Timeline Labs, a social analytics company, has been acquired by SeaChange International for $22 million in a cash-and-stock deal, with an additional $2.5 million available in performance earn outs.

Timeline’s content management platform curates local news stories that are trending on social media sites. The Santa Monica firm helps media companies evaluate social media messages, broadcast newsworthy trends and measure audience engagement. Its major investors include former execs of ABC, CBS, FOX, NBC, Sinclair Broadcast Group and Guggenheim Digital Media.

SeaChange, whose cloud-based software platform customizes and monetizes multiscreen videos, said the acquisition will help extend its service to multiscreen TV service providers. SeaChange of Acton, Mass., also hopes to leverage Timeline’s visualization tools to release ready-for-air packages customized for its media clients.

Timeline and SeaChange had already worked together, announcing just last week a new data venture called NewCoin to measure TV audience engagement for Fox Television Stations, Tribune Media and Univision.

“We anticipate cross-selling opportunities that will help us to extend our platform to new customers including multiscreen and OTT service providers in new geographies,” Chief Executive Malcolm CasSelle said in a statement.

CasSell, Timeline’s senior team and its staff will join SeaChange as part of the deal. A Timeline Labs appointee will also join SeaChange’s board. The deal is expected to close in February.

Staff reporter Melissah Yang can be reached at MYang@labusinessjournal.com. Follow her on Twitter @MelissahYang for the latest in L.A. tech news.

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