Swedish startup Tvoli Holding has quietly launched Magine, an iPhone and iPad app that will enable its users to “watch live and recorded TV”.
The app isn’t quite ready for prime-time yet: you need a registered account to log in, and the Magine website is still prompting you to submit your email to request an invitation.
Even so, the website does provide some more information on what Magine might be when it launches properly. Tagged as “a new way to watch TV” Magine’s Introduction page gives more details.
The app will act as a TV guide to see what’s on available channels, and there’s a promise that “we record everything, so you can always go back in time and watch your favourite program”.
A neat timeshifting feature will see users of the iPhone app – Magine will also be available online – able to swipe their finger along a timeline if they’ve missed the start of a programme.
iOS devices will also be able to ‘pair’ with computers to watch TV on a bigger screen. This will work by browsing to Magine’s pairing site and scanning a QR code with the mobile device, so presumably it will also work on connected TVs.
Another interesting point from the website relating to Magine’s web version: “In order to play TV programs you need to install a DRM plug-in made by Google.” Specifically, the Media Optimizer plug-in from Google subsidiary Widevine.
A bit of LinkedIn sleuthing reveals that Tvoli Holding’s co-founders Xavier Ritort and Håkan Tranvik both previously worked at Digital TV Partner, a company described as “pioneers of European DVB-T pay services” on its website.
Count us intrigued, although the key question – what shows will be available on Magine – remains unanswered for now. We’ll be fascinated to see how this service develops, and we’re guessing broadcasters and producers will be just as interested.