It's no great revelation to state that Twitter has become synonymous with television, with viewers often tweeting reactions to their favourite shows as they watch it. Estimates suggest the Breaking Bad finale, for example, provoked 300,000 tweets during the episode's first US airing - and likely hundreds of thousands more reactions were tweeted as fans continued discussing it over the days that followed.

It seems like the natural next step, then, that TV companies will become more directly involved with the social network. Comcast is a major US internet service provider, as well as the owner of NBC Universal television networks (and with a stake in various other TV stations such as E! Entertainment). Starting in November, Comcast's 24 million subscribers will be able to watch or record shows from within Twitter itself by clicking a dedicated 'watch' button attached to tweets about the show being discussed.

10 NBC / Universal shows will be involved in the initial trial, including The Voice, Today Show and various sports programmes. Comcast's Sam Schwartz told AllThingsD that "we want to make the conversation on Twitter lead to consumption".

The initial roll out will be slow and US only. While it will be initially restricted to Comcast shows, the company told AllThingsD they're optimistic the idea will be available to other service providers and TV networks in the future if the trial proves successful.