• Fast Company, Wednesday, November 2, 2011 4:04 PM

E.B. Boyd reports on Yahoo’s release today of its “second-screen” IntoNow app that automatically detects what iPad users are watching on TV and provides them with supplementary content on their tablets.  It works through an audio “fingerprint” embedded in the TV programming. 

Boyd calls the process a “reimagining of what it means to ‘watch TV’ and the creation of a media consumption experience that is genuinely new.” Boyd says Yahoo is currently providing the secondary content itself, but that it’s looking at providing a “self-serve” solution for show producers.

There are also opportunities being discussed for similar self-served content from advertisers. 

Read the whole story at Fast Company »