Viacom and Twitter have announced a new partnership to deliver social video advertising campaigns centered on popular Viacom shows and events from MTV, VH1, CMT, Nickelodeon, Comedy Central, TV Land, Spike and others. Viacom is the latest to join the growing list of media companies involved with the Twitter Amplify partnership program. The Viacom partnership will launch with the 2013 MTV Video Music Awards on Sunday, August 25.

During the Video Music Awards, “MTV will deliver real-time, sponsor-supported highlights of the show’s most outrageous moments, buzzworthy performances, backstage access, interviews and more via Twitter,” notes the press release. “The 2013 MTV Video Music Awards air live from Brooklyn’s Barclays Center.”

“The VMAs virtually pioneered the social TV moment, triggering a demand among marketers to tap into the fan conversations and trending topics that Viacom networks create every day,” said Jeff Lucas, head of sales, music and entertainment for Viacom Media Networks. “Through this partnership, we’re allowing marketers to insert their brands seamlessly into the torrent of fan activity and engagement around our networks on Twitter.”

Last year’s MTV Video Music Awards generated 14.7 million Tweets. According to Twitter, the biggest peak occurred when One Direction won Best Pop Video with 98,307 Tweets per minute. Taylor Swift’s performance during the show generated 86,275 Tweets per minute.

“As events happen in life, we continue to see Twitter as the place people share those moments, especially when those events happen on TV,” said Adam Bain, president of global revenue at Twitter. “Twitter Amplify will allow Viacom to connect people across screens, and tap into the social conversation on Twitter with complimentary TV video clips across all devices.”

“Less than six months in, 2013 has already been a remarkable year for the nexus between television and Twitter,” noted the Twitter Blog last month. “Ninety-five percent of live TV conversation currently happens on Twitter, according to Bluefin. 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.”

Among the other Twitter Amplify media partners: A&E, BBC America, Bloomberg TV, Clear Channel, Conde Nast, Discovery, Fox, Fuse, MLB, Time Inc., Vevo, Warner Music, The Weather Channel and more.