Local stations launch ConnecTV app A consortium of television station group owners is launching a new technology that seeks to harness the second screen in the living room: the tablet or laptop computer. These broadcasters will begin offering online content to supplement shows on TV, using software developed by social media start-up ConnecTV. An Apple Inc.iPad application automatically synchronizes the device with whatever program a viewer is watching, then delivers related information. Someone watching an NBA Finals game, for example, could review statistics about former L.A. Lakers point guard Derek Fisher, who now plays for the Oklahoma City Thunder. On Tuesday, TV station owners in 40 major markets will start using ConnecTV's technology to offer supplemental content related to local news, weather, sports and entertainment programs. A total of 85 network television affiliates - though none in Los Angeles - will participate in the launch, with plans to roll out the offering to 215 stations throughout the country. "Broadcasters haven't always been in early" on new technology, said Roger Keating, senior vice president of digital media for Hearst Television, which is among the 10 participating broadcasters. This is a case where we saw an opportunity to be in on the ground floor of what may be the next dimension of social media. ConnecTV Chief Executive Ian Aaron said the company's technology was developed to capitalize on a trend playing out in homes across America. Researcher Nielsen found that 45% of consumers who used a tablet computer while watching TV were looking for information related to the show they're were watching. The content also is available through an Internet browser. The phenomenon dubbed "social TV" - that is, using Facebook, Twitter or other a another specialized application to converse about a television show while watching it - is rapidly gaining in popularity. Bluefin Labs, a firm that analyzes social TV activity, has tracked an 800% spike jump in such activity over the last year, according to Tom Thai, the company's vice president of marketing. "Different types of companies, from established media companies to startup companies, [are trying] different things," Thai said. The consumer gets the benefit of that. ConnecTV's technology uses audio recognition to identify a particular TV shows in real time, by recognizing a show's unique sonic fingerprint, Aaron said. The technology works no matter whether a viewer is watching a show during its scheduled time, or recorded and viewed later with digital video recorder has recorded it and is watching later, he said. Other features allow enable viewers to invite friends to join them for virtual "viewing parties," where they would chat about the shows as they watch together simultaneously. The software can even also recommend shows, based on a person's viewing habits. Hearst and the nine other local broadcasters formed the consortium to take advantage of new mobile technologies. Theyplan to use ConnecTV's software to offer customized information, such as; for example, a local news anchor inviting could invite viewers to participate in a poll, or a sportscaster inviting could invite fans to join an online viewing party for an upcoming sporting event. "Some of the most respected folks in town, which are our talent in our newscasts, will be giving their viewers opportunities to interact around the programming that we're showing on our channel," said Hearst's Keating. ConnecTV showcased its technology during the NCAA college basketball championship games, allowing enabling sports fans to use their iPads to view at-a-glance player bios andreal-time team and player stats for that game the game they were watching as well as for the entire season. An Apple Inc. iPad application automatically synchronizes the device with whatever program a viewer is watching, then delivers related information. A total of 85 network television affiliates - though none in Los Angeles - will participate in the launch, with plans to roll out theoffering to 215 stations throughout the country. Nielsen found that 45% of consumers who used a tablet computer while watching TV were looking for information related to the show theywere watching.