Shazam continues to invade the living room, partners with cable channel Syfy

The living room and, specifically, television is Shazam‘s next growth target. That’s something we’ve known for a while as the service aims to expand beyond its music recognition roots to become a wider discovery technology for all sorts of content. And today, the London-headquartered company has announced its latest television tie-in, partnering with Syfy for a series-long “TV tagging initiative” for the cable channel’s new U.S. show Being Human.

The way it will work is as follows: The Shazam logo will be ’embedded’ into the program ready for users to tag the show. This entails them holding their phone up so that it can listen to and recognise the episode in question from which Shazam will provide links to exclusive video and previews of upcoming episodes, access to playlists from the series, downloads and competitions. One way to think of the technology is as an audio barcode, which instead of relating to a particular song, points to a TV episode.

It’s not the first time that Shazam and Syfy have hooked up. The two companies partnered in September last year to pilot the ‘TV tagging’ concept with season finales of Warehouse 13 and Eureka. Shazam is also putting the concept to work with other broadcasters and advertisers too. Aside from Syfy (NBC Universal), TV partners include HBO, as well as major brands, such as Levi’s Dockers and Lynx.

That’s not to say that Shazam is neglecting its musical heritage. Just last week the company added integration with music streaming service Spotify to its mobile app for iPhone and Android so that users can access Spotify directly through a new ‘Play in Spotify’ feature, which upon Shazam recognising or recommending a song, takes them directly to Spotify where they can listen to the full track.