This info was taken from Jsat web page a great source for satellite information.<br /><br /><br />Sky is about to install sophisticated monitoring software on some of its TV set-top boxes that will tell it what programmes are being watched. <br /> <br />The information will be sent back to Sky via the box's modem, unbeknown to viewers, so Sky can use it in negotiations with content providers. <br /> <br />Chief executive says Sky will probably only install the software on some set-top boxes and is under no obligation to tell subscribers their box is being monitored. Mr says the identity of subscribers won't be recorded and doesn't believe the move impinges on people's privacy. <br /> <br />Mr says Sky may ask a smaller sample of viewers to let it monitor who in their household is viewing the TV at any time by asking them to press a button on their remote every 15 minutes. <br /> <br />They might press a button to indicate a schoolchild was viewing the TV or another if it was being watched by a 35-45 year-old male, for example. <br /> <br />This demographic information would be of interest to advertisers, but such monitoring could only occur with viewers' permission. <br /> <br />At the moment, New Zealand's TV viewing statistics are compiled by researcher AGB Nielsen which has special equipment installed in 525 homes for that purpose. <br /> <br />Mr <img border="0" title="" alt="[Mad]" src="images/icons/default/mad.gif" /> says the low sample size means viewers watching specialist channels such as Sky's History Channel are reduced to a "rounding error".