Twitter will be partnering with Bloomberg for its push into 24/7 streaming video as the micro-blogging service fights for video ad dollars, which accounted for the largest portion of its ad revenue in the first quarter.

The Wall Street Journal reported Monday that Bloomberg will create a dedicated service that will stream news produced solely for Twitter 24 hours per day, seven days per week.

“It is going to be focused on the most important news for an intelligent audience around the globe and it’s going to be broader in focus than our existing network,” said Bloomberg Media CEO, Justin Smith.

Rather than rebroadcast footage from Bloomberg’s existing television operation, the news organization will provide Twitter with a mix of live news reporting and a curated selection of video posted on Twitter by its own users.

Anthony Noto, Twitter’s chief financial and operating officer, said his company would like to reach audiences that are not paying for TV and are watching television on the go. “We think Bloomberg is the perfect partner for us to start with,” he added.

The service would be ad-supported and Bloomberg would be entirely in control of programming the feed, according to the article.

The yet-to-be-named channel is expected to begin operating this fall.

Twitter broadcast about 800 hours of programming in the first quarter of 2017, up from 600 hours in the fourth quarter last year. BuzzFeed News was first to report on Twitter’s plans to host continuous video feed on its platform.

Twitter for iOS is a free download via App Store.

Source: The Wall Street Journal