Twitter acquired social TV tracking service Trendrr for an undisclosed amount. The deal brings Trendrr’s analytics in house and follows on the heels of Twitter’s acquisition of Bluefin Labs earlier this year, also a social TV tracking service. Trendrr analyzes real-time conversations about TV shows.

Real-time chatter about TV shows has been growing rapidly in the last few years. Mark Ghuneim, CEO of Trendrr, said in an intevriew last year that the amount of social conversations about TV had grown three times in the last year. Networks have been weaving social media into promotions, marketing and viewer outreach in a range of ways. In this interview, Ghuneim delves into how Trendrr works and measures social chatter.