keep in mind there is nothing at this time that stops a cable company from collecting viewership data. all CATV boxes except DTAs are two way, meaning it can report a channel change and how long you are on that channel.
And if HDMI is used it even would know when the TV is off. -- [65 Arcanist]Filan(High Elf) Zone: Broadband Reports
has been happening for a while with TWC they have been using viewership data is a few markets including Dallas from collecting data off of the boxes. Also the passport guide by Rovi has supported collecting viewership data for years now since they came out with their interactive suite of mosaic channels, pay on demand with using the remote, games, wiget apps.
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