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Editor'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, Never.no, Applicaster, Actv8, Visiware, 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.
We're out like Walter White