Telus Corp. has launched a Facebook application for its Optik TV platform to fend off growing competition from arch-rival Shaw Communications in western Canada.

The social media offering enables Optik TV subscribers to post what they’re viewing while they watch TV to bring friends into the experience.

The Facebook app, developed by ES3, is part of Telus’ IPTV service that faces increased competition from Shaw Communications’ cable and satellite TV offerings.

Shaw earlier this week launched Canada’s first-ever a la carte programming packages for its subscribers, and is set to introduce a mobile phone service to drive its convergence strategy.

Telus, for its part, has been recruiting Optik TV subscribers at the expense of Shaw’s market share in the western Canadian market, and sees the Facebook app as an interactive TV tool that can drive new customers to its own triple-play TV, phone and Internet offering by returning the social experience to the TV viewing experience.

“Applications for IPTV, such as the Facebook app, are key drivers in the evolution of TV and how consumers interact with the largest screen in the home,” Doug Edwards, CEO of ES3, explained.

The Facebook app is displayed at the edges of the TV screen, enabling Optik TV subscribers to surf the Internet as they watch their favorite shows.

The social media app is used with a simple TV remote control device, to enable status updates and and Wall posts on a subscriber’s own Facebook account or a friend’s account.