Former ABC and RDF reality exec Greg Goldman has helped found Philo, a just-launched TV-centric social networking site.
The website and phone app follows users as they comment on shows, “Mystery Science Theatre 3000” style, with others at the same time.
“Overall, numbers for programming like the Super Bowl and the Winter Olympics is up,” Goldman said. “And it’s because of social media. It’s the way people are consuming TV now.”
Philo updates can be synced with Facebook and Twitter, where users can share what they’re watching.
Goldman said he sees the site as a promotional opportunity for producers and programming outlets. Philo has already sealed promotional deals with “Undercover Boss” producer Studio Lambert and “The Apprentice’s” Donald Trump Prods. to highlight their shows.
Philo was developed by two of Goldman’s college friends from their days at the University of Pennsylvania.
Goldman, who serves as chief creative officer of the venture, said his concern right now includes “making sure that the application is conducive to TV watching. We found in beta testing that people stayed on it for hours and commented on every little thing.”
Goldman said the company is in talks with investors about funding, and expects to announce financing deals in the next few weeks.
At RDF USA, Goldman served as exec VP of development, working on series such as “Don’t Forget the Lyrics.” Before that, he served as exec director of alternative series and specials at ABC, where he worked on programs including “The Bachelor.”