Customers acquiring PBR-enabled Set Top Boxes (STBs) will register details of their family at first set-up, so as to allow them to earn rewards from watching ads.  The typical reward will be 2p per minute, but voucher offers sent to a nominated smart phone will enhance that cash value.  Details registered will include family members by age and sex, first language, post code, household income, ownership of such items as car, bicycle, pet, garden, estimated weekly grocery bill, and so on.  None of that information leaves the box, so neither PBH Ltd nor any of its clients ever have access to it.  Instead, headers are attached to all ads downloaded into the PBR-enabled STB, which will by-pass homes that do not fit the advertiser’s target market.  

Customers view PBR ads by choice.  They know that PBR ads will not be offered unless they fit the stated household demographic profile.  Ads will be offered in 2 minute breaks by means of an on-screen message, inviting viewers to pause what they are watching in order to view one or more of the PBR ads.  They can then resume watching, knowing that another set of PBR ads will be offered at intervals of roughly 15 minutes.  Advertisers will be able to specify if they want to limit the number of times any message is viewed by a single household.

With the express consent of householders, PBH Ltd will be able to aggregate a large volume of viewing data, which will have commercial value, especially as clients will in addition be able to target groups of households for further inquiry, typically by sending a questionnaire to the specified mobile phone, and offering a reward for completing the questionnaire.