Another Social TV Company Dies - Yahoo Drops IntoNow into the Startup Morgue after Three Years

written by: Richard Kastelein

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intonowEditor's note: Before readers start moaning over the death of Second Screen Social TV -  Actually zeebox just announced another 13 partners in Australia this week, and most, if not all, the companies who are playing the B2B play are doing quite well, such as Ex Machina,, Applicaster, Actv8Visiware, iPowow, ShowCaster et al. are gobbling up the ever-increasing RFPs coming into the market as bespoke, synchronous second screen experiences are clearly game winners with certain TV genre such as game shows, sports and even news/politics.

The IntoNow news was first reported Tuesday by TechCrunch.

IntoNow — the second-screen app that Yahoo bought in the spring of 2011, just 12 weeks after its launch — is being shut down by its parent company. As of last week, IntoNow was taken off the Apple App Store and Google Play, and an email sent to users notified them that the app would stop working as of March 31.

For those who might have forgotten, IntoNow was one of the many second-screen TV apps that popped up in the early part of the decade, offering users the ability to “check in” to the television shows they were watching, and share their viewing habits with others on social networks that people actually used, like Facebook and Twitter.

...IntoNow had at least a technological advantage over the other social TV apps out there, in that it had built-in auto content recognition (ACR) technology — which generally meant that it knew what you were watching before you did. It could, in a sense, identify what you were watching and check you into that program automatically.

That had lots of awesome implications for people who cared about stuff like advertising, because suddenly marketers could know with some certainty what shows people were watching while tooling around on their mobile phones and tablets, and hey — wouldn’t it be great if brands could serve up the same ads on the iPad that they were watching on the TV?

Variety also reports:

...Coincidentally, on Tuesday Utah-based TV guide app company i.TV announced it was discontinuing GetGlue, the name of the second-screen TV startup it acquired last fall. Instead, i.TV is launching “tvtag,” an app that will replace GetGlue that lets TV viewers share moments from the program they’re watching with their friends. The tvtag service is launching with a user base approaching 10 million, said CEO Brad Pelo.

And let’s not forget probably the most important thing Yahoo got out of the acquisition was former IntoNow CEO Adam Cahan, who has been bumped up the ladder as part of Marissa Mayer’s Yahoo. He’s SVP of Mobile and Emerging Products at the company, helping to manage its portfolio of mobile apps and identify hot young startups for Yahoo to acqui-hire.

Anyway, for those of you who haven’t yet given up on the whole “second-screen thing,” there’s still hope. i.TV, which acquired social TV app maker GetGlue at a fire-sale price late last year, relaunched the thing with a new name — tvtag. Consider it the circle of life or whatever.

From their website:

We're out like Walter White

As part of our ongoing efforts to sharpen our focus, IntoNow will no longer be available for download in iTunes or Google Play as of January 24, 2014. Additionally, as of 3/31 the IntoNow app will no longer operate. The core IntoNow technology will live on through other products and apps, like Yahoo Smart TV and the new Loops feature in the Yahoo Sports iOS7 app. If you're interested in a history of your watched shows, send an email to This email address is being protected from spambots. You need JavaScript enabled to view it.. Thank you for your support!


About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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