EE has integrated trending data from Twitter to promote discovery and discourse of the most talked about UK television shows on its EE TV platform.

The UK-based mobile operator is using data from Twitter UK to highlight up to five trending TV shows in its electronic programme guide (EPG).

Both live TV shows and imminent broadcasts are included, while the Twitter logo appears next to the most talked about shows on Twitter in the UK.

The social media company's hashtag of major shows is also being included in the programme view, to promote discovery and discourse.

EE said it will work with the US-based company through 2017 to expand the functionality, which it has dubbed Watch with Twitter.

Dara Nasr, UK Managing Director at Twitter, said: “Great telly and Twitter have always gone hand-in-hand - people love talking about their favourite shows and our new partnership with EE makes it easier than ever to discover which programmes are creating the biggest conversations.”

Meanwhile, EE has increased the number of channels customers can record simultaneously from six to eight, refined its genre search, and added 41 new channels from apps TVPlayer and Box Plus to the platform.

It has also announced a deal with NBCUniversal to bring content from its reality television service hayu, available on subscription and on demand.

US shows such as Keeping up with the Kardashians and The Real Housewives will be aired in the UK at the same time as the US.

Virgin Media signed a deal to broadcast hayu in April.

Noel Hamill, Managing Director of Marketing at EE, said: “We continue to evolve the EE TV experience for new and existing customers - ensuring it’s even easier for them to discover shows they’ll love.

“We’re also excited to be the first TV platform in the UK to partner with Twitter on integrating its ‘Watch with Twitter’ features, meaning customers are in the loop on all the most talked about programmes.

“And with the addition of hayu, we’re making sure there’s plenty for those who want to keep up with the latest hit reality shows.”

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