[Techtaffy Newsdesk]

Sky has acquired a ten per cent stake in zeebox, a company that lets users watch interactive television on their smartphones via apps and ‘zeetags’ or links. The exact size of the transaction was not disclosed, but Sky called it a ‘ multi-million pound strategic partnership.’

Zeebox will remain an independent company, but as part of the deal, Sky Media will become the exclusive advertising sales agent for zeebox’s synchronised advertising inventory.

Launching in the first half of 2012, Sky and zeebox will also offer a companion app experience for Sky customers with ‘augmented’ TV viewing features, such as connecting with friends around TV shows, finding more information about what’s on TV, and buying products relating to their favourite programmes.

The zeebox service – currently available on iPhone, iPad and the Web – serves up social media feeds and conversations via Twitter and Facebook, as well as additional information on the topics, people and products featured within specific programmes.