LAS VEGAS: In the new world of technology, television is not just for watching. It is also watching you.

So-called smart TVs being unveiled this week at the International Consumer Electronics Show offer technologies that watch the viewer, in an effort to offer more relevant programming.

The idea may sound eerie to those familiar with George Orwell’s novel 1984, but people in the industry said that this is the next step in the evolution of TV viewing.

Chinese manufacturer TCL unveiled at the show a new TV and set-top box to be sold later this year in the United States using the Google TV platform, which recognizes who is watching in order to suggest potential programs.

The new TV developed with Marvell Technology Group uses sensors and voice recognition to determine who is viewing and can offer streamed, or live programs, which seem to appeal to an individual or family.

“We have developed many innovations to personalize the viewing experience,” said Haohong Wang, general manager in the US for TCL, a major global manufacturer, which has made TVs under the RCA and Thomson brands.

This offers a “game-changing entertainment experience for consumers around the world that will drive the smart TV market forward at a rapid pace,” said Weili Dai, co-founder of Marvell.

Panasonic also used CES to show its new Viera smart television, which can recognize users and create a home screen that allow programming tailored for each.

Other manufacturers are working on similar technology, which take advantage of television over Internet.

Rob Enderle, an analyst and consultant with Enderle Group, said that this model will become the norm as television gravitates to Internet platforms.

“Increasingly, TVs will know who is watching them and I expect advertisers will know shortly thereafter. This should result in shows and commercials you like more and even better products, but far less privacy.”