MXPA98007015A

MXPA98007015A - Method and system for implementing interactive broadcast programs and commercials

Info

Publication number: MXPA98007015A
Application number: MXPA/A/1998/007015A
Authority: MX
Inventors: Vaidya Prerana; balakrishnan M
Original assignee: Philips Electronics North America Corporation
Priority date: 1996-12-30
Filing date: 1998-08-28
Publication date: 1999-09-20

Abstract

A system for implementing an interactive broadcast program which includes a transmitter for transmitting a multiplexed data stream which includes a main program (M) and a plurality of different commercials (C1, C2,....) and a receiver (e.g., a digital television receiver) configured to receive the multiplexed data stream. The receiver includes a display device (e.g., a television monitor) and, facilities responsive to a user action for causing the display device to display a selected one of the plurality of different commercials during a commercial interruption in the main program. Also disclosed is a system for implementing an interactive broadcast program which includes a transmitter for transmitting a multiplexed data stream which includes an interactive main program comprised of a plurality of main program segments including at least a first main program segment and a plurality of different second main program segments, and a receiver. The receiver (e.g., an analog television receiver equipped with a digital set-top box) includes a display device (e.g., a CRT), and facilities responsive to a user action for causing the display device to branch to a selected one of the plurality of different second main program segments at a branching point of the first main program segment.

Description

FRffiTQDO AND SYSTEM TO IMPLEMENT THE TRANSMISSION OF INTERACTIVE PROGRAMS AND COMMERCIALS BACKGROUND OF THE INVENTION The present invention relates generally to systems for transmitting information by multiple means, such as the terrestrial, cable and satellite television transmission systems, and more particularly, with a method and system for implementing the interactive programs and commercial broadcasting. Conventional television transmission systems simply transmit predetermined commercials during scheduled commercial breaks on a regular basis, in regularly scheduled television programs transmitted on a given transmission channel. As such, the current television transmission systems are totally passive, in the sense that they do not give the viewer any choice regarding the content of the program and / or television commercials received on a given channel. The only options that the viewer has are to see the program that is being offered, change the channels or turn off the television. In addition, all viewers who receive the broadcast of a television program on a given transmission channel will see the same commercials.

USPN 5,515,098, granted to Caries, describes a device and a method for distributing different commercials to different subscribers in the so-called "vic! On demand" system. In this system, commercials can be sent to specific homes, which advertisers determine are part of their "target market" for the particular product or service that is being advertised, for example, based on demographic information or information. another type, compiled from a database of subscribers. Although the Caries system provides a certain level of flexibility and choice to transmission companies and am ... -i before about the commercials that are delivered to end users, this system does not yet provide the end user (consumer) with any choice with respect to the content of the program and / or television commercials received on a given channel. In addition, the Caries system is limited in its application capacity to a communications network in which the individual subscriber units connected to a central server are individually steerable, for example, a video network on demand. Based on the foregoing, it can be appreciated that there is currently a need in the art for a television transmission system that is interactive (rather than passive), in the sense of allowing the end user (consumer) to choose between two or more options display with respect to the material of the program that is being transmitted on a given transmission channel. The present invention fills this need in the art.

