Although Twitter’s profitability, or lack thereof, is not known, one thing is for sure – Twitter is courting television producers and audiences. Chief Executive Officer Dick Costolo announced in a press conference that partnering with shows like “The X Factor” may have financial benefits down the road.

Twitter’s biggest television claim to fame yet is its involvement with “The X Factor.” Although Twitter does not pay to be mentioned or featured on television shows, it has invested an undisclosed amount to create an online voting system for Fox’s new talent show. For the first time, “The X Factor’s” viewers will be able to send votes via direct messages (known as “DMs” on twitter). In addition, producer and judge Simon Cowell reportedly reads tweets about the show and makes changes based on the feedback. Although he once dismissed Twitter as a passing fad, he sees the value of having feedback from the social web.

As “The X Factor” embraces Twitter, other television shows and producers are likely to follow suit. Television shows are looking for ways to get users more involved in live viewings and Twitter is giving them a way to do just that.

Twitter’s internal entertainment team. Chloe Sladden is key in their strategy of creating social media experiences for television shows. The former VP at CurrentTV was hired by Twitter to be a bridge between television and the social network. She oversees a team of seven in Twitter’s content and programming unit, and plans to hire four more soon. One team member is dedicated to working with music labels and one works specifically with news organizations. As a team, they work to inform producers, politicians and celebrities on the best practices for creating content for Twitter.

While TV shows and celebrities use Twitter in order to gain free publicity, Twitter executives hope that even more users will flock to Twitter to take part in the conversation. This will lead to more opportunities for advertisers to be seen through sponsored ads and more potential income for Twitter.