KR101136594B1 - System and method for identification and insertion of advertising in broadcast programmes - Google Patents

Abstract

A broadcast system and method for identification and insertion of advertisements in a broadcast program includes receiving a broadcast data stream, identifying an advertisement in the broadcast data stream; And updating an advertisement schedule including information identifying the advertisement and the location of the advertisement within a program in the broadcast data stream. Upon playback, the advertisement or replacement advertisement is inserted at the position or another position within the program.

Description

Method and system for inserting and identifying advertisements in broadcasting programs {SYSTEM AND METHOD FOR IDENTIFICATION AND INSERTION OF ADVERTISING IN BROADCAST PROGRAMMES}

The present invention relates to the broadcasting of a program. More particularly, the present invention relates to means, computer program code, methods and systems for the insertion and identification of advertisements in broadcast programs.

The television viewer may include a television signal with a VHF / UHF antenna; cable; Receive in many ways, including satellite dish and copper wire (telephone, power line). The viewer may receive television content directly from the content provider, for example by receiving a UHF television signal, or indirectly from a rebroadcaster, for example a cable service provider. Rebroadcasters take the output of content providers and redistribute the output.

In television broadcasting, commercials are inserted between sections of main programs by a broadcaster. Advertisements (e.g., advertisements of sportswear advertised during sporting event broadcasts) are often scheduled to be broadcast at specific times to match the scheduled broadcast of a particular main program. Wide regional changes can be reflected in the broadcast output of a single television channel by providing different sets of advertisements to each television transmitter. This regional change is somewhat limited in that each ad slot has a predetermined duration.

The advertisement can thus be broadcast with reference to the content of the corresponding program event and demographic information of the viewers provided by a given transmitter, but with very little association with the personal content of the particular viewer.

When the viewer uses a video cassette recorder (VCR) to "time shift" (ie, to delay playback), an advertisement is recorded with the main program. Recent technological advances, including personal video recording devices (PVRs) and digital video recorders (DVRs), provide viewers with greater flexibility in program recording. These so-called 'super video' devices can provide personalized functionality by attempting to record programs similar to achieving a profile of TV usage.

'Super Video' devices are also known to provide 'time shift functionality' so that the broadcast video stream is recorded and recorded at the same time, and the video stream of the main program being played can be stopped at any desired point and even the same The later parts of the main program can be resumed while being broadcast.

In addition, some PVRs can be configured to allow viewers to fast forward the advertisement, allowing them to watch the main program without interrupting the advertisement. The 'super video' functionality may be appealing to viewers, but it challenges broadcasters' advertising revenue. If all viewers use their 'super video' device to reproduce the output of commercial television channels, it can be expected that a large number of viewers will decide not to see the advertisement at all. Advertisements on the television will thus be less efficient for advertisers and the ads will be placed elsewhere. As a result, the broadcaster or rebroadcaster will benefit less as a result of the advertisement.

In addition to the broadcast of television programs, certain television providers may provide subscribers with " view on demand " devices (video on demand (VOD) functionality or NVOD, and (Including systems that provide video or video on demand). Typically, a broadcaster will offer to broadcast a limited number of selected events (such as a movie) at regular time intervals. Viewers can subscribe to receive specific broadcasts of the event. After subscribing, the event will be broadcast directly to the viewer's set top box using, for example, satellite or cable distribution methods. However, the broadcast times of the events themselves cannot be adjusted by the viewers.

Broadcasters often broadcast "on-demand viewing" events without advertising. Typically, "on-demand viewing" events earn a premium that compensates for losses in advertising revenue. However, when on-demand viewing devices are provided by rebroadcasters that allow time shifting, the absence or suppression of an advertisement represents a loss of potential revenue viewers watching the rebroadcast, and viewers do not pay the original premium. You can also watch the program without advertising.

In many copyright jurisdictions, client-side devices such as VCRs or super video devices are handled differently than server-side devices. As a result, the viewer having the customer-side device can efficiently record the television program for personal use without copyright infringement. Any broadcast service provider using a server-side device, which provides the same device to a subscriber, infringes on copyright, whether recording the broadcast program or rebroadcasting the program later. Thus, broadcast service providers who wish to provide time shift functionality to their subscribers using server side devices must receive approval from content providers. Since advertising is an important revenue source for most content providers, a potential decrease in advertising efficiency is likely to result in an increase in the corresponding license royalties or an apparent rejection of the license.

It would be desirable to provide a rebroadcast service that maintains advertisements provided by content providers. In addition, it would generally be desirable to provide a rebroadcast service that increases the efficiency of advertising.

According to a first embodiment of the present invention, a broadcast method includes: receiving a broadcast data stream; Identifying an advertisement in the broadcast data stream; And updating an advertisement schedule in the broadcast data stream, wherein the advertisement schedule includes a location of the advertisement within the program and information identifying the advertisement.

According to a second embodiment of the present invention, a broadcast system comprises: means for receiving a broadcast data stream; Means for identifying an advertisement in the broadcast data stream; And means for updating an advertisement schedule including information identifying the position of the advertisement within the program and the advertisement in the broadcast data stream.

According to a third embodiment of the present invention, a broadcast system includes: a head end coupled to receive an input broadcast channel data stream containing a program having an advertisement; A service information processor retrieving and communicating with the head end service information associated with the advertisement and the program, the information including information identifying a location of the advertisement within the program; A storage server in communication with the head end and the service information processor, storing a copy of the program and associating a storage location of the copy with service information associated with the program; An advertisement server in communication with the service information processor, storing a copy of the advertisement, further storing service information and replacement advertisements associated with the advertisement; And a distribution system coupled to the storage server and the advertisement server, capable of transmitting a copy of the program to a subscriber and operable to insert a selected alternate advertisement at the location.

According to a fourth embodiment of the present invention, a subscriber-initiated method for viewing a program comprises: interacting with a program schedule displayed on a display device to select a desired program stored in an archive; Transmitting the information identifying the subscriber and the information identifying the desired program; Receiving a unicast transmission of the desired program; And receiving a unicast transmission of an alternate advertisement embedded in the program, wherein the alternate advertisement is an advertisement different from the advertisement included in the live broadcast of the program.

According to a fifth embodiment of the present invention, a broadcasting method includes: receiving a request from a subscriber to reproduce an archive copy of a program; Identifying a location of the stored copy of the program; Selecting at least a first advertisement based at least in part on information associated with the program; And inserting at least the first advertisement into the program.

Examples of the invention will now be described in detail in conjunction with the accompanying drawings in which:

1 is a block diagram of an embodiment of a broadcast system;

FIG. 2 is a more detailed block showing a number of other components that may be performed by (or for) a broadcast service provider to enable a subscriber to view both live and archived programs on television. diagram;

3 is a detailed block diagram of a broadcast system;

4A-4D are diagrams illustrating data structures in a broadcast data channel stream;

5 is a flow diagram illustrating a process for identifying and processing advertisements.

6 is a flowchart illustrating a process of playing a program and inserting an advertisement; And

7 is a block diagram illustrating another example of a broadcast system.

The present invention relates to means, computer program code, methods and systems for the insertion and identification of advertisements in broadcast programs. The present invention is pending in our international patent application. It may be implemented in a broadcast system such as the broadcast system described in the call (Agent No. PJF01633WO, filed on the same date). For example, as will be discussed below, the present invention provides for the identification and insertion of advertisements in programs broadcast by broadcast service providers, including programs that are broadcast from live broadcasts or archives (including short and long term archives). Allow. Upon reading this specification, those skilled in the art will recognize that features of the present invention may be implemented in other broadcast systems.

