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Twitter is dead set on playing a vital role in the media industry, which is why rumors of its latest acquisition would make a lot of sense.

The social network has allegedly purchased Bluefin Labs, a startup that provides social analytics for users while they watch television. The information comes from a BusinessInsider report published today that cites an anonymous source. We’ve reached out to Twitter for confirmation of the sale as well as further clarification of its terms.

The acquisition price, according to BI’s report, is said to be Twitter’s largest purchase ever. Bluefin Labs currently has about $20 million in funding from a variety of investors, so it’s likely that the acquisition price is quite a bit more than that — especially after last night’s Super Bowl 47 broke many viewing and participation records.

Twitter has worked with Bluefin Labs in the past to provide social analytics for live televised events, and recently partnered with Nielsen to develop new social TV ratings.

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