Big Brother alert: Cameras in the cable box to monitor TV viewers

It hardly gets more Orwellian than this. New technology would allow cable  companies to peer directly into television watchers’ homes and monitor viewing  habits and reactions to product advertisements.

The technology would come via the cable box, and at least one lawmaker on  Capitol Hill is standing in opposition.

Mass. Democratic Rep. Michael Capuano has introduced a bill, the We Are  Watching You Act, to prohibit the technology on boxes and collection of  information absent consumer permission. The bill would also require companies  that do use the data to show “we are watching you” messages on the screen and to  explain just what kinds of information is being captured and for what reasons,  AdWeek reported.

The technology includes cameras and microphones that are installed on DVRs or  cable boxes and analyzes viewers’ responses, behaviors and statements to various  ads — and then provides advertisements that are targeted to the particular  household.

Specifically, the technology can monitor sleeping, eating, exercising,  reading and more, AdWeek reported.

“This may sound preposterous, but it’s neither a joke nor an exaggeration,”  said Mr. Capuano in a statement, AdWeek reported. “These DVRs would essentially  observe consumers as they watch television as a way to super-target ads. It is  an incredible invasion of privacy.”