on Wednesday started testing software for interactive programming guides that tailors TV listings based on the watcher's viewing history. In May, the Cambridge, Mass.-based company introduced the software, called SmartNavigator
. It allows cable operators and companies that provide interactive program guides to populate listing services with content recommendations.
The technology, being tested in homes in Cambridge, tracks an individual TV viewer over time, while protecting their privacy, and then showcases a top-five list of programs based on individual taste. The software can fold in as an application on the set-top box or work with program guide providers, giving cable operators the ability to sell sponsored recommendations and advertising.