Shazam - changing the way we watch TV

Call me naive, but up until about a week ago, I thought the only thing Shazam was good for was identifying songs and endangering road users as drivers frantically tried to 'shazam' a song on the radio before it finished (not that I've ever done this). As it turns out, it does a lot more than that, and its potential from a marketing perspective is near limitless. Shazam began teaming up with brands and media to extend the reach of advertisements  into the palm of the consumer's hand around 18 months ago, as can be seen through the clip below, which summarises the project neatly.

Now, Shazam for TV works with any show. The growth of this feature suggests it's popular with both brands and consumers alike, as there's something in it for both parties. Brands increase engagement and consumers gain information,prizes and exclusive content. 

Personally, I think this is a brilliant innovation. When Shazam started, music identification was fun and novel, but it didn't seem like a lasting idea. It was limited in it's potential, yet Shazam for TV is basically a new product altogether. The fact that I can be sitting on my couch watching sport and access exclusive stats, video and information  on my phone is something really appealing. And it also reflects the changing face of television, whereby more and more people are finding that one screen is simply not enough. 

So, where do you see Shazam heading in the next few years? Like me, do you also watch TV and use your tablet or smartphone at the same time? How could you be better engaged? I know personally I'd love more competitions, especially considering the fact there's still a sense of exclusivity, I think people would be more likely to enter and provide their details which could subsequently be of use to marketers. How do you see this playing out? I'd love to hear your opinion!