For convenience and convenience of description, numerous terms are used herein. For example, the term "subscriber" refers to an individual or entity that has a subscriber relationship with a broadcast service provider to receive and view broadcast data (live or preserved broadcast data, or both). Used to mention. The subscriber may, for example, be associated with a particular set top box that identifies the subscriber. "Subscriber" may also be referred to herein as "user" or "viewer." As used herein, the term "set top box" is generally used to refer to an apparatus associated with subscribers receiving broadcast data from a broadcast data service provider. The set top box may be a dedicated device designed to receive broadcast data, or may be implemented as a function or component associated with a personal computer or other computing devices.

"Broadcast service provider" or "service provider" refers to an entity (or entities) operating components of broadcast systems in accordance with embodiments described herein for delivering live broadcast data and preserved broadcast data to subscribers. Can be used. For example, a "broadcast service provider" may be an entity that operates (or is concerned) with one or more systems configured to send programs to a subscriber. Broadcast service providers are central offices configured to provide digital data to subscribers through twisted pair communication lines (eg, telephone lines or copper lines) that exist in many homes and businesses around the world. Or operating systems including exchangers. Broadcast service providers use digital subscriber line ("DSL") technology to provide such data. In one exemplary embodiment to be discussed herein, a broadcast service provider may use an asymmetric DSL (although those skilled in the art will recognize other DSL techniques (generally, techniques referred to as “xDSL” may also be used). "ADSL") technology to provide digital data. In addition, although wired communication technologies are discussed, those skilled in the art will recognize that the features of the embodiments may also be implemented using wireless technologies.

As used herein, "live broadcast data" or "live broadcast program" refers to broadcast data that is viewed by the broadcast entity at a time scheduled and broadcast. As used herein, "archived broadcast data" or "archived programmes" refers to stored broadcast data or programs for later broadcast rather than live broadcast. The broadcast system is capable of two different types of data: short term archive (e.g. for a program stored for a relatively short period of time such as 24 to 72 hours) and long term archive (e.g. for a program stored for a longer time). You can provide an archive. For example, long-term archives can allow the storage of programs indefinitely. As another example, a broadcast service provider may store programs up to a predetermined period (eg, one month or one year). As yet another example, a broadcast service provider may periodically ask subscribers to determine whether archived programs should be deleted from the archive.

As used herein, the term "advertisement" generally includes promotions that include video and audio data (but may include teletext, video or audio data) embedded or included in a stream of broadcast data. Or solicitation. The advertisement may be located at numerous locations in the broadcast data stream, including the beginning of the program, various times during the program, the end of the program, and the like.

By way of introduction, one example of the present invention will now be described with reference to FIG. 1 which describes the broadcast system 50. The broadcast system 50 includes one or more broadcast service providers 51 that provide content to one or more subscribers 54a-n. The transmitted contents may include both broadcast programs (live or preserved programs) and advertisements.

Subscribers can receive broadcast program data in several ways. For example, subscribers (eg, subscriber 54n) may receive live broadcast programs. That is, the subscriber can see the program at the moment when the program is being broadcast. As an illustrative example, a live broadcast program (continued throughout this specification) may be “evening news” starting daily at 6 pm weekday evening in local time. Broadcast system 50 allows subscribers, such as subscriber 54n, to view the program at a scheduled time (6 pm local time). As used herein (and as further defined below), the term "live" is generally used to refer to the actual and scheduled broadcast time of a broadcast program (and must be taken and viewed simultaneously Need not be intended to refer to a program). To reduce traffic on the backhaul to the ADSL central office or exchange, these live broadcasts are sent to subscribers 54 via multicast to avoid duplication of traffic. This allows video and video to a large number of subscribers without compromising the capacity of the backhaul (and allowing a large number of subscribers to interact with the system to selectively view preserved programs as described below). Increase the system's ability to transmit audio program data.

Subscribers are described by IETF RFC 3376 (October 2002) (accessible at www.ietf.org ), the internet group management protocol, the contents of which are incorporated herein by reference for all purposes. Techniques can be added to the multicast broadcast of programs.

Such live broadcasts may include advertisements in addition to programs. For example, a “evening news” program may include two or three (or more) ad groups located at the beginning of the program, every 15 minutes in the middle of the program, and at the end of the program. . The broadcast service provider 51 may capture and identify the advertisements during the broadcast and, in some embodiments, may replace some or all advertisements with advertisements specifically directed to one or more subscribers 54.

The broadcast system 50 allows subscribers, such as subscriber 54b, to watch the program at a particular time after the live broadcast time. The system may generate and store short-term stored copies of all broadcast programs received by broadcast service provider 51. Details of how these short-term stored copies are created and stored will be provided below. In general, broadcast service provider 51 includes a storage device 53 (or group of devices) adapted to store copies of broadcast programs for numerous other broadcast channels. Sufficient storage space is provided to store broadcast programs for numerous different channels of 24 to 72 hours. In connection with the creation and storage of such short-term stored copies, a program schedule is created. Subscribers who wish to watch the program within 24 to 72 hours (ie after live broadcast) from the time the program was originally broadcast may select a program and interact with the program schedule such that the program is sent to the subscriber. These programs are stored so that viewers can fast forward, pause, and rewind while watching the programs. As an example, subscriber 54b may choose to view the “evening news” at 6:15 rather than watching the live time at 6:00. Moreover, subscriber 54b can fast forward, rewind or pause as desired while watching the program.

The broadcast system 50 also allows subscribers, such as the subscriber 54a, to select a particular long-term preservation program. For example, a broadcast service provider 51 or subscriber (such as subscriber 54a shown in FIG. 1) may wish to create a long-term copy of a particular broadcast, such as “evening news” above. Subscriber 54a may indicate this desire by communicating with broadcast service provider 51 (eg, via a set-top box or other device to be discussed further below). At that time, a copy of the broadcast may be stored in a storage device (long-term archive) 52 used for long term storage of the program. A copy of the program is associated with information that can properly identify the subscriber 54a so that the subscriber 54a can be allowed access to the desired program. The subscriber 54a can then watch the desired program. For example, subscriber 54a may watch a particular episode of “Evening News” several weeks after the “Evening News” is broadcast. Subscriber 54a may watch the same episode repeatedly until the episode is deleted from the archive (eg, by the subscriber's application or when the duration of the archive expires). To reduce the need for storage, multiple subscribers can access a copy of the program stored in the long-term archive. For example, information that can identify each customer who requested the creation of a copy of the program may receive access permission to share access to the archive.

The broadcast system 50 allows each of these types of broadcasts to be selectively transmitted to subscribers, giving subscribers greater choice, control, and flexibility in viewing. Subscribers can access these broadcasts through telephone lines, such as copper telephone lines that are currently installed in many homes. The system utilizes asymmetric digital subscriber line (ADSL) technology (although those skilled in the art will recognize that other or currently developed technologies may be used to transmit programs in accordance with the embodiments disclosed herein). Transmit broadcast and preserved programs to subscribers. Programs may be transmitted using encoding schemes such as the widely used Moving Picture Expert Group version 2 (MPEG-2) scheme, and those skilled in the art will appreciate that other encoding schemes may also be used.

Broadcast data can be transmitted from broadcast service provider 51 to subscriber 54 using Constant Bit Rate (CBR) encoding technology, providing the maximum bitrate that can be used for both video and audio data. . Applicants have found that despite the issue of distance from ADSL exchanges (or central offices) and the need for high bit rates to provide high quality video services, the use of CBR encoding is reliable and consistent over ADSL networks. It will be appreciated that it provides content delivery. When the video bit rate for a particular program changes, embodiments use encoders configured to fill in video data extra (blank) data to produce an actual constant bit rate. In addition, the backhaul to the ADSL central office or exchange is overbooked to assume a certain level of contention that ensures sufficient bandwidth is allowed for the subscriber. For example, the backhaul may be designed with the assumption that 33% of all subscribers served by the backhaul are always active. This can be implemented by reducing the number of subscribers associated with each Digital Subscriber Line Access Multiplexor (DSLAM) associated with a particular exchange or central office.

