Ericsson and the Norwegian Broadcasting Corporation (NRK) have launched a trial of personalized mobile TV advertising. Customizedg marketing will be used with mobile TV viewers; advertisements will be interactive, customized to ensure their relevance to individual users, and tailored to user characteristics. I have to say I am afraid by such behavior. To be permenantly tracked, out of my control, and fed with ads on things I like the most in my own interest or not, is unhealthy and offensive. Big brother is not far.