U.S. regulators on Thursday approved the use of new technology that will improve picture quality on mobile phones, tablets and television, but also raises significant privacy concerns by giving advertisers dramatically more data about viewing habits.

The U.S. Federal Communications Commission voted 3-2 to allow broadcasters to voluntarily use the new technology, dubbed ATSC 3.0, which would allow for more precise geolocating of television signals, ultra-high definition picture quality and more interactive programming, like new educational content for children and multiple angles of live sporting events.
https://uk.reuters.com/article/us-usa-television-technology/fcc-approves-tv-technology-that-gives-better-pictures-but-less-privacy-idUKKBN1DG2XF
http://in.reuters.com/article/usa-television-technology/u-s-agency-approves-tv-tech-that-gives-better-pictures-but-less-privacy-idINKBN1DG2XD