TV networks open labs to read viewers’ minds

Television networks are trying a new approach to understand what shows and commercials people like to watch: read their minds. Comcast Corp’s NBCUniversal and Viacom Inc are opening labs where they will study TV viewers in mock living rooms filled with infrared cameras tracking their biometrics – such things as eye movements and facial reactions made while hooked up to skin sensors and heart monitors, Reuters reports. Viacom’s lab, which is being built in New York, will include electroencephalograms (EEGs) to monitor peoples’ brain waves while watching television. Ratings firm Nielsen Holdings, which just bought neuroscience firm Innerscope Research earlier this year, is adding facial coding and biometrics to its labs, which currently conduct eye tracking and perform EEGs. Networks have tried for years to find out what viewers think, but…


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