Golden Globes

Twitter is fighting to regain its relevance with style — red carpet style.

For the first time, the official Golden Globe Awards red carpet pre-show will be live-streamed on Twitter. This means that United States viewers who are both logged in and logged out on Twitter can watch — at, in Twitter Moments or @goldenglobes.

The partnership with Dick Clark Productions and the Hollywood Foreign Press Association will blend traditional red carpet formatting, including attendee interviews, with Twitter content from celebrities and fan questions sourced from Twitter. The hosts are yet to be revealed for the two-hour show on Sunday Jan. 8 at The Beverly Hilton.

It’s a deal that is squarely in Twitter’s sweet spot, as both attendees and fans typically Tweet about red carpet events as they are watching on another screen. The approach merges the red carpet action into one screen, a mission that Twitter chief executive officer Jack Dorsey has repeatedly emphasized.

The microblogging platform has struggled to continue to build its user base, although it still dominates as the place for “what’s happening in the world right now.”

“Twitter is where the conversation about the Golden Globes happens. Viewers Tweet along before, during and after the award show,” said Twitter chief operating officer Anthony Noto. “Our collaboration with The Hollywood Foreign Press Association and Dick Clark Productions for this red carpet show will bring high quality live content and commentary to the masses through Twitter.”

Twitter is squaring off with the social media powerhouse Facebook, which has been pushing its live-video capabilities with ads about how to share live video content on the platform and partnerships with media outlets to encourage sharing. Most recently, Facebook-owned Instagram followed suit by adding the capability to live-stream video in Instagram Stories. That’s in addition to competition from Google-owned YouTube, which has live-streamed events ranging from sports games to political debates.

As part of the live-stream, Twitter will also offer what is describes as “comprehensive advertising packages.”

“The Hollywood Foreign Press Association is always searching for innovative ways and original tools to reach our audience wherever it is as Hollywood comes together on one night to celebrate the best in motion pictures and television — and Twitter is the recognized partner to help us expand our audience,” said HFPA president Lorenzo Soria.

In October, Twitter said that it would be shutting down the Vine app, which let users share short looping videos. In January, it will become something called Vine Camera, which will let users share 6.5-second videos on Twitter, which is somewhat in the vein of Snapchat and, more recently, Instagram Stories.