CBS To Shazam-Enable U.S. Open Telecasts

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CBS will let U.S. Open fans use Shazam Entertainment's apps to access live scores and other info -- as well as link to marketing collateral for IBM, the exclusive sponsor of the feature -- while watching the broadcaster's coverage during the tennis tourney's two weekends.

The Shazam features will not extend to U.S. Open coverage on ESPN or Tennis Channel.

CBS U.S. Open on Shazam app

On the weekends of Sept. 1-2 and 8-9, CBS's U.S. Open viewers will be able to use the Shazam app on smartphones or tablets to access real-time scores, player photo gallery and profiles, social sharing via Facebook and a live Twitter feed in the app, and links to CBS Sports and IBM. The Shazam apps also will include a link to the official free U.S. Open app from the U.S. Tennis Association.

In addition, IBM ads in CBS's U.S. Open telecasts will be Shazam-able, linking users to tips on how to use technology in marketing as well as infographics and other marketing tools. Only the IBM spots on CBS will be Shazam-enabled.

The Shazam app, which was originally developed to identify songs on the radio, "listens" for an audio fingerprint in a broadcast to present related content to users.

U.K.-based Shazam has worked with other TV networks to make their broadcasts interactive on second-screen devices, including NBCUniversal for the 2012 London Olympic Games and Super Bowl XLVI.

During the Olympics, viewers initiated "several million interactions" with the Shazam-enabled NBC broadcasts, including more than 1 million from the Closing Ceremony alone, according to Shazam. The top five sports categories that drove the engagement by Shazam users during the Olympics were: gymnastics, swimming, track and field, beach volleyball and basketball.