BSkyB buys ten per cent share in app firm Zeebox

Venture to put social media functionality into the broadcaster's apps.

London-based Zeebox allows users of its apps to connect to social networks to discuss and share their thoughts and information of live TV shows with other viewers.

The platform, which runs across smartphones, tablets and PCs, was co-founded in late 2011 by former BBC tech exec Anthony Rose, and former EMI president Ernesto Schmitt.

The move will take place later this year, giving BSkyB UK exclusivity for integration of the Zeebox tech into its series of mobile apps, presumably with the hope of bolstering its user base.

BSkyB is recognised as one of the world's most advanced 'traditional broadcasters' when it comes to new media experimentation. Its Sky Go app, which offers mobile streaming of its core programming, has accumulated almost two million users.

Emma Lloyd, director of emerging products at BSkyB, said: "We know that millions of our customers have smartphones and tablets and regularly use them to engage with Sky on mobile devices, so it's a natural next step for us."