01
Detect
Recognise when the programme gives way to an advertising break.
Building the defense for human attention
Computers have antivirus.
What protects the human operating system?
Technology is getting better at capturing us. Protecting Minds is an independent layer designed to give people control over what gets their attention.
See the first product Starting with live TV & sports
LIVE · CRICKETProtecting Minds
IND287 / 446.2 OVERS
ADVERTISEMENT DETECTEDSound muted
Your programme will resume automatically.
Protection activeReturning in 00:18
Digital world
→Attention protection
→Human
00
THE MISSING LAYER
The attention economy built the offense.
It is time to build the defense.
Algorithms increasingly influence what reaches our eyes, ears and emotions. Yet protection remains fragmented, manual and locked inside individual platforms.
Protecting Minds starts from a different premise: technology should optimise for the engagement a person actually wants—not maximum engagement.
TODAY'S DEFAULTCapture more
More surfaces. More prompts. More open loops.
THE NEW LAYERChoose better
Intentional input. Quiet by default. Control returned.
01
THE FIRST PRODUCT
Mute the interruption.
Keep the moment.
Our first product is being built to detect advertising during live television and sports, mute it, and restore sound when the programme returns.
LIVE · CRICKET
IND287 / 446.2 OVERS
CURRENT OUTPUTLive programme · playing normally
02
Protect
Mute the interruption automatically, without asking you to react.
03
Restore
Bring the sound back the moment the programme resumes.
A focused MVP, currently in development. The TV is the first testing ground—not the boundary of the company.
THE QUIET BETWEENTHE SIGNAL AND YOU
02 / THE PURPOSE
“Technology should evolve without diminishing the human capacities it is meant to serve.”
Protecting Minds is not anti-advertising, anti-entertainment or anti-technology. It is pro-choice: the individual decides what deserves access to their attention.
03 / THE PRINCIPLES
Protection without paternalism.
A defense layer should increase agency, not replace it.
Your rules
The system follows policies chosen by the individual. It does not decide what is good for you.
Human capacity
The goal is to preserve focus, agency and the space required to think deeply.
Independent by design
Protection should work for the person—not for the platform competing for their time.
04
THE ROADMAP
One quiet moment.
Then an entire layer.
The long-term ambition is a personal attention agent that understands your intentions, recognises unwanted loops and responds according to your policies.
Television
Mute unwanted ad breaks in live content.
Phones
Protect against prompts, feeds and loops.
Computers
Support focus across work and the web.
Everywhere
One policy layer across digital environments.
THE LONG-TERM VISION
Today, technology decides how to capture our attention.
We are building technology that gives control back to the individual.
TV advertising is the first wedge.Human attention protection is the company.