Advertisements TiVo enthusiast, B. Fife, from North Carolina recently discovered that the IR receiver used in every TiVo since the TiVo S3 also includes a tiny pinhole camera as well as an IR transmitter. The IR receiver part has been common among all TiVos produced since the TiVo S3. Mr. Fife theorizes that TiVo uses this camera in combination with software embedded in the TiVo to count the number of people in the room that are watching the TV programs through the TiVo. According to Mr. Fife, advertisers highly value solid evidence which identifies both the gender and age of people that are watching their commercials. Mr. Fife further theorizes that the IR transmitter is used to provide night vision capabilities such that counts can be made in a totally dark room. It is unclear at this time what TiVo does with the images collected from its products; however TiVos have long had internet connectivity as well as the capability to phone home to TiVo corporate. A TiVo spokesperson reiterated that customers have the choice to opt-out, however when customers opt-in, the data collected on their viewing habits remains anonymous. The data is solely used for statistical purposes to provide additional value to advertisers. Mr. Fife doubts TiVos policy concerning anonymity siting the recent partnership between TiVo and Facebook which could enable TiVo to cross reference through facial recognition software exactly who is watching what program. This would further help advertisers target ads directly towards individuals. Mr. Fife expects the apparel industry to be the initial target for advertisers as the recognition software is enhanced to be able to identify brands of clothing worn by TiVo viewers. For those TiVo users with concerns over privacy, Mr. Fife recommends putting a small piece of black tape over the IR receiver of the TiVo to thwart the video gathering capabilities.