Twitter (News - Alert) earlier this year began taking aim at the social TV opportunity with advertisers by debuting real-time, dual-screen sponsorships and in-Tweet video clips from broadcasters. Now, the micro-blogging service is making the approach into an official program, dubbed Twitter Amplify, and has formed relationships with a raft of new partners.

“The vast majority of the online public conversation around TV currently happens on Twitter – 95 percent, according to Crimson Hexagon,” said Glenn Brown, director of Promoted Content and Sponsorships, in a blog. “Half of all national Super Bowl commercials had hashtags on them, helping guide viewers to the collective conversation. And you can’t turn on the news without hearing a Tweet referenced.”

Twitter started off the effort with ESPN (News - Alert) and Ford Fusion, bringing football fans instant replays in Tweets during every college football bowl game. Then, during March Madness, Turner Sports, the NCAA, AT&T (News - Alert) and Coke Zero followed suit, offering real-time highlights throughout the tournament. And right now, the NBA is pushing the best rapid replays from TV via tweets to mobile phones, in an effort sponsored by Sony Pictures, Sprint (News - Alert) and Taco Bell.

Twitter recently stated that it will soon expand beyond sports into other broadcast categories through partnerships with BBC America, FOX, Fuse and The Weather Channel. This week, it’s unveiled a whole tsunami of partners that will soon start pushing out embedded TV clips and other sponsored content via their Twitter feeds: A&E; theAudience; Bloomberg TV; Clear Channel; Conde Nast; Discovery; MLB (News - Alert).com; National Cinemedia; New York Magazine; GA Tour; PMC; Time Inc.; VEVO; Warner Music; WWE; and VICE.

 “We think these types of two-screen sponsorships are a win-win-win,” Brown said. “Users receive spectacular, timely content that rounds out their TV experience or reminds them to tune in. Powered by Promoted Tweets, broadcasters reach new audiences and open up new business lines. Brand advertisers get, for the first time, an integrated cross-platform tool for reaching the social conversation wherever it happens.”