Let's not hide it: in the digital age, smart TVs have revolutionized the home entertainment experience, offering features that go far beyond simply watching television programs.
However, these high-tech devices can collect a surprising amount of personal data: in the coming years”hyper connected” the problem could increasingly resemble a nightmare for our privacy.
Smart TVs and personal data
Let's start with a fact that I hope won't surprise you: smart TVs are no longer just devices for viewing content. In fact, they have already become two-way mirrors: we look at them, they look at us. Literally. Smart TVs are increasingly equipped to allow real-time monitoring of what we do by a network of advertisers and data analysts.
They collect information about users' behavior, interests, preferences and demographics to monetize them, primarily through targeted advertising. The data collected by our smart TV may vary by manufacturer, brand and version, but most of them are at a minimum capable of collecting audio, video and TV usage data. Recent voice activation functions, then, have the potential to collect enormous amounts of data: thanks to them, devices can capture conversations and other sounds in the surrounding environment. Records that may be sent to third parties for analysis.
But what happens to all this data once it is collected?
Where does our data go?
The answer is not simple. What is done with the data is complex and, to be honest, quite opaque. There isn't much difference between TV brands. Producers claim to use our information for “personalization” and content quality, but it is common to sell this type of data, anonymized or semi-anonymized, to third parties, advertising companies or streaming services. Once sold, the data is out of control. Virtually, they can end up anywhere.
The paradigm of the near future? A “free” Smart TV, which will cost us our privacy
There is some news that caught my attention, and I'm telling you about it to help you understand what's happening around the privacy trend. Telly is a new tech startup offering free Smart TV with a unique business model. The Smart TV comes with a second screen, called Smart Screen, dedicated to displaying advertisements or relevant content such as news, weather, sports scores.
You know well, don't you, that when there is no product to pay for, you are the product? Telly gives a TV and in exchange asks to collect and use all the data it deems on the usage habits of users. With its camera, its microphone, its motion sensor and your consent it is able to collect information about what you watch, search and listen to on the TV and for how long. Information about how many people live in your home, your food and brand tastes, your ethnic identity. As if that wasn't enough, you may be subjected to on-screen advertisements at any time.
Once again Black Mirror becomes real. Power of predictive programming? No, simple acumen. Telly, it must be said in fairness, is transparent about his approach. He makes us think that the company feels free to do so, because he knows well that it will meet with the approval of many. But are we sure that the price of privacy is worth that of a "free" TV? Telly can show ads on both screens at any time, even when you're not using your Smart TV, essentially turning the heart of your living room into a billboard.
And something tells me it's only the first attempt in this direction.
She will be watching us
As Smart TVs continue to evolve, it's critical to be aware of how these devices collect and use personal data. Protecting our privacy in the digital age has become increasingly important and requires a clear understanding of how our data is collected and used. Remember, technology can enrich our lives in many ways, but it's important to balance these conveniences with defending our rights.
