"The X Factor" will allow people to vote via a social-networking site starting next week, as producer Simon Cowell — who once dismissed Twitter as a list of strangers’ lunch plans — has apparently had a change of heart, reports The New York Times.
The new voting option via Twitter comes after the site made a technological investment. It is also a sign of the service’s relationship with the TV industry, the story points out. TV producers enjoy the instant feedback they receive from Twitter users.
Twitter executives didn’t disclose the amount they spent to set up the voting infrastructure, the story says. Only votes sent via direct message to the program will count, with public comments being excluded from the vote tally, the story notes. The voting will start Nov. 2.
The service is part of Twitter’s shift from focusing on getting users to simply talk about TV to "getting into the creative fabric of shows and letting the audience help change the outcomes," according to Chloe Sladden, a former vice president at Current TV who now works at Twitter and was tapped to bridge Twitter and TV, the piece adds.