The broadcast service provider 51 also operates to identify and capture advertisements in connection with the creation of a stored copy of the broadcast programs. Various other forms of information about the advertisement may be captured. For example, when a program is broadcast, the broadcast service provider 51 may generate information identifying the location of each advertisement within the program as well as information identifying the details of the advertisement and audio and video data of the advertisement. The information may be stored in the long term archive 52 or the short term archive 53, or may be stored in a separate advertising database (not shown). This information is used when the program is sent to the subscriber for viewing and allows the broadcast service provider 51 to identify where the advertisement should be inserted during transmission. The information also allows the broadcast service provider 51 to select the appropriate advertisement for insertion (eg by targeting the subscriber's specific personal information). That is, the broadcast service provider 51 may select another advertisement for insertion into the program. Different subscribers may see different advertisements. As the program is watched at different times, different advertisements may be inserted. For example, if an advertisement is viewed in July, an advertisement for an amusement park may be broadcast; When the program is broadcast in December, an advertisement for a ski resort may be broadcast. The present invention allows greater control over the selection and insertion of advertisements in programs that are broadcast to subscribers, thereby increasing advertising revenue and ensuring that time-changed programs can generate advertising revenue.

The broadcast service provider 51 operates to select an appropriate advertisement to be inserted into a program transmitted to subscribers. These selected advertisements may be inserted where the original advertisement was included during the broadcast of the original advertisement of the program or may be inserted in another location. For example, a movie that originally contained an advertisement every 20 minutes could be sent with the included advertisement every 30 minutes. As another example, a movie originally broadcast on demand and not including any advertisement may be transmitted by the broadcast service provider 51 inserting numerous advertisements. The advertisements inserted by the broadcast service provider 51 include service information associated with additional promotional information presented to subscribers when the advertisements are broadcast. The broadcast system 50 of the present invention may also be configured to allow subscribers to skip some or all advertisements. For example, the broadcast service provider 51 may operate a premium service that allows subscribers to pay an additional fee for participation and allow subscribers to skip or fast forward the advertisement.

Further details of the invention will now be described with reference to FIG. 2. The system of FIG. 2 may be operated by (or for) a broadcast service provider and may be operated by (or for) a broadcast service provider such that subscribers can view both live and preserved programs on the television 9. A number of different components are shown. Numerous components of the system of FIG. 2 may be operated by or for a service provider providing live or preserved programs to subscribers. Some or all of the above components may be implemented in one or more computing devices configured to perform the functions described herein. Although some components are shown as separate devices, some or all of the functionality described herein may be implemented on one or more computing devices or on a network of computing devices.

In FIG. 2, the broadcast channel source 1 generates a data feed of the broadcast channel provided to the Broadcast Distribution Head-End (BDHE) 2. For example, broadcast channel source 1 may be part of a number of other types of broadcast data sources such as, for example, television, video, audio and other data sources. Each data feed contains video and audio information for each channel as well as service information for each program broadcast on each channel. The service information includes information about each program including a start time and a duration of the program and a synopsis of the program.

As used herein, the term "service information" or "program specific information" refers to information inserted into an MPEG-2 transport stream as an additional transport packet having a unique packet identifier. For example, the service information includes electronic program guide information such as the nature of the program, the timing and the channel in which the program is located, and other information identifying the type, content and timing of the particular program. The service information may include a "Service Description Table" that provides information identifying a program's service provider, "Event Information Table" including the name of the program, start time, duration, and other timing and event information. Contains additional information.

The broadcast data may be transmitted using various communication media. For example, the broadcast channel source 1 may be a digital or analog television captured by a digital satellite, digital terrestrial, cable, digital subscriber line (xDSL), or analog or direct feed through a network. Broadcast data may be provided. The broadcast data may be received from a digital source (or otherwise converted to digital broadcast data before being received by the BDHE 2). In addition, the digital broadcast data may be encoded using an encoding scheme such as the MPEG-2 encoding scheme, and other encoding schemes may also be used. Using an encoding scheme such as MPEG-2 allows the reception of digital broadcast data including encapsulated MPEG-2 transport stream service information associated with the digital broadcast data. The service information, which will be discussed further below, prepares for the precise timing of the programs.

Numerous broadcast channel sources 1 may be used within the system of FIG. For example, the system may receive dozens or even hundreds of other channel data feeds from various broadcast channel sources. Each channel data feed consists of a number of programs. These channel data feeds are obtained by the BDHE 2. The BDHE 2 includes a video acquisition apparatus and may also include an encoder that compresses the channel data into a form suitable for the set-top box to decode and play on a television. The BDHE 2 may also include a multiplexing device for multiplexing the data. The broadcast data is encoded in the Digital Video Broadcast (DVB) standard, such as MPEG-2 video and audio, and summarized in an MPEG-2 transport stream. More details of the BDHE 2 will be discussed with reference to FIG. 3 below.

Following acquisition, encoding and multiplexing, each of the broadcast channels is included in the MPEG-2 transport stream, under the direction of a video server manager 5, a timeslip server 3 and a broadcast schedule server 4 Head to). The same output can be sent to each server. Instead, separate data is sent to the service information processor (not shown, but may be configured as part of the BDHE 2 or as a separate component), which is then used by the broadcast schedule server 4 to generate schedule information. . The use of the service information processor will be discussed further below with respect to FIG. 3.

The timeslip server 3 is typically a computer system (or network of computer systems) with a storage capacity that allows data to be stored locally from the broadcast feed. All programs from each broadcast channel are stored for at least one period. For example, the timeslip server 3 may be configured to allow subscribers to watch programs from broadcast channels for a period of time (eg, 24 to 72 hours) after the time the program was originally broadcast. The program can be stored from 24 to 72 hours. As will be described further below, the timeslip server 3 also operates to allow subscribers to selectively preserve broadcast programs for viewing at their chosen time. These long term archives may be stored in or accessible by the archive content server 10.

Although more details will be provided below, in general, the timeslip server 3 receives a number of encoded broadcast data channels from the BDHE 2, and the video and audio data for each channel on the disc as a continuous stream. Save it. The timeslip server 3 also operates to accurately identify the beginning and end of each program as well as the location where each program is stored on the disk. The information allows the timeslip server 3 to retrieve programs quickly and accurately when requested by subscribers. Moreover, the timeslip server 3 functions to store broadcast channel data so that it can be rewound or fast forwarded efficiently and accurately when requested by subscribers. More details about these functions will be discussed further below.

The broadcast schedule server 4 interacts with the timeslip server 3 (and with other sources of schedule information) to establish an accurate historical schedule of programs. The schedule information is presented to subscribers who can interact with the schedule to select the desired program to be broadcast or preserved. The broadcast schedule server 4 may generate and maintain other types of schedules (including, for example, long format or detailed schedule and short format or summary schedule), as discussed further below. These schedules can be presented to subscribers and used by the subscriber to mutually identify broadcast or archived programs (e.g., the subscriber can retrieve one or more programs for viewing from the short-term archive). You can interact with the schedule to select one or more programs stored in the long-term archive for selection or for later viewing).

The video server manager 5 controls the distribution of the digital broadcast data to viewers for live broadcasting of each channel. The video server manager 5 also stores customer information (or has access to the customer information). For example, customer information may include information that associates a particular customer or subscriber with a unique identifier assigned to the customer's set top box 8. The customer information may also include information used to track the customer's viewing preferences, personal information, and the like. The video server manager 5 may also store advertisement data including data identifying the advertisement originally broadcast with each program, as well as advertisement data identifying the location of the ad slot within the preserved programs (or the advertisement data). Has access to). Moreover, the video server manager 5 can also store (or have access to) new or replacement advertisements, including video and audio data associated with the advertisement.

