Today, NDS announced the launch of its Recommendations Engine Partner Program and that Jinni is the first company to sign up for the program.

Through the program, NDS will offer the services of Jinni as a partner to its customers in recommendation engine-based initiatives. NDS said incorporating a recommendations service enables operators to offer additional content to consumers based on their current viewing profile, providing them with a powerful way to encourage subscribers to try new programs and premium services.

Jinni’s semantic approach, based on proprietary algorithms, reflects the way people think and talk about entertainment and enables intelligent content discovery by shifting the spotlight from rigid categories and keyword search to results that match the consumer’s taste, according to the company.

Last month, Jinni launched a beta version of its video content search Web portal that was designed to help consumers find TV shows and movies based on their personal tastes and moods.

“NDS’ global experience and established relationships in the digital pay-TV industry are invaluable to expanding the reach of our service,” said Jinni CEO Mike Pohl . “By joining this partner program, Jinni is positioned as a crucial component of an end-to-end portfolio that will enable customers to more accurately relate to their subscribers and supply them with highly relevant viewing suggestions.”