partnerships with various media owners to stream live content, so more announcements can be expected in coming days.

Data sourced from Advertising Age, New York Times; additional content by Warc staff