i.TV CEO Brad Pelo in an interview with Simon Dumenco for AdAge says, “TVtag is about contextualization.” He also discusses how all the curated content is produced for the revamped second-screen app:
Pelo: We have on staff here 50 professional curators and these are folks whose job is to watch television with their headsets. They sit at a computer, they’re assigned a network and it’s their job to curate that network.
Dumenco: When did you bring on these people?
Pelo: We brought them on in phases over the last year. We had a small group that started out with the launch of Nintendo TV where we experimented with this and then with the launch of DirecTV’s CoPilot service last month we had ramped it up to the full 50. So yeah, around the clock we have employees who are literally watching television and curating the experience.