You switch your TV on to watch something. But your TV is tracking you
- Aabhas Sharma
- TIMESOFINDIA.COMUpdated: May 01, 2026, 14:33 IST IST
India’s smart TV boom has brought a sharper, more uncomfortable question into the living room: is your television quietly watching you back?
At the centre of it is a lesser-known feature called Automatic Content Recognition (ACR), a technology built into many internet-connected TVs that can identify what’s playing on your screen by analysing tiny snippets of audio or patterns of pixels.
At the centre of it is a lesser-known feature called Automatic Content Recognition (ACR), a technology built into many internet-connected TVs that can identify what’s playing on your screen by analysing tiny snippets of audio or patterns of pixels.
