WO2003044797A1 - Stream data reproduction apparatus and stream data reproduction method - Google Patents

Abstract

When reproducing content data recorded on a recording medium, a CM reflecting the sponsor’s intention can be presented to a viewer. For this, a stream data reproduction apparatus includes a CM database (402) for accumulating CM data (151), a read out unit (410) for reading out stream data from an offline medium (104) containing stream data (420) including CM data (152), and a CM replacement unit (406). The CM data (152) includes an appropriate CM condition (702b) indicating the CM condition specified by a sponsor (101) to replace the CM data (152) to be presented to the viewer (110). The CM replacement unit (406) replaces the CM data (152) contained in the stream data (420) with the CM data (151) according to the appropriate CM condition (702b).

Description

 Specification

TECHNICAL FIELD The present invention relates to a stream data reproducing apparatus and a stream data reproducing method.

 The present invention relates to a stream data reproducing apparatus, and more particularly to a technique relating to a stream data reproducing apparatus having a function of reproducing accumulated CM data when reproducing stream data. Background art

 In the past, content such as movies was mainly presented to viewers through television broadcasting. On the other hand, in recent years, with the progress of multimedia and broadband networks, content data recorded on removable recording media such as DVD (Digital Versatile Disc) has been reproduced or transmitted via networks. When viewing content by playing back the distributed content data, a new form of content viewing is becoming widespread.

 These content data incorporates advertising information (commercial: hereinafter referred to as “CM”) from sponsors who bear the costs required for content creation, etc., as is generally done in television broadcasting. It is. By showing this CM to the viewer, the sponsor can be promoted to the viewer, while the sponsor pays for the content creation cost, etc., and the price of the content data for the viewer who views the content The burden is reduced. Such commercials have higher advertising effectiveness when the same content is repeatedly presented during content playback.

 As described above, in the case of viewing content such as playing back content data recorded on DVDs or playing back content data distributed via a network, it is necessary to incorporate CM into the content data. Had the following problems.

(1) When a CM is embedded in the content data recorded on DVD, etc., the CM is not updated from the time when it is recorded on the recording medium. Therefore, After a certain period of time has passed since the creation of the recording medium, a viewer who played the recording medium will be presented with an outdated CM. As a result, a CM reflecting the intention of the CM sponsor embedded in the content data recorded on the recording medium is not presented.

 (2) If CM is incorporated in the content data distributed via the network, the use efficiency of the network is wasted. This is because data representing the same CM is often transmitted over the network in order to enhance the advertising effect of the CM. Disclosure of the invention

 SUMMARY OF THE INVENTION The present invention has been made in view of the above-described problems, and has as its object to reproduce a content data recorded on a recording medium, such as a DVD, by using a CM that reflects the intention of a sponsor to a viewer. Is to be able to be presented.

 Another object of the present invention is to present a CM to a viewer without reducing network use efficiency when reproducing content data distributed via a network.

 Still another object of the present invention is to appropriately present a CM to a viewer corresponding to the above-mentioned new viewing mode of content, in a fair manner, that is, appropriately in accordance with the burden of advertising expenses by the sponsor, etc. Is to provide a way to do so.

 In order to achieve the above object, a first stream data reproducing device of the present invention comprises:

 Stream data having condition information indicating a condition of the first advertisement information and the second advertisement information in which the first advertisement information is to be replaced, or condition information for specifying the second advertisement information to be inserted An input unit through which stream data including the following is input via a removable recording medium or a communication line;

 A storage unit for storing the second advertisement information,

 A stream data changing unit that replaces or inserts the second advertisement information into the stream data;

A reproducing unit for reproducing the stream data changed by the stream data changing unit; It is characterized by having. Thereby, even if the old advertising information at the time when the recording medium was created is recorded on the recording medium, the advertising information stored in the storage unit at the time of reproducing the recorded content is based on the condition information. Since it is replaced or inserted, the viewer can be presented with a CM that reflects the intent of the sponsor. Also, even if the advertisement information itself is not recorded or transmitted, the advertisement information stored in the storage unit is inserted based on the condition information, so that an appropriate advertisement can be presented and recorded. Data amount and transmission data amount can be reduced. Further, the second stream data reproducing device of the present invention comprises:

 A first stream data playback device,

 Furthermore, a receiver is provided, which receives a broadcast signal including the second advertisement information and stores the broadcast signal in the storage. Thus, the new advertisement information being broadcast can always be stored in the storage unit, so that the new advertisement can be surely presented. Further, the third stream data reproducing device of the present invention is:

 A first stream data playback device,

 The condition information includes information for specifying the second advertisement information.

As a result, the advertisement to be presented is not flexible, but it is possible to reliably present a predetermined advertisement. Further, the fourth stream data reproducing device of the present invention is characterized in that:

 A first stream data playback device,

The second advertisement information stored in the storage unit is a spontaneous advertisement of the second advertisement information. Include sponsor information indicating the service

 The condition information includes sponsor instruction information indicating a sponsor of the second advertisement information to be replaced or inserted,

 The stream data changing unit is configured to replace or insert the second advertisement information based on the sponsor information and the sponsor instruction information. Thereby, the advertisement based on the advertisement information stored in the storage unit is presented within the same or a predetermined sponsor range, so that a flexible advertisement can be presented while reflecting the intention of the sponsor or the like. Further, the fifth stream data reproducing apparatus of the present invention is characterized in that:

 A fourth stream data playback device,

 The second advertisement information stored in the storage unit further includes category information indicating a target category of the second advertisement information,

 The condition information includes category condition information on a category of the second advertisement information to be replaced or inserted,

 The stream data changing unit is configured to replace or insert the second advertisement information based on the category information and the category condition information. As a result, it is possible to present advertisements of a type narrowed down according to the intention of the sponsor or the like. Further, a sixth stream data reproducing device of the present invention is characterized in that:

 A first stream data playback device,

Further, based on the expiration date information indicating the expiration date of the second advertisement information included in the second advertisement information stored in the storage unit, the second advertisement information whose expiration date has passed And a deletion unit for deleting the. Thus, the advertisement based on the advertisement information stored in the storage unit can be prevented from being presented after a preset time limit, and the storage capacity of the storage unit can be effectively used. Further, the seventh stream data reproducing apparatus of the present invention is characterized in that:

 A first stream data playback device,

 Furthermore, a deletion unit is provided for deleting the second advertisement information stored in the storage unit in response to an instruction from outside the stream data reproduction device. This makes it easy to discontinue the presentation of the advertisement even within the expiration date as described above, for example, when the necessity of the advertisement is eliminated due to the end of the sale of the product or a change in the social situation. it can. Further, an eighth stream data reproducing apparatus of the present invention is characterized in that:

 A first stream data playback device,

 Further, an advertisement information acquisition unit is provided for acquiring the second advertisement information via a communication line when the second advertisement information conforming to the condition information is not stored in the storage unit. And This makes it possible to present a new advertisement without fail as in the case where the advertisement information is acquired by the broadcast, and to immediately acquire the advertisement information and present the advertisement when the stream data is reproduced. You can do things. Further, a ninth stream data reproducing device of the present invention is characterized in that:

