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Intel will teach TVs to recognize people

19.06.2012

Intel expects to know the gender and age of viewers and display relevant advertising on the TV screen. Television networks have responded to this idea without enthusiasm, as the corporation intends to seek royalties for the use of new technology.

Intel is in talks with TV networks to bring facial recognition technology to set-top boxes that can recognize the gender and age of the viewer and display relevant ads on the TV screen, Reuters reported. According to Intel representatives, their technology offers more accurate analysis compared to existing analytical tools, such as those offered by the American company Nielsen. This technology will not record personal information associated with a specific user.

The company is currently negotiating with several operators, but no agreements have yet been reached with any of them. Negotiations have been going on for the past few months and are being conducted with at least several content providers. Intel proposes to constantly deduct a certain percentage for the use of this technology, which content providers are not satisfied with, especially since the technology is new and untested. Meanwhile, Intel emphasizes that more precise targeting will generate financial benefits that will ultimately offset technology costs. Despite the challenges, Intel plans to bring the new technology to the commercial market in late 2012.

Intel Corporation manufactures Atom CE processors for set-top boxes and is Google's partner in the Google TV project. The company takes an active part in the formation of "smart television" and has repeatedly demonstrated options for the development of this direction. Analysts said the launch of facial recognition technology is a new way Intel is trying to strengthen its position in the TV market, especially since the Google TV project has not been a success.

Late last year, Google CEO Eric Schmidt said that by the summer of 2012, most TVs on sale will be based on the Google TV platform. However, vendors are in no hurry to release the corresponding devices, and Logitech, for example, abandoned this direction after the failed sales of the Revue set-top box based on Google TV. The failure of Revue is due to the inconvenience of the platform's interface. In fact, using the device was more difficult than if the user picked up a regular laptop and watched TV channels on it. It is expected that competition in the TV market will intensify after Apple introduces its own TV.

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