Yahoo (NSDQ: YHOO) has purchased IntoNow, a four-month-old startup that has built an iPhone app that automatically recognizes the TV show a user is watching so that users can “check-in” and easily share what they’re watching with friends. TechCrunch puts the purchase price at between $20 million and $30 million.
IntoNow is one of several TV check-in apps. The company’s competitors include the more established GetGlue and the Google (NSDQ: GOOG) Ventures-backed Miso, but Yahoo apparently had its sites specifically on IntoNow since the service launched in January.
In its announcement, Yahoo says that IntoNow will “enable Yahoo! to provide enhanced media experiences and video programming, bolstering its social engagement across the Yahoo! network and on all screens.” It’s possible that IntoNow will be tied in some way to Yahoo’s connected TV platform, which lets people interact with internet content, like photos from Flickr or news from the NYT, while watching TV.