 A first stream data playback device,

Further, based on the validity management information indicating the validity of the replacement or insertion of the second advertisement information included in the condition information, stream data for managing whether or not the replacement or insertion of the second advertisement information is permitted A change management unit is provided. Also, the 10th stream data reproducing apparatus of the present invention is characterized in that:

 A ninth stream data reproducing device,

 The stream data change management unit, based on the validity management information in which information indicating the expiration date of replacement or insertion of the second advertisement information included in the second advertisement information is encrypted, It is characterized in that it is configured to manage whether to permit replacement or insertion of the second advertisement information. Thus, it is possible to prevent unauthorized replacement, and to appropriately present the advertisement as described above according to, for example, the burden of the advertisement cost by the sponsor. Further, the eleventh stream data reproducing apparatus of the present invention comprises:

 A first stream data playback device,

 Further, a reproduction frequency transmission unit is provided for transmitting the number of times the stream data in which the second advertisement information has been replaced or inserted by the stream data change unit has been reproduced by the reproduction unit. As a result, the presentation status of the advertisement can be accurately grasped, and for example, it is possible to easily calculate the compensation for the presentation of the advertisement and to understand and verify the cost-effectiveness of the advertisement presentation. Also, the stream data reproducing method of the present invention

 Stream data having condition information indicating a condition of the first advertisement information and the second advertisement information in which the first advertisement information is to be replaced, or a condition for specifying the second advertisement information to be inserted An input step of inputting stream data including information via a removable recording medium or a communication line;

 A storage step of storing the second advertisement information,

A stream data changing step of replacing or inserting the second advertisement information into the stream data; A reproducing step of reproducing the stream data changed by the stream data changing unit;

 It is characterized by having. As a result, even if the old advertising information at the time when the recording medium was created is recorded on the recording medium, it is stored in the storage unit at the time of reproducing the recorded content based on the condition information. Since the advertising information is replaced or inserted, the viewer can be presented with a CM reflecting the intention of the sponsor. Also, even if the advertisement information itself is not recorded or transmitted, the advertisement information stored in the storage unit is inserted based on the condition information, so that it is possible to present an appropriate advertisement. In addition, the amount of recording data and the amount of transmission data can be reduced. BRIEF DESCRIPTION OF THE FIGURES

 FIG. 1 is an explanatory diagram schematically showing a data flow associated with a CM presentation service according to the embodiment of the present invention.

 FIG. 2 is a flowchart showing a processing procedure of the CM presentation service. FIG. 3 is an explanatory diagram showing an example of the sponsor list 201 and the CM list 202 held by the CM management center 102.

 FIG. 4 is a block diagram showing the configuration of the stream data reproducing device 106 of the same. FIG. 5 is a block diagram of the stream transmitted from the broadcasting station 103 to the stream data reproducing device 106 of the same. FIG. 4 is an explanatory diagram showing a data structure of the ream data 4 19.

 FIG. 6 is a flowchart showing the procedure of the process in which the image / sound reproducing unit 401 accumulates one CM data 151 in the CM database 402.

 FIG. 7 is an explanatory diagram showing an example of the data structure of the CM database 402, and FIG. 8 is an explanatory diagram showing an example of the program information.

FIG. 9 is an explanatory diagram showing a data structure of stream data 420 recorded on the offline medium 104. FIG. 10 is a flowchart showing the procedure of the CM replacement process executed by the CM replacement unit 406.

 FIG. 11 is an explanatory diagram showing the data structure of the stream data 420 0 ′ in which the CM data 152 is replaced by the replacement CM data 152 ′ by the CM replacement unit 406. FIG. 12 is an explanatory diagram showing another example of the data structure of the stream data 420 recorded on the offline medium 104.

 FIG. 13 is an explanatory diagram showing still another example of the data structure of the stream data 420 recorded on the offline medium 104.

 FIG. 14 (a) is an explanatory diagram showing an example of the sponsor list 201. FIG. 14 (b) is an explanatory diagram showing an example of the regional list 203.

 FIG. 14 (c) is an explanatory diagram showing an example of the stored CM list 501.

 FIG. 15 is an explanatory diagram showing still another example of the data structure of the stream data 420 recorded on the offline medium 104.

 FIG. 16 is an explanatory diagram showing the data structure of the stream data 421 transmitted from the provider 105.

 FIG. 17 is a flowchart showing the procedure of a CM insertion process executed by the CM input unit 407.

 FIG. 18 is an explanatory diagram showing the data structure of the stream data 421a into which the inserted CM data 1221 has been inserted by the CM insertion unit 407.

 Fig. 19 shows the process of notifying the CM management center 102 of the playback status of CM data performed by the CM data usage status totalizing unit 408, and the CIV [data invalidation operating unit 409]. 6 is a flowchart showing a process of deleting CM data according to an instruction from the CM management center 102.

 FIG. 20 is an explanatory diagram showing an example of the invalid CM information. BEST MODE FOR CARRYING OUT THE INVENTION

Hereinafter, as an embodiment of the present invention, viewing and listening to images and sounds of programs and CMs based on stream data in a format such as MPEG-2, that is, data having a structure that can be reproduced over time. Stream data playback device presented to the user Will be described. (Here, the MPEG is an abbreviation of Motion Picture Experts Group.) The same reference numerals denote the same components throughout the drawings described below.

 The stream data reproducing apparatus according to the present embodiment transmits broadcast radio waves from a broadcast station, offline media that is a removable recording medium such as a DVD or a non-volatile memory, a provider, and a communication line such as a network. Based on the program data, which is stream data supplied to the user, a screen image and audio are displayed. In addition, CM data included in program data supplied via an offline media is replaced with CM data received and stored from a broadcasting station, while CM data included in program data supplied via a provider is replaced. By inserting the stored CM data into the program data based on the identifier, a CM presentation service for presenting the CM to the viewer is provided. Hereinafter, a specific description will be given.

(Contents of the CM presentation service)

 First, a CM presentation service performed by the stream data reproducing device according to the present embodiment will be described.

 FIG. 1 is an explanatory diagram schematically showing a data flow accompanying the CM presentation service. Here, the CM presentation service means that the CM management center 102 and the stream data playback device 106 cooperate to provide a CM reflecting the intention of the sponsor 101 to the viewer 110. It is a service to be presented. The CM management center 102 is configured using, for example, an information processing device such as a server computer. The CM management center 102 and the stream data reproducing device 106 are kneaded with each other by, for example, a telephone line.

 There are three routes for the sponsor 101 to present the CM and the program to the viewer 110. That is, (1) a route via the broadcasting station 103, (2) a route via the offline media 104, and (3) a route via the provider 105. Hereinafter, the flow of CM data and program data for each route will be described.

① Route via broadcasting station 103 The sponsor 101 transmits the CM data 1501 and the program data 150 to the stream data reproducing device 106 via the broadcast station 103. Here, the CM data 151 is data representing a CM provided by the sponsor 101, and the program data 150 is data representing a program.

 The CM data 1501 and the program data 150 received by the stream data playback device 106 via the broadcasting station 103 are played back by the stream data playback device 106 and viewed by the viewer. Presented at 110. The CM data 151 received from the broadcast station 103 is stored in the stream data reproducing device 106.