The video server manager 5 uses the advertisement data to select a replacement advertisement and to provide the replacement advertisement to the switching and routing device 6 for transmission to the subscriber at the appropriate location in the program. Advertisements may include information related to subscribers (e.g., customer identity information retrieved from a customer database), information related to the original advertisement (e.g., the original ad slots may be sent to Coca-Cola, Inc.). If paid by, a rule could be implemented that the replacement ad should be a Coca-Cola ad and information related to the program (e.g., if the program is a cartoon for infants, the alternative ad would be directed to adult viewers such as beer ads). Rules may be implemented that may not be targeted advertisements).

Other information may also be provided as discussed below. The video server manager 5 provides control of the switching and routing device 6 including broadcast, multicast and unicast of each channel. Each broadcast channel is transmitted via a network 7 to a set top box 8 which directs the data to the television 9. The network 7 may be one of a number of different networks or combinations of networks. For example, the network 7 may be a local loop transport using ADSL and a wide area distribution network to a regional exchange. The network 7 allows broadcast data to be transmitted to the subscriber's set top box 8 and also to transmit data from the set top box 8 to the switching and routing device 6 (e.g., preservation, playback of the program). To select a program for the back). Subscribers can also access program or service information related to the current program via the set top box 8.

The set top box 8 may be any device configured to receive digital broadcast data at the subscriber's home. If digital broadcast data can be transmitted to subscribers via ADSL technology, the set top box 8 includes a receiver or modem that allows the reception and transmission of data over a telephone line. When broadcast data is transmitted in MPEG format, the set top box 8 includes the ability to decode the received MPEG data. The set top box 8 includes information that uniquely identifies a subscriber associated with the set top box. For example, set top box 8 may include a unique identifier, such as a digital signature or other cryptographic identifier. The identifier may be provided to an anti-counterfeiting device, for example a smart card. The unique subscriber identifier may be attached to a message sent from the set top box 8 to the broadcast service provider so that the broadcast service provider identifies the subscriber. Moreover, the unique identifier can be used to set up a unicast session between the switching and routing device 6 and the personal set top box 8. The set top box 8 may be equipped with infrared or other sensors such that the subscriber can interact with the set top box 8 using a remote control device.

The system provides subscribers with the ability to watch live broadcast programs, the ability to watch preserved broadcast programs for some period of time after the first live broadcast (eg, 24 to 72 hours after the first broadcast), or later viewing. This provides the ability to store and watch a specific program in a long-term archive. For programs shown after the first live broadcast, subscribers can interoperately control the playback of the programs (eg, subscribers can pause, play, fast forward or rewind as desired). ). Moreover, since the system generates an accurate historical program schedule based on the actual broadcast data received by the broadcast service provider, subscribers can view a detailed and accurate schedule to select programs for viewing or preservation, Can work together. The system also includes information identifying the location or placement of each advertisement in each program, allowing the creation of an accurate chronological advertisement database. The advertising database can be used to control the insertion (and, if desired) replacement of an advertisement in a program broadcast to subscribers. Moreover, each of these viewing options is provided using a relatively low bandwidth technology such as ADSL, allowing subscribers to watch and interact with a wide variety of broadcast programs over existing home telephone lines.

More details of the invention will now be described with reference to FIG. 3, which shows a more detailed illustration of the broadcast system 50. The broadcast system 50 may generate one or more broadcast channel providers / rights holders 12 that generate (or cause to generate) broadcast data provided to the BDHE 2 for distribution to subscribers through a number of set-top boxes 8. Include. In this example, digital broadcast channel data is received at the BDHE 2 via one or more digital channel sources 30 (eg, digital terrestrial, digital satellite, or digital cable sources). The digital broadcast channel data is received encoded in MPEG format (or similar format). As shown, digital broadcast channel data received in MPEG-2 format from digital channel source 30 is typically received in a Multiple Program Transport Stream (MPTS) (ie, a transport stream of packets with multiple programs encoded).

The MPTS of the channel information is provided to a decoder 31 which decodes the digital broadcast channel data into continuous digital information for each channel. The operation of the decoder 31 causes the service information associated with the individual program to be lost. The service information (or at least part of the service information) may be preserved by passing the digital broadcast channel data received at the digital channel source 30 to the service information processor 19. The service information processor 19 may be implemented as part of the BDHE 2 or as a separate component in communication with the BDHE 2.

The service information processor 19 receives digital broadcast channel data in MPTS format, and then analyzes information from each broadcast channel to obtain detailed program information associated with each channel. For example, the service information processor 19 analyzes the input data to obtain an event information table and a service description table for each broadcast channel. These tables provide information about each program as well as the program to be published for each channel. For example, the tables provide information identifying the name of the program, description of the program, duration of the program, start and end times (expected and actual), and information about the genre of the program. .

The service information processor 19 returns information to the BDHE 2 for multiplexing video and audio information for each channel. BDHE 2 uses encoder 32 to re-encode each channel into single program transport streams (SPTS). The encoded audio and video information is associated with service information from a service information processor 19 using a multiplexer 33. The service information processor 19 returns an MPEG transport stream including program access table and program map table service information as well as private data on which a plurality of program identifiers for each channel are performed. The multiplexer 33 inserts these private program identifiers with audio and video data for each channel. To ensure consistency of playback, the total bandwidth used by each private data program identifier is in the CBR. In general, the total bandwidth allocated to each individual data program identifier re-associated with the video and audio data by the multiplexer 33 is kept relatively small compared to the video and audio bandwidth.

Each of the MPTS transport streams is then divided into a plurality of individual single program transport streams (including service information data for each program) using the network interface 34. Network interface 34 is an MPEG-2 transport stream recognition interface. Multiple single program transport streams are delivered to the switching and routing device 6 which, under the direction of the video server manager 5, routes the live data to a suitable set top box 8.

The service information processor 19 also analyzes the broadcast data streams to identify and retrieve information related to the advertisement. Examples of broadcast data streams analyzed to retrieve advertising information will now be provided by briefly referring to FIGS. 4A-4D. As shown in FIG. 4A, a broadcast data stream (such as the stream retrieved in BDHE 2) may include numerous programs without advertisements (eg, programs received from channels that do not profit from advertising). . Such broadcast data streams may include event information table ("EIT") information ("E1", "E2" and "E3") that separate each program. EIT information "E1" occurs at time "t1" and has a duration equal to the difference "d" between "t1" and "t2" (end time of the program). The information is extracted by the service information processor 19 for use in generating an accurate chronological program schedule (e.g., stored in the broadcast schedule server 4) and the program archive.

As shown in FIG. 4B, the broadcast data stream includes numerous programs, each with advertisements placed within the program. As shown, the program starts at time "t1" indicated by EIT information "E1". Three advertisements indicated by the EIT information "Ea1", "Ea2", "Ea3" having time "ta1" and the like are located in the program. This information is provided by the service information processor 19 to generate advertising information (eg, accessible or stored in the video server manager 5) as well as to generate an accurate chronological program schedule. Extracted. The advertisement information is used to select or insert advertisements when the program is played. Specifically, upon reproduction, the advertisement information extracted by the service information processor 19 is used to identify an appropriate time in the program in which an advertisement (eg, a substitute advertisement targeting subscribers) is inserted.

Specifically, within the data stream of FIG. 4B, upon playback, the playback timer will identify the time at which the original advertisement was located during playback when the program was broadcast. The playback of the program may be paused and the advertisement may be inserted and played at time "ta1". The second advertisement may be inserted at time "ta2" and the third advertisement may be inserted at time "ta3". Playback of the program is resumed at the same time as "ta1 + da1 + da2 + da3". Additional advertisements may be inserted at times "ta4" and "ta5". For each of the types of data streams of FIG. 4, the advertisement information extracted by the service information processor 19 may also include information identifying the content of the advertisement. For example, the EIT information may include information identifying an advertiser, information identifying a specific advertisement, information identifying target viewers, information identifying a date when the advertisement should be broadcast, and the like. The information, along with timing and duration information, is stored and used to allow the selection and insertion of advertisements during playback of the program.

