Zeebox is launching its second-screening service in the US, through partnerships with Comcast Cable, NBCUniversal, HBO and Cinemax.

Zeeboxs cloud-based app, available on iOS, Android and the web, triggers relevant content based on what the user is watching on TV – including in-depth information on the programme, as well as the ability to directly buy products they see on TV.

“We are proud to launch with this game-changing roster of partners who recognize the importance of fully meeting web-empowered consumer expectations,” said Ernesto Schmitt, CEO and co-founder of Zeebox. “As consumers continue to flock to social media and the web to experience a program beyond what is on the screen, Zeebox gives content owners and programmers a direct line of communication, feedback and engagement that has never before been possible.”

Comcast Cable and NBCUniversal are backing Zeebox with investments as well as promotional support, and will provide programme-specific content for hundreds of its top TV shows.