Ethics of Using Artificial Intelligence in Audience Viewing Data Analysis for Television Channels and Digital Platforms

Abstract

 This study examines the ethics of using artificial intelligence in audience viewing data analysis for television channels and digital platforms, given the growing reliance of media organizations on algorithmic systems to understand audience behavior and guide content production. The study aimed to identify the major ethical risks and violations associated with these applications. A survey approach was adopted, and in-depth interviews were conducted with a sample of media experts and software engineers. The findings revealed that collecting audience data without informed consent constitutes a major ethical concern. The results also showed that AI algorithms can re-identify individuals even after anonymization by linking different data variables. In addition, algorithmic bias and the manipulation of public trends through fake accounts may distort audience preferences. Participants emphasized the need for ethical review and oversight mechanisms to ensure transparency, privacy protection, and accountability in AI-driven media practices.