Comcast and Twitter have announced a new feature that will allow subscribers to jump to a TV channel via a Twitter post. How does it work? From within a tweet, users will be able to click on an embedded “See It” button that will automatically change the channel. The See It button will also allow users to start an On Demand show from the DVR, tune into a show on mobile devices, set DVR recordings and reminders, and even buy movie tickets through Fandango.

The feature will initially roll out this November with NBCUniversal programming such as “The Voice,” “Psych” and “Sunday Night Football.” Networks taking part in the Twitter-integration this fall include NBC, NBC Sports Network (NBCSN), CNBC, MSNBC, USA, Syfy, Bravo, Oxygen, E!, Esquire Network and The Golf Channel.

Comcast and Twitter say they are in talks with other partnering video distributors and content providers utilize the technology.

At first glance, the “remote control” nature of the See It feature appears to be one way at this point. Meaning, you’ll be able to jump to a Comcast channel from your Twitter feed, but you’ll need your actual TV remote to go switch back to what you were watching, or go to a different channel.

Still, the new technology presents some interesting opportunities for marketing. The companies already announced NBCUniversal is joining Twitter’s Amplify program to embed sponsored, real-time video clips within tweets.

Jeff Chabot

Jeff Chabot has a background in web development and design, as well as working in broadcast television as a studio engineer, lighting director and editor. He frequently writes about technology, broadcasting, digital entertainment, and the internet.