First, he set to work fine-tuning the comic delivery of the actor Owain Arthur, a sweet-faced Welshman, who plays a failed skiffle player named Francis.
As Twitter discusses similar arrangements with other entertainment companies, it is telling TV networks that video clips on Twitter can pad viewership by convincing people to flip on the TV set when they might not otherwise do so, or by rewarding fans who are already tuning in by giving them exclusive video clips.