Channel 4 stuck on GetGlue

GetGlue, the US entertainment check-in service in which Time Warner invested last year, has secured its first overseas partnership through a deal with the UK’s Channel 4.

C4 will offer GetGlue stickers and rewards across a variety of its shows on diginet E4 from later this month with the premiere of Company Pictures’ comedy drama Beaver Falls. Skins and Misfits will also get the GetGlue treatment.

“Joining forces with E4 in the UK for our first international partnership is a huge win for us,” said GetGlue founder and CEO Alex Iskold. “Fans of E4 shows like Skins and Misfits are passionate and vocal, and we’re pleased to be able to reward them for their loyalty to their favourite programmes.”

Viewers who download the GetGlue app to their iOS, Andoid or BlackBerry devices and use it to ‘check-in’ with one of the promoted E4 shows, will get exclusive virtual badges.

The service, created by New York-based start-up Adaptive Blue, has already run a string of similar promotions in the US with partners including AMC, plus Time Warner’s Turner, HBO and Warner Bros. Time Warner led a US$6m round of investment in AdaptiveBlue in December.

While GetGlue allows users to let friends in their social networks know what TV show they may be watching, it also allows them to share what film, music, books or other media they may be enjoying.

Another US check-in start-up, Google-backed Miso, focuses solely on TV and struck its first overseas partnership in the UK last September around AETN’s History series Ice Road Truckers.