Twitter is capitalizing on the growing trend of television viewers using social media while watching TV. Its new product called Twitter Amplify will allow marketers to match TV advertisements with Twitter commentary by viewers who are watching specific programming. Brands can then forward messages to selected Twitter users who have already watched the TV ads. The company offered a presentation on Twitter Amplify in New York yesterday.

During the presentation, Twitter “announced it would work with a number of media companies, including Time Inc., Bloomberg, Discovery, Vevo, Vice Media, Condé Nast Entertainment and Warner Music Group, to sell advertisers content, which probably will be digital video or television content like clips from shows,” reports The New York Times. “The content can then be shared on Twitter, and advertisers can run ads before the videos are viewed.”

“The format is similar to a partnership Twitter announced last year with ESPN and Ford, which embedded replays from football games in posts sent via Twitter,” notes the article. “ESPN and Ford promoted the posts to people who had been identified as being interested in sports based on the accounts they followed on Twitter and the subjects of their posts.”

Twitter limits the number of ads a user would see in a day to avoid alienating its audience. Another new feature allows users to register for special offers from brands without having to leave the site.

Twitter signed a multiyear deal last month with Starcom to help companies measure and track data and advertising.

“This week, Twitter made other brand announcements including a two-step authentication process that would provide more security for Twitter accounts,” adds NYT. “The accounts of several prominent brands, including Burger King and Jeep, were hacked in February.”