The iPhone app brings many of the features previously rolled out on the iPad and the web to the mobile phone. This includes a new program guide as well as an activity feed that pulls in content from throughout the web, as well as specific feeds for individual shows.

GetGlue’s new iPhone app taks conversations about shows to Facebook.

Also interesting: GetGlue’s new iPhone app uses Facebook likes to determine which of your friends watch the shows you are into, and then offers you the ability to tag them in a Facebook post about the show, essentially extending the conversation beyond the core of GetGlue’s four million registered users. GetGlue founder and CEO Alex Iskold told me Wednesday that he hopes to relaunch the Android app with the same feature set in the next four to six weeks.

But wait, there’s more: GetGlue is currently working on a multi-faceted partnership with Hulu. There is going to be some promotional element that will give GetGlue users the ability to earn a month-long free trial of Hulu Plus, but more interesting is that GetGlue is committed to index all of Hulu’s original content, including shows like Battleground and the Awesomes. “We are not about linear TV. We are about what to watch,” Iskold told me.

That’s a reflection of how the world of TV is changing: There used to be a clear line between the short-form content posted on YouTube and the professionally-produced shows that air on TV, and possibly find their way online afterwards for catch-up viewing. But with companies like Netflix and Hulu pouring millions into the production of original content, that line is becoming increasingly blurry.

The most striking example for this was the launch of House Of Cards on Netflix, but Hulu and YouTube have increased their commitment to professional content as well. It only makes sense for GetGlue to surface that content through their app.

Iskold told me that GetGlue HD will be released later this summer, and that the company will make it available on iOS first. He also said that this will be squarely focused on TV; GetGlue started out offering check-ins for all kinds of media, including books and music, but TV has long been the most popular use case.

GetGlue isn’t the only company trying to use social data to improve on the traditional TV guide. Other contenders include Peel, as well as the original TVGuide.com. However, Iskold said that GetGlue’s advantage lies in the data it’s been accumulating with its check-in service. Altogether, GetGlue has amassed some 500 million data points about TV viewing behaviour, including check-ins and likes, he said.

Under the deal, GetGlue will do its usual thing of offering stickers and rewards for users who “check-in” and watch Channel 4 programs, which will be shared via GetGlue’s own portal as well as Facebook and Twitter. The deal, says Channel 4, is exclusive. Alex Iskold, the CEO and founder of GetGlue, tells us that exclusivity will last for one month. Financial terms were not revealed.

Initially at least, it looks like the partnership is squarely aimed at young adult viewers. The first show to get the GetGlue treatment will be the new drama series Beaver Falls, about a trio of young British men going wild at an American summer camp, which will be broadcast on E4. That will be followed by limited-edition stickers for other shows such as Skins and Misfits. The stickers will be linked to bigger prizes, such as the chance to win a trip to the U.S.

Although before now GetGlue had not inked any direct partnerships with UK broadcasters or other media organizations, it has still seen some growth in the country, presumably through content being distributed in multiple markets, according to the release.

We have contacted GetGlue for more details on what exactly that means in terms of actual usage. Iskold tells paidContent that it is not disclosing exact numbers on UK usage just yet. In the meantime, GetGlue notes that it has picked up 1.3 million users overall, engaging in content from 50 different entertainment companies, making GetGlue one of the bigger of the many content check-in plays on the market today. Iskold says GetGlue is looking to extend that further with more partners in the UK.

Coincidentally, an interview with Penguin UK the other day referenced GetGlue by name — something of an indication that publishers are definitely interested in the platform as a way to market books if it takes off here.

Although people already take to social networks to interact when popular shows come on TV, introducing a tie-up with GetGlue is one way for media marketeers to better track and harness that social activity. Still, the question will be whether users will opt for the route suggested by Channel 4, or continue to use the ones they have already established, like Twitter.

That doesn’t mean it’s not presenting original content, though: the company has created its own “Caption bomb” check-in service for TV viewers (a kind of home-grown GetGlue), while hugely popular apps like the tosh.0 app, riff on the same forces in social media that are the backbone of the comedy show of the same name.

Yesterday at paidContent Mobile, MTV’s Colleen Fahey Rush, took the audience through the MTV’s strategy and the research that it has done to back it up:

MTV: The Mobile Lives Of MTV’s Audiences