As shown in Fig. 4C, a broadcast data stream may contain a number of programs, each having a block of advertisements embedded within the program. For example, as shown, the program starts at time "t1" indicated by EIT information "E1". The "ad break" is located in the program and is identified by the EIT information "Ea1" at time "ta1". The ad break may be large enough to contain one or more advertisements. Unlike the data stream of FIG. 4B, the data stream of FIG. 4C does not use separate EIT information for each individual advertisement.

As in FIG. 4D, the broadcast data stream may include numerous programs with embedded advertisements that are not identified by the EIT information. It may not be possible for the service information processor 19 to identify and analyze such advertisements. Alternatively, the system may use another indicator to identify these advertisements. For example, the operator can manually view the broadcast data stream and identify the beginning and end of each advertisement or block of advertisements.

Referring again to FIG. 3, the service information processor 19 may be configured to store wider bandwidth by selectively analyzing and using a particular type of service information. For example, subtitle information can be adjusted to reduce bandwidth. As a specific example, service information processor 19 extracts teletext captions from the MPTS data received from BDHE 2 by analyzing a complete teletext stream and extracting only caption information from the stream. For example, some broadcast systems include teletext captions of specific pages of teletext information associated with the broadcast. In some systems, the subtitles are contained within teletext "page 888". In such a system, service information processor 19 is configured to repackage the "page 888" packet and optionally to add a new packet (e.g., "page 100" packet) to the stream using a different private data program identifier. Insert (again, in CBR).

The dropped teletext page may be stored in a teletext server or in a database (not shown in FIG. 3) that can later be queried by the subscriber's set top box 8 during viewing of the advertising program. As another example, DVB subtitles (if present) may also be extracted by service information processor 19 to reduce bandwidth. For example, the service information processor 19 may analyze the subtitle information and translate the subtitles into a reduced bandwidth format (e.g., the information may be stored on a server and may be set-top). Can only be displayed for a specific query from box 8). In this way, the service information processor 19 may operate in conjunction with the BDHE 2 to remove certain types of service information from the transport stream, while ensuring that the required service information is in a state associated with the correct program. Can be.

The service information processor 19 may also be configured to handle radio channels (eg, by identifying the radio channel as an audio only program identifier). The audio only program identifier can be passed directly to the multiplexer 33 without the need for re-encoding. Moreover, the service information processor 19 can also be configured to extract an interactive application (which can be stored by the video server manager 5 for use on request) to be used primarily in a broadcast environment. The need to use a carouselling system can be avoided. In some broadcast environments, such as conventional satellite and cable systems, there are often no back channels that can be used to request interactive applications and related assets. Previous systems overcome the lack of back channels by using a carousel. For example, the channel provider repeatedly transmits (or rotates) related assets relating to the interactive application and a separate MPEG program identifier. These older systems rely on the set top box to identify, retrieve, and cache the information. This can be a problem. For example, when a viewer moves within an application, or when moving from one application to another, the necessary information may not be cached, and the set-top box may not be cached until the channel provider retransmits the data ( Or wait until the data reappears in the rotating system.

One protocol used to implement such a rotation technique is specified in the Digital Storage Media Command and Control (DSM-CC) extension of MPEG-2, Part 6. The present invention allows the broadcast system to broadcast interactive applications without the need for such rotation technology. Moreover, alternative versions of interactive applications are based on access rules or permissions established by the channel provider or content holder (eg, to ensure that only the most recent version of a particular interactive application is available to subscribers). May be sent to subscribers.

In addition to providing the processed service information to the head-end for recombination with each program audio and video data, the service information processor 19 also transmits the processed service information to the broadcast schedule server 4 in an accurate schedule. Provided for use in the generation of data 15. By using service information based on the digital broadcast channel data received from the actual BDHE 2 as it is, embodiments provide accurate information about actual start and end times of respective broadcast programs of the broadcast channels received at the BDHE 2. You can create a chronological schedule with The information may be linked to published schedule data (e.g., broadcast schedule data published by broadcast channel provider / channel holder 12) to produce schedule data 15 having substantially complete and accurate program information. Can be combined.

As one example, many programs have a fixed broadcast time, which is a scheduled time, such as a live broadcast of a sporting event. The scheduled time is used by the broadcast channel provider / right holder 12 to generate a program schedule. Often, however, such programs may end early (or late). Embodiments allow the generation of schedule data 15 that accurately identifies the actual schedule for the program. The information can be used to accurately and efficiently preserve programs for later playback (e.g., a sports event that actually lasts for 47 minutes may be identified as lasting 47 minutes rather than some scheduled time, such as 1 hour). will be).

The network interface 34 of the BDHE 2 also provides demultiplexed SPTS data to the timeslip server 3. As shown, timeslip server 3 has a number of different functional components. Specifically, each of the channels of demultiplexed SPTS data is provided to an acquisition and storage channel 42 that is operated to read the received transport stream and store it in the correct storage location of the next useful storage device. Acquisition and storage channel 42 also operates to wrap around the end of each storage device and maintain a circular buffer. The transport stream received by the BDHE 2 is stored in an unaltered format (ie, stored in the format in which the transport stream is received). As shown, the data is stored in separate storage devices 43, 44 (or storage area) for each channel. Each storage device (or storage area) is configured to operate as a circular or wrapped buffer size to store a particular amount of broadcast data (e.g., the short-term archiving function is to provide a 24-hour short-term archive program). Each buffer is sized to accommodate 24 hours of data). When the buffer is full, the oldest program in the buffer is overwritten with the most recent broadcast program for each channel.

Acquisition and storage channel 42 also operates to parse the private data service information packet from the transport stream. The private data service information packet is delivered to the schedule table 41 along with the storage information identifying where the program associated with the specific service information data is stored. For example, the schedule table 41 may include a disk location that specifically identifies a disk storage location where the program is stored (for example, the location of a buffer in a specific channel data store such as the data stores 43 and 44). In addition to the information, it may include an information record for each program that includes service information for the program. The SPTS stream received by the acquisition and storage channel 42 is a CBR, which reliably predicts the amount of storage required for each program and ensures that the data readings are infinite during playback. To allow. CBR ensures that the output rate of the stream during playback is the same as the input rate.

The schedule table 41 may be configured to include information identifying a list of channels, each of which is associated with a record containing the location, event time, program identifier or event of the disk on which the program is stored. This allows the start and end times of the programs to be actually arranged for playback. The start and end positions are located at the program boundary. For example, the start and end positions may always be located at the video “program groups (GOP)” or audio “packetized elementary stream (PES)” boundaries to ensure that playback always starts at a safe point. Can be. The program information of the schedule table 41 is removed once the circular buffer of programs wraps up after the program.

The timeslip server 3 also includes a video and audio stream analyzer 45. The video and audio stream analyzer 45 operates to uniquely identify each video GOP boundary. Streams received by acquisition and storage channel 42 are analyzed to identify these boundaries. The disc position of each GOP on each channel is stored in the GOP list 46. A GOP can extend many MPEG transport stream packets (and typically include approximately 12 video frames, including intra (I) frames, prediction (P) frames, and bidirectional (B) frames). According to the MPEG-2 standard, a GOP always starts with an I frame. The video and audio stream analyzer 45 is configured to identify these boundaries and to associate with the storage location. Video and audio stream analyzer 45 also analyzes the streams to identify audio PES packet locations. Those skilled in the art will appreciate that embodiments may be used with other standards (eg, by analyzing streams to identify the boundaries established by other standards).