BRIEF DESCRIPTION OF THE INVENTION The present invention, in one of its aspects, encompasses a system for implementing the transmission of an interactive program, which includes a transmitter for transmitting a multiplexed data stream, which includes a main program and a plurality of different commercials, and a receiver (e.g., a digital television receiver) configured to receive the multiplexed data stream. The receiver includes a display device (e.g., a television monitor) and, devices responsive to the action of a user to * cause the display device to present a selected commercial of the plurality of different commercials during a commercial interruption in the main program. Devices that respond to the action of a user preferably include a digital signal processor for processing the multiplexed data stream, in such a manner as to cause the display device to simultaneously display a plurality of multi-media active points, indicative of the respective commercial of the plurality of different commercials during the commercial interruptions of the main program, and a control device operated by the user to allow a user to choose a selected active point, of the active points of multiple means presented, by means of the action of the user, in order to therefore make the corresponding commercial is presented by the vJ qualification device, for example, pointing and selecting one of the active plinths of multiple media presented, corresponding to the selected commercial. The present invention, in another of its aspects, encompasses a system for implementing the transmission of an interactive program, which includes a transmitter for transmitting a multiplexed data stream, which includes a main interactive program, comprised of a plurality of segments of the main program including at least a first segment of the main program and a plurality of second different segments of the main program, and a receiver. The receiver (for example an analog television receiver equipped with a digital set-up box), includes a display device (e.g., a CRT (Cathode Ray Tube)), and devices responsive to the action of a user to cause the display device to fork to a selected segment of the plurality of second segments different from the main program at a branch point of the first segment of the main program. Devices responsive to the action of a user preferably include a digital signal processor for processing the multiplexed data stream, in such a manner as to cause the display device to simultaneously display a plurality of multi-media active points, indicative of the segments respective of the plurality of second different segments of the main program, at a branch point of the first segment of the main program, and a control device operated by the user to allow a user to choose a selected point of the multiple media active points presented by means of a user action, to thereby cause the program to branch to the second segment of the selected main program, for example by pointing and selecting one of the active points of multiple media presented, corresponding to the second segment of the selected main program. The present invention, in another of its aspects, encompasses a method for implementing an interactive program, which includes the steps of transmitting a multiplexed data stream, which includes a main program and a plurality of different commercials, to receive the data flow multiplexed, and present a selected commercial of the plurality of different commercials during a commercial interruption in the main program, in response to the action of a user. The present invention, in another of its aspects, encompasses a method for implementing an interactive program, which includes the steps of transmitting a multi-lexed data stream, which includes a main interactive program comprised of a plurality of segments of the main program which include at least a first segment of the main program and a plurality of second different segments of the main program, receive the multiplexed data stream, and branch to a selected segment of the plurality of second different segments of the main program at a branch point of the first segment of the main program in response to the action of a user. The present invention in another of its aspects, encompasses a transmitter, a receiver, and a multiplexed data stream which facilitate the different facets of the method and system of the present invention described above.

BRIEF DESCRIPTION OF THE DRAWINGS The foregoing and the other objects, features and advantages of the present invention will be evident - from the following detailed description, taken in conjunction with the accompanying drawings, in which: Figure 1 is a diagram describing a multiplexed data stream according to a first preferred embodiment of the present invention; Figure 2 is a diagram describing a multiplexed data stream according to a second preferred embodiment of the present invention; and Figure 3 is a block diagram of an illustrative system for implementing the method of the present invention.

