U.K. satellite TV giant BkyB is tumbling headlong into social TV integration witth the trialing of a new Twitter (News - Alert)-based function that lets its subscribers watch and record movies and TV shows by clicking on a link within a tweet.

The operator will push out tweets using the hashtag #WatchOnSky to alert consumers to the availability of the functionality. Once the links are clicked, they expand to reveal “Watch” and “Record” buttons that will link the user directly to Sky’s mobile TV service Sky Go. It’s an authenticated mobile service, essentially, so to work, a user’s Sky+HD box must be linked to a Sky iD.

The idea is clearly to capitalize on the buzz around certain shows to drive spontaneous consumption of content when tickled by a tweet—similar to the idea of putting candy bars in the check-out line at the supermarket.

"Twitter is where television viewers come to talk about what they’re watching on TV when they’re watching it,” said Dick Costolo (News - Alert), CEO of Twitter. “Millions of users are exposed to the live conversation that unfolds on Twitter while a show is on the air and now…they’ll be able to tune in directly from a tweet.”

Sky isn’t the groundbreaker on this one, however. Last October, Comcast (News - Alert) in the United States announced that it would be doing a similar thing with NBCUniversal content via a “See It” icon embedded in certain tweets. Once clicked, the button allows Xfinity TV subscribers to tune into live streaming from their set-top box, smartphone or tablet. And, users are able to set reminders for upcoming shows, program their DVR and buy movie tickets through Fandango.