The platform allowed users to follow and interact with their favourite TV shows, as well as play games and take part in polls.

Zeebox was founded in April 2011 as tBone TV Limited by Anthony Rose, the ex-CTO of the BBC iPlayer, and Ernesto Schmitt, entrepreneur and ex-Board Director of EMI Music.

[11][12][13] At first glance, the showed the user what's currently on TV (taking in all the Freeview channels and some premium Sky and Virgin Media ones too), as well as displaying upcoming programmes.

[40] The company had 2 million active users by 2014, when it relaunched its website and iOS and Android apps on 14 April as Beamly, using further features that aimed to get people logging in throughout the day to chat about their favourite shows.

[45][46] Shows each had their own "TV rooms" within the app where fans can chat throughout the day, and interact live with games, polls and other features when they're on air.

[47][48] The relaunch was also an attempt to respond to shifting TV habits, as people watch more shows on-demand, including from providers like Netflix as well as traditional broadcasters.

[53] Usage data showed that Beamly helped turn fans into super users, who on average visited the platform for more than 500 minutes and 21 times per week.

[70][71][72][73] Through this acquisition, Beamly – now headed by Jason Forbes, evolved into a digital marketing and technology business with gross revenues exceeding $120M and a global team of over 180.

[74][75][76][77] In October 2016, Coty, Inc. acquired $12.5B of Procter & Gamble's beauty brands, making it the largest fragrance manufacturer in the world.