Interactive television will be used to invade viewers' privacy. Contrary to what you might have heard, this is important, because privacy was never about information; it's about power - the individual's bargaining power with the rest of the world. If you have nothing left to hide, then your negotiating position is impossibly weak. Your free will is exposed to tampering, and you may have much to fear.
If asked, people who work in interactive television will admit that this technology creates experimental conditions in the home. The machines that control your TV set will show you something, check to see how you react, and then show you something different. That's not just convenient. It is a loop of stimulus, response and measurement as carefully designed as those boxes where rats hit buttons to get food and avoid electric shocks.
And if you want to know more about those rat boxes - what year they were first used and whose theories they were built to test - ask someone who has passed his or her Chartered Institute of Marketing exam. The people who sell it call interactive television "a convergence". And it is, of so many things: marketing, child-psychology, sociology, advertising, public relations and politics. Not to mention complex adaptive systems software.
But how will it affect your life? You are about to accept a powerful new device into your home, and interact with it every day for an average of four hours. That is half the time you are not sleeping or working, for the rest of your life. What is this machine designed to do? Look inside your digital set top box, and you will see much more than a TV tuner. It is actually a computer worth hundreds of dollars. Just like a PC, it contains, or will soon contain, all these components:
- Memory - processes data and runs programs. As with any computer, the functionality is not built into the hardware. The box will do whatever it is told by the software.
- Storage - flash ROM at the moment, but within a couple of years it will be replaced with something more powerful, perhaps a hard drive. This will allow the box to store software and data, even when turned off.
- Modem - or a network card, which allows data to be sent back and forth over a public network. Some boxes use a phone line. The more powerful ones use coaxial cable.
That is a lot of power. Best of all, you get it cheap, or for nothing. The digital TV companies have offered to subsidize or outright buy these computers for you. Profits crashed a Rupert Murdoch's BskyB Corporation, and shareholders had their dividends frozen when the company decided to pay £315 million to give each of its current subscribers a free box. That was just the beginning. Now it must also buy a box for every new customer. Why are they doing this? Why would somebody just give you all that hardware for nothing?
Here's a hint: You have no control over what it does. Unlike a normal PC, you have no say over the hardware or software. You can't add or take out bits and pieces, you can't start, stop, install or uninstall new programs. And, in the case of Sky Digital, if you choose not to plug your modem in, you'll lose your "Interactive Discount" and have to pay them up to £248. That makes interactive TV a service you pay not to have.
It is hard to find out the truth about this machine, and decide whether to accept it. The only people who know anything, and are doing all the talking, are the companies trying to sell it. And they haven't been telling the whole truth, not in their television commercials, glossy booklets or their carefully worded contracts.
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