Sveriges Television has answered criticism of the login requirement on SVT Play. Hanna Dowling, the broadcaster's communications chief, wrote the reply to a letter to the editor. Her core argument is that the login lets SVT understand which functions viewers like and which they skip. Knowing the audience, she writes, makes it easier to expose people to the full breadth of public service content. That aim, in her view, carries extra weight in a digital era where viewing habits have fragmented. The exchange reflects a familiar tension for public broadcasters between open access and audience insight. Whether the original critic is persuaded is another matter.