ESPN, Shazam team for interactive Winter X Games programming

ESPN is collaborating with mobile discovery solutions provider Shazam to integrate interactive viewing experiences into the sports media goliath's Winter X Games Aspen 2012, which begin Jan. 26 at 12:30 pm ET.

Shazam users can tag the live Winter X Games broadcast at any time to instantly access video highlights, photos, results and music, connect to social media or download the X Games app. ESPN also will incorporate Shazam tagging into some of its Winter X Games promos. According to Shazam, the annual event--which showcases extreme sports like skiing, snowboarding and snowmobiling--is the first live sports telecast to feature Shazam integration.

The Shazam mobile application pinpoints entertainment content from any source, regardless of ambient noise. After users hold their handset to the audio feed for a few seconds, the clip is run through the company's database to find an exact match. More than 165 million consumers across 200 countries now use the Shazam service.

In mid-2011, Shazam raised $32 million in new funding, stating it would leverage the investment to expand into interactive television solutions--in addition to ESPN, networks including NBC, MTV and USA Network have integrated Shazam experiences into their broadcasts.

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