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I don’t know how influential Twitter really is. I don’t think any of us are sitting around going, ‘Boy, if we can get people to tweet more, the ratings are going to go up.’ 

Preston Beckman, Fox’s longtime scheduling chief who is now a strategic adviser to the network. He’s one of many senior TV executives who remain dubious—if not disdainful—of  Twitter.

Now, activity on Twitter will influence Nielsen’s TV ratings. Here, an inside look at Twitter’s TV-powered, profitable future.

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