DETAILED DESCRIPTION OF THE INVENTION Although the present invention is described herein with reference to illustrative embodiments for particular applications *, it should be understood that the invention is not limited thereto. Those skilled in the art and having access to the teachings provided herein, will recognize the modifications and applications and additional modalities within the scope thereof, and the additional fields in which the present invention could be. of significant utility. In a previously preferred embodiment, the present invention is implemented using a digital video receiver, for example, an ATV or HDTV receiver, which includes a decoder -MPEG (standard of the Associated Group of Photographic Experts) or ATSC, for decoding a digital video data transmission stream, for example, a digital video data stream MPEG or ATSC, and a digital-to-analog converter ( CDA) for converting the stream of decoded digital video data into an analog television signal, to excite a CRT or other display / monitor device. The software (application program) for implementing the method of the present invention can suitably reside in the digital video receiver, or be transmitted in the downstream (transmitting) channel and be downloaded to the digital video receiver at the time of the ignition or the change of channel. To further facilitate the description of the present invention, the term "main program" will be used hereinafter to refer to the primary program of interest to the television viewer. In this respect, in a typical television program, the television show or movie will be the main program, the interruptions will be the commercial ones during the transmission or commercial breaks in the main program. According to a first preferred embodiment of the method of the present invention, at the time of a commercial break in the main program that is being transmitted on the transmission channel that is currently selected by the viewer, a choice (or menu) of the different commercials that are available to the viewer will be presented. For example, several sequences of different logos or video may be presented on different portions or spatial locations of the display area of the television screen. The sequences of logos or video are representative or indicative of the different products and / or services and / or companies that correspond to the different commercials that are available to be seen. Those sequences of logos or video will be called here later "active points of multiple media". The visualization of the different active points of multiple media can be conceived as an "element of a mosaic", with each one of the active points of multiple means constituting a respective "subelement". Referring now to Figure 1, according to the first preferred embodiment of the present invention, the different commercials are preferably transmitted on the transmission channel as a multiplexed flow of packets Cl, C2, ..., etc. of multi-media compressed content, each corresponding to a different one of such commercials, together with the M-packets of multi-media compressed content, comprising the main program, and the H-packets of the multi-media content which in The set includes the video segment that presents the menu of active multi-media points. The viewer can appropriately use a remote control unit (UCR) or other user control device (eg, a programmable numeric keypad) to select the commercials he / she wants to see, for example, by moving an indicator ("signaling") and selecting on the multi-media active point representing the commercial you want to see, or entering a program number that corresponds to the position of the multi-media active point that represents the commercial that he / she wants to see. The application program could be written to force the display by default of a commercial, in the event that the viewer does not select any commercial within a predetermined time period by default (for example, 15-30 seconds). According to a second preferred embodiment of the method of the present invention, the multiple master programs are multiplexed together and transmitted as a stream of data multiplexed onto a single transmission channel, together with the multiplexed stream of multi-media compressed content packets that correspond to the different commercials, and the multi-media content packages, which together comprise the video segment, which presents the multi-media active points menu, as described in Figure 2. Preferably, all major programs have synchronized commercial breaks, during which the multi-media active points corresponding to the commercial selection menu will be observed. The viewer can then select the commercial he / she wishes to see, in the same manner as described above, in relation to the first preferred embodiment of the present invention. According to a third preferred embodiment of the method of the present invention, a main interactive program (e.g., a television interactive show or movie) is transmitted on a single transmission channel in multiple pieces or segments of the main program, with a plurality active points of different multiple media being presented at the end of each segment of the main program, which give the viewer's menu different branches or branches in the main program from which to choose '. At each bifurcation point in the main program, the next segment of the main program that is presented will be determined by the choice made by the viewer. The bifurcation elections can be based on different possible directions of the construction of the main program, or on any other suitable bases.

