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Shazam Andrew Fisher

Shazam developing an app that will identify products seen on TV


By Jennifer Faull, Deputy Editor

March 31, 2013 | 2 min read

Shazam is looking to bring out an app that will identify a product worn or used by someone on-screen, allowing the user to order it quickly on their mobile phone.

The popular Shazam app has been downloaded by millions, allowing them to identify a song on radio or TV.

Speaking on Shazam’s developments to the Observer, CEO Andrew Fisher said: "We have the ability to identify the product in a TV show so that when somebody Shazams it, they could find out where a presenter's dress is from in one click.

"We are focused on creating a new category which we call media engagement. We make it easier for consumers to engage with a brand or a piece of content they are interested in, without having to go through search engines, then mining the results. That works with both TV programming and advertising: a 30-second slot can be turned into a three-minute brand engagement – and more."

Fisher continued: “Global brand advertising is worth about a trillion dollars, so anyone who can tap into that is going to be richly rewarded. We want Shazam to be that company. There are five billion mobile phones in the world, so we are only at 5 per cent of the market opportunity: that's a lot of growth and development potential."

The comments come as Fisher announced Daniel Danker, the head of BBC’s on-demand service, had taken up the role of chief product officer at Shazam, joining Brent Hoberman, co-founder of, who was appointed to the board last November.

Shazam Andrew Fisher

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