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Twitter reorganises content partnership group, folding in live video team

Tim Maytom

Twitter has announced a substantial reorganisation of its business structure, disbanding the live-video unit that arranged deals with programming partners like Disney, BuzzFeed and Major League Baseball. The responsibility for such deals will be consolidated under its content partnership teams.

The dissolution of the live-video unit is part of a larger reorganisation by Kay Madati, global head of content partnerships at Twitter. The firm will now adopt a regional management structure, as opposed to a category-based one that saw teams for news, sports and live video.

The restructure was announced internally on Monday. As revealed in a memo obtained by Variety, the new structure will see the global content partnerships team run by executives for five regions (the US; Latin America and Canada; EMEA; Japan/Korea; and Asia-Pacific) each of whom will report directly to Madati.

"Over the past year, our global content partnerships team has made significant progress in bringing the best selection of content to Twitter, helping our partners better extend, scale, market, and monetise," said a Twitter spokesperson. "To further accelerate this positive momentum, we're taking steps to streamline this organisation to enable increased efficiency around the world and better align with our global strategy and vision."

The restructure also resulted in several promotions and role changes at Twitter. Laura Froelich, former global director of sports partnerships, is becoming the head of US partnerships, while David Grossman, former global head of entertainment, becomes the head of US entertainment, under Froelich.

Todd Swidler, who was hired from Bloomberg Media a year ago to lead the live-video group, is leaving the company, as is Peter Greenberger, formerly Twitter's head of global news. The other lead members of the live-video group are moving into Twitter's content partnerships group.

The reorganisation comes following Twitter's announcement at its 2018 Digital Content NewFronts event that it had signed 30 new or expanded video agreements with partners including NBCUniversal, Vice Media, Viacom and Disney.