At Scottish Television, we are actively exploring ways to serve up a
degree of custom content to every user the 'deeper' they travel
into our sites.
Taking a typical example of a user interested in football, we would
serve up more football related articles to that user. We would be
able to listen to the meta data on each article and page viewed in
the users journey, apply weightings and serve up more customised
As the user goes deeper into the site, we would narrow the focus of
articles and categories. As the user goes back up, we would widen
the focus of articles and categories.
The primary aim of "silent intelligence" is to create a continually
evolving and richer user experience through increasingly contextual
We are making the assumption that a user wants more content on a
particular topic. As we learn more from what they are reading, we
want to provide ever more related content.
I am concerned that by continually 'narrowing the focus' of content
we could lock users into a dead end. However, it may not be any more
of a dead end than unrelated, uninteresting content. Although,
ultimately the user is the judge of this, regardless of the method we
It's obviously important that we offer ways to 'widen the focus'
quickly. It's also important we balance the amount of content that
I'd be really interested in hearing your thoughts on this, positive