② Route via offline media 104

 The sponsor 101 records the CM data 152 and the program data 150 as stream data in the offline medium 104. The CM data 152 includes an authentication code 161 described later. The offline media 104 on which the CM data 152 and the program data 150 are recorded is sold to a viewer 110 at a media shop, for example, or is viewed at a rental video store or the like. Lending to 1 1 0

 When the offline media 104 is loaded into the stream data reproducing device 106, the program data 150 is read out and reproduced, and presented to the viewer 110. The CM data 152 is replaced with the accumulated CM data 151 based on the conditions specified by the sponsor. The replaced CM data 151 is reproduced and presented to the viewer 110.

 In this way, when the sponsor 101 tries to present the CM and the program to the viewer 110 via the route via the offline media 104, the CM presentation service replaces the CM data 152. By reproducing the CM data 151 stored in the stream data reproducing device 106 in advance, a CM reflecting the intention of the sponsor 101 is presented to the viewer 110. Accordingly, Sponsor 101 enjoys the benefit of being able to enhance its advertising effectiveness.

Here, the above authentication code 16 1 is assigned to each sponsor 101 when the sponsor 101 applies for the CM presentation service to the CM management center 102. Things. The validity of the authentication code 161 is based on the authentication validity determination data 162 transmitted from the CM management center 102 to the stream data reproducing device 106 when the CM data 151 is replaced. The above substitution is performed only when it is determined and valid. As a result, it is possible to prevent unauthorized replacement by the sponsor 101 and the like, and, for example, CM data 150 of the regular sponsor 101 who has applied for the CM presentation service to the CM management center 102. Only for 2, the appropriate CM data 15 1 is presented by the replacement as described above. The path through which the authentication validity determination data 16 2 is transmitted to the stream data reproducing device 106 is not particularly limited, and may be transmitted by being included in a broadcast signal, for example.

③ Route via provider 105

 The sponsor 101 transmits the CM data 1503 and the program data 150 to the provider 105 configured using, for example, a server computer. The provider 105 sends the CM designation data 171, which designates the CM data 153, and the program data 150 to the stream data reproducing device 106 via the communication line 170 as stream data. Send. The CM designation data 171 is not the CM data 153 itself, but data for designating the CM data 153. Also, the CM designated data 17 1 includes an authentication code 16 3 similar to the authentication code 16 1 of the offline media 104 assigned by the CM management center 102. The stream data reproducing device 106 receives the stream data including the CM designation data 171 and the program data 150. Furthermore, CM data (for example, CM data 15 1) having the same sponsor identifier and CM identifier as the CM data 15 3 designated by the CM designation data 17 1 has already been output to the stream data reproducing device 10. If stored in 6, insert the stored CM data into the received stream data. Thereby, the CM data stored in the stream data reproducing device 106 is reproduced and presented to the viewer 110.

In this way, the sponsor 101 can access the CM via the route through the provider 105. And the program are presented to the viewer 110, the CM presentation service inserts and reproduces the CM data 151 stored in the stream data reproducing device 106. The provider 105 does not need to transmit the CM data 153 itself, but only needs to transmit the CM-specified data 171 having a small data size, so that the use efficiency of the communication line 170 can be suppressed. Provider 105 enjoys the benefit of reduced communication costs.

 In addition, when the CM data 152 is inserted, the validity of the authentication code 163 is determined in the same manner as when the CM data 152 is inserted via the offline medium 104, so that the CM data 150 can be appropriately inserted. 2 is presented. In addition, when the CM presentation service as described above is performed, the usage status of the CM presentation service is transmitted from the stream data reproducing device 106 to the CM management center at predetermined timing as service usage data 172. It is transmitted and used to determine the price to be charged to the provider 105 or the sponsor 101. In FIG. 1, one sponsor 101 and one stream data reproducing device 106 are depicted, but this does not mean that the number is limited to one. For example, a plurality of stream data reproducing devices 106 are arranged in the homes of a plurality of viewers 110, respectively, and one (or a plurality of) CM management centers 102 are connected to the plurality of stream data reproducing devices. Connected to the playback device 106, a CM presentation service is performed. Also, one sponsor 101 can provide any number of different CMs. Next, a processing procedure in the case where the CM presentation service is performed by the CM management center 102 and the stream data reproducing device 106 as described above will be described. FIG. 2 is a flowchart illustrating a processing procedure of the CM presentation service.

Step S181: The CM management center 102 assigns an authentication code to the provider 105 or the sponsor 101. In the example of FIG. 1, when the form of the CM presentation service is replacement of CM data, the authentication code 161 is assigned to the sponsor 101. When the form of CM presentation service is insertion of CM data Is assigned an authentication code 166 to provider 105.

 Step S 182: Stream data reproducing device 106 Store CM data 15 1. This storage is performed, for example, by recording CM data 151 transmitted from the broadcast station 103 on a hard disk inside the stream data reproducing device 106.

 Step S183: The CM management center 102 transmits the authentication validity determination data 162 to the stream data reproducing device 106.

 Step S184: The stream data reproducing device 106 acquires stream data. As described above, this acquisition is performed by reading the stream data recorded on the offline media 104 when the form of the CM presentation service is the replacement of the CM data. If is the input of CM data, this is performed by receiving stream data from the provider 105 via the communication line 170.

 Step S185: The stream data reproducing device 106 determines whether or not the authentication code included in the acquired stream data is valid. If the result of the above determination is “Y e s”, the process proceeds to step S186. If the result of the determination is “No”, the process proceeds to step S187. Step S186: When the form of the CM presentation service is replacement of CM data, the stream data reproducing device 106 sets the CM data 1 in which the CM data included in the stream data is stored. 5 Replace with 1. If the form of the CM presentation service is the import of CM data, the stream data reproducing device 106 inserts the accumulated CM data 151 into the stream data.

 Step S187: The stream data reproducing device 106 reproduces the stream data. At this time, if step S186 is performed, the CM data 151 stored in the stream data reproducing device 106 is reproduced.

In FIG. 2, step S185 and step S186 are comprehensively shown as step S190. The detailed processing in this step S190 will be described later with reference to FIG. 10 or FIG. 17 separately for the case where the form of the CM presentation service is replacement and insertion of CM data. explain. Here, if there are a plurality of sponsors 101 and CM data 151, etc., when the stream data reproducing device 106 replaces or imports the CM data 151, etc., each sponsor or CM data 151 In order to identify 1501, etc., it is issued and managed by, for example, the CM management center 102, the broadcast station 103, the provider 105, the stream data reproducing device 106, Also, the sponsor identifier and CM identifier commonly used by the sponsor 101 are used.

 FIG. 3 is an explanatory diagram showing an example of the sponsor list 201 and the CM list 202 held by the CM management center 102.

 The sponsor list 201 is the CM data in which a part of the stream data is replaced by the stream data reproducing device 106 or the CM displayed by the CM data inserted in the stream data. A sponsor is defined in association with a sponsor identifier that identifies the sponsor.