The timeslip server 3 also includes a fast forward / rewind frame extractor 47 configured to extract the I stream from the video stream as stored by the timeslip server 3. In this way, expensive and time consuming I frame searches for subscriber requests can be avoided. Both FF and REW streams can be generated by extracting the I frames and wrapping the I frames into an MPEG transport stream. Transport stream timing information, including PTS / DTS and PCR clock information, is generated by the timeslip server 3.

The system may use the placement of I frames at the beginning of each GOP to identify the boundaries. GOPs do not necessarily contain the same number of frames; For example, encoders can sometimes remove a GOP to insert an I frame during scene transformation. The system ensures the proper FF / REW (fast forward / rewind) playback speed by monitoring (and adjusting, if possible) the rate at which I frames are stored for disking. Unlike normal program playback, the output rate of fast forward / rewind playback is not determined by the input rate (ie, the fast forward / rewind information need not be stored at the same rate as the rate to be played back). Instead, the playback rate can be set by specifying the desired interval between I frames. When writing fast forward / rewind information to the database 46, the fast forward / rewind frame extractor 47 may drop certain I frames in the feed received from the acquisition and storage channel 42. In this way, the refresh rate can be set consistently.

On request, the timeslip server 3 locates the correct fast forward / rewind point and ensures that the correct point of the program is located to resume play after the completion of the fast forward / rewind. The time and storage location relationship between the rewind / rewind stream and the original content stream is stored (e.g., in the data store 46). Playback pacing is accomplished by using the switching and routing device 6 (or other output device) as the correct timing source (e.g., in an ATM environment, an ATM switch can be used as a timing source). Can be controlled by 3).

The timeslip server 3 also includes a playout module 49 that controls the playout of preserved programs. Playouts include locating the beginning of the requested program and streaming the content from the appropriate storage device to the particular set top box 8 associated with the subscriber who requested the content. The request message submitted from the set top box 8 will include information identifying the requesting specific subscriber (as well as information that allows the switching and routing device 6 to establish a unicast session with the set top box). When a subscriber requests a program, the request is routed to the timeslip server 3 via the playout module 49 which allows the schedule table 41 to be considered to identify the starting point of the requested program. The starting point of each program is aligned to an audio PES packet or GOP to ensure a clean start for the playback. Playout continues until the end of the program or other instruction is received, for example, a request to stop playback, a request to skip viewing, or a request to watch another program.

If viewing of a program is omitted or another program is selected, the current program continues to play until the end of the video GOP (or audio PES packet) is reached. Once reached, the message is delivered to the set top box using a private data program identifier packet that warns the set top box 8 of impending discontinuity. Playback continues from the beginning of the next program or from the GOP (or audio PES) frame closest to the viewing skip point. The timeslip server 3 allows other types of set-top boxes to be used with the system (because other set-top boxes may react differently to discontinuities in playout), the closest video GOP frame (or audio PES packet). It can be configured to play from.

As discussed above, the present invention allows subscribers to selectively request the creation of a stored copy for storage of a program for long term preservation. The timeslip server 3 operates under the direction of the video server manager 5 so that one or more programs are stored by the archive content server 10. For example, a subscriber can request that a particular program be reserved for future viewing by the subscriber. The request is sent from the subscriber's set top box 8 to the video server manager 5 which sends the subscriber's request to the timeslip server 3. When the SPTS packets containing the requested program are received by the timeslip server 3, the timeslip server 3 program to the archive content server 10 for storage in the archive data store 17. Operate to start the transfer of a copy of the.

These archive characteristics may result in the storage of at least two copies of the program: one copy in the archive data store 17 (a "long term" archive for later retrieval by the subscriber requesting retention) and a timeslip server ( 3) One copy in the "short term" archive for viewing by the subscriber who wishes to view the program during the period in which the system stores the broadcast programs. As a result, the system provides greater life and choice of program viewing. The version stored by the timeslip server 3 can be viewed, for example, as a shorter lifespan content store that provides a viewing window for several days after the program is broadcast. On the other hand, the version stored by the archive content server 10 may provide long term storage and viewing of the program. That is, timeslip server 3 provides a circular buffer of preserved programs for each channel, while archive content server 10 provides dedicated long term storage of selected programs.

Numerous other storage arrangements may be used for storing program information. For example, a hard disk or tape drive can be used. An entire disk or a partitioned disk can be used. As an additional protection against failure, RAID partitioning can be used. Multiple disks per channel may be used. Multiple redundant disks can be used to reduce failures and store the same content, potentially allowing automatic failure recovery. Moreover, such a configuration can provide improved overall performance by spreading the load on very popular channels across a plurality of disks. In this way, live broadcast data can be sent to authorized subscribers while generating service information data, preserving programs, and generating an accurate chronological schedule.

Not all channels need to be provided to all timeslip servers. For example, the allocation of a channel to timeslip servers may depend on the popularity of the programs available on that channel. The allocation of channels to the timeslip server is done in a way that results in a set of timeslip servers that can enable peak time simultaneous viewing.

Playback of a program (eg, from a long or short term archive) may include insertion of an advertisement into the program for selection of the advertisement and delivery to the subscriber. The selection and insertion is a video server manager with access to information that can identify the channel and the location of the advertisement in each program (e.g., based on information extracted by the service information processor 19). Can be performed under the control of (5). The video server manager 5 may also have access to an advertising database (e.g., advertising database 20). The video server manager 5 may select a replacement advertisement for insertion into the program sent to the subscriber. More details on this will now be described with reference to FIG. 5, which is a flowchart illustrating the method according to the invention. The flowchart of FIG. 5 (and other flowcharts included herein) includes numerous progress steps. These proceeding steps need not be performed in the order shown: one of ordinary skill in the art will understand that other orders consistent with the embodiments discussed herein may be used.

5 shows a process 300 for identifying an advertisement in a broadcast data stream. Process 300 may be implemented using the broadcast system shown in FIGS. 1-3, and those skilled in the art will appreciate that other systems and configurations may be used. Process 300 begins at step 302 where a broadcast data stream is received. For example, in the system of FIG. 3, the broadcast data stream is a digital data stream received by BDHE 2.

The process continues with step 304 of identifying the advertisement. Advertisements may be identified by the service information processor 19. The BDHE 2 sends the data stream to a service information processor 19 where service information is analyzed and identified. If the advertisements are identified by EIT information (eg, FIG. 4B or 4C mentioned above), the service information processor 19 identifies the location of each advertisement based on the EIT information. If no EIT information is provided for the advertisement, an operator may be used to monitor the broadcast data stream to identify the position of the advertisement within the stream.

The process continues to step 306 where the EIT or other location information is used to create or update a schedule table that includes location and advertisement information. The EIT information (or manually captured location information) is provided from the service information processor 19 to the broadcast schedule server 4 to generate an advertisement schedule associated with the broadcast schedule generated by the broadcast schedule server 4. . For example, for each program, an advertisement event schedule is generated indicating the location of each advertisement within the program. Information may also be captured while identifying details associated with the advertisement (eg, advertiser, genre, target audience, description or identifier, suggested date for playback, etc.). A copy of the advertisement is also saved. The broadcast schedule server 4 stores schedule information, and the video server manager 5 stores advertisement data. When a program is played (as described below), both sets of information are used to insert advertisements into the programs.

The system may be configured to insert advertisements and targeted promotions directed at specific subscribers. For example, such an advertisement may be inserted at the beginning, end, or some other point during playback of programs from either a long or short term archive (or during a multicast of live broadcasts to subscribers). Targeting may be accomplished by considering the customer database 14 of information, including but not limited to the subscriber's preferences, the subscriber's viewing history, age, gender, and demographic information.

Referring now to FIG. 6, process 400 illustrates selecting an advertisement and inserting it into a program (eg, a live program or a preserved program). The process 400 is performed using the system of FIGS. 1-3, and those skilled in the art will appreciate that other systems may use the features of the present invention to select advertisements and insert them into a program. Process 400 begins with step 402 where a request to watch a program from a subscriber is received.

