i.TV purchased GetGlue in November of 2013 primarily due to GetGlue’s leadership in the emerging, but fragmented, second screen social networking market. The following month, DirecTV made a strategic investment in i.TV with plans to incorporate i.TV’s technology into its own second screen experience. And for their third act, this week i.TV has rebranded getGlue as tvtag.
Many have speculated that if it wasn’t being acquired, then certainly renaming would mean the end of what got GetGlue on the map: mailing stickers out to members, in exchange for check-ins. In the interview above, Pelo says while he has not made up his mind about the physical sticker program, he was pleasantly surprised that it was not a gimmick and GetGlue’s audience stuck around the app. GetGlue benefitted from much greater engagement than he saw on i.TV’s app in fact. However, re-christening as tvtag places an emphasis on viewers bookmarking their favorite show, stars, and sports team in order for the social aspect to kick in and boost viewership.
Was it all in the name? Pelo and i.TV certainly hope not and look to build on GetGlue’s original success, as well as their own. Check out the video below for more about i.TV’s app and happy viewing.
After the Transition 