Dive Brief: 

• In November, Twitter and Comcast will launch a new feature allowing users to instantly watch and record programming from NBC Universal by clicking the "See It" button on Twitter posts. 
• The button will change the channel on subscribers' set-top TV boxes to the programming mentioned, and options will be available to record future programming and to watch it on mobile devices. 
• The move is among other steps the micro-blogging platform has made to close the gap between social buzz and TV ratings, including this week's launch of Twitter TV ratings with Nielsen. 

Dive Insight: 

Twitter and Comcast may have finally found a direct way to measure the impact of tweeting on TV ratings. It will be interesting to see how many views the "See It" button drives, but the novelty of changing your TV channel with Twitter is appealing. Measuring those numbers is, of course, just one small piece of the puzzle as users will continue to tweet about shows without discovering them on Twitter. Still, the button is a significant innovation in "social TV" that marketers should keep an eye on.