IntoNow is an app that works via iOS devices. It enables users to share what they are watching with friends by tapping a button on the IntoNow app when watching TV.
The service identifies the show, via an audio identification process, including the episode, which the user can then share with friends on Twitter or Facebook.
IntoNow, which launched in January this year, indexes now-showing television and has an archive of more than five years of US-based TV programming.
The application, which Yahoo hopes will bolster social engagement across its Yahoo Network, is integrated with iTunes and Netflix to enable sharing among consumers.
The service also provides recommendations for users, based on their interests and those they are connected to.
Bill Shaughnessy, senior vice-president of global product management at Yahoo, said: "Relying on social channels as a means for discovering content – whether it’s on a PC, mobile device, or TV – is rapidly on the rise.
"IntoNow’s technology combines the ability to check in to what a consumer is watching, engage in conversations, and find related content".
Adam Cahan, chief executive of IntoNow, said: "Companion applications and devices are changing the way we interact with TV in significant ways."
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