Twitter is teaming up with Bloomberg to launch a 24-hour news channel on its social media platform, according to a report from the Wall Street Journal. The round-the-clock news source will produce content specifically for Twitter with broadcasts made up of live reporting from Bloomberg’s worldwide bureaus and curated videos posted by Twitter users.
The two companies previously worked together to broadcast select programming and coverage of the presidential debates last year. The social network has been aggressively growing its live video streaming coverage, broadcasting 800 hours of programming in the first quarter of this year, up from 600 hours in the last quarter of 2016, according to Twitter.
“It is going to be focused on the most important news for an intelligent audience around the globe and it’s going to be broader in focus than our existing network,” Justin Smith, chief executive officer at Bloomberg Media, told the Wall Street Journal.
Previously, Twitter’s biggest video partnership was a deal to stream National Football League games—a contract recently secured by Amazon. The Bloomberg broadcast will be the social network’s first continuous live streaming feed.
Twitter will add to the growing number of online sources aimed at getting cable viewers to cut the cord. Google recently unveiled its YouTube TV service, an over-the-top online TV platform similar to Sling. Unlike those subscription-based streaming services, Twitter will be supported by ads and offer content for free.
“We really think we can reach audiences that are not paying for TV and are watching television on the go and we think Bloomberg is the perfect partner for us to start with,” said Anthony Noto, Twitter’s chief financial and operating officer.
Twitter and Bloomberg are expected to officially announce the partnership later today at an event held for advertisers. The unnamed news channel is expected to go live sometime this fall.