NBCU expands Shazam interactive TV integration with USA, E!, SyFy shows

Comcast's (Nasdaq: CMCSA) NBCUniversal unit is relying more on automatic content recognition technology from Shazam to add interactivity to its original programs, announcing plans to integrate the second-screen app with programs on USA Network, SyFy and E!.

NBCU said SyFy's Being Human series will use the Shazam for TV app for mobile phones and tablets to let viewers access exclusive scenes from future episodes and track lists of songs that are featured in each episode. Shazam can recognize TV shows and music, and deliver interactive content to mobile devices that is synchronized with video viewers watch on TVs or PCs.

While Comcast and other cable MSOs have the capability to deliver interactive programming through cable systems that have been upgraded to the industry's EBIF platform, NBCU is focusing more on using ACR technology to deliver interactive TV programming to viewers. USA Network's Psych is using Shazam for TV to add interactivity to its series, and E! talk show The Soup will offer exclusive clips to viewers that use Shazam to tag the show. Shazam is helping NBC boost ad revenue, with Lexus sponsoring a sweepstakes that will award a trip for two to Los Angeles to E! viewers that tag the show.

ESPN is also using Shazam to add interactivity to its programs. Last week, the sports network said it will use the ACR technology during its coverage of the Winter X Games in Aspen. Viewers that tag its coverage will be able to access video highlights, photos, results, and music.

NBCU is adding t-commerce capabilities to some of its programs, relying on Shazam and t-commerce technology provider Delivery Agent.

For more:
- see the NBCU release
- and the ESPN release

Editor's Corner: Will Shazam's ACR technology leave cable's ExpandTV platform in the dust?

Related articles:
Verizon deploys shopping app to FiOS TV subscribers
Shazam teams with USA Network to boost viewer interaction