Well, I’m not sure whether to be worried about our impending laziness or thrilled that I can now shop while I watch TV (without the help of the Home Shopping Network). Shazam, potentially one of the most magical apps ever, has partnered with Delivery Agent to let you discover consumer products in TV shows and ultimately purchase them.

First to jump on board with the service is NBCUniversal, more specifically the program Covert Affairs, with other programming to follow. Just like you Shazam music you love, the service will let you tag Covert Affairs episodes, which will then serve up different products that are relevant.

So let’s say that Covert Affairs main character Annie is getting dressed on the show, and you notice that her outfit is exactly what you’ve been looking for. Simply tag the episode and voila! Delivery Agent pulls any items available for purchase right into the Shazam app.

Along with apparel and accessories within the programming, this new service will also let users buy program-branded goodies, like a Covert Affairs mug or t-shirt. In all honesty, the shopping selection probably won’t be that great at first, and obviously not everyone is a Covert Affairs die-hard. But if this thing blows up the same way Shazam did, you’ll want to be able to tell your friends you were doing it before it was cool.

USA Networks’ spy drama series Covert Affairs will be the first show during which viewers can Shazam to unlock exclusive video and photos, along with the new capability to purchase contextually relevant products. Other NBCUniversal properties are expected to follow.

The acclaimed show has integrated Shazam for TV to create new ways for fans to interact with the program and gain access to additional content, download mobile wallpaper, share with Facebook and Twitter, purchase show merchandise and more, directly from their handsets. Some of the unlockable content is drawn from the exclusive video and photos on Globe Tracker, the multi-media gallery of on-location content shot by Covert Affairs’ Christopher Gorham, who plays agent Auggie Anderson and co-stars with Piper Perabo as CIA operative Annie Walker (pictured).

“We believe social TV should provide viewers with a reason to engage beyond simply ‘checking in’. This first integration of merchandise and shopping features is a unique addition to the already rich experience we currently offer,” said Andrew Fisher, Shazam’s chief executive officer. “This capability now gives our network partners an enhanced experience for their programming as well as for consumers who want a simple, fulfilling way to interact with the shows they love.”

Shopping and payments are powered by Delivery Agent’s mobile storefronts and TV Wallet secure checkout, building on NBCUniversal’s existing relationship with the content monetization firm and Delivery Agent’s In Program Mentions, which trigger the Shazam calls-to-action directly from the television screen. Earlier this month Delivery Agent secured $35.5 million in funding let by Intel Capital with participation by Liberty Global and Grazia Equity.

USA Networks’ Covert Affairs also stars Christopher Gorham as Auggie Anderson, Sendhil Ramamurthy as Jai Wilcox, Peter Gallagher as Arthur Campbell, Kari Matchett as Joan Cambell and Anne Dudek as Danielle Brooks. From Universal Cable Productions, Covert Affairs is executive produced by Doug Liman and David Bartis through Hypnotic and written and executive produced by Matt Corman and Chris Ord. USA Network is a program service of NBCUniversal Cable a division of NBCUniversal, a leading media and entertainment company in the development, production, and marketing of entertainment, news, and information to a global audience.

“We are very focused on partnerships that bring value to consumers, programmers and brands. The partnership we’re announcing with Shazam benefits all three constituents,” said Mike Fitzsimmons, Delivery Agent chief executive officer. “Consumers can now use Shazam – a favorite app and the undeniable leader in music discovery – to quickly find and buy products from their favorite shows. And brands that are integrated into programming have a new avenue to bring attention to their product – an avenue that ends with a consumer transaction.”

Shazam struck a unique deal with Delivery Agent which will allow viewers of USA Network series Covert Affairs to easily buy merchandise related to the program through Apple iOS and Android mobile devices.

The agreement announced Tuesday appears to be just the beginning of an effort by Delivery Agent, and Comcast’s NBCUniversal to add tcommerce capabilities to TV series by relying on Shazam’s automatic content recognition (ACR) technology. Following the launch with Covert Affairs, Delivery Agent and Shazam said they will add similar enhancements to other NBCUniversal properties.

Viewers that have downloaded the Shazam app to their mobile devices can automatically identify what program they are watching. In addition to identifying the program, viewers watching shows enhanced by Delivery Agent and Shazam will be able to buy products related to the programs.

“While the show is airing, consumers who Shazam the series will be served contextually relevant products to their mobile device. After a product is identified, consumers will be able to easily purchase the product via Delivery Agent’s mobile storefronts and securely checkout using Delivery Agent’s TV Wallet, the transaction engine used by media companies to process interactive transactions across the web, mobile and ITV,” Shazam and Delivery Agent said in Tuesday’s announcement.

The deal combines Delivery Agent’s catalog of entertainment meta-data with the Shazam for TV app. Delivery Agent said the company and its programming partners will “use In Program Mentions (IPMs) inventory to trigger the Shazam calls-to-action directly from the television screen.”

