Oxygen Media is expanding its reach into social media with The Pursuit, an interactive, crime thriller game that will be offered via Facebook Live

The Pursuit, created in collaboration with digital agency Grow, will play out on Facebook, and is one of the first branded uses of Facebook Live 360, Oxygen said.

The experience got underway today at noon ET, with a 360-degree live walkthrough of the crime scene that fans can examine to uncover evidence and other clues.

Oxygen said new evidence (such as photos and videos linked to the case) will be surfaced on Facebook throughout the week, leading up to the finale event on Friday (Aug. 18), culminating with a “live interrogation with the suspect where viewers can ask questions and hear the response in real time.”

WGN America has launched a new mobile app supporting its Underground-Railroad drama series Underground. Features in the app -- launched on the Apple and Android platforms -- include behind-scenes video, character and cast information, links to watch full episodes (if verified) on the show's home page and a channel finder for people trying to locate the Tribune Media-owned network on their TV lineups. The series, revolving around the "Macon 7" group of African American slaves who escape a Georgia plantation seeking freedom north of the Ohio River in 1857, is midway into a 10-episode first season. The sixth episode, "Troubled Waters," airs tonight at 10 p.m. ET/PT.

READ MORE: Bringing Underground to the surface: an interview with executive producer John Legend.

WGN America calls Underground the No. 1 social program on cable on Wednesday nights, and the app contains sheareable content. It is averaging 3.1 million viewers on a live plus seven day viewing basis, according to the network.

Canvs, a New York-based startup that uses Twitter data to help its partners interpret the emotions of the TV viewing audience, has raised a $5.6 million “A” round led by KEC Ventures.

Rubicon Venture Capital, Gary Vaynerchuck and BRaVe Ventures, Social Starts, and Milestone Venture Partners also participated in the round. Canvs said the fresh funds are tagged to fuel product development and growth.

While ratings tell part of the story (how many viewers are tuning in), Canvs aims to go deeper by mining and analyzing social TV data to help its partners understand how a TV show is resonating with viewers. How do those shows make them feel from moment to moment? What’s the emotional temperature of the audience? Are they excited? Mad? Sad? Amused? Zoning out? Do they love or hate a newly introduced character?

Canvs, explains company cofounder and CEO Jared Feldman, uses social TV data to illustrate “how fans are connecting with [a show] emotionally…No one is measuring excitement.”

Canvs, which uses Twitter data captured by Nielsen relevant to TV programming, claims its platform can get a fix on the emotional responses and tone of the audience, filtering and sifting through data based on how people actual “speak” on social media using expressions (WTF?, OMG!, “on fleek”)  that don’t necessarily directly convey how a computer would determine if viewers loved or hated about a show or what’s happening during a show.

“It’s important that there’s data parity, and that we’re speaking the same language as the viewer,” he said. “We’re very millennials focused.”

Canvs then maps those reactions to 56 emotion-based categories, such as love, dislike, annoying, beautiful, and boring. The company believes that such information, when presented and illustrated in Canvs’s Web-driven dashboard, provides valuable feedback for producers and  writers as they maintain and tweak story lines based, for example. And there’s an advertising angle -- the belief that an audience that is emotionally charged is more likely to remember or be more receptive to spots that run during a show.

Canvs is a subscription-based, syndicated platform that currently specializes in analyzing traditional first-run TV shows. Feldman said Canvs will also expand into over-the-top video later this year.

Canvs’s partners and customers include NBC Universal, Sony Pictures, Fox, HBO, Viacom, Creative Artists Agency and United Talent Agency, among others.

More detail about Canvs and its technology/service will be featured in the January 25 edition of Next TV, a weekly section that runs in Multichannel News and Broadcasting & Cable.