USA Networks’ spy drama series Covert Affairs will be the first show during which viewers can Shazam to unlock exclusive video and photos, along with the new capability to purchase contextually relevant products. Other NBCUniversal properties are expected to follow.

The acclaimed show has integrated Shazam for TV to create new ways for fans to interact with the program and gain access to additional content, download mobile wallpaper, share with Facebook and Twitter, purchase show merchandise and more, directly from their handsets. Some of the unlockable content is drawn from the exclusive video and photos on Globe Tracker, the multi-media gallery of on-location content shot by Covert Affairs’ Christopher Gorham, who plays agent Auggie Anderson and co-stars with Piper Perabo as CIA operative Annie Walker (pictured).

“We believe social TV should provide viewers with a reason to engage beyond simply ‘checking in’. This first integration of merchandise and shopping features is a unique addition to the already rich experience we currently offer,” said Andrew Fisher, Shazam’s chief executive officer. “This capability now gives our network partners an enhanced experience for their programming as well as for consumers who want a simple, fulfilling way to interact with the shows they love.”

Shopping and payments are powered by Delivery Agent’s mobile storefronts and TV Wallet secure checkout, building on NBCUniversal’s existing relationship with the content monetization firm and Delivery Agent’s In Program Mentions, which trigger the Shazam calls-to-action directly from the television screen. Earlier this month Delivery Agent secured $35.5 million in funding let by Intel Capital with participation by Liberty Global and Grazia Equity.

USA Networks’ Covert Affairs also stars Christopher Gorham as Auggie Anderson, Sendhil Ramamurthy as Jai Wilcox, Peter Gallagher as Arthur Campbell, Kari Matchett as Joan Cambell and Anne Dudek as Danielle Brooks. From Universal Cable Productions, Covert Affairs is executive produced by Doug Liman and David Bartis through Hypnotic and written and executive produced by Matt Corman and Chris Ord. USA Network is a program service of NBCUniversal Cable a division of NBCUniversal, a leading media and entertainment company in the development, production, and marketing of entertainment, news, and information to a global audience.

“We are very focused on partnerships that bring value to consumers, programmers and brands. The partnership we’re announcing with Shazam benefits all three constituents,” said Mike Fitzsimmons, Delivery Agent chief executive officer. “Consumers can now use Shazam – a favorite app and the undeniable leader in music discovery – to quickly find and buy products from their favorite shows. And brands that are integrated into programming have a new avenue to bring attention to their product – an avenue that ends with a consumer transaction.”

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