MUMBAI: Social media can no longer be sidestepped when it comes to figuring out the mood of the people. Recently, c announced its partnership with Twitter for the upcoming elections and now another business broadcaster has decided to bond with Tata Consultancy Services (TCS) and the social media hub Twitter to track insights into the Lok Sabha elections.

Through TCS’s app iElect, CNBC-TV18 will use the analysis and data from it on air through the day. Says CNBC-TV18 managing editor Shereen Bhan, “These elections are landmark, in the sense that we are all seeing a lot of Indians having conversations and voicing their opinions online. It would be interesting and extremely insightful to be able to gauge the sentiment of Indians in this new age of social media. We at CNBC-TV18 have always been at the heart of bringing value to our viewers through credible reportage, insights and analysis. This partnership complements our cause of enabling our viewers to view elections in a well rounded, informed manner.”

TCS global communications VP and head Pradipta Bagchi said, "TCS is happy to bring real time social media analysis to CNBC-TV18. India has a large amount of smartphone users and almost 100 million first-time voters in general elections 2014. TCS iElect will be new and engaging for them to participate through the entire process with its gamified and interactive features We think bringing live television  & Twitter together along with TCS's big data capability will change the way India will look at election 2014."

Twitter India marketi director Rishi Jaitly commented “Twitter is at the heart of the political conversation in this election. We are excited that CNBC-TV18, using the TCS iElect App, will be distributing Twitter conversations and their analysis to a new set of TV viewers. This is in line with our strategy of making elections-related conversations on Twitter accessible by everyone, placing real-time data and content in the hands of every Indian to make an informed voting decision.”