Apple Buys Video-Guide Startup Matcha

Startup offered personalized recommendations across 200,000 titles from iTunes, Netflix, Comcast and other services

Apple has acquired Matcha, a startup that developed an app-based guide with personal recommendations for TV shows and movies spanning multiple services.

Terms of the deal were not disclosed. Apple paid between $1 million and $1.5 million for the startup, according to an anonymous source cited by VentureBeat, which first reported the news Tuesday.

Matcha launched with an Apple iPhone app in 2011 followed by an iPad version. Then this past May, the company told users it was discontinuing the service and that all personal info had been deleted.

Startup described itself as “the easiest way to find the best movies and follow your favorite TV shows” across digital video services including Netflix, Apple’s iTunes, Comcast’s Xfinity TV, Hulu and Amazon.com. “Matcha’s guide goes beyond aggregating 200,000 premium titles and adds rich social elements and a proprietary recommendation engine to create a robust, personalized video experience,” the company said in a description from last fall.

Matcha, based in Mountain View, Calif., was founded in 2010 by Guy Piekarz. In 2000, Piekarz co-founded Unisfair, a provider of virtual events and interactive environments for businesses, which conferencing services provider InterCall acquired in 2011.

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