TVtag

TVtag, originally launched as GetGlue in June 2010, was a social networking platform designed for television, movie, and sports enthusiasts. The company behind GetGlue, AdaptiveBlue, was founded in 2006 by Alex Iskold, a seasoned entrepreneur who had previously sold a company to IBM. Iskold's background in engineering and his fascination with complex systems and digital products shaped the company's trajectory. Based in New York City, GetGlue was conceived as a "second screen" experience, allowing users to engage with content in real-time while watching it.

The platform operated on a check-in model, similar to Foursquare, where users would log the shows, movies, or sports they were consuming via a website or mobile app. This activity allowed users to earn points and unlock virtual stickers related to the content, some of which could even be requested as physical versions. The business model was advertising-supported, leveraging its user base and partnerships with content providers. The service aimed to connect friends and fans around shared entertainment interests, providing recommendations and fostering a community. A key feature was the ability to see what friends thought about a movie or show, adding a social layer to content discovery.

In November 2013, GetGlue was acquired by i.TV, a company specializing in second-screen experiences. This merger led to a rebranding in January 2014, with the platform relaunching as TVtag. The new iteration expanded on the original concept, incorporating curated, real-time information from a team of over 50 employees. Users could not only check in but also comment, doodle, and react to specific moments within a show, which were then shareable on other social networks. The service also provided detailed information like cast trivia and live sports statistics. Despite its initial traction and a user base of around 4 million, TVtag announced its shutdown on December 19, 2014, ceasing operations on January 1, 2015, as the company decided to refocus its efforts on other initiatives.

Keywords: TVtag, GetGlue, AdaptiveBlue, Alex Iskold, social TV, second screen, television check-in, entertainment social network, i.TV, social engagement, TV fan community, digital stickers, real-time TV moments, TV content discovery, social media integration, mobile entertainment app, TV show engagement, movie check-in, sports check-in, online fan community