IntoNow users can “check in” to a particular episode once it’s been recognized, like one would check into a restaurant on Foursquare. The goal is to enable conversations around the watercooler and on social networks by helping users connect around what they’re watching and discover new things to watch.

It’s common knowledge that the only thing people love more than watching TV is talking about it, but none of the many “social TV” start-ups–GetGlue, Miso, Philo, Comcast’s Tunerfish etc.–has emerged as a clear leader. Unlike the competition, IntoNow isn’t trying to provide a platform for conversations, but rather to show what people are watching.

Still, it’s not clear people want to download an app to tell themselves and their friends what they’re already watching on television.

IntoNow can recognize both live television and five years of archived U.S. TV airings. It constantly analyzes satellite feeds and matches them to TV listings to have current data.

Adam Cahan, the CEO of IntoNow, says his company’s TV recognition technology–which it calls SoundPrint–is akin to a GPS, which takes the hassle out of figuring out exactly which restaurant you’re at and matching it to something like Foursquare’s database.

Cahan’s company was very recently spun out of Auditude, a company where Cahan was also CEO. IntoNow’s seven employees and its technology were all formerly part of Auditude, actually. That company, which just raised $11 million from investors including Greylock Partners and Redpoint Ventures, has shifted away from video identification to video advertising management. IntoNow has yet to raise its own funding, but Greylock and Redpoint already have equity in the start-up.

In addition to creating a feed of what episodes they’re watching, IntoNow users can share on Facebook and Twitter, look up programs on IMDb, add shows to their Netflix queues and purchase episodes on iTunes.

The name “IntoNow” comes from the expression “What are you into now?” IntoNow hopes other companies will build SoundPrint audio recognition into their own social TV products. SoundPrint has 2.6 million airings in its catalog, is constantly recording 130 channels and needs four to 12 seconds of audio to make a match.

While it’s only iOS for now, IntoNow and SoundPrint are in development for Android and Web-enabled televisions.

IntoNow eventually hopes to help content owners validate that their watchers are participating with live content, and help the TV industry measure advertising and viewership metrics without relying on a panel.

CastTV was founded in 2006 by a husband and wife team, and had raised $3.1 million from investors including Draper Fisher Jurvetson, Ron Conway and Marc Andreessen.

Though she wouldn’t comment on the terms of the deal, CastTV co-founder and President Alex Vikati said, “CastTV was profitable so we weren’t forced to make any decisions.” She, CastTV’s co-founder and CEO Edwin Ong, and their three employees will make up TMS’s Silicon Valley office, rather than moving to join TMS at its Chicago headquarters.

CastTV had stayed relatively under the radar compared to newcomers like Clicker.com, but it still has four million monthly uniques. Unlike Clicker, which has focused on curation and personalization, CastTV takes more of a pure search and aggregation approach. It historically did not exclude unauthorized content streams (though when I checked this morning, this no longer seemed to be the case). CastTV has also focused on detail-oriented features such as device awareness, so it will filter video results to only the formats playable on a certain device.

TMS will combine CastTV’s databases with its metadata service, and operate CastTV.com in conjunction with its own entertainment guide Zap2it.com, which has about double the audience.

TMS counts just about every content provider and guide service as a customer, including Microsoft, Google, TiVo, Comcast, Time Warner Cable, IMDb and the New York Times.

Top 10 Paid iPad Apps

1. Pages
2. GoodReader for iPad
3. Numbers
4. Angry Birds HD
5. Keynote
6. Glee Karaoke
7. WolframAlpha
8. Pinball HD
9. Friendly for Facebook
10. Star Walk for iPad

Top 10 Free iPad Apps

1. iBooks
2. Pandora Radio
3. Netflix
4. Google Mobile App
5. Solitaire
6. Movies by Flixster–with Rotten Tomatoes
7. IMDb Movies & TV
8. Kindle
9. Google Earth
10. Virtuoso Piano Free 2 HD

Top 10 Grossing iPad Apps

1. Pages
2. Numbers
3. Keynote
4. LogMeIn Ignition
5. SCRABBLE for iPad
6. Documents To Go® Premium–Office Suite
7. Angry Birds HD
8. Real Racing HD
9. Plants vs. Zombies HD
10. Proloquo2Go

Top 10 Paid iPhone Apps

1. Angry Birds
2. Doodle Jump
3. Skee-Ball
4. Bejeweled 2 + Blitz
5. Fruit Ninja
6. Cut the Rope
7. ALL-IN-1 GAMEBOX
8. The Moron Test
9. Plants vs. Zombies
10. Pocket God

Top 10 Free iPhone Apps

1. Facebook
2. Angry Birds Lite
3. Words With Friends Free
4. Skype
5. Tap Tap Revenge 3
6. The Weather Channel®
7. Paper Toss
8. Bing
9. ROCK BAND FREE
10. Talking Tom Cat

Top 10 Grossing iPhone Apps

1. MLB.com At Bat 2010
2. Angry Birds
3. Call of Duty: Zombies
4. Bejeweled 2 + Blitz
5. FriendCaller 3 Pro
6. Zombie Farm
7. TomTom U.S.A.
8. TETRIS®
9. Plants vs. Zombies
10. Doodle Jump

Or, as one exec told me, “enough.”

Obviously, that’s tough to quantify. That said, the list of apps announced today is a good start, even if it does seem pretty short. On the mobile A/V front, there are Netflix (NFLX), IMDB, Slacker, I Heart Radio and MusixMatch. T-Mobile users will get T-Mobile TV, while AT&T (T) users will get U-verse. For the moment, WP7′s big social media app will be Twitter, though I imagine there’s a Facebook app on the way. For e-commerce, there’s eBay (EBAY), Fandango and Travelocity. And finally, there’s a growing list of games (60+ at last count) that includes Monopoly, Need for Speed Undercover, Tetris, The Sims 3, Star Wars, Bejeweled, Assassin’s Creed, Fast & Furious 7, Guitar Hero 5 and Halo Waypoint.

Add to that Microsoft’s (MSFT) Bing search engine and an Office Hub that provides mobile versions of Microsoft Word, Excel and PowerPoint, as well as SharePoint integration, and you’ve got the beginnings of a decent ecosystem. Remember, when Apple’s (AAPL) iTunes App Store first launched it had about 500 third-party applications. Today it boasts more than 250,000.

Which is not to say that the development of the WP7 app ecosystem will be as quick or tremendous. Clearly, there’s much ramping-up yet to be done. But there will be enough marquee apps available at launch that the device certainly won’t seem lacking, as some other mobile operating systems did when they debuted. Netflix, Twitter, eBay, a groaning board of games and a mobile office productivity suite is enough to get anyone started, particularly if they’ve only just decided to trade up from a feature phone to a smartphone.

FURTHER COVERAGE:

• “Delightful” Windows Phone 7 Coming November 8
• Windows Phone 7: It’s Now or Never

That has been Metacafe’s strategy for some time now. Rather than try to offer a smaller version of YouTube, the video site has increasingly been trying to focus on a few key categories. Today, it’s launching Metacafe Movies, which doesn’t promise to show actual movies, but trailers and related clips.

Aren’t there plenty of trailer sites? Sure. But Metacafe promises that its will be deeper and better organized than the competition; CEO Erick Hachenburg imagines something closer to a video-focused IMDB.

Of course, IMDB should be the video-focused IMDB. But for whatever reason–perhaps because Amazon (AMZN), which owns the site, has other priorities–the Web’s dominant movie resource has little in the way of clips. Maybe that will change if Metacafe has success.

Following Google’s (GOOG) acquisition of YouTube in 2006, Metacafe came close to a deal with Yahoo (YHOO), but never got it done. Interesting to imagine what would have happened had Jerry Yang and company pushed hard into video a few years ago.

