JP2010258677A - Video playback device, program effect estimating method, program, and program effect measurement system - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a video playback device capable of acquiring information for determining a program configuration by acquiring and estimating information for estimating the effect of each scene constituting an advertisement program. <P>SOLUTION: The video playback device includes: a reproducing part for reproducing video and sound information of a program composed of a plurality of scenes; an operation receiving unit for receiving an operation by a viewer; a viewer operation extraction unit for extracting a predetermined operation among received operations; a scene identification information acquisition unit for acquiring scene identification information for identifying a scene currently reproduced by the reproducing part when the operation receiving unit receives the operation extracted by the viewer operation extraction unit; and an information transmission unit for associating information showing the extracted operation with the acquired scene identification information and transmitting the associated results to an effect measurement server for measuring a program effect. <P>COPYRIGHT: (C)2011,JPO&INPIT

Description

  The present invention relates to a video playback device, a program effect estimation method, a program, and a program effect measurement system.

  In recent years, the content and viewing environment of television programs have changed greatly. For example, in TV programs, advertising programs such as TV shopping programs in which performers explain products and programs that can purchase products and services appearing in the programs are rapidly increasing. The advertising program can tell the viewer the situation of using the product and the effect of the product, and as a result, the sales of the product are increased. The above is considered to be inevitable in commercial broadcasting that consists of advertising revenue from companies.

  On the other hand, viewers are demanding changes in the viewing environment that they want to watch programs they want to watch at any time. In order to solve this, a TV program providing method using a network line called VOD (video on demand) has begun to be established. Generally, a VOD program can be viewed by a program provider that provides a VOD program, a provider that provides a network environment, and a device STB (Set Top Box) that receives the VOD program from the network.

  Considering the above flow, it is considered that advertisement programs such as TV shopping programs can be viewed on VOD. Even when an advertising program is provided by VOD, it is necessary to estimate whether the program is effective in order to calculate future program organization and advertising effectiveness costs. As a means for estimating the effect of a program provided by VOD, there is a means for simply judging the number of times of viewing as the effect of the advertisement. For example, in the advertising effect measurement method described in Patent Literature 1, identification information is provided in an advertising program, and the advertising effect is estimated by counting up the number of times of viewing for each identification information.

JP 2003-299122 A

  Advertising programs such as TV shopping programs are composed of many scenes. For example, there are programs including a scene of impressions by a plurality of experienced users, a scene in which one product is introduced by a plurality of demonstration methods. However, in the conventional effect measurement method, since the effect is measured in units of programs, the effect on each scene is not known, so the program producer should use it as a reference when creating the structure of future programs. There is a problem that information cannot be obtained.

  The present invention has been made in view of such circumstances, and an object thereof is to acquire and estimate information for estimating the effect of each scene constituting an advertising program, and to determine a program configuration. An object of the present invention is to provide a video playback apparatus, a program effect estimation method, a program, and a program effect measurement system capable of obtaining information.

(1) The present invention has been made to solve the above-described problems, and a video playback apparatus according to the present invention receives a playback unit that plays back video and audio information of a program composed of a plurality of scenes, and an operation by a viewer. When the operation receiving unit receives an operation receiving unit, a viewer operation extracting unit that extracts a predetermined operation among the received operations, and an operation extracted by the viewer operation extracting unit, The scene identification information acquisition unit for acquiring scene identification information for identifying the scene being reproduced by the reproduction unit, the information indicating the extracted operation and the acquired scene identification information are associated with each other, and the effect of the program is measured And an information transmission unit that transmits to the effect measurement server.

(2) The video playback device of the present invention is the video playback device described above, wherein the scene identification information acquired by the scene identification information acquisition unit includes information indicating a time from the beginning of the program, It includes at least one of information indicating a time from the end and information indicating a section on the time axis of the program.

(3) Further, the video playback device of the present invention is any one of the video playback devices described above, and the product or video related to the program of the video / audio information being played back by the playback unit by a preset operation. A purchase screen processing unit that displays a screen for accepting a service purchase application, and the predetermined operation extracted by the viewer operation extraction unit includes the preset operation or a purchase application operation by the viewer It is characterized by that.

(4) The video playback device of the present