Today, Comcast has announced a partnership with NBCUniversal and Twitter. One product to come of the deal is a new feature called the "See It" button, which has the possibility to further change the way we consume television.

The partnership is a first of its kind with multiple aspects. One is that Comcast has created the "See It" feature that will allow Xfinity customers to click a button embedded in NBCUniversal tweets, which immediately tunes them into the program on their TV, smartphone or tablet. This makes Twitter function in the same way as  a remote control. The embedded tweets will begin showing up in news feeds this November.

Comcast publically announced the news earlier today via press release. Twitter was also among the first media to break the news on its company blog, then tweeting from its main Twitter account: "Our partnership with @Comcast and @NBCUniversal lets users tune in to a TV show directly from a Tweet."

According to an article today published by Bloomberg, Twitter has a plan to open up the feature to networks and video providers other than NBCUniversal in the future.

Twitter serves as a gathering post for people to talk about what they're watching while they're watching it. The Comcast-Twitter partnership is tapping into how people use new media in relation to entertainment content.

As quoted in the Bloomberg article: “There are tons of conversation about live TV, but does that really lead to someone programming their DVR or picking up their remote?” Schwartz said “This very clearly and in a measurable way links that conversation with consumption. If you’re a programmer, you monetize best if someone is watching that show live on a television set. It’s a win-win-win for Twitter, the programmers and the distributors.”

Advances in digital technology changes how we view, consume and interact with entertainment content and digital media, be it media consumer or creator. For more on cultivating an audience in this time of 21st century media consumption, check out Cameron Cubbison's ScreenCraft post: ScreenCraft Seminar: The Future of Disruptive Digital Entertainment