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Flingo Debuts Samba, a Platform for Connected TV and Mobile
Aiming to blur the lines between standard and connected TV, Flingo offers second-screen without the apps.

Connected TV app-maker Flingo announced a major platform today called Samba. It's designed to be installed on connected TVs or set-top boxes, then to let viewers enjoy second-screen content directly on the TV, or through a mobile device or computer. According to Ashwin Navin, CEO and co-founder of Flingo, Samba "blurs the lines between traditional linear TV and the smart TV features."

Because the Samba tool is browser-based, there's no app to download. Samba uses automatic content recognition (ACR) to identify what's playing and provide relevant content. While other apps use a mobile device's microphones to provide ACR, Samba will use it directly on the television. As an example of what it might provide, Navin says that someone watching a Comedy Central roast might be offered five top roast clips online to view after their program is over.

Several television makers will integrate Samba into their devices throughout 2013, Navin says. Announced companies include Sanyo, Hisense, Haier, and Insignia.

Flingo has made connected TV apps for A&E, Fox, the History Chanel, Lifetime, Showtime, and more, and will insert Samba technologies in all of them to provide sharing features and dynamic advertising.

Flingo closed a $7 million funding round in February, 2012, and gained an additional million in May, 2012.

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