 Further, the CM list 202 defines, for each CM, a CM identifier for identifying each CM, a sponsor identifier, an expiration date and time of the CM, and a comment on the CM, which are uniquely associated with each other.

 The CM identifier is assigned independently for each sponsor. In other words, CMs provided by the same sponsor are assigned with unique CM identifiers, but CMs provided by different sponsors may be assigned the same CM identifier. The CM expiration date and time indicates the time limit for storing the CM data in the stream data reproducing device 106, and is set by the sponsor 101.

 The sponsor list 201 and the CM list 202 are updated when the CM management center 102 receives the notification of CM from the sponsor 101, and at that time, the received CM A sponsor identifier and a CM identifier are determined. The determined sponsor identifier and CM identifier are notified to the sponsor 101.

The method of identifying the sponsor and the CM data is not limited to the above, and may be set as appropriate according to the operation mode. For example, CM identifiers are assigned so as not to be duplicated even between sponsors, and regardless of the sponsor, CM data may be specified. In such a case, the sponsor identifier may not necessarily be used.

(Configuration of stream data playback device)

 Hereinafter, the stream data reproducing apparatus 106 that performs the above-described CM presentation service will be described. FIG. 4 is a block diagram showing the configuration of the stream data reproducing device 106. The stream data playback device 106 includes an image / audio playback unit 401, a CM database 402, a communication unit 400, a CM replacement authentication determination unit 404, and a CM insertion authentication determination unit. 405, CM replacement section 406, CM insertion section 407, CM data usage status totaling section 408, CM data invalidation operation section 409, and read section 411 And the transmission / reception section 4 1 1.

 The video / audio playback unit 401 receives the broadcast signal transmitted from the broadcast station 103, and at the same time, plays back the CM data 1501 and the program data 150 included in the broadcast signal, and And the program are presented to the viewer 110.

 The CM database 402 stores CM data 151 and is built on a hard disk, for example. Of course, the present invention is not limited to this, and may be constructed on a memory.

 The communication unit 403 functions as a communication interface between the stream data reproducing device 106 and the CM management center 102.

 The reading unit 410 reads the stream data 420 from the offline medium 104 on which the stream data 420 containing the CM data 152 and the program data 150 is recorded. The CM replacement authentication determination unit 4404 determines whether the authentication code 161 included in the CM data 152 is valid. Based on the result of this determination (authentication determination result), the CM replacement section 406 converts the CM data 152 contained in the stream data 420 into the CM data 1 stored in the CM database 402. 5 Replace with 1 (CM replacement process).

The transmission / reception unit 411 receives stream data 4 21 including CM designation data 17 1 and program data 150 via the communication line 170. CM insertion authentication determination section 4 05 determines whether or not authentication code 1 63 included in CM designation data 1 71 is valid. Is determined. Based on the result of this determination (authentication determination result), the CM input unit 407 inserts the CM data 1501 stored in the CM database 402 into the stream data 421 (CM insertion). Processing).

 The CM data revocation operation unit 409 performs a process of deleting specific CM data, for example, CM data whose revocation date and time has elapsed, from the CM data 151 stored in the CM database 402.

 The CM data usage status totaling unit 408 reads the service usage status list 502 recorded in the CM database 402 and creates the service usage status data 1702.

(Received CM data, CM database structure, and CM data accumulation processing)

 Hereinafter, with reference to FIGS. 5 to 8, the structure of stream data 4 19 including CM data 15 1 received from broadcast station 103, C IV [ The data storage processing and the structure of the CM database 402 formed by the storage processing will be described.

 FIG. 5 is an explanatory diagram showing the data structure of stream data 4 19 transmitted from the broadcasting station 103 to the stream data reproducing device 106. The stream data 419 includes program data 150 representing a program (main program) and CM data 151 representing a CM. One CM data 15 1 represents one CM. In the example shown in FIG. 5, the stream data 4 19 includes three CM data 1 5 1. Each CM data 1 5 1 includes an ID section 3 0 3 and an image / audio data section 3. 1 and 3 are included. The image and sound data section 313 is reproduced by the image and sound reproduction section 401 to generate a CM image and sound to be presented to the viewer 110.

The ID section 303 does not affect the playback operation itself by the video / audio playback section 401, but is used for CM replacement processing by the CM replacement section 406 and the like. The ID section 303 identifies the sponsor of the CM presented by the CM data 15 1 (specifically, the video / audio data section 3 13 in the CM data 15 1) including the ID section 303. 3b, a sponsor identifier 303b for identifying the CM among the sponsor's CMs, expiration date and time data 303c indicating the expiration date of the CM, and CM attribute data 303 d indicating the category of the CM. (Note that the data structure in FIG. 5 and the like is a schematic diagram, and these pieces of information may be arranged in physically different areas.)

 The CM identifier 303 a and the sponsor identifier 303 b correspond to the registered contents of the sponsor list 201 and the CM list 202, for example, by the CM management center 102. Assigned to each sponsor 101. Further, in the example shown in FIG. 5, the expiration date of the CM presented by the CM data 151 is 203, January 2003, and its category is “washing machine”. The expiration date data 303c and the CM attribute data 303d are determined, for example, by the sponsor 101's own judgment.

 When the stream data 419 from the broadcasting station 103 is received by the video / audio reproduction unit 401, the CM data 151 as described above is processed by the CM database Stored in 02.

FIG. 6 is a flowchart showing a procedure of a process in which the image / sound reproducing unit 401 stores one CM data 151 in the CM database 402. This processing corresponds to step S182 of the processing procedure shown in FIG. 2, and when the stream data reproducing device 106 receives stream data 419 from the broadcast station 103. This is executed for each CM data 151 included in the stream data 419. Step S601: First, it is determined whether or not the CM database 402 has the same CM data as that of the CM data 151 to be processed, that is, whether the CM identifier and the sponsor identifier are the same. Is determined. This determination is made, for example, by referring to the stored CM list 501 included in the CM database 402 and the ID section 303 included in the CM data 151. The stored CM list 501 will be described later in detail with reference to FIG. If the result of the above determination is “Yes”, the processing ends and the CM data to be processed 151 is not stored. On the other hand, when the result of the determination is “No”, the process proceeds to step S602. Step S602: It is determined whether there is free space in the CM database 402. Is determined. If the result of this determination is "Yes", the process proceeds to step S604. On the other hand, when the result of the determination is “No”, the process proceeds to step S603.

 Step S603: CIV [From the CM data stored in the database 402, for example, the CM data with the oldest reception date and time is deleted. In addition, the serviceability of the CM presentation service may be further improved by deleting the CM other than the sponsor currently handled by the CM presentation service or which will be handled in the near future. .

 Step S604: CM data 151 to be processed is accumulated (added) in the CM database 402. FIG. 7 is an explanatory diagram showing an example of the data structure of the CM database 402. The CM database 402 includes the CM data 151 itself, and also includes a stored CM list 501 and a service use status list 502 shown in FIG.

 The stored CM list 501 contains, for each CM data 151 stored in the CM database 402, a CM identifier (field 511), a sponsor identifier (field 511), and a CM identifier. The expiration date and time (field 513), CM reception date and time (field 514), CM attribute (field 515), and storage address (field 516) are stored in association with each other.

