According to Bloomberg, the prospect alarms privacy advocates, who say there are no rules setting boundaries for how broadcasters handle personal information. The FCC doesn’t mention privacy in the 109-page proposed rule that is scheduled for a vote by commissioners Thursday.
“If the new standard allows broadcasters to collect data in a way they haven’t before, I think consumers should know about that,” Jonathan Schwantes, senior policy counsel for Consumers Union, said in an interview. “What privacy protections will apply to that data, and what security protections?"
Sinclair Broadcast Group Inc. and other TV station owners say the new standard, known as Next Gen TV, will provide sharper pictures and video on demand. It will also allow them to track viewers of their programming on tablets and other platforms.
This could prove lucrative for ad sales. For decades, TV stations sold commercials based on broad demographics, like how many 18-to-49-year-old women watched “Law and Order.” Data collected via Next Gen TV can help them up their game, much as cable providers use data from set-top boxes, and websites rely on browsing history to target ads.
Because the new standard is designed to be compatible with tablets and mobile phones, broadcasters expect to reach viewers away from their home TV sets -- and learn their habits.
Cable companies have legal obligations to safeguard subscriber information, such as names and addresses, from unauthorized disclosure. Next Gen TV should have the same rules, Consumers Union and other groups said in a filing, and consumers also should be given a choice in how information about their viewing is used.
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