For example, the request received in step 402 may be associated with a program (e.g., a recently broadcasted program stored in a short-term archive associated with timeslip server 3 or a subscriber maintained by archive content server 10). It may be a request to replay a preserved copy of a program stored in a long-term archive, such as an archive. The request received in step 402 includes information identifying the program. The request also includes information identifying the subscriber (eg, a subscriber identifier or an identifier associated with the set-top box assigned to the subscriber).

 The process continues with step 404, where the broadcast system operates to identify the location of the requested program and advertisement information associated with the program. For example, the process at step 404 can determine whether the requested program is a program in a short term archive associated with timeslip server 3 or whether the program is stored in a long term archive associated with archive content server 10. Judging may include. The process at step 404 may also include identifying the storage location of the program, for example, by referencing another resource or schedule table 41 representing the particular storage location of the program. Information regarding advertisements associated with the program is also identified in step 404. The advertisement information is information extracted from the service information processor 19 when the program was originally broadcasted. For example, the advertisement information may include not only information identifying the length of each advertisement spot, but also information identifying where an advertisement is placed in the program and information identifying the advertisement (advertiser, name or identifier of the advertisement, Target audience, date on which the advertisement is to be played, etc.).

If the requested program does not contain an advertisement (e.g., when the program is broadcast through an ad-free channel), the process may continue to step 410, where the requested program is played without insertion of an advertisement. Can be. Even though the programs were originally broadcast without advertisements, the advertisements may be selected for insertion at step 408 (eg, the movie may originally have been broadcast without advertisements as a VOD, but archived with one or more advertisements inserted). Will be rebroadcast from).

If the requested program includes an advertisement, the process continues to step 406, where information associated with the subscriber requesting the program is retrieved. For example, the processing at step 406 identifies demographic and other information associated with the subscriber as well as entitlement information needed to confirm that the subscriber is authorized to view the requested program. Retrieving information from customer database 14 to do so.

The process continues to step 408 in which advertisements are selected for insertion. The selection is performed under the control of the video server manager 5 in communication with the timeslip server 3 (and / or the archive content server 10). The advertisements selected for insertion are the same advertisements as the advertisements extracted from the program when the program was originally broadcast (eg, step 304 of the process of FIG. 5). The advertisements selected for insertion are advertisements different from those originally broadcast with the program. For example, alternate ads are chosen to more suitably match the subscriber's demographics or the genre of the program. Moreover, the replacement advertisements may be selected to fit the time slot as originally broadcast (eg, a 30 second advertisement is used for a 30 second slot). Other considerations may be taken into account in choosing an advertisement. Alternative ads may be inserted into the program at other locations. For example, the program may have been broadcast with ad slots every 20 minutes. The broadcast service provider may determine whether the ad slot is preferably located every 30 minutes. During playback (step 410), the new time slot may be used.

The process continues with step 410, where the program is played for subscribers with the selected advertisements inserted in the program's ad slots. If the program is a preservation program requested from a short or long term archive, the program is transmitted to the subscriber via a unicast session established with the subscriber's set top box. Video and audio data associated with the advertisement may be multiplexed into the data stream as the program is transmitted. The advertisement data is inserted at the position indicated by the EIT information originally extracted from the program. For example, when it is time to play an advertisement (i.e., when the reproduction reaches a position where the advertisement event time matches the reproduction time), the reproduction of the preservation program is temporarily stopped, and the video server manager 5 Causes the archive content server (or other server that stores the advertisement content) to play the advertisement selected at step 408. If the program is played in a unicast session, the selected advertisement is also played in the same unicast session. When playback of the advertisement is completed, the video server manager 5 transfers playback control to the timeslip server 3 for restart of the program. The timeslip server 3 resumes playback from the point where the original advertisement was completed.

The advertisement may be associated with further promotional material (such as a promotional offer). For example, an advertisement (including the advertisement identified in step 304 of FIG. 5 and the advertisement selected in step 408) may include service information related to the advertisement, and includes information identifying one or more promotional links. can do. For example, a sponsor of a program may provide product or promotional information related to the program or related to a particular advertisement. The advertisement may have service information including a link (eg, an internet URL, etc.) to the promotion offer. When such an advertisement is played at step 410, the subscriber's set-top box displays an indicator that the promotion is related to the advertisement. The subscriber can view the promotion information by selecting the promotion through the remote control device. If the subscriber chooses to view the promotion information, the set top box is routed to the link included in the service information and the promotion information is displayed. The subscriber can then view promotional information (eg, product offerings, product descriptions, promotional videos, purchase offers, links to operators for purchases, etc.). When the subscriber finishes viewing the promotion information, he may return to the point where he originally placed the advertisement, the end of the advertisement, or the end of the break for the advertisement.

The playback and insertion process is repeated until the program is completed. If multiple advertisements are to be played in succession, control will return to the timeslip server 3 after each advertisement has been played. Such a series of advertisements can be integrated into a single packet or file for insertion into the broadcast data stream, thus reducing the need to switch control between the video server manager 5 and the timeslip server 3. The video server manager 5 can also control the selection of the playback order of advertisements of the series.

Video and audio data associated with each advertisement is also stored in the timeslip server 3 (or accessible to the timeslip server 3) such that the timeslip server 3 inserts the advertisement during playback efficiently. Some commercials in the program are replaced, and some are played in the original broadcast format. The ability to fast forward or rewind the advertisement may be suppressed to prevent the subscriber from skipping the advertisements.

As discussed above, according to embodiments, it is allowed to insert targeted advertisements into programs sent to subscribers. This targeting can be done in a number of ways. Referring now to FIG. 7, an example of a broadcast system 50 is to maintain customer data and advertisement data used by the broadcast service provider 51 to target advertisements and promotions to subscribers 54 (customer data and And have access to the advertising data. For convenience, only selected components of broadcast system 50 are shown in FIG.

According to the example shown, the broadcast service provider 51 operates to provide live broadcast data to the subscriber 54. The broadcast service provider 51 additionally provides the subscribers 54 with preservation programs, including programs from the short term archive 53 and the long term archive 52. The transmission of these programs to a particular subscriber is partly controlled by the video server manager 5. For example, the video server manager 5 may be configured to determine whether a particular subscriber is authorized to view a particular program or a specific preserved copy of the program, or whether the subscriber is authorized to keep a long-term copy of the program. Database 14 may be considered. The broadcast service provider 51 may also use the customer data to monitor subscriber viewing habits, identify trends, and select and target advertisements and promotions for individual subscribers.

The customer database 14 includes data identifying an individual having a subscriber relationship with the broadcast service provider 51. The data may include, for example, a unique subscriber identifier (which may be the same as or may be related to the unique identifier of the set-top box issued to the subscriber); Personal information of the subscriber (including, for example, the age, gender, marital status, family number, etc. of the subscriber); Geographic information (eg, including the address of the subscriber); And subscription information (eg, including entitlements associated with each subscriber and information identifying a particular channel). The information can be used by the video server manager 5 to control subscriber access to live and archived programs. The subscription information may also include information specifying whether the subscriber has been authorized to make copies of the program from his set-top box or television. For example, a subscriber may attach a video cassette recorder or a rewritable CD-ROM or DVR to his television or set top box, and make copies of some of the broadcasted programs using embodiments of the present invention. The ability of a subscriber to make a copy may be limited by including copy protection means in a particular program transmitted to the subscriber. The copy protection means can be embodied for specific programs.

The customer database 14 may also include information regarding subscribers' viewing habits related to the live broadcast. For example, the video server manager 5 finds and identifies each request received from the subscriber for participating in the multicast of the live broadcast. The video server manager 5 then captures (and stores in the customer database 14) information identifying the broadcast time, channel, genre and name of the program requested by each subscriber. In this manner, broadcast service provider 51 may capture, maintain, and track detailed live broadcast viewing information for each subscriber.

