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The company estimates the overall cash, check and certificate market at $70 billion, and it wants to cash in on the trend: TV commercials promote its gift cards and checks, and are intended to bring in young customers.
But this is also an interesting example of a wider trend: TV producers and apps developers working together from the start of a project as creative partners, rather than the TV company just licensing its brand out to the app folk later.
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It's partnering direct with TV content providers for things like a trending TV content box, a relationship with broadcasters that allows users to see snippets of live TV directly in their stream, and a Comcast partnership that triggers DVR and other activity.
The structural trends TV executives have been warning about for years, including a gradual decline in audiences for the five main terrestrial channels and subsequent falls in advertising revenues, have accelerated as recession bites, and ITV feels them more keenly than its competitors.
A Trending TV box could be just one step in linking up that chain even more.
Like the Trending TV boxes, you can dismiss them by click on the "X", but they come back after refreshes.
Twitter in the past has tried to tap into this behavior by highlighting trending TV shows in its mobile application.
You can also now see trending TV stuff and local content in the Discover tab.The TV trends are kind of buried, and will show up after you've scrolled through the list of other content under the 'Trending' section.
Like the Trending TV feature, proximity-based alerts are organized around hashtags — in this case for actual, in-person events nearby rather than TV programs.
Like the test for Trending TV, this plays directly into ambitions that Twitter has made clear in the past for how it hopes to shape its service as it continues to grow.
Also in the "More from Amazon" section on mobile is its fashion trends TV show "Style Code Live," which links to Amazon products, and "Amazon LaunchPad," its collection of new products, including those from startups and Kickstarter.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com