With the number of tweeple on the rise, now there is a new Twitter filter on World Cup 2010 as well. Tweetbeat World Cup is a new Twitter filter from Kosmix, a company floated by two IIT-Madras and Stanford University alumnus. It has also introduced an iPhone app, called Tweetbeat World Football. Co-founded by Venky Harinarayan and Anand Rajaraman, Kosmix is all about connecting people to the interests that matter to them.

It may be recalled that the two friends came to limelight when Harinarayan and Rajaraman’s first e-commerce search engine, Junglee, had been acquired by Amazon in 1998 for $250 million.

A spokesman of Tweetbeat told Financial Chronicle, “Tweetbeat is a simple online service that aggregates all tweets around the Fifa World Cup. While this service has been launched around Fifa, it will soon become a general tweet aggregator that one can use for any subject of topical interest.”

Tweetbeat shows you only the best, most relevant tweets, filtering out the noise you might otherwise find if you just did a typical keyword search. This makes consuming tweets about the World Cup much more fun.

“From a technology perspective, Tweetbeat has access to the entire Twitter firehose in real-time, and we process the stream in true real-time. Very few other services ha-ve access to the Twitter firehose and do the kind of semantic processing Tweetbeat do-es. For example, if Wayne Rooney tweets, the tweet will appear in Twe-etbeat’s real-time stream with no measurable delay,” the spokesman said.

Most World Cup filters and widgets rely on hash tags such as #WC2010, which miss important tweets. Developers and designers claim Tweetbeat is handling about 750 tweets per second.

About 25 per cent of Tweetbeat users are based in the US, 25 per cent are in Brazil, and the other 50 per cent are spread across Europe, India and Asia. How would they monetise this? “Tweetbeat is ad-supported. Its full version will be personalised to work for any interest ranging from sports, entertainment and hobbies. The monetisation strategy will be highly targeted ads,” the spokesman said.