Challenges of using Personal Data to Drive Personalised Electronic Programme Guides

Abstract

Media researchers are adopting personalisation in diverse ways to deliver increasingly context-sensitive and customised media experiences. This paper explores user attitudes towards a personalised Electronic Programme Guide which tailors media recommendations based on users' personal data. We used scenario based exploration enabled by the use of probes to convey the functionalities of data-driven Personalised EPGs and to facilitate user discussions around its potential use. Users preferred personalised EPGs over current popular EPGs but expressed a significant lack of trust in the personal data collection that drives personalisation. Users appreciated the functionalities afforded by personalisation of media but were apprehensive about the implications of the personal data being collected about them, particularly in the context of their homes. This calls for the need to design future personalised media experiences that help enhance trust in these socio-technical settings.

The Living Room of the Future

“…At a high level our evaluation reveals nothing new: people are concerned about privacy, transparency, trust, control, etc., as found by a host of other researchers (e.g. WEF 2011, Rose et al 2012, McAlone 2015, Kerlin et al 2016, Moulding 2017, Sailaja 2017. Indeed, these concerns hallmark diverse research into the 'smart home' and have done so since the early days of ubiquitous computing (e.g., Langheinrich 2002).…”

Explicating the Challenges of Providing Novel Media Experiences Driven by User Personal Data

“…Previous research also specifically demonstrates decreased levels of user trust while using media technologies driven by personal data [42].…”

Human Data Interaction in Data-Driven Media Experiences : An Exploration of Data Sensitive Responses to the Socio-Technical Challenges of Personal Data Leverage

“…This presents increased opportunities for innovation, content relevance and audience engagement with their media. While this shift might have begun with the tailoring of advertisements [13,25,64] and social media feeds, currently it powers significant aspects of modern media research and practice including the use and efficacy of media reccommendors [57] and the customization of the very content itself through novel data-driven media genres like interactive media [31,70,71] and adaptive media [24,30,55].…”

“…This paper, building on previous relevant research around detailed and contextualised explication of these challenges within media [56,57], applies the theoretical HDI principles as a means to start looking at practically grounded responses within this scope. It does so through the design and evaluation of a medium-fidelity Cross Media Profiler prototype, a novel data-enabled media experience designed to operationalise our own understandings of the theoretical principles of HDI -legibility, negotiability and agency, through design.…”