New ideas for set top boxes and other equipment are being developed in different regions of the world, but it is only when these ideas are highlighted that STB makers take them up and integrate them into the equipment used in this country.
One such development being worked on in the US is audience measurement.
This technology, which is being developed by NDS and TNS Media Research, will allow the broadcaster to identify each and every user of the service.
This information is going to be invaluable to the advertising industry, and there is something of a targeted advertising theme here, because the system is able to identify and track users’ viewing behaviour, making it sound like Phorm for satellite TV.
This technology may be able to give broadcasters and advertisers what they want, but it is questionable whether it will be welcomed by satellite subscribers.
If Phorm is anything to go on, then it is going to be a long slog for the broadcasters.