 The “CM identifier” field 5 11, the “Sponsor identifier” field 5 12, the “CM expiration date and time” field 5 13, and the “CM attribute” field 5 15 respectively contain CM data 1 5 The CM identifier 303 a included in the ID part 303, the sponsor identifier 303 b, the expiration date data 303 c, and the CM attribute data 303 d (category data) Is recorded.

The CM reception date and time indicate the date and time when the stream data 419 including the CM data 151 was received by the stream data reproducing device 106. The storage address indicates the address of the area in the CM database 402 where the CM data 151 is stored. On the other hand, the service usage list 502 includes, for each piece of CM data 151 stored in the CM database 402, a CM identifier (field 521), The sponsor identifier (field 522), the number of replacements (field 523), and the number of insertions (field 524) are held in association with each other.

 The number of replacements and the number of insertions indicate the number of times that the CM data representing the CM specified by the CM identifier and the sponsor identifier has been used in the CM data replacement processing or the CM data insertion processing, respectively. Here, the CM replacement frequency is recorded separately for each CM data. Further, the number of CM insertions is further recorded separately for each provider. More specifically, in the example shown in FIG. 7, the CM data having the CM identifier “0 0 0 0 0 1 5” and the sponsor identifier “0 0 0 0 4 0 0 5” (record 531) Is used three times in CM data replacement processing (that is, CM data replacement processing is performed and reproduced three times). In addition, CM data (record 532) having a CM identifier of “0000 0000 32” and a sponsor identifier of “0000 001” is provided by the provider “Hi—Ho”. Is inserted once in the stream data 4 2 1 transmitted to the stream data reproducing device 106, and the stream data transmitted by the provider “MTT” to the stream data reproducing device 106 6 4 2 1 It has been inserted three times.

The process of storing CM data in the CM database 402 as described above is performed, for example, at all times, regardless of whether the viewer 110 views stream data from the broadcast station 103 or not. The stream data 4 19 may be received from 103 and may be performed, or the broadcast station 1 may be used only while the viewer 110 is watching the stream data from the broadcast station 103. The stream data 419 may be received from 03 and may be performed. However, in order to store many types of CM data in the CM database 402, and to store as much new CM data as possible in the CM database 402, it is necessary to always perform this. Also, when receiving the stream data 419 from the broadcasting station 103, the sponsor currently handled by the CM presentation service or a sponsor who will handle it in the near future will broadcast it. It is possible to improve the serviceability of the CM presentation service by preferentially receiving the program that is being displayed. Specifically, for example, according to the information regarding the sponsor received from the offline media 104 or the provider 105, Stream data 419 to be selected can be easily selected. More specifically, for example, if program information such as EPG (Electronic Program Guide) as shown in FIG. 8 is transmitted from the broadcasting station 103, for example, the offline media 104 or the provider 104 If the sponsor ID received from 5 is 08a00a2c, if 1901, 1902, 1903, and 1904 of the programs included in Fig. 8 are received, Good.

(CM data structure recorded on offline media 104 and CM data replacement processing)

 Next, referring to FIGS. 9 to 11, the structure of the stream data 420 including the CM data 152 recorded on the offline medium 104 and the execution by the CM replacing unit 406 The CM replacement process will be described.

 FIG. 9 is an explanatory diagram showing the data structure of the stream data 420 recorded on the offline medium 104. The stream data 420 includes string data 150 representing a program (program book, edition) and CM data 152 representing a CM. One CM data 1 52 represents one CM. In the example shown in FIG. 9, the stream data 420 includes three CM data 152. Since such CM data 152 is permanently recorded on the offline media 104 along with the program data 150 representing the main program (for example, a movie or a drama), the CM data 1 The advertising effectiveness of the CM presented by 52 decreases over time. Therefore, the advertisement effect is enhanced by performing the CM replacement processing described below.

Each of the CM data 152 includes an ID section 702 and an image / audio data section 712. The ID part 702 specifies the sponsor of the CM presented by the CM data 152 containing the ID part 702 (specifically, the video / audio data part 712 in the CM data 152). 702a, the authentication code 161 (replacement service use code), and the conforming CM condition 720b (conforming condition data). The sponsor identifier 720 a is assigned to the sponsor 101 by the CM management center 102. The authentication code 161 is given to the sponsor 101 who intends to provide CM by replacing CM data, for example, by the CM management center 102. Is generated by encrypting data related to the validity period in which the CM data can be replaced, and transmitted from the CM management center 102 to the sponsor 101. The conforming CM condition 720b is specified by the sponsor 101, and the sponsor 101 replaces the CM data 152 included in the stream data 420 recorded on the offline media 104. Shows the CM conditions that you want (instruct) to present to the viewer. In the example of FIG. 9, it is shown that the sponsor 101 instructs to present a “washing machine” CM to the viewer instead of the CM presented by the CM data 152. . FIG. 10 is a flowchart showing the procedure of the CM replacement process executed by the CM replacement unit 406. This processing corresponds to step S190 of the processing shown in FIG. 2, and the stream data 420 recorded on the offline medium 104 is read by the reading unit 410 and the CM is read. When input to the replacement unit 406, it is executed for each CM data 152 included in the stream data 420.

 Step S8001: First, in the CM data 151 stored in the CM database 402, the sponsor identifier matching the sponsor identifier 720a included in the CM data 152 to be processed is included. It is determined whether there is CM data including 303 b. This determination is made, for example, by referring to the “sponcer identifier” field 512 of the accumulated CM list 501 (FIG. 7). If the result of the above determination is “Y e s”, the process proceeds to step S 802. On the other hand, if the result of the determination is “No”, the processing ends, and the CM data 152 is included in the stream data 420 without being replaced by other CM data. The image is played back by the image sound playback unit 401 and presented to the user. In such a case, for example, if the original CM data is old to some extent, the presentation itself may be skipped, or a communication line or the like may be used as in the case of insertion processing described later. To acquire appropriate CM data.

Step S 802: This step S 802 corresponds to step S 185 shown in FIG. 2, and is performed by the CM replacement authentication determining unit 404 to process the CM data 15 It is determined whether the authentication code 1 6 1 (replacement service use code) included in 2 is valid. Specifically, the CM replacement authentication determining unit 404 determines the validity of the authentication code 161, based on the authentication validity determination data 162 transmitted in advance from the CM management center 102, for example. . The authentication validity determination data 162 is data for decrypting the encrypted authentication code 161, for example. If the result of the above determination is “Yes”, the process proceeds to step S803. On the other hand, if the result of the determination is “No”, the process ends (the CM data is not replaced as in step S801).

 Step S803: CM attribute data 3 conforming to the conforming CM condition 7002b included in the processing target CM data 152 in the CM data 1501 stored in the CM database 402 It is determined whether there is CM data including 0 3 d. This determination is made, for example, by referring to the “CM attribute” field 515 of the stored CM list 501 (FIG. 7). If the result of the above determination is “Yes”, the process proceeds to step S804. On the other hand, if the result of the determination is “No”, the processing is terminated (replacement of CM data is not performed as in the case of step S801).

