Twitter has acquired social analytics company Trendrr to enhance its offerings in the entertainment industry. As a result of the acquisition Trendrr will continue with their existing contacts but will not accept any new business anymore. Twitter has been recently moving into the TV, music, and entertainment industry is aiming to push its services to broadcast media companies as a way of amplifying audiences and increasing engagement. Trendrr will help twitter to accomplish this by bringing in its analytic services and staff to Twitter. Trendrr also holds a US patent for technology involving a system and method for collecting and processing data through a communications network, awarded in September 2012. The financial details about the deal have not been disclosed.

Twitter had recently acquired Viacom, which owns MTV and the Video Music Awards. Vaicom focuses on increasing viewership and conversation about live content but also included embedding ads into live streams to increase the company’s abilities to monetize. Twitter has also partnered with micro-blogging platform Nielsen to create a Twitter TV Rating which tracks ratings using social media data.