CBS and Twitter unveiled a major advertising agreement Monday that will see the network sell video ads in tweets for 42 shows during the fall season.

The pact marks a major expansion of the Twitter Amplify program first announced in May, and makes The Eye the social media platform’s biggest advertising partner in the TV business.

Amplify allows media companies to tweet out video clips that are sponsored by one of their advertisers; the ads run as short pre-roll before the clip.

BBC America, The Weather Channel, Fox, the NBA, ESPN, Viacom, A+E, and Major League Baseball are among the other companies that have already signed on as partners with Twitter Amplify.

Twitter announced the pact with CBS—which also includes the News division and CBS’ digital brands—during a presentation Monday at New York’s Advertising Week.

Read more: Variety, TechCrunch

Brief Take: With CBS on board, Twitter finally gets the Network stamp of approval for its big experiment in wooing Madison Avenue.

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