Twitter has held talks with Viacom and NBCUniversal about creating partnerships that would place more top-quality video and advertising on the social media network, reports Bloomberg.

Twitter has talked about hosting TV clips for Viacom, and selling ads with those segments, the story says. The social media company has also talked with NBCUniversal about a content deal.

Twitter wants to add more video as a way to get people to stay on the site and watch promotions. By streaming videos, it hopes to split any ad revenue with the networks, the story says. Deals may be struck by mid-May, and Twitter may reach out to other networks.