VC-backed North American startup wants to tap into second-screen viewing trends, with its catalogue of 2.6 million shows.
Music recognition service Shazam made a move into TV last year, but now it's got competition from a new startup called IntoNow, which launched its iPhone app this week.
The company offers TV-recognition technology, with its app able to identify 2.6 million episodes within 4-12 seconds, according to GigaOM. The app then provides information on the episode and airing date, but the real focus is on social features.
The app ties into Facebook and Twitter to show users which shows their friends are watching, and discuss TV with their social networks. IntoNow is far from the only startup looking to do this, though: ME has written lots about GetGlue, which has 800,000 users for its entertainment check-in service, as well as competitors Miso and Philo.
IntoNow clearly hopes its recognition technology will be what sets it apart. It could also open new revenue streams related to advertising - precisely the market being targeted by Shazam.
GigaOM says IntoNow plans to launch an Android app and strike deals to include its SoundPrint engine in connected TVs and other devices.