NBC Local Media is looking to create more leverage for its brand by reaching out to the top Twitter users in local markets across the country.

From Broadcasting & Cable

NBC Local Media is tapping the best and brightest in the Twittersphere to be part of a new program it’s calling “The 20.” NBC’s station group will target 20 of the most influential Twitter users in each of the ten markets where it owns stations and invite them to discuss trending topics of local interest.
“The 20″ will launch in January in Washington, New York, and San Diego, and roll out across the seven additional NBC Local markets during the year. It will cover everything from politics to sports to culture. The online initiative will be featured in on-air segments and across NBC’s other local media properties.

“In the age of social media, ‘voice’ is democratizing, with fresh new perspectives about important issues facing local communities,” said Greg Scholl, president of NBC Local Integrated Media. “‘The 20′ will connect these relevant new voices with NBC’s local broadcast and online audiences to facilitate discussion and debate, and help to shape local media coverage.”

The 20 Twitter studs in a given market will change periodically as new voices emerge.

“It’s incredibly valuable when partners like NBC Local Media act as curators,” said Chloe Sladden, director of media partnerships at Twitter, “finding and showcasing great local voices.”

NBC Local Media is designating social media editors to help with the “20″ searches in each of its 10 markets.

I’m not sure what the definition of a Twitter “stud” is but since it generally refers to virile males maybe B & C could have found a better term with the Twitterverse having some very prominent women as well.

Here is the NBC release.

New York – November 29, 2010 – NBC Local Media today announced an innovative new program to offer local tastemakers with significant followings on Twitter access to NBC’s powerful local media platforms.  Called “The 20,” NBC Local Media will identify 20 of the most influential people in each of the ten markets where it owns local television stations and invite them to discuss topics at the center of trending local conversations. “The 20” will launch in January in Washington, DC, New York, and San Diego and roll out across the remaining seven additional NBC markets during the year.

“The 20” will cover a wide range of local issues, including politics, sports, dining, fashion, culture, education and the criminal justice system. “The 20” will be featured on broadcast in on-air segments and packages, and across NBC’s other local media properties, including its digital Nonstop television channels, city websites (like http://www.nbcnewyork.com), The Feast property (http://www.thefeast.com), and mobile products.  The 20 individuals who are chosen to participate will change periodically as new local voices emerge.

“In the age of social media, ‘voice’ is democratizing, with fresh new perspectives about important issues facing local communities.  ‘The 20’ will connect these relevant new voices with NBC’s local broadcast and online audiences to facilitate discussion and debate, and help to shape local media coverage,” said Greg Scholl, President of NBC Local Integrated Media.

“Twitter is transforming the way people follow local news,” said Chloe Sladden, director of media partnerships at Twitter. “The combination of Twitter and local is powerful. With more than 95 million Tweets a day, it can be difficult to find the most relevant Tweets and accounts. So it’s incredibly valuable when partners like NBC Local Media act as curators––finding and showcasing great local voices.”

In conjunction with “The 20” rollout and to help drive social media initiatives more broadly across the division, NBC Local Media is designating social media editors in each of its 10 markets. Peter Hirsch, Vice President of Cross-Platform Programming, along with Executive Editor John Ness and Social Media Editor Lauren Bertolini, will lead the effort.

NBC Local Media owns television stations in the following markets: New York, Los Angeles, Chicago, San Francisco, Philadelphia, Dallas, Washington DC, San Diego, Hartford and Miami.

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