Peel has launched Peel universal control, a product that acts as a personal television recommendation system.

The product is a combination of software and hardware. The company’s iPhone (News - Alert) application recommends TV programs tailored to the user’s tastes and simplifies the process of finding these programs while the hardware, named Peel Fruit, eliminates the need for a TV remote while sifting through and watching programs.

Peel, founded in 2009, focuses on products that make home entertainment more user-friendly. It has received Series A financing from Redpoint Ventures.

In a release, Greg Lindley, chief experience officer for Peel, said "Peel has created a unique second screen interface to let users interact with TV in the most comfortable way possible. As a touch screen with simple and immediate interaction, a smartphone or tablet is ideal for choosing and accessing a show. However, once you're watching, your attention should be on the big screen.”

The application can seamlessly control the entire home entertainment system including the TV, Blu-ray player and AV receiver. Peel’s wireless technology enables the user to find programs, automatically switch channels and inputs, and adjust the volume levels from anywhere in the house.

This application will work on iPhone, iPod touch and iPad. After the user selects a program, the interface switches to an intuitive Gesture Pad that can be used to adjust volume and to rewind or fast-forward the DVR.

Peel Fruit is a bright yellow IR dongle which hooks up via a ZigBee connection to an ethernet dongle – called the Peel Cable – on the router, and controls the entire home entertainment system. Peel Fruit operates on a single battery and is estimated to last for up to nine months.

The advantages of the application, according to the company, include seamless control of the entire home entertainment system, easy setting up, and no dangling cords or cables. The application can be downloaded for free from the Apple (News - Alert) Stores across the United States and also online for $99.