British social TV app Zeebox rebrands itself as Beamly

April 15
8:33 AM 2014

Social TV app Zeebox has relaunched itself as a new app called Beamly. Although the rebranded app has retained its live-chat and screen sync functions, it now has new features to help enhance consumer interaction, according to TechCrunch.

Beamly has enhanced its social functionality and content discovery range. Users now have access to news feeds and social media topics about their favorite TV shows the whole day. This feature is designed to give them something to talk about after watching an episode, the report detailed.

The Guardian cited Beankt co-founder and chief technology officer (CFO) Anthony Rose explaining the need for the relaunch: "We had a dream which was to create participation TV... One day we realised that people perceived Zeebox as a new type of TV guide rather than a co-viewing experience. So in the last six months we've set about transitioning from model one, which was essentially that synchronised Twitter playalong experience, to a fully fledged social network for television."

The rebranding from Zeebox to Beamly is also one of the company's attempt to ride the shifting trend in the TV habits of consumers, as more people nowadays tend to watch TV shows on-demand. Launched in 2011, the social TV app's monthly active users have now reached the two-million mark, the report added.

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