• Broadcasting & Cable, Friday, April 24, 2009 9:30 AM

In response to questions about privacy issues, Canoe Ventures is offering up its point of view. Cable TV privacy is a hot button being pushed by the Center for Digital Democracy and its executive director Jeff Chester, and is currently being scrutinized by Congress.

In an e-mail to Broadcasting & Cable, Canoe states that it is "designing and building products that comply with the comprehensive privacy rules that govern the cable industry and that follow best practices in protecting consumer privacy." Its first product -- slated for a May launch -- "allows for the delivery of a different version of an ad to groupings of households based on third-party, demographic market research."

Canoe points out that direct mailers use a similar technique to target their messages. In addition, cable subscribers already are notified about the general use of third-party demographic data via cable operator privacy notices.

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