In the case of the transmission of a single main program, each commercial package is preferably provided, < .on a Packet Identification Code (CIP) or other suitable identification code, to allow commercial packages corresponding to the commercial selected to be seen, to be identified and separated from the multiplexed data stream, and then rearmed. In this regard, the application program in the digital television receiver preferably causes the digital television receiver to demultiplex the stream of multiplexed data received, according to the selection made by the viewer, so that the commercial packets comprising the commercial that has been selected by the viewer, can be rearmed and presented as a continuous image on the TV screen. For example, demultiplexing can be effected by switching between the different multiplexed commercial packets by changing the IDPs selected for display by the digital television receiver (i.e., the IDPs to which the digital television receiver tuned). The IDPs for the commercial packages that comprise each different commercial can be provided in any suitable way. For example, one possibility is that the IDPs for the commercial packages comprising each commercial are transmitted in a flow of Private data for the application. A second possibility is that each commercial in the data transmission flow is provided with a unique number_of_program, so the selection of a particular commercial, selecting on the active point of multiple media that corresponds to the selected commercial, will correspond to the selection of a specific number_of_program associated with this. The rule for selecting the specific program_number can be based on a default assumption in the application program (for example, the shortest distance of the multiple means selected from the top left of the display device). Each program_number can have an associated PMT_IDP file, which contains the IDPs of the commercial packages that comprise the corresponding commercial. In the case of the transmission of a single main program over the selected transmission channel, as described in Figure 1, the video segment (ie the group of packets) that presents the active multi-media points corresponding to the menu of commercial elections, will be on the same IDP as the main program. In the case of the transmission of multiple main programs Pl, P2, P3, ...., etc. over the selected transmission channel, as described in Figure 2, the video segment that presents the active media points multiple H, which correspond to the commercial selection menu, will be on the same IDP as the main program for each main program alone. This can be done by keeping the minino segment over all the IDP for each of the main programs. If it is desired to conserve the bandwidth, the application can make a fork to a sol 'set of IDP by changing the content of the PMT_I P. With reference now to Figure 3, there can be seen an illustrative system 20 for implementing the method of the present invention. The system 20 includes a transmitter 22 (e.g., a cable television transmission station, satellite BSD (Database), multi-media server, or other source of multi-media program material) that transmits a stream of data. multiplexed FD data, e.g., a multiplexed MPEG-encoded multi-media data stream, of one of the types described herein above, on a designated transmission channel via any suitable transmission medium (e.g., air, coaxial cable, or fiber optic cable). The system 20 further includes a receiver 30, for example an HDTV or ATSC television receiver, which can be tuned to receive the stream of multiplexed FD data transmitted. The digital television receiver 3 is programmed to implement the method of the present invention, as described hereinabove (either the first, second, or third preferred embodiment), to allow, therefore, the viewer to choose the display options. Although preferred embodiments of the present invention have heretofore been described in detail hereinabove, it should be clearly understood that many variations and / or modifications of the basic concepts of the invention taught herein may appear apparent to those skilled in the relevant art. , will fall even within the spirit and scope of the present invention, as defined in the appended claims. For example, although the modalities specifically described hereinabove are especially suitable for a system using any of the MPEG-2 or ATSC specifications for compression coding of the associated audio and video data, comprising the transmitted data stream, it will be readily apparent to those skilled in the pertinent art that the present invention is equally applicable to systems which utilize any other suitable multi-media data coding scheme. Furthermore, although the present invention has been described as using a digital television receiver, it will be readily apparent that it could be used, likewise, any other suitable device that has the ability to receive, process and present multiple encoded media data. For example, a personal computer (PC) connected via a modem to the Internet / World Wide Web (WWW) or a multi-media server (for example, one operated by the service provider or transmitter) could be used. Also, a conventional analog NTSC (or PAL / SECAM) television receiver, equipped with an appropriate digital set-up box in the practice of the present invention, could be used. In addition, it will also be easily appreciated, that operating systems may or may not have a return channel. If the return channel is present, this can be in the form of a cable return channel (for example, in a cable system equipped with upstream cable modems) or a modem connected via a standard telephone line or transmission line high-speed data (for example, an ISDN or Tl line) to a multi-media server or to the WWW. If a return channel is available, the viewer may choose to have direct access to the server material or the WWW, for example, by using a browser program that resides either on the receiver or on a peripheral device connected to the receiver.

Claims

CHAPTER REIVINDICATOR OR Having described the invention, it is considered as a novelty and, therefore, the content is claimed in the following: CLAIMS:

1. A receiver configured to receive a multiplexed data stream, which includes a main program and a plurality of different commercials, characterized in that it comprises: a display device; and, means responsive to the action of a user to cause the display device to present a selected commercial of the plurality of different commercials during a commercial interruption in the main program.

2. The receiver according to claim 1, characterized in that the means responsive to the action of a user comprise: a digital processor for processing multiplexed data streams, in such a way as to cause the visualization device to simultaneously present a plurality of active multi-media points, indicative of the respective commercials of the plurality of different commercials during commercial interruptions in the main program; and, a control device operated by the user to allow a user to choose a selected active point of the active points of multiple means presented by means of the user's action, to do, therefore, that the corresponding commercial is presented by the display device.

