Are Social TV Companies on their way to extinction?

Peel, which may have started as a Social TV company, is now focusing its efforts on its smart remote technology. Peel’s smartRemote technology turns smartphones and tablets into universal remotes.

Initially, Peel had a goal of creating a premier second-screen companion that fosters conversations about TV on social networks. But now, according to its CEO and co-founder, Thiru Arunchalam, Peel doesn’t consider itself a social TV company. In fact, he believes that social TV companies are on their way to extinction:

“We don’t see ourselves as a social TV company. Twitter has won the battle and social TV companies are either dead or dying. We are a smart remote technology.  We believe we provide the best, most comprehensive smart remote experience of anyone in the market. We work with more devices, more MSOs and have aggregated more TV listings globally than any other company. That is why Samsung, HTC, ZTE and many more to be announced in the near future, have preloaded Peel on their IR-enabled phones and tablets.”

Peel’s strategic efforts in the smart remote space is exemplified through its partnership with Samsung and HTC. The Samsung Galaxy S5, released earlier this month, is preloaded with a smart remote app powered by Peel’s technology. Additionally, HTC products are preloaded with “Sense TV,” an app also powered by Peel.

Peel’s initiative to be the smart remote leader is proving successful thus far. The company currently has more than 58 million activations across the globe, handling 3 billion remote control commands each month. If Peel continues to sustain this competitive strategy, they will prove sustainable in the long term.