Twitter probably won't put "the recognized partner" on an aspirational poster, but the tie-up does make sense. Folks like to tweet during the Globes, Oscars and other big TV events to to amuse themselves during the long periods of boredom. As Twitter notes, since it's hosting the pre-show shenanigans, you're just a swipe away from a fire tweet. "Twitter is where the conversation about the Golden Globes happens. Viewers Tweet along before, during and after the award show," said Twitter COO Anthony Noto.

The social network will not carry the actual presentation, but the pre-show is a nice option for wire-cutters who only want to see well-dressed celebs vamp and answer inane interview questions. You'll be able to catch it on a smartphone, the web and connected devices without needing a cable TV subscription.

Twitter is still trying to turn its rabid user base into advertising dollars and is pinning a lot of hope on livestreaming. So far, it has had some success with the NFL, MLB, NHLA, Wimbledon and other prime clients. Now that a rumored sale with Disney and other suits has fallen through (thanks in part to the social network's nasty dark side) it's going to have to find a way to bump its revenue, by whatever means necessary. You can catch "The HFPA Presents: Globes Red Carpet Live" here on January 8th from 6 to 8 PM ET.