NBC Sports signs Shazam to deliver interactive Olympics programming

NBC Sports said it will use Shazam's automatic content (ACR) technology to deliver interactive programming to viewers watching its Summer Olympics programming on NBC, NBC Sports Network, MSNBC, Bravo and CNBC.

Selecting Shazam to let viewers access features such as medal counts, social media and viewer polls is noteworthy considering NBC Sports is owned by Comcast (Nasdaq: CMCSA), the nation's largest cable MSO. NBC hasn't announced plans to offer similar interactive Olympics programming through Comcast and other cable and satellite providers that subscribers would be able to access with a remote control. 

NBC said that viewers will be able to use the Shazam app on mobile phones and tablets beginning on July 27, with its coverage of the opening ceremony in London, and ending with the closing ceremony on Aug. 12.

Shazam had a big presence during NBC's coverage of Super Bowl 46 in February, where several advertisers used the app to deliver enhanced advertising content to smartphone and tablet users. Comcast has also tested how it could integrate Shazam's app with its cloud-based X1 digital video service. At The Cable Show convention last month in Boston, Comcast demonstrated how viewers could use Shazam to identify music videos on TV, and search for related content.

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Commentary: Comcast, Shazam offer glimpse at future

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