Yahoo has introduced an Android version of its IntoNow interactive TV app and kicked off a campaign to promote the ninth season premiere of Lifetime Television's "Project Runway" reality show, premiering today within the app.
Yahoo acquired IntoNow, the start-up behind the eponymous app, in April. The existing version of the iOS-based version allows users to point Apple mobile devices -- iPhone, iPod or iPad -- at the TV screen and use the app to get information about the show and episode they're watching, including future airings.
They can also comment on what friends are watching within the app or via Facebook and Twitter, and get notifications about when friends are watching the same episode or program. The system -- based on audio signals -- recognizes five years' worth of episodes across 130 networks.
For the new season of "Project Runway," IntoNow users will be able to tag each episode with the app to "unlock" free digital content, including photos and videos, participate in fashion-related polls, and engage in real-time conversations with friends and other viewers. It marks the first TV show campaign IntoNow has launched since being bought by Yahoo.
The cross-media effort will leverage other Yahoo properties, including Yahoo TV and Yahoo Mail, and the new app will be available in the Android market. If the four-out-of-five-star rating (based on 928 ratings) IntoNow has earned in the App Store is any indication, it may get a welcome reception from Android users as well.