How High Will Twitter Soar?

NEW YORK (TheStreet) -- Twitter's initial public offering could wind up going down as the "anti-Facebook (FB)" debut, as the company is proving more than capable of blasting the skeptics of its long-term revenue growth potential. Twitter's accelerated buildup of media partnerships prior to its pending IPO on the New York Stock Exchange is significantly bolstering the potential for an ad dollar multiplier effect that could generate enough investor excitement to keep shares sharply higher post-IPO.

Since September, the micro-blogging site has signed media relationships with a prominent array of names including the National Football League, CBS (CBS), BBC Global News, Comcast (CMCSA), and Comcast unit NBCUniversal. Each group has partnered with Twitter through its Amplify promotional program tying together social TV conversations and embedded video clips from TV broadcasters. Comcast has gone even further than the others by developing a "See It" feature with Twitter, from which it is poised to connect millions of Twitter users to its live TV programming.

"Any media outlet that does business has got to have an agreement with Twitter," says Jeff Sica, a consultant to the entertainment industry and the chief investment officer of Sica Wealth Management, which oversees more than $1 billion in assets. The media partnerships should be a big boost to all parties involved because all that content generated from the partnerships could drive an increase in engagement for Twitter and heighten viewership for the broadcasters from mobile devices, the hottest market right now for advertisers. Advertisers would see the benefit of strengthening their agreements with both sides of the partnership.

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