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Shazam develops fashion finder technology

Shazam, the company behind the music finder app, is developing technology that will help fashion-hungry consumers track down clothes they have seen on TV.

In an interview with the Guardian, the company’s chief executive Andrew Fisher said he wanted to make it easier for consumers to engage with a brand or product they are interested in without having to go via search engines.

He said: “We have ability to identify the product in a TV show so that when somebody Shazams it, they could find out where a presenter’s dress is from in one click.”

It is thought the technology will be used on the company’s existing TV app, which enables viewers to purchase items based on the programme they are watching.

Fisher was talking as he announced the company had poached Daniel Danker, head of the BBC’s on-demand services, to oversee its product development and pus its “media engagement” strategy.

“Global brand advertising is worth about a trillion dollars, so anyone who can tap into that is going to be richly rewarded,” said Fisher.

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