Social TV start-up Bluefin Labs secures $12m investment

Social TV continues to be the investment of choice, with social TV start-up Bluefin Labs recently securing a $12 million investment by, amongst others, Time Warner.

Bluefin Labs created a social-analytics dashboard that aggregates and analyses comments about television shows and the sentiment of those comments in social networks.

According to AdAge, on one side, the findings can help networks make programming decisions based on viewers’ real-time conversations about characters, plots and hosts, for example. For brand marketers and agencies, this product can help analyse which products or ads are received best and worst by viewers. The technology also provides marketers and media agencies with social-graph analyses that can help them identify the brand affinity or lifestyle choices of viewers of certain shows.

The investment money is partly going to be used to bolster the sales and client-service divisions. “The business-oriented side of the business is definitely the minority, and we’re going to start bringing some balance to that,” said Deb Roy, co-founder and CEO of Bluefin Labs.

Read the full article at AdAge.