INSIGHT-TV networks open labs to read the minds of viewers

By Reuters Published: 12:00, 4 November 2015 | Updated: 12:00, 4 November 2015 By Jessica ToonkelNEW YORK, Nov 4 (Reuters) – TV networks are trying a new tactic to understand what shows and commercials people like to watch: read their minds.Comcast Corp’s NBCUniversal and Viacom Inc are each 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.Viacom’s lab, which is being built in New York, will include electroencephalograms (EEGs) to monitor peoples’ brain waves while watching television. And ratings firm Nielsen Holdings , which just bought neuroscience firm Innerscope Research earlier this year, is adding facial coding and biometrics to its…

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