Twitter’s aggressive courtship of the TV industry took a giant leap forward Wednesday with the announcement of partnership with Comcast and NBCUniversal that could close the gap between the Twitter chatter about a show, and the act of watching the show itself.

Here’s how it would work: beginning in November, Twitter users will start seeing a “See It” button in tweets about particular shows in the NBCUni family. If they’re a Comcast subscriber, when they click the button they’ll be given the option of watching the show right then, either on their set top, mobile device, or computer—or recording the show for later.

Non-subscribers will get a card with info about the show.

While the initial partnership is limited to NBCUni properties, Comcast said Wednesday that “this new ‘See It’ feature is designed to integrate with other video distribution partners, television networks, and websites.”

Translation: we’re kicking off with Twitter and our own shows, but don’t be surprised to see the “See It” button on Facebook in the future and being used by network and cable rivals to connect people to their own shows.

Comcast developed this button, and they’re interested in making money off of it however they can, even if their rivals use it.

That is, if everything works as it’s supposed to.

Wednesday’s announcement is the biggest move to date in a Fall broadcast season that has seen Twitter move full steam ahead with its pursuit of TV viewers and execs. Earlier this week saw the premiere of the Nielsen Twitter TV Ratings. And last month CBS and Twitter announced a major advertising agreement to sell video ads in tweets for 42 CBS shows.

As part of today’s announcement, Comcast said they’ve struck a similar deal with Twitter.

NBC Sports will kick off the new advertising portion of the agreement by embedding Premier League soccer video highlights into tweets that are sponsored by GE.

And while TV is the big story Wednesday, it’s not the only one.

Tweets about films currently in theaters will also have a “See It” button that connects users to Comcast-owned Fandango to buy tickets. The new technology could help studios put butts in the seats by literally embedding ticket purchasing into online buzz.

Read More: Variety, Deadline, AllThingsD

Brief Take: Comcast’s new “See It” technology could be an actual game-changer in the way that Twitter and TV interact, turning buzz into something concrete: viewership.

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