Social television platform is riling up viewers with Battle Mode, a user experience that lets users pledge support to a specific side when watching sports and reality competition shows.’s second-screen experience then turns into an arena where live cheering and jeering is a team activity rather than just a general melee of chat.

Although users can activate this head-to-head battle mode whenever they like, also is hosting “battle events” around selected programming, an initiative that began with the Clay Guida vs. Gray Maynard UFC fight on June 22.

The rest of the time, allows users to create and share customized playlists with their online community while live chatting and unlocking virtual rewards.

“Sports and reality competition programs are some of the most exciting and engaging programs for TV fans,” said Andrew Cuccurullo, founder and CEO of “Rather than a free-for-all chat, Battle Mode encourages viewers to pick sides, and then defend their position and razz the other side. Fans in a battle experience some of the thrills of victory or the agony of defeat – similar in many ways to what the teams or characters on screen are feeling.”

Related links: – official site blog – Join the Ultimate Battle for the Ultimate Fight!