Grabyo enables viewers to take a clip of the preceding 20 seconds of a program during its broadcast and share it via social media using hashtags.
Its creators say the platform allows TV broadcasters to extend the monetization of their audience through ad-supported clip-sharing, with ads added to the clips as post-roll. In addition, Grabyo's Twitter integration means clips can be viewed inline, as Twitter cards.
Tresemmé, a Unilever hair care brand, is using Grabyo as part of its sponsorship of Britain & Ireland's Next Top Model, shown on Sky Living. Viewers are entered into a competition to win Tresemmé prizes when they share content using the relevant hashtag.
"As a brand we are constantly looking for new and exciting ways in which we can engage with our target audience," Annabel Granger, brand manager for Tresemmé, told Marketing Week.
"Grabyo allows us to do this by generating more conversation through clip sharing in a relevant environment," she added.
As well as Sky Living, Grabyo indicated it would soon launch with another major UK broadcaster and was also in talks with international broadcasters.
Will Neale, Grabyo founder, told TechCrunch: "We've had an extremely positive response from broadcasters as we enable them to retain ownership of their content and control the experience, whilst driving social engagement and generating incremental ad revenues."
He was open-minded on the subject of adding various filters to allow users to personalise their clips, although he thought people were less interested in editing or augmenting professional content than amateur video footage.
Data sourced from Marketing Week, TechCrunch; additional content by Warc staff