Step S804: This step S804 corresponds to step S186 shown in FIG. 2, and the CM data to be processed is stored in the CM database 402. Replaced with replacement CM data containing the same audio and video data part 3 13 as data 15 1 (FIG. 5). More specifically, based on the sponsor identifier 7002a included in the CM data 152 and the conforming CM condition 720b, of the CM data 1501 stored in the CM database 402, the sponsor CM data 1 5 1 having a sponsor identifier 3 0 3 b matching the identifier 7 0 2 a and CM attribute data 3 0 3 d conforming to the conforming CM condition 7 0 2 b is identified. As shown in the figure, the original CM data 152 is composed of the video and audio data part 313 included in the CM data 151, the sponsor identifier "0 0 0 0 0 0 0 1" and the CM identifier. Replaced with the replacement CM data 15 2 ′ including the ID part 7 02 ′ having “0 0 0 0 0 0 3 2”. Here, if there is a plurality of CM data 151 that satisfy the replacement condition similarly among the CM data 151 stored in the CM database 402, the One of them is identified. Specifically, for example, the “CM reception date and time” field 514 of the stored CM list 501 (FIG. 7) is referred to, and the latest CM data reception date and time is specified.

 The stream data 420 'that has undergone the above-described replacement is reproduced by the video / audio reproducing unit 401. As a result, the replacement CM data 152 'included in the stream data 420' is reproduced and presented to the user. The replacement CM data 15 2 ′ is, as described above, a CM satisfying the CM condition 70 2 b of the CM data 15 1 stored in the CM database 402, that is, the sponsor 101 Since the CM data that the user wishes to present to the viewer instead of the CM data 152, the CM that reflects the intention of the sponsor 101 is reproduced by playing back the replacement CM data 152 '. It will be presented to the viewer.

 Also, each time the process of step S804 is performed once, the CM replacement unit 406 corresponds to the replacement CM data in the service usage status list 502 (FIG. 7) of the CM database 402. Increase the value of the “Replacement Count” field 5 2 3 of the record to be performed by one.

 In the replacement of the CM data as described above, it is not always necessary to replace the entire CM data 152 with the replacement CM data 152 '. In other words, at least the video / audio data part 3 13 that affects the playback operation should be included in the stream data 420 ′, and the video / audio of the entire CM data 152 or the CM data 152 is sufficient. Only the data part 7 12 may be replaced with the entire CM data 15 1 or only the video / audio data part 3 13.

 Also, in the above-mentioned conforming CM condition 720 b (FIG. 8), the condition of the CM that the sponsor 101 desires to present to the viewer in place of the CM data 152 is the CM category ( For example, the example defined by the category of “washing machine”) is shown, but the invention is not limited to this, and it may be defined by other parameters.

For example, the date and time when the CM data was received by the stream data reproducing device 106 may be set on condition that the date and time are after a predetermined date and time. In this case, the CM data 152 recorded on the offline media 104 is at least Can be prevented from being replaced with old CM data, and the advertising effect can be surely enhanced. (Note that such conditions are implicit even if they are not specified by the conforming CM condition 70b. May be used.)).

 Further, a condition for referring to a system parameter such as a system clock obtained from the stream data reproducing device 106 may be set. Specifically, for example, as shown in FIG. 12 or FIG. 13, the replacement CM may be determined according to the time or month when the CM is reproduced. This allows more effective (timely) CMs to be presented.

In addition, for example, information indicating the location of the sponsor is added to the broadcasted CM data 151, and conditions for the location are set in the CM data 152 recorded on the offline media 104. Is also good. Specifically, for example, as shown in the sponsor list 201 of FIG. 14 (a), the upper three digits of the sponsor identifier are the area code, and the lower five digits are the sponsor identification code. Give the same sponsor identification code to the corporation. That is, in the example shown in the figure, the sponsor classification code of each sponsor identifier is 00a2c, which is the same, and only the location is different as shown in the regional list 203 in Fig. 14 (b). Is shown. Therefore, when a CM is broadcast by a Japanese corporation among these sponsors, the CM database 402 holds the stored CM list 501 as shown in Fig. 14 (c). . On the other hand, as shown in Fig. 15, as the conforming CM condition 720b that replaces the CM data 152 recorded on the offline media 104, the region is determined when judging the identity of the sponsor. Assuming that no consideration is given, CM database 402 stores CM data with sponsor identifier 0af00a2c as shown by the stored CM list 501 in Fig. 14 (c). Even if there is no sponsor, if the sponsor ID is 08a00a2c and the CM data with the CM attribute of Western liquor is stored, the commercial of that Western liquor will be presented to the viewer 110 by replacement. Therefore, for example, if offline media purchased in the United States is played in Japan, the CM in English will be replaced by the sponsor's (Japanese corporation) in Japanese. In other words, the CM can be replaced according to the location area of the stream data reproducing device 106, and the effect of the CM can be exerted beyond the area. In addition, the length of the reproduction time of the CM data before and after the replacement (whether or not the reproduction time before and after the replacement is equal) may be restricted. When such restrictions are imposed, not only does the CM data before and after replacement correspond to 1: 1 but also multiple CM data can be replaced for one CM data within the limit, or multiple CM data can be replaced. One CM data may be replaced with another CM data.

 Furthermore, the CM condition to be defined can be defined by a logical operation expression or the like of various conditions (for example, AND, 〇R, NOT operation, including, excluding, etc.), If there is no CM data that satisfies the condition, priority may be given, such as replacement with CM data that satisfies the second condition. (For example, if CM data with a matching sponsor identifier is not stored, it may be replaced with CM data of another sponsor within a predetermined range.) Further, CM data to be replaced The user profile may be added to the decision.

(The structure of the CM designation data received from Provider 105 and the insertion processing of CM data)

 Next, referring to FIGS. 16 to 18, the structure of the stream data 4 21 including the CM designation data 17 1 received from the provider 105 and the CM input section 4 07 The CM insertion processing to be executed will be described. FIG. 16 is an explanatory diagram showing the data structure of the stream data 421 transmitted from the provider 105 (FIG. 1). The stream data 421 is similar to the stream data 420 (FIG. 8) recorded on the offline media 104, but instead of the CM data 152, the CM designation data is used. 17 1 and CM data 1 54 are different.

The CM data 154 is the same as the stream data 419 (FIG. 5) transmitted from the broadcasting station 103, and includes an image / audio data section 713 and an ID section 703. Contains. That is, the CM data is not the target of the CM data insertion processing, and the stream data 421 may include such CM data. On the other hand, the CM designation data 17 1 is the CM data to be inserted into the stream data 4 21, that is, the CM data 1 transmitted from the sponsor 101 to the provider 105 as shown in FIG. 5 3 (for example, the same as the CM data 15 1 transmitted from the broadcasting station 10 3), and does not include the CM data 15 3 itself. More specifically, the CM designation data 17 1 includes a CM identifier 17 1 a indicating the CM data 15 3, a sponsor identifier 17 1 b indicating the sponsor 101, and an authentication code 16 3 (insert Service usage code). The CM identifier 17 1 a and the sponsor identifier 17 1 b are assigned to the sponsor 101 by the CM management center 102, and the CM data 15 transmitted from the sponsor 101 is assigned to the sponsor 101. It is extracted from 3. The authentication code 163 is, for example, data on the provider 105 that directly provides the CM by inserting the CM data by the CM management center 102 and data on the validity period in which the CM data can be replaced. Are generated by decoding and transmitted from the CM management center 102 to the sponsor 101. FIG. 17 is a flowchart showing the procedure of the CM insertion process executed by the CM input unit 407. This processing corresponds to step S190 of the processing shown in FIG. 2, and the stream data 4 21 received from the provider 105 by the transmission / reception section 4 11 1 is converted into the CM input section 4 When input to 07, it is executed for each CM designation data 171 included in the stream data 421.

