Yesterday we reported that the very popular social app, Get Glue, that let’s you check into TV was getting a name change. After being acquired by iTV back in November, the app is being re-invented as “tvtag”.

After our weekend story we had the opportunity to jump on the phone with iTV CEO Brad Pelo to discuss the name change and the other fun things coming from the Utah based company.

First off, a name change is really a limited injustice as to what’s really happening with tvtag. The entire platform is being reinvented as a more fun and immersive way to experience the second screen.

tvtag officially launched on iOS this morning after going through a bit of a beta test on Nintendo tv and Direct tv, two long term partners of parent iTV.

tvtag will allow users to get involved with the conversation happening around their favorite programs. Users will continue to be able to check into whatever program they want but to make the experience even more robust iTV has partnered with over 70 tv network providers for launch.

tvtag will finally give context to the social tv experience. For example, prior to the new tvtag viewers may tweet something exciting about the show Chicago PD and use the hashtag #ChicagoPD. With Twitter, the hashtag #ChicagoPD could very well be about the new Dick Wolf program on NBC but it could also easily be about an event in the city of Chicago that involved the Chicago PD.

tvtag will allow users viewing their favorite program to talk around the biggest moments of the program, and have context for their discussions in the form of a screen shot and a “tag”. To pull this off Pelo has hired 50 full time tv curators who’s jobs it will be to watch live tv and tag the important moments in the shows as they occur. They’ll also be there to make sure trolls and spammers don’t hijack the discussion.

In addition, tvtag will utilize a participants location through their smartphone to insure they’re getting the tvtags as they watch the program. Pelo told us to take Sunday’s Grammys for instance. The telecast started at 8pm on the east coast and of course at 8pm local on the west coast. West coast viewers who logged into tvtag would start with the beginning of the show and not interrupt the discussion brewing on the east coast. For that reason, tvtags curators work off east coast feeds.

Is there a place for tvtag? Of course there is. Take photo sharing for instance, MMS was always the favorite vehicle for photo sharing. Then Instagram came along and people didn’t know they needed it nor did they know what filters are. Today billions of photos are shared via Instagram. If anything, tvtag will make tv more interactive and more social.

You can try tvtag now