Sinclair Invests in IRCODE AI Vision Firm, Plans Interactive TV Rollouts in Two Markets
8 reported
Sinclair, a local TV station operator, has made a strategic investment in IRCODE, a computer vision and AI company whose system aims to make television interactive and shoppable in real time. The amount of the investment was not disclosed. Sinclair plans to roll out IRCODE-powered interactive television at its stations in Salt Lake City and Austin beginning in July 2026, with additional markets to follow. The system works like “Shazam for images,” identifying what is on screen without QR codes and connecting viewers to relevant content and commerce. Viewers can open the local Sinclair station’s app, point their phone at the TV, and then purchase a product, enter a sweepstakes, or link to additional information. The system captures first-party data from each step, allowing advertisers to measure engagement and purchases. Sinclair executives said the technology adds value to content and provides advertisers with measurement and attribution similar to digital platforms.
What’s reported
Sinclair made a strategic investment in IRCODE; the amount was not disclosed.
IRCODE’s system uses real-time image recognition to identify on-screen content without QR codes.
The interactive TV rollouts will begin in Salt Lake City and Austin in July 2026, with more markets to follow.
Viewers use the Sinclair station’s app and their smartphone camera to interact with programming and ads.
Advertisers can measure who engaged, what they did next, and whether it led to a purchase.
Other IRCODE investors include Craig Kallman, former chairman and CEO of Atlantic Records.
IRCODE was founded in 2023 by Matty Beckerman, a filmmaker.
The patented computer-vision AI technology was invented by Philipp Holzschneider, a German engineer.
Key figures
Del Parks, president of technology at Sinclair
Matty Beckerman, founder and CEO of IRCODE
JR McCabe, chief business officer at Sinclair
Craig Kallman, former chairman and CEO of Atlantic Records (IRCODE investor)
Philipp Holzschneider, German engineer who invented the patented computer-vision AI technology
Sources: Variety
