The BBC is testing a new facial coding technology to investigate how viewers react to BBC TV shows. The technology, developed by British digital start-up CrowdEmotion, uses facial coding web cams to record people’s facial expressions, actions and emotions. The pilot study with BBC Worldwide has started with 200 participants in the UK, measuring their happiness, surprise, anger, fear, disgust and sadness. A second wave will take place in Russia and Australia, followed by a third in six other international markets. Matthew Celuszak, chief executive of CrowdEmotion, stated that the technology will help quality content ‘cut through the clutter’, and also help to humanise the BBC Worldwide brand.