U.S. Congresswoman Debbie Dingell (D-MI-12) recently sent a letter to Federal Communications Commission (FCC) Chairman Ajit Pai with questions about ATSC 3.0. Specifically, she is concerned about the privacy implications the new broadcast technology standard will have on consumers.
Dingell asked questions about what types of information would be collected from consumers to implement targeted advertisements under the new standard, and how the data would be handled and protected to ensure consumers’ privacy. She also asked how many television sets will be obsolete when the new standard is fully implemented.
“Broadcasters and other stakeholders deserve credit in developing this new standard that will undoubtedly bring significant benefits to consumers including more localized safety warnings and improved picture quality,” Dingell wrote.
“It is my understanding that the new standard also contemplates targeted advertisements that would be ‘relevant to you and what you actually might want to see.’ This raises questions about how advertisers and broadcasters will gather the demographic information from consumers which are necessary to do targeted advertisements, and what privacy protections will be in place for consumers.”
Dingell also sent a similar letter to NAB’s CEO Gordon Smith.