3. The receiver according to claim 2, characterized in that the multiplexed data stream is comprised of a multiplexed stream of a first, second and third packet type, the first type of packets comprising packets of multi-media compressed content, which corresponds to the main program, the second type of packets comprises multiple media compressed content packets, corresponding to the different commercial ones, and the third type of packets comprises multiple media content packets corresponding to a segment corresponding to the plurality of active points of multiple media. The receiver according to claim 3, characterized in that: at least the second packet types have packet identification codes associated with them; the digital signal processor switches between the different second packets, changing the identification code of the packet to which the receiver is tuned. 5. The receiver according to claim 1, characterized in that the multiplexed data stream includes a plurality of multiplexed main programs. The receiver according to claim 5, characterized in that all the main programs have synchronized business interruptions, during which the plurality of multi-media active points are presented simultaneously. 7. A receiver configured to receive a multiplexed data stream, which includes a main interactive program, comprised of a plurality of segments of the main program including at least a first segment of the main program and a plurality of second different segments of the main program , the receiver is characterized in that it comprises: a display device; and, means responsive to the action of a user to cause the display device to present a second segment selected from the plurality of second segments. different from the main program at the conclusion of the first segment of the main program. The receiver according to claim 1, characterized in that the means responsive to an action of a user comprise: a digital signal processor for processing the multiplexed data stream, in such a way as to make the display device present simultaneously a plurality of multi-media active points, indicative of a second respective segment of the plurality of second different segments of the main program at the conclusion of the first segment of the main program; and, a control device operated by the user to allow a user to choose a selected active point from the active points of multiple means presented, by means of the user's action, to thereby make a corresponding second segment of the Second different segments of the main program, be presented by the display device. 9. A receiver configured to receive a multiplexed data stream, characterized in that it includes an interactive program. 10. A transmitter for transmitting a multiplexed data stream, characterized in that it comprises a multiplexed stream of a first, second and third type of data. packages, the first type of packages comprises multiple media compressed content packages, corresponding to a main program, the second type of packages comprises multiple media compressed content packages corresponding to different commercial ones, and the third type of packages comprises multi-media content packets corresponding to a segment corresponding to a plurality of multi-media active points. 11. A transmitter for transmitting a multiplexed data stream, characterized in that it includes a main interactive program comprised of a plurality of segments of the main program, including at least a first segment of the main program and a plurality of second different segments of the main program. The transmitter according to claim 10 or 11, characterized in that the multiplexed data stream is transmitted on a transmission channel. The transmitter according to claim 10, characterized in that the multiplexed data stream includes a plurality of multiplexed main programs. The transmitter according to claim 13, characterized in that all the main programs have synchronized commercial interruptions, during which the plurality of multi-media active points are presented simultaneously. 15. A multiplexed data stream characterized in that it comprises a multiplexed stream of a first, second and third type of packets, the first type of packets comprising compressed multiple media content packets, corresponding to a main program, the second type of packets it comprises multi-media compressed content packages corresponding to different commercials and the third type of packages comprises. multi-media content packets corresponding to a segment corresponding to a plurality of active points of multi-media means. 16. A multiplexed data stream, characterized in that it includes a main interactive program, comprised of a plurality of segments of the main program, including at least a first segment of the main program, and a plurality of different segments of the main program. 17. A method for implementing an interactive program, characterized in that it comprises the steps of: receiving a multiplexed data stream, which includes a main program and a plurality of different commercials; and, presenting a commercial selected from the plurality of different commercials during an interruption commercial in the main program in response to the action of a user. 18. A method for implementing an interactive program, characterized in that it comprises the steps of: receiving a multiplexed data stream including a main interactive program comprised of a plurality of segments of the main program, including at least a first segment of the program main and a plurality of second different segments of the main program; and, bifurcate a second segment selected from the plurality of second different segments of the main program at a branch point of the first segment of the main program in response to the action of a user. 19. A method for implementing an interactive program, characterized in that it comprises the steps of: transmitting a multiplexed data stream including a main interactive program comprised of a plurality of segments of the main program, including at least a first segment of the main program and a plurality of second different segments of the main program, receiving the multiplexed data stream; and, bifurcate to a second segment selected from the plurality of second different segments of the main program at a branch point of the first segment of the main program in response to a user action. SUMMARY OF THE INVENTION A system for implementing the transmission of an interactive program, which includes a transmitter for transmitting a multiplexed data stream, which includes a main program (P) and a plurality of different commercials (Cl, C2, ...) and a receiver (e.g., a digital television receiver) configured to receive the multiplexed data stream. The receiver includes a display device (e.g., a television monitor) and, devices responsive to the action of a user to cause the display device to present a selected commercial of the plurality of different commercials during a commercial interruption in the main program. Also disclosed is a system for implementing the transmission of an interactive program, which includes a transmitter for transmitting a multiplexed data stream, which includes a main interactive program, comprised of a plurality of main program segments that include at least a first segment of the main program and a plurality of second different segments of the main program, and a receiver. The receiver (e.g., an analog television receiver equipped with a digital set-up box) includes a display device (e.g., a TRC). Cathode Rays)), and devices responsive to the action of a user to cause the device to branch to a second selected segment of the plurality of second different segments of the main program at a branch point in the first segment of the main program.