The world’s largest chip maker is reportedly looking to use its facial recognition technology in building set-top boxes that could deliver targeted ads based on who is watching the TV at a specific time.
Intel has been developing and supplying facial recognition technology for years, supplying it to camera manufacturers and other electronics manufacturers.
This latest development, is seen as a way to offer Cable TV and satellite TV networks a new service that would allow them to charge more for ads or even offer a new service for delivering ads for marketers.
Reuters reports that the set-top box would not identify specific people watching TV, but provide general information on viewers regarding their genders and estimated ages. This is in a bid to assist advertisers in delivering target specific Ads.
This could be a groundbreaking innovation in the TV industry given that, unlike the Internet, TV ratings are more like estimates and not accurate regarding how many people are watching at a specific time.
It could in addition allow for audience-specific content to be delivered at specific times depending on who is watching the TV.
The only problem Intel is facing currently is a deadlock with content providers who cannot agree with them on license fees and terms. The costs to license this technology are reportedly quite high.
The other concern for both Intel and its potential partners is whether consumers will buy the set-top boxes or subscribe to a service that uses these facial recognition set-top boxes.
From a viewer’s perspective, this could be seen as an intrusion on their privacy and runs the risk of being perceived as a form of “Big Brother” watching.
It’s still a matter of time before the service becomes a reality given the concerns and problems with content providers.
In the meantime, Intel can’t afford to rest on its laurels as Apple, Microsoft, Google and Amazon are all looking to get into the TV services market given changing viewer habits and availability of new technology to deliver content.
