Apple Computer's Steve Jobs famously said, in 2004, that he felt "you watch television to turn your brain off" and use the computer "to turn your brain on". In the ensuing years, however, Apple has marched directly into your living room, with the Apple TV, and the company's digital devices are making the partnership between your computing side and your television-watching side better and stronger. A new iPhone application from i.TV debuts today, letting iPhone and iPod Touch users tap into the Web, and pull down local movie and TV listings, search by name, and see user-submitted reviews.And interestingly, the application, though in its infancy, teases with options about scheduling shows for recording on your DVR, or even renting and buying selected media.
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Once you have downloaded the i.TV application to your iPhone or iPod Touch, its first query is to ask you your zipcode. Entering your zipcode references available TV service options for your area. When you've selected a TV service, such as Comcast, i.TV will take a few minutes to pull down your full channel listings and TV schedule.
From this point, you can browse channels by time, starting with the current time, and go forward and backward in time. Using Apple's touchscreen technology, you can select any TV show to see more detail, rate it from one to five stars, give a thumbs up, or see user reviews.
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You can also use i.TV's database to search TV listings. As you can see in the screenshots, I did quick searches for "Conan", looking for Conan O'Brien, and the term "Law &", to see how many Law & Order derivatives I could find. Obviously, quite a few.
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i.TV, which has offices in both Palo Alto and Park City, Utah, also offers the same level of detail for theater listings. Using the same zip code information I previously entered, I could browse local movie theaters, see which films were playing, and get a quick synopsis of the movie.
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But gathering data from i.TV is not a one-way passive operation. i.TV's developers promise the ability to send alerts to friends, write reviews and respond to reviews by other i.TV users, making a microcommunity around television and theater entertainment consumers who own iPhones or the iPod Touch. The i.TV application, added to the Apple iTunes Store today, can be found on their App Store, here: http://www.apple.com/iphone/appstore. The company's Web site is here: www.i.tv.