SeaChange snaps up Timeline for TV broadcast

DetailsMichelle Clancy | 05 February 2015

SeaChange International has acquired social media analytics software developer Timeline, for $22 million in cash and stock.

The buy, coming a day after SeaChange announced that it was cutting a tenth of its workforce, adds television broadcasting and online video to the company's wheelhouse.

The Timeline SaaS platform enables local broadcasters, local and national news organisations, cable news channels and other media companies and brands to analyse social media messages in real time, find and broadcast newsworthy social trends and insights, and measure viewing audience engagement across television, mobile and PC. Timeline platform customers include FOX Television Stations, Sinclair, Media General and Tribune broadcast television stations, as well as online providers like

"The core Timeline software platform is very well established in broadcasting, and I'm confident in our combined ability to grow faster in that target segment and globally in segments, including SeaChange's core markets," said SeaChange CEO Jay Samit. "Our cross-selling and marketing collaboration has progressed rapidly since December. SeaChange has been applying the competitive and market advantages of a proven platform for social media analytics and content towards opportunities in multiscreen TV and OTT."

SeaChange has retained the former Timeline Labs employees and facilities in Los Angeles and San Francisco, and Timeline Labs CEO Malcolm CasSelle has been appointed as SVP and GM of the Digital Media business unit.

SeaChange also announced the appointment of Timeline Labs co-founder and executive chairman Ed Wilson to its board.

"I'm particularly pleased that our acquisition brings Ed and Malcolm into our fold," Samit said. "Their TV operations, programming, and social media sector expertise will broaden SeaChange's capacity for developing innovative software products that let our customers prosper amid challenging market dynamics."

Through the acquisition, SeaChange is now both a partner and technology provider for the NewCoin local TV audience measurement venture with FOX Television Stations, Tribune Media and Univision.