Tagboard announced today that Threads is now available within their modern interactive graphics system, giving over 6,000 producers in news, sports, and entertainment access to one of the fastest-growing platforms for real-time public facing commentary from athletes, influencers, teams, brands, and fans.
Social media is the heartbeat of modern storytelling. You can’t watch live sports or entertainment today without seeing social commentary push the narrative forward. From fan reactions after upset knockouts, to post-game messages that spark debate, red carpet hot takes, and viral backstage moments, these posts shape how the world experiences live events. Tagboard is the most utilized platform globally for surfacing that content in real time, empowering producers to curate more than 7 million social media posts across 225,000 shows last year alone.
Now with 350 million monthly active users, Threads is rapidly becoming a vital platform for real-time conversations, from game-day reactions to breaking news and fan-driven commentary. This new integration lets producers surface Threads posts directly into live programming, at the speed of the social conversation, adding another critical lens to contextual storytelling across major shows we watch every day.
The first powerful example took place when TKO Group producers leveraged Threads during UFC 314, showcasing fight-night buzz and fan energy live on-air.
“UFC fans are some of the most passionate and vocal in all of sports. Bringing Threads commentary into our live coverage lets us spotlight that passion in real time,” said Alon Cohen, SVP of Research & Development at UFC/TKO Holdings. “It adds a layer of energy to the broadcast, and Tagboard makes the process seamless for us and our partners at Meta”
That energy continued into the NBA Playoffs, with TNT Sports integrating Threads during their coverage of the Eastern Conference Finals. For the show that built the Emmy-winning blueprint for broadcast interactivity, Threads became a new channel for content, elevating the audience on social as the fifth talent alongside Ernie, Shaq, Chuck, and Kenny.
Starting today, producers using Tagboard can integrate Threads into their shows alongside other content sources like Sportradar, Instagram, Facebook, X, TikTok, Twitch, YouTube, and more. Trusted by over 500 media brands, including eight Emmy-winning interactive broadcasts, Tagboard continues to lead the way in helping producers build shows that don’t just follow the conversation, they’re part of it.
“Speed is everything,” said Nathan Peterson, CEO of Tagboard. “The story evolves with every post, and with Tagboard, producers can now bring a Threads post from online to on-air in under five seconds. That’s a game-changer. But it’s not just about speed – it’s about simplicity. Our mission is to make the most powerful stories easy to produce. We’re proud to work with the most creative people in the world, and this integration gives them a new, authentic lens to shape the stories that move culture.”