Hearst Interactive Media and Google (NSDQ: GOOG) (through its Google Ventures VC arm) have put $1.5 million in Miso, a startup that lets people “check-in” while watching TV. With Miso, users “follow” a show on the company’s website or its mobile apps and indicate that they are watching it by “checking-in;” they can also comment and earn badges and points for various achievements. The nine-month old company says it is approaching 100,000 registered users, a figure which pales in comparison to more-established competitor GetGlue, which raised its own new round of funding led by Time Warner (NYSE: TWX) last month.
Miso says it will use the cash in part to hire additional engineers. In its announcement, it says it’s also aiming to “create more ways for people to engage around the second screen, secure more partnerships, and lead innovation around the intersection of social, TV, and the second screen.” The company is announcing a partnership with Oprah Winfrey’s OWN so that watchers of a show on the new network can earn exclusive badges (Hearst is a partner with Winfrey’s Harpo Productions in her O Magazine).
Here’s a video describing how Miso works: