The app update also brings a number of enhancements and interface tweaks, including show spoiler indicators, friend-to-friend show recommendations, and a “now” filter in the Popular tab. The new version also includes IntoNow’s not-yet-visible commercial-tagging technology.
The idea behind the 1.1 release is to create new experiences that go beyond the startup’s most impressive feature — tagging powered by its patented SoundPrint audio-recognition technology.
The technology is flashy, but IntoNow co-founder and VP of product Didier Hilhorst says users have been clamoring for better conversation features. “People really want to talk about their favorite shows while they’re wa tching them,” he says.
The startup is accommodating users with a discuss button they can hit to start public discussions with everyone; they can also use the button to initiate more private chats with just friends. Users can strike up conversations around series, movies and single episodes. While not as fluid as instant messaging, the discussions feature is real-time; and users are notified as new comments pour in.
IntoNow’s behind-the-scenes technology for tagging commercials isn’t something users will be able to see just yet. “We put in place certain hooks to enable commercials,” says Hilhorst, “and we will be launching this with a partner later this month.”
Eventually, the app should close the loop between viewer, brand and transaction, as Hilhorst describes it. The user will be incentivized with discounts or coupons for tagging certain commercials; the user can then redeem those coupons on his next visit to the merchant. It sounds like...
