Second-screen TV app Zeebox, which touts itself as new way for TV viewers to find and discover content, is landing in the U.S. with the backing of 30 broadcasters, including Comcast Cable, NBCUniversal, HBO, and Cinemax.

With more than 1.5 million users in the U.K., the free Zeebox app for Android and iOS devices seeks to marry TV programming information with interactive features, including social networks such as Facebook and Twitter.

The new app is likely to blend well with the activities of millions who already use portable devices in conjunction with TV viewing; a recent Nielsen survey found that 86 percent of tablet owners and 84 percent of smartphone users checked their mobile devices while watching TV.

In addition to seeing what’s trending, users will also see what programs their friends are watching and get personalized programming recommendations via the OpenBox API, which the British startup promises providers can incorporate “in a matter of hours.” The social discovery platform is also expected to allow broadcasters to deliver exclusive content and target viewers through synchronized, relevant advertising.

In addition to programming and promotional support, strategic launch partners Comcast Cable and NBCUniversal will provide unspecified investments.

Some of the features Zeebox is touting are… [Read More]