Netflix CEO Reed Hastings has expressed worries that over personalisation of media services will lead to a kind of Balkanisation with people never sampling new material and an end to ‘audience events.’

At a panel session about digital delivery at a meeting of the Broadcasting Board of Governors in Washington, Hastings said that personalisation is great for the user in the short but worried that hyper-targeted information just reinforces polarisation in society and the world.

He said that society has benefited from the homogenising influence of mass entertainment, of networks with a broad audience, and the unifying nature of major sports or events. He suggested that that the key to personalising information is to “harness the positives” and “mitigate the downsides.”

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