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Security and privacy requirements in interactive TV

  • Interactive Multimedia Computing
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Abstract

The paper focuses on security measures in the context of interactive TV (iTV), leaving out the field of social TV and concentrating on all two-way communication between user/viewer and infrastructure or content providers. It aims at introducing architecture for regulating all kinds of interactions and data streams within an iTV environment, including the different parties and their individual interests. By modeling this kind of organizational infrastructure, the authors follow the intention of finding best compromises between the partly opposing interests. While the user is in need of preserving his privacy, the scenario provider as well as the content provider together with the advertisers is dependent on valuable consumer information about content and general product information. In this respect, the proposed outline of the scenario considers all ways and directions of data flows, ranging from user information in the shape of TV content recommendations or tailored product information according to given consumption preferences up to all aspects of data protection. The latter appears highly important according to the different participants in the scenario, all having their own interests and thus forming heterogeneous relationships between the different single and corporate actors. The article emphasizes an alternate perspective on iTV compared to simple digital TV on the one and internet technology on the other hand. It gives a dense description of privacy concerns, economic interests, organizational necessities and approaches to programming solutions, presenting alongside the latest inventions and standards in terms of data protection features, e.g. operating with anonymized snapshots helping not only to hide the user’s identity but also to create profile clusters. One of the main suggestions outlined here is to strengthen the consumer’s role, thus accepting his dominant position in bringing iTV to success. The conclusion to be proposed lies in two key aspects: it is as well necessary to refer to the organizational structure as a model of interest relations as to combine the structure with innovative data protection mechanisms. Because the whole scenario deeply depends on trust and reputation, it is a need to put the user/viewer into control of the origins of data processing. This can only be achieved by a special kind of smartcard with far reaching impacts linked to the snapshot method. Furthermore, the authors give hints on how to enhance the attractiveness of the back channel in order to stimulate the data flow.

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Notes

  1. Special devices allowing interpersonal messages to all viewers of the same program, e.g. to find contact partners.

  2. For further definitions of iTV trying to describe different stages of interactivity, see for instance Hachmeister and Zabel [9, pp. 148–150].

  3. See Hachmeister and Zabel [9, pp. 148–150], differentiating between personally and temporarily offered services.

  4. Information about potential customers, their behavior and preferences has become one of the most important assets within the information society (cf. [13, p. 113]).

  5. The so-called tailored advertisements on the basis of behavioral targeting (BT) still only exist for different sorts of web services like Google or Amazon. They all have in common using ‘deep packet inspection’, i.e. searching for all user generated data by looking at the data stream between service and browser providers. Flash cookies are used to diminish the danger of losing tracking by those users changing their IP adressess frequently. See also as an example the homepages of two big companies providing solutions for personalized advertising: Phorm, see http://www.phorm.com, and AudienceScience, see http://www.audiencescience.com.

  6. It is obvious that they all closely belong to the sphere of marketing, embodying three out of the four decisive categories of modern marketing (also commonly known as the four ‘Ps’, product, prize, place—i.e. distribution—and promotion policy). Recommendation systems serve as a product surplus. In the case of fee reductions, the customer is confronted with a highly distinguished prize policy. And finally all aspects of data protection are closely connected to the sphere of distribution, the way TV programs and other media services are transported and how the whole access process is conducted.

  7. See, e.g., two main internationally operating agencies working on empirical results for sociodemographic tendencies in modern societies: SINUS Sociovision, http://www.sociovision.de and SIGMA, http://www.sigma-online.com.

  8. See, e.g., Oehmichen [28], McLeod/Sotirovic/Holbert [19, p. 459], Abercrombie/Longhurst [1, pp. 99–110], McQuail [20, pp. 54–55], Morley [24, p. 204].

  9. See more closely, e.g., Moores [23, p. 214] (concerning the relationship between consumer culture and media usage), Charlton [6, p. 91] (leisure and media usage), Stevenson [41] (to convincing parallels between sociodemographic facts and media usage). The sociodemographic parameters serve as a substitute for all the complex influence factors that can neither be fully depicted nor generalized (cf. e.g. [42]).

  10. See http://www.imdb.com/interfaces.

  11. See http://www.deanclatworthy.com/imdb.

  12. “Generally, companies have virtually free rein to use data in the US for business purposes without their customers’ knowledge or consent” [43, p. 6].

  13. Soft skills in this sense comprise reputation building. Only in case of being successful in persuasion that any service can guarantee highest standards in privacy protection, like it is mostly the case with online banking, the provider might earn the customer’s trust (cf. [26, p. 25]). An effective step towards trust building is to license the own service or at least certain general methods by independent authorities as supervised and trustworthy (cf. [7, p. 3]). Such certificates, like the ones by the Intelligence and Security Committee (ISC) of the UK, help building up reputation.

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Authors and Affiliations

  1. School of Informatics and Computing, German Jordanian University, P.O. Box 35247, Amman, 11180, Jordan

    Dhiah el Diehn I. Abou-Tair

  2. Faculty of Language, Literature and Media Studies, University of Siegen, 57068, Siegen, Germany

    Ingo Köster & Kathrin Höfke

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Abou-Tair, D.I., Köster, I. & Höfke, K. Security and privacy requirements in interactive TV. Multimedia Systems 17, 393–408 (2011). https://doi.org/10.1007/s00530-010-0221-x

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