i.TV has told its recently acquired GetGlue brand to get lost--or at least step aside--as part of a transition to a new second screen TV app it's calling tvtag.
According to published reports, i.TV said tvtag will include elements of GetGlue but will not focus on discovery because "most of us already know what we want to watch," i.TV CEO Brad Pelo told GigaOM's Janko Roettgers.
tvtag will also remove automatic content recognition and won't communicate with the cable box to automatically check in on shows because, Pelo said, that is an "unnecessary burden."
The move to remove GetGlue and offer tvtag comes just over two months after i.TV bought the second screen app and promised, in a blog, to "continue to build and grow GetGlue as an independent product while enabling GetGlue to benefit from i.TV's broader platform of partners and services."
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