BNI Video, a technology company with backing from Comcast, Time Warner Cable and Cisco Systems, has introduced new software that will enable cable and satellite providers to easily add searching and social networking tools to regular TV services, reports Reuters.

BNI’s software helps pay-TV providers add those features for subscribers, with additional access via smartphones and tablet technologies like the iPad.

The software introduction comes at a time when audience behavior is rapidly changing, the story notes, posing a challenge for cable, telecom and satellite companies as they try to keep up with new demands and new platforms.