Delivery Agent’s commerce platform is gaining momentum. Last week, the company said that it raised $35.5 million in funding from Intel Capital, Liberty Global Ventures, Grazia Equity and other investors in its fifth round of funding.

Models that merge content and commerce are gaining appeal from marketers. And where marketers’ dollars are flowing, you’re likely to find VCs. Now, Intel Capital has led a $35.5 million Series E round for Delivery Agent, a company that helps build interactive marketing campaigns that match shopping opportunities with media content available across the Web, mobile and television platforms.

It’s old home week for Tangent Medical Technologies and its investors. The intravenous catheter company has raised a $4.5 million Series A round from Arboretum Ventures, Flagship Ventures and Osage Ventures–previously, Arboretum and Flagship co-invested in Accuri Cytometers, where Tangent’s CEO was previously CEO.

Also in today’s VentureWire: A biotechnology start-up formed by Versant Ventures has secured $45 million through an alliance with Celgene in a deal that also gives Celgene an exclusive option to buy the new company…Odiago, a start-up from some of Cloudera’s early employees, has launched its first product, WibiData, software that helps Web companies manage and analyze user data…and Kleiner Perkins Caufield & Byers is seeking $250 million for a new China fund, according to an SEC filing, the firm’s second dollar-denominated Chinese fund.

(VentureWire is a daily newsletter with comprehensive analysis of all the investments, deals and personnel moves involving start-ups and their venture backers. For a two-week trial, click here.)

Elsewhere around the Web:

Groupon debuts today on the public markets, after pricing at $20 a share, above the range of $16 to $18 a share that it set two weeks ago. That gives it a market valuation of $12.7 billion, making it the eighth largest company in Chicago. Meanwhile, there’s another IPO on tap today–a fertilizer company.

The Deal visits with Gilt Groupe CEO Kevin Ryan to talk about Groupon’s IPO and his company’s acquisition strategy after acquiring one of Groupon’s biggest competitors, BuyWithMe.

After news that life sciences investors at Morgenthaler Ventures are splitting off to form a new firm with health-care partners from Advanced Technology Ventures, Fortune’s Dan Primack talks to Morgenthaler Partner Gary Little about the firm’s technology practice.

Too many start-ups or not enough venture capital? Roger Ehrenberg, founder of IA Ventures, considers the question. His take: “too many start-ups that are funded improperly and manage their burn incorrectly due to unrealistic expectations for the business.”

TV e-commerce company Delivery Agent has raised $35.5 million in new funding led by Intel Capital with strategic investors, Liberty Global, and Grazia Equity participating. The Series E raise includes re-investment from all current investors, including Bessemer Venture Partners, bringing total funding to date to $107.3 million.

Delivery Agent helps TV networks monetize content through two distinct channels. First, the company creates online marketplaces for products and merchandise that are seen on television shows. Delivery Agent has signed on all the major networks, including ABC, CBS, NBC Universal, Twentieth Century Fox, and MTV Networks.

Delivery Agent catalogues products appearing in movies and shows and then creates an e-commerce site where products can be purchases. By outsourcing all e-commerce for products seen on their networks to Delivery Agent, networks are able to monetize their content while keeping their overhead costs low.

Delivery Agent’s second service is coordinating advertising from the brands that manufacture the products that are shown on a networks’ TV shows. Delivery Agent will go through the index of products that will be airing on a show prior to when the episode airs, and then reach out to the brand and offer them the ability to buy an ad package for the show. To date, Delivery Agent has processed millions of entertainment commerce transactions across traditional web, social, mobile and connected television.

The company has made a number of acquisitions over the past few years including, media firm The Band and flash sales site Billion Dollar Babes.

Delivery Agent said Thursday that it raised $35.5 million in funding from Intel Capital, Liberty Global Ventures, Grazia Equity and other investors in its fifth round of funding. The tcommerce specialist has raised a total of $107.3 million in equity funding, and said its latest round included additional cash from previous investors, including Bessemer Venture Partners.

Backing from Intel and Liberty Global provides a big boost for Delivery Agent and the tcommerce sector. The company already has deals with more than 40 media companies that use its commerce platform, including NBC Universal, Twentieth Century Fox, CBS and Discovery Communications.

“Delivery Agent’s vision for how consumers will synchronously transact while consuming entertainment and advertising content across platforms is in alignment with Intel’s vision for the digital home and connected consumers,” Intel Capital managing director Mark Yi said in Thursday’s announcement.

Delivery Agent is also working with electronic program guide distributor Rovi to allow viewers to purchase products related to TV programming through its “shoppable” EPG.

“Our investment in Delivery Agent shows our conviction in the tcommerce space,” Liberty Global Ventures VP Bruce Dines said in a prepared statement. “Based on Delivery Agent’s proprietary technology platform, we believe the company is well positioned to lead contextually relevant transactional capability across television and other digital platforms, both inside and outside of the U.S.,” he added.