Step S111: The sponsor identifier 1 7 1b and the CM identifier 1 7 1 included in the CM designation data 17 1 to be processed are included in the CM data 15 1 stored in the CM database 402. It is determined whether there is any CM data that includes the sponsor identifier 303 b and the CM identifier 303 a that respectively match a (such CM data is detected). This determination is made, for example, by referring to the “sponsor identifier” field 512 and the “CM identifier” field 511 of the stored CM list 501 (FIG. 7). If the result of the above determination is “Yes”, the process proceeds to step S1102. On the other hand, the result of the judgment is “No” In this case, the process proceeds to step S111.

 Step S1102: This step S1102 corresponds to step S185 shown in FIG. 2, and is performed by the CM input authentication determining unit 405 to process the CM designation data to be processed. It is determined whether the authentication code 1 6 3 (insertion service use code) included in 1 7 1 is valid. Specifically, the CM insertion authentication determination unit 405 determines, for example, the validity of the authentication code 161, based on the authentication validity determination data 162 transmitted in advance from the CM management center 102. I do. The authentication validity determination data 162 is, for example, data for decrypting the encrypted authentication code 161. If the result of the above determination is “Y e s”, the process proceeds to step S 1103. On the other hand, when the result of the determination is “No”, the process proceeds to step S 1104. Step S1103: This step S1103 corresponds to step S186 shown in FIG. 2, and for example, as shown in FIG. 18, the position of the CM designation data 171 to be processed Then, the CM data 151 detected in the above step S111 is inserted as insertion CM data 1221. FIG. 18 shows an example in which the CM designation data 17 1 included in the original stream data 4 21 is deleted and the inserted CM data 1 201 is inserted. Since the CM designation data 1771 does not have a video / audio data section, it does not affect the reproduction operation in the video / audio reproduction section 401, and therefore does not necessarily have to be deleted. As described for the replacement CM data 1 5 2 ′, the entire CM data 15 1 may be inserted as the insertion CM data 1 201, or the face in the CM data 15 1 may be inserted. Only the image / audio data section 3 13 may be inserted.

 The stream data 4 21 a into which the insertion has been performed as described above is reproduced by the image / audio reproduction unit 401. As a result, the imported CM data 1221, which is included in the stream data 421a, is reproduced and presented to the user.

 In addition, every time the processing in step S111 is performed once, the CM insertion unit 407 stores the service usage status list 502 (FIG. 7) in the CM database 402. Increasing the value corresponding to 105 in the “number of insertions” field 52 4 of the record corresponding to the incoming CM data by one.

Step S 1 1 0 4:-step above, step S 1 101, or step S 1 1 If “No” in 02, the CM cannot be inserted into the provider 105 and the CM identifier 171 in the CM-specified data 171 that could not be inserted a and the sponsor identifier 1 7 1 b are notified.

 In response to the notification, the provider 105 transmits the CM data specified by the CM identifier 171a and the sponsor identifier 171b (that is, the CM data 153 shown in FIG. 1). The data is transmitted to the stream data reproducing device 106 (the route indicated by the broken arrow in FIG. 4). The transmitted CM data 153 is inserted into the stream data 421 by the CM input unit 407, and is reproduced by the S-image sound reproduction unit 401, in the same manner as in step S1103. You. In this case, the CM data 153 may be stored in the CM database 402 in the same manner as when transmitted from the broadcasting station 103 (FIG. 6).

 As described above, when the CM data corresponding to the CM designation data 17 1 is stored in the CM data base 402, the provider 105 can use the CM including the image / audio data portion having a large data size. There is no need to transmit data via the communication line 170, and the amount of transmission data can be greatly reduced, so that the usage efficiency of the communication line 170 can be improved, and therefore, the provider 105, etc. The communication cost incurred by the user can be reduced.

(Update processing of CM database 402, etc.)

 Figure 19 shows the process of notifying the CM management center 102 of the CM data playback status performed by the CM data usage status totalization unit 408, and the CM performed by the CM data invalidation operation unit 409. 15 is a flowchart showing a process of deleting CM data according to an instruction from the management center 102. Such processing may be performed on a regular basis (eg, once a day).

Step S 13 01: As described above, the “number of replacements” field 52 3 and the “number of insertions” field 52 4 of the service usage list 502 in the CM database 402 The number of CM data replacements for each CM data, or the number of CM data insertions for each combination of each CM data and each provider (that is, the number of times CM data is reproduced by replacement or insertion) is held. These replacement times The number and the number of insertions are referred to by the CM data usage status totaling unit 408, and are transmitted to the CM management center 102 as service usage data 172 (FIG. 1). In this transmission, in order to protect the privacy of the viewer 110, encryption may be performed as necessary, or management may be performed so that information identifying the viewer 110 is not leaked. preferable.

 By performing the notification as described above, the reproduction status of the CM data can be accurately grasped, and for example, it can be used as a basis for appropriately calculating the price of the CM presentation service. In addition, for example, by notifying the sponsors 101 and Z or the provider 105 of information on the reproduction status of the above CM data, the sponsor 101 etc. can grasp and verify the cost-effectiveness of the CM presentation service, etc. Can be done.

 Step S1302: Next, the CM data is invalidated by the CM data invalidation operation section 409, and is accumulated in the accumulated CM list 501 held in the accumulated CM list 501 of the CM database 402. The “CM expiration date and time” field 513 of each CM data is referred to, and it is determined whether there is any CM data whose expiration date and time has already passed. If the result of the above determination is “Y es”, the process proceeds to step S 1303, while if the result of the determination is “No”, the process proceeds directly to step S 1304 Proceed to. Step S1303: According to the judgment in the above step S1302, the expired CM data is deleted from the CM database 402.

 Step S134: CM sent from CM management center 102 (or broadcasting station 103, etc.) indicating that it should be deleted by invalid CM information as shown in Fig. 20, for example It is determined whether data is stored in the CM database 402. Here, in the example of FIG. 20, when both the CM identifier and the sponsor identifier are specified, it indicates that the CM data that matches both should be deleted, and “*” is displayed as the CM identifier. If specified, indicates that all CM data with a matching sponsor identifier should be deleted.

