GetGlue Raises $12M

getglueSocial TV start-up GetGlue has raised $12 million in financing.

The money will build out GetGlue’s product, including a new iPad app in Q1, according to CEO Alex Iskold. He said the current iPad app is “pretty beta” as it came out more than a year ago.

In conjunction with the financing, GetGlue has also added updates to its iPhone app and its website. The updates include a visual stream of check-ins, the ability to participate in multiple conversations and a personalized recommendation feature called Guides.

Iskold says GetGlue will focus on further personalization of Guides as current guides are “stale,” and he is striving for something more personal and social on the second screen. The new interface includes real-time filtering technology to reduce noise and help fans enjoy chatting with each other as they watch TV. It includes the ability to switch between recent conversations and makes it easy to chat with friends and fans on the second screen, GetGlue says.

In addition to personalization, GetGlue will focus on rich media content like videos and the ability for networks to further customize their presence on the platform. It will also facilitate embedding check-ins into more third party apps and websites.

The new financing brings GetGlue’s backing to $24 million to date. New investor Rho Ventures led the round. Existing investors TimeWarner, RRE Ventures and Union Square Ventures also participated.

GetGlue has 2 million users and works with 75 networks, including ABC, CW, FOX and NBC and cable networks like A&E, AMC, BRAVO, Food Network and Showtime.

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