Cable conglomerate Comcast and its broadcast network branch, NBC Universal, have recently partnered with ZeeBox, a cross-channel TV viewing companion app that’s compatible with the iPhone, iPad, iPod Touch, and Android. Based in the U.K., Zeebox is a popular social network and social TV site that provides contextual information in real time as people watch TV, such as which friends (who also have the app) are viewing the same shows right now and providing additional, relevant information on what is seen and heard within the broadcast.
Users of ZeeBox can take advantage of comprehensive TV listings, as well as social media and personalized recommendations. The cloud-powered app recognizes what users are watching and connects them with “relevant content and experiences from across the Web, TV programmers, social networks and advertisers.” This app may provide the natural viral marketing opportunity content providers crave, and may offer new ways to extract advertising revenue should the current business mode ever get phased out for any reason.
“We’re excited to team with Zeebox on their U.S. launch,” said NBCUniversal CEO Steve Burke in a statement. “As the Olympics demonstrated, the second-screen experience has become an increasingly important platform to engage audiences. We think the Zeebox technology presents tremendous opportunities for our viewers and our advertisers.”
Comcast Cable CEO Neil Smit, added, “Zeebox is a really compelling second-screen companion viewing platform, and we’re excited to join such a strong group of industry partners in its launch.”
HBO and Cinemax is also eager to partner with ZeeBox with its virgin U.S. launch, to help promote their exclusive content to subscribers. Will this promote synergy with the content providers and pay TV providers? Will ZeeBox’s service enhance the TV Everywhere experience that pay TV providers are banking on as the next wave of TV consumption? We’ll know soon enough once ZeeBox hits our shores.