Step S1305: If the CM data to be deleted is stored in the CM database 402 in the judgment of the above step S1304, the corresponding CM data is read from the CM database 402. Deleted. The CM data is deleted according to the instruction from the CM management center 102, as described above, so that the sponsor 101 stops presenting the CM, for example, according to the end of product sales or the social situation. It can respond promptly when trying to do so. In the present embodiment, an example is shown in which CM data broadcasted by the broadcasting station 103 is stored in the CM database 402, and replacement or insertion with respect to stream data is performed. Not limited to this, all or part of the CM data stored in the CM database 402 may be input from the provider 105 via the communication line 170 (FIG. 1), for example. . Specifically, for example, by performing the processing described with reference to FIG. 6 on the CM data 154 shown in FIG. 16, the CM data can be accumulated in the CM database 402. In the case where all the CM data stored in the CM database 402 is input from the provider 105 via the communication line 170, for example, the video / audio reproduction unit 401 It may not have a function as a broadcast receiving unit that receives a broadcast signal from the broadcast station 103. Further, in the stream data reproducing device 106 shown in FIG. 4, the stream data 420 recorded on the offline media 104 and the provider 105 through the communication line 170 are provided. An example is shown in which the function of reproducing both stream data 421 received is provided, but the present invention is not limited to this, and a function of reproducing only one of the stream data is provided. You may. That is, when the stream data reproducing device 106 does not have a function of reproducing the stream data 420 recorded on the offline medium 104, the reading unit 41 shown in FIG. 0, the CM replacement unit 406, and the CM replacement authentication determination unit 404 can be omitted. Similarly, when the stream data reproducing device 106 does not have a function of reproducing the stream data 421 received from the provider, the transmitting and receiving units 411 and CM shown in FIG. The insertion section 407 and the CM insertion authentication determination section 405 can be omitted.

Further, the stream data 420 recorded on the offline media 104 is replaced with CM data, and the stream data 4 received from the provider 105 via the communication line 170 is replaced. 2 CM data is inserted for 1 However, the present invention is not limited to this, and CM data can be inserted into the stream data 420 recorded on the offline media 104, or a communication line can be sent from the provider 105. The replacement of the CM data may be performed on the stream data 4 21 received via the 170. In the latter case, the use efficiency of the communication line 170 is not improved, but it is relatively easy to update the provided CM data as compared with the offline media 104, so generally the oldest one is used. The effect of replacing CM data with new one is small, but still the same effect as above can be obtained when the CM data broadcast due to the time lag of updating CM data is newer.

 In addition, with respect to the above-mentioned import of the CM data, an example has been shown in which the inserted CM data 1 201 to be inserted is fixedly specified by the sponsor identifier 17 1 b and the CM identifier 17 1 a. The present invention is not limited to this, and the CM data to be inserted may be determined based on various conditions in the same manner as described for the replacement of the CM data. Further, in the present embodiment, it has been described that the video and the audio are reproduced by reproducing the stream data. However, a case where only one of the video and the audio is reproduced may be employed.

 Further, the stream data in which the CM data is replaced or inserted as described above may be further recorded on a recording medium. Industrial applicability

 As described above, according to the present invention, by replacing or inserting CM data into stream data read from a recording medium or stream data received via a communication line, the intention of the sponsor is improved. The CM reflecting the can be presented to the viewer.

 If stream data contains information specifying CM data but does not include the CM data itself, it is necessary to improve the efficiency of communication lines and to reduce the amount of data recorded on a recording medium. Can be reduced.

In addition, it is possible to manage whether or not the replacement or insertion of the CM data as described above is controlled by the authentication code, or to notify the sponsor etc. of the number of times the replacement or insertion has been performed. By doing so, it is possible to ensure that CMs are presented to viewers fairly, that is, appropriately in accordance with the cost of advertising by the sponsor.

Claims

The scope of the claims  1. Stream data having condition information indicating a condition of the first advertisement information and the second advertisement information in which the first advertisement information is to be replaced, or a condition for specifying the second advertisement information to be inserted An input unit to which stream data including information is input via a removable recording medium or a communication line;  A storage unit for storing the second advertisement information,  A stream data changing unit that replaces or inserts the second advertisement information with respect to the stream data;  A reproducing unit for reproducing the stream data changed by the stream data changing unit;  A stream data reproducing device comprising:  2. The stream data reproducing apparatus according to claim 1,  Further, a stream data reproducing device is provided with a receiving unit that receives a broadcast signal including the second advertisement information and stores the broadcast signal in the storage unit.  3. The stream data reproducing apparatus according to claim 1,  The stream data reproducing device, wherein the condition information includes information for specifying the second advertisement information.  4. The stream data reproducing apparatus according to claim 1, wherein  The second advertisement information stored in the storage unit includes sponsor information indicating a sponsor of the second advertisement information,  The condition information includes sponsor instruction information indicating a sponsor of the second advertisement information to be replaced or inserted,  The stream data changing unit is configured to replace or insert the second advertisement information based on the sponsor information and the sponsor instruction information. .  5. The stream data reproducing apparatus according to claim 4, wherein The second advertisement information stored in the storage unit further includes category information indicating a target category of the second advertisement information, The condition information includes category condition information on a category of the second advertisement information to be replaced or inserted,  The stream data reproducing device, wherein the stream data changing unit is configured to replace or insert the second advertisement information based on the category information and the category condition information.  6. The stream data reproducing apparatus according to claim 1,  Further, based on the expiration date information indicating the expiration date of the second advertisement information included in the second advertisement information stored in the storage unit, the second advertisement information whose expiration date has passed A stream data reproducing apparatus comprising a deletion unit for deleting a stream.  7. The stream data reproducing apparatus according to claim 1, wherein  The stream data reproducing device further comprises a deletion unit that deletes the second advertisement information stored in the storage unit in response to an instruction from outside the stream data reproduction device.  8. The stream data reproducing apparatus according to claim 1,  Further, an advertisement information acquisition unit is provided for acquiring the second advertisement information via a communication line when the second advertisement information matching the condition information is not stored in the storage unit. Stream data playback device.  9. The stream data reproducing apparatus according to claim 1, wherein  Further, based on the validity management information indicating the validity of the replacement or insertion of the second advertisement information included in the condition information, a stream for managing whether or not the replacement or insertion of the second advertisement information is permitted. A stream data reproducing device comprising a stream data change management unit.  10. The stream data reproducing apparatus according to claim 9, wherein  The stream data change management unit, based on the validity management information in which the information indicating the expiration date of replacement or insertion of the second advertisement information included in the second advertisement information is encrypted, A stream data reproducing device configured to manage whether or not replacement or insertion of the second advertisement information is permitted. 11. The stream data reproducing apparatus according to claim 1, Further, a reproduction number transmission unit for transmitting the number of times the stream data in which the second advertisement information has been replaced or inserted by the stream data change unit has been reproduced by the reproduction unit is provided. Trim data playback device. 1 2. Identify stream data having first advertisement information and condition information indicating the condition of the second advertisement information to be replaced with the first advertisement information, or specify second advertisement information to be inserted An input step of inputting stream data including condition information via a removable recording medium or a communication line;  A step of remembering the second advertisement information,  A stream data changing step of replacing or inserting the second advertisement information into the stream data;  A reproducing step of reproducing the stream data changed by the stream data changing unit;  A stream data reproducing method comprising: