*By Christian Smith*
The streaming service Philo is testing a suite of new features to make watching TV more interactive, said the company's chief executive, Andrew McCollum.
"We do believe that we can make TV a much more social experience, and that's going to be a big innovation we can bring to the product," McCollum said Wednesday in an interview with Cheddar. "It's something that really no one is doing right now, and it has never really been done before, and we want to get it right."
McCollum wouldn't give many details about the new features, or when they would be released publicly, but he said the company's employees were testing the new features on an employees-only version of the platform.
"We're thinking about how exactly we want to roll it out. We generally prefer to do things in smaller pieces so that we can kind of see how people are using it," McCollum said.
Philo already offers a "deep link" feature that allows its users to share links to specific parts of a video, and a simplified sign-in process that only requires your phone number. McCollum said it takes about 10 seconds.
He was one of dozens of TV, cable, telecom, and tech executives participating at The Pay TV Show this week in Denver, where participants were discussing innovations and strategies in television.
For the full interview, [click here](https://cheddar.com/videos/philo-plans-new-tech-innovations-for-streaming-service).
AdTheorent just the latest company to go public via a SPAC. The company specializes in digital advertising, using AI and machine learning as a tool to move marketing forward. AdTheorent to close its SPAC merger with MCAP Acquisition today and will trade on the Nasdaq under the ticker symbol ADTH. CEO Jim Lawson spoke with Cheddar ahead of the move.
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