Twitter’s new partnership with Bloomberg for 24-hour, live news reporting gets a big thumbs up from Bank of America. “I really believe that this is as good as a combination of chocolate and peanut butter. This may be the Reese’s peanut butter cup moment for the media industry,” says the banking giant’s SVP, Enterprise Media Planning, Investment & Measurement, Lou Paskalis.

The as-yet unnamed channel won’t rebroadcast footage from Bloomberg’s existing television operation but will be composed of live news reporting from the news outlet’s bureaus around the world. In addition, it will feature a curated and verified mix of video posted on Twitter by the social-media platform’s users, as The Wall Street Journal reports.

In this interview with Beet.TV, Paskalis cites the real-time nature of Twitter combined with “the analytics and the deep insights” that Bloomberg brings to the table as major attributes of the new streaming news service.

“Whether it’s connecting to the culture at the speed or now, whether it’s reaching influencers on topics that matter to them right now, whether it’s an audience that I know is influential within their overall spheres of interest, I can’t think of a better partnership from a marketing standpoint for Bank of America,” he says.

The deal represents a realization that Twitter recognizes the power of news and connecting brands to what’s happening in both the news and in culture, according to Paskalis.

“It’s an opportunity for marketers to find relevancy in an era where it’s harder and harder to compete for attention. So I welcome these kinds of partnerships,” he says.

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the the #NewFronts, please visit this page