Various daily broadcasts promote a wide variety of human communications. However, individualized or polarized viewing by viewers is concerned because of the recent appearance of convenient viewing styles made possible by video on demand (VOD) and portable terminals that can make viewers watch their favorite programs any time they like. This prompted the NHK Science & Technology Research Laboratories and the NHK Broadcasting Culture Research Institute to jointly develop "teleda." Teleda is a service that aims to build relationships between broadcasters and viewers (vertical) and among viewers (horizontal) and foster a new type of viewing behavior (Figure 1).
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