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"IntoNow, a TV-tagging application owned by Yahoo, plans to release an application for Android, and revealed details of an intricate partnership with Lifetime Television surrounding season 9 of the network's reality hit, Project Runway.\nUnder the deal, arranged by Yahoo, IntoNow's iPhone and just-released Android applications may even be promoted during on-air broadcasts of Project Runway Season 9 trailers and episodes.\nApplication users will be invited to \"tag\" episodes \u2014 a.k.a. check in to shows via IntoNow's propriety SoundPrint TV-listening technology \u2014 to unlock additional content, participate in polls and enter contents. \nContent extras, says Yahoo Media Products Vice President Adam Cahan, will involve bios on guest judges, sneak peeks at future episodes, photo flipbooks and more. Yahoo will also include a number of engagement events that are synchronized with each show, he adds.\nCahan sees Lifetime and Project Runway as perfect partners for the on-air and mobile campaign. Reality shows are immensely popular among IntoNow's 1 million users currently on iOS, he says. \nThose iOS early adopters will also be greeted with an application update Thursday. The app will now feature a new set of show recommendations based on factors such as expressed interests and friends' activities. Cahan refers to the new recommendations as a personal calendar for television that tells the viewer what he could be watching at any given time.\nIntoNow is doing 36,232 tags per day, on average. The service surpassed 5 million tags 138 days after its release. But, IntoNow has not gained momentum following its sale to Yahoo in April \u2014 at the time, the startup was averaging 25,000 to 35,000 tags per day. \nOthers participating in the television check-in game have seen modest success with campaigns similar in nature to IntoNow's Project Runway promotion. GetGlue has hosted a number campaigns with network parters around the second experience. So too has USA Network, using its own lineup of companion applications. But what users want from a TV-mobile combo experience is still unknown, Cahan says. \"I don't think anyone in this space has cracked what users are drawn to,\" he says.\nPerhaps, IntoNow's Android release and Project Runway campaign will allow the still-infant application to better determine what television viewers want and help it find a substantially larger audience.\nIn a separate initiative run by A+E Networks, Project Runway, for the first time ever, will also allow fans to vote for their favorite designers via Twitter."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2011/07/28/intonow-project-runway/>