Oct. 15--If you think there are no new ways to distribute TV shows, think again.
NBC Universal's Bravo announced Thursday it will preview its new documentary-style reality series "Apr鳭Ski" on the app Shazam, known to most users for its ability to identify recorded music.
Starting Monday, Shazam users who identify the TV promo spot for "Apr鳭Ski" with the app will be able to stream the entire program, which debuts Nov. 2. It's the first time Shazam has offered a full TV episode before its airing.
"Apr鳭Ski" follows the adventures of concierges at a high-end tourism company in Whistler, Canada. Bravo is co-producing the series with Tricon Films Television.
Maria Laino DeLuca, senior vice president for consumer and trade marketing at Bravo Media, said in a statement that the deal enables the network to connect directly with its "tech-savvy viewers."
But it's also an acknowledgment that younger consumers are increasingly turning to their streaming devices first for television.
The first episode of "Apr鳭Ski" will also be available through Bravo's streaming partners and on video-on-demand before its debut, which has become a common practice for launching new shows.
U.K.-based Shazam is used 20 million times a day and has partnered with a number of companies including The Walt Disney Co., Target and Time Inc. Its service identifies material visually as well as music through Internet-capable devices.
