Remember 2008, when everyone wondered how in the world Twitter could make money?  No one asks that anymore.  After opening up their ad platform last week to invite a wider stream of small-spending advertisers, Twitter is joining with one of the biggest entertainment empires around:

Twitter announced a partnership with Viacom on Wednesday to create social video advertising campaigns around programs on MTV, CMT, VH1, Nickelodeon, Comedy Central and others.

The partnership will launch with the 2013 MTV Video Music Awards. During that show, MTV will serve up real-time, sponsor-supported highlights of notable moments from the show via Twitter. That show is set to air Aug. 25.

Aside from the Video Music Awards, many of Viacom’s properties include Twitter-friendly programming like The Daily Show on Comedy Central and the countless VH1 reality shows.

It’s good news for Twitter, but if the model works it will also be good news for advertisers.  A social ad campaign would create  a second way to hold the attention of viewers who zone out and play with their smartphones during commercial breaks.

(Via Mashable.)