The customer database 14 also includes information about the subscriber's viewing habits associated with the programs stored in the short and long term archives. For example, the video server manager 5 identifies each request (eg, time of each request, program name, genre, channel) received from the subscriber to watch the program stored in the short-term archive 53. And identify). The video server manager 5 may also store long term as well as each request (eg, including information identifying the program name, genre, channel, and time of the viewing request) to watch the program from the long term archive 52. Each request from the subscriber to create a copy of the program for storage in the archive 52 is tracked and identified. In this manner, the broadcast service provider 51 may create, maintain, and update the customer database 14 with relevant and timely information about the viewing habits and preferences of each subscriber.

The customer database information associated with each subscriber may be used in connection with advertising and promotional data stored in the broadcast service provider 51 (or accessible to the broadcast service provider 51). For example, as shown in FIG. 7, video server manager 5 communicates with an advertising database 20. The advertising database 20 has a number of different forms of advertising or promotion information and the ability to transmit such information to subscribers. For example, the advertisement database 20 may include regular broadcast advertisements, such as 30 second or 60 second advertisements. The advertisement database 20 may also include banner advertisements created to be displayed over or below the television screen. The advertisement database 20 may store the video and audio portions of the advertisement in MPEG or other format. Other types of advertisements or promotions may also be provided.

The advertisement database 20 may include identification information associated with each advertisement or promotion. For example, each advertisement is identified by a unique identifier. The unique identifier is used by the broadcast service provider 51 to track and manage advertisements and promotions. For example, the video server manager 5 may request to play a specific advertisement with reference to the unique identifier. The advertisement database 20 may also include other information associated with each advertisement, including information identifying the viewer who is the subject of the advertisement. For example, a beer company may create a beer advertisement for display to men ages 21-35. The personal information identifying the intended target viewer of the advertisement is stored in an advertisement database 20 as a record associated with the advertisement itself. The video server manager 5 uses this information in connection with the information from the customer database 14 to provide targeted advertisements to subscribers along with the transmission of live or preserved broadcast data.

For example, when a subscriber joins a multicast of a live broadcast program, the subscriber submits a program selection request to the broadcast service provider 51 via the set top box. The program selection request message includes information identifying the subscriber (or information identifying a set top box associated with the subscriber). The video server manager 5 uses the identification information to determine whether the subscriber has access to watch the requested program, and if so, multicasts the program to the subscriber. Add.

The video server manager 5 may also optionally allow one or more advertisements or promotions to be sent to the subscriber. The advertisements or promotions may be selected based on information related to the subscriber, information related to a program requested by the subscriber and / or information related to an advertisement originally broadcast with the program. For example, if the subscriber is a 25 year old male and requested to watch a live sporting event, the video server manager 5 is directed to the subscriber (the subscriber's personal information, the genre of the requested programs, the two). One or more advertisements) due to the combination of sets of information). For example, the aforementioned beer advertisement may be selected for broadcast to the subscriber (since the personal information of the subscriber matches the target viewer information associated with the beer). The video server manager 5 causes the advertisement to be inserted at a position identified by the EIT information extracted by the service information processor 19 (shown in FIG. 3), thereby allowing the selected advertisement ( Or advertisements) may be broadcast to the subscriber.

Similar targeting can be performed in conjunction with the broadcast of a program from a long term archive or a short term archive. In this way, the system allows accurate targeting of advertisements or promotions to subscribers based on information about the subscriber, information about the program, information about the advertisement or promotion, or a combination of the information. Moreover, advertisements or promotions can be sent to subscribers in a manner that prevents the subscriber from skipping or fast forwarding the advertisement. For example, the advertisements may be sent as banner advertisements displayed along the top or bottom of the screen during the program.

As another example, advertisements may be sent for display during a period when the subscriber has stopped playing the program. As another example, advertisements may be sent for playback at the beginning of the requested program and must be watched before the program starts. In this way, advertisers can accurately select target audiences while reducing the inefficiencies associated with existing television advertising technologies.

When a subscriber watches a preserved program (e.g., a program from a short term archive or a long term archive), some or all of the advertisements originally broadcasted along with the live broadcast of the program may be one or more specifically targeted to the subscriber. Replaced by targeted advertisements.

Although embodiments have been described in connection with the MPEG-2 standard, those skilled in the art will read this description and understand that other encoding techniques may be used. For example, other standards currently used or may be used (eg MPEG-4 and / or H.264, etc.).

Claims (20)

As an ad delivery method, Receiving a broadcast data stream including a first advertisement and a program and service information associated with the first advertisement and the program, respectively; Identifying the first advertisement in the broadcast data stream by extracting the service information identifying the location of the first advertisement and the first advertisement in the program associated with the first advertisement; Updating an advertisement schedule to include information identifying a location in the program of the first advertisement and associating the advertisement schedule with the program; And Transmitting the program to a subscriber via a network; The transmitting may include a second advertisement over the network at the location of the first advertisement as indicated by the information identifying the location in the program of the first advertisement included in the updated advertisement schedule. Advertisement transmission method comprising the step of transmitting to. The method of claim 1, And extracting service information related to the program and identifying a program by generating a program schedule using the service information related to the program. delete delete The method of claim 1, And wherein the information identifying the location of the first advertisement comprises information identifying a duration of the first advertisement and a location of the first advertisement in the program. The method of claim 1, And wherein the information identifying the first advertisement comprises information identifying at least one of an advertiser, a target viewer and a time period for playback. 3. The method of claim 2, Generating an archive copy of the program, further comprising: And said archive copy is stored at a location identified by said program schedule. The method of claim 1, The transmitting of the program is performed in response to a request from a subscriber. The method of claim 1, And wherein the second advertisement is a modified version of the first advertisement. The method of claim 1, The second advertisement is different from the first advertisement, the second advertisement being transmitted; Requesting subscriber; And advertisement information selected according to at least one of advertisement information. The method of claim 1, And wherein the second advertisement has the same duration as the identified advertisement. The method of claim 1, The second advertisement comprises a link to additional promotional materials. The method of claim 1, Sending the second advertisement comprises indicating whether it is useful for additional advertising material to be sent to the subscriber. Ad delivery system, Means for receiving a broadcast data stream comprising a first advertisement and a program and service information associated with the first advertisement and the program, respectively; Means for identifying a program in the broadcast data stream; Means for identifying the first advertisement in the broadcast data stream by extracting the service information identifying the location of the first advertisement and the first advertisement in the program in association with the first advertisement; Means for generating an advertisement schedule in the broadcast data stream that includes the location of the first advertisement within the program and the information identifying the first advertisement; And Means for transmitting the program to a subscriber via a network, The means for transmitting sends a second advertisement to the subscriber via the network at the location of the first advertisement as indicated by the information identifying the location in the program of the first advertisement included in the advertisement schedule. Advertising transmission system, characterized in that. The method of claim 14, Means for extracting service information associated with the program; And And means for updating a program schedule using the service information related to the program, The program schedule identifies a storage location of a copy of the program. The method of claim 14, Means for unicasting the program to subscribers. The method of claim 14, A head end coupled to receive an input broadcast channel data stream comprising a program having a first advertisement; A service information processor in communication with the head end, the service information processor retrieving service information associated with the first advertisement and the program comprising information identifying a location of the first advertisement within the program; A storage server in communication with the head end and the service information processor, storing a copy of the program and associating a service location associated with the program with a storage location of the copy; An advertisement server in communication with the service information processor, storing a copy of the first advertisement, and storing service information and a second advertisement associated with the first advertisement; And And a distribution system coupled to the storage server and the advertisement server, the distribution system capable of transmitting the copy of the program to a subscriber and inserting the second advertisement at the location. The method of claim 14, And wherein the second advertisement is selected based, at least in part, on the identity of the subscriber and the identity of the program. delete delete

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