[UPDATED]

Now that the digital equivalent of a super-vac, MySpace CEO Owen Van Natta, has sucked up some decent music start-ups–Imeem and iLike–for a song, to bolster the social networking site’s efforts to expand into an entertainment portal, what’s next?

According to several sources, the News Corp. (NWS) unit has turned its omnivorous attentions to Flixster, the popular social networking site for movies.

Whether this is an acquisition or more of a larger partnership deal with News Corp. digital entertainment sites is unclear. Several sources said a purchase was a possibility, while others talked about a more complex deal that did not necessarily mean a purchase.

Sources said any such deal is not imminent, but that News Corp. itself has been conducting extensive due diligence on the San Francisco-based Flixster, part of a plan to combine it with Rotten Tomatoes, another News Corp.-owned site run by its IGN Entertainment division.

Rotten Tomatoes features mostly premium content, including professional reviews, trailer videos and news. It has community feature that is just in beta, so it would be a nice fit with Flixster.

A MySpace spokeswoman declined to comment at the moment.

In 2007, the start-up was close to being acquired by IAC/InteractiveCorp (IACI) for $100 million, several sources said. But the deal went south when CEO Barry Diller changed his mind at the last minute.

Founded in 2006 by CEO Joe Greenstein and CTO Saran Chari, Flixster has raised $7 million in funding from Lightspeed Venture Partners and Pinnacle Ventures, as well as garnering an angel investment from Silicon Valley entrepreneur and LinkedIn founder Reid Hoffman.

Flixster has attracted a huge audience–upward of 50 million–who trade all kinds of recommendations, ratings, news and even post user-generated movie reviews on its Web site and via widgets on social networking sites, mostly on Facebook.

While Amazon (AMZN) unit IMDb (Internet Movie Database) is still larger in terms of traffic, the more innovative Flixster has been growing much faster and is more social, which makes it attractive to MySpace, sources said.

More important is the mobile growth. Flixster is the No. 1 movie app on Apple’s (AAPL) iPhone and leads on other smartphones too.

(Full disclosure: News Corp. owns Dow Jones, which owns this site.)

Yesterday, a source told me that Flixster, the fast-growing social network for movie lovers, was back in talks to be bought by Barry Diller’s InterActiveCorp.

Those IAC-Flixster rumors flew about a month ago and were entirely true.

But no deal, it seems. IAC has apparently found the price too high, according to other sources. But, said these sources, others are still in the game.

So if an acquisition deal does happen, two intelligent guesses to the possible winner for the company with 39.5 million user home pages, more than 1 billion user-generated movie ratings and a sassy motto of “Stop Watching Bad Movies”?

Blockbuster or News Corp.

(Sources said Viacom’s MTV unit gave Flixster a look too, but also thought the price too high.)

The former because the video-rental chain has been mightily trying to break into all kinds of Web markets to give it a place to sell online. Blockbuster has been struggling of late, because of its costly battles with Web sites like Netflix and the growth of video-on-demand and movie downloads via the Internet and cable. Its online subscribership is only 3.1 million.

And the latter, because such a site tucks in nicely with some of the media giant’s properties like MySpace and Rotten Tomatoes, as well as its numerous movie and television arms. (FYI, News Corp. is in the process of acquiring Dow Jones, which is the owner of this site.)

The price? I will wager $150 million in cash that had been previously bandied about, although IAC’s offer was likely much lower than that.

Pricey, yes, since Flixster only has 17 employees and was created less than two years ago. It received $2 million in funding in February from Lightspeed Venture Partners.

But its vibrant Web site is booming and is now one of the largest movie sites on the Internet. Flixster is also one of the more popular widgets on Facebook, with more than 800,000 active daily users.

While Amazon-owned IMDb (Internet Movie Database) is larger in terms of traffic, Flixster is growing much faster.

On the site, users have profiles typical of most general social networks, with a laser-focus on movies, actors, directors and movie quizzes and news. Flixster also has video content, both professional and user-generated and relies heavily on user reviews.