Taking Sweden as a case study, the role of public service broadcasting PSB is explored, with a focus on issues of data retention and innovation that accompany web distribution. The issue of predicting audience preferences by means of data retention is investigated, and the related problem of organizational autonomy when interacting with commercial actors in the digital sphere. We hypothesize that previous tendencies towards paternalism might be equally supplemented by tendencies towards so-called “panspectric” surveillance and tracking, given a technological environment where such practices are increasingly common. We argue that the absence of advertising partially helps keep these broadcasters from panspectric temptation. Still, practices such as Facebook integration entail a panspectric element. We ask whether the potential increase in the efficacy of targeting audiences promised by panspectric practices might be offset by its negative impact on civic accountability. Is there a possibility for a “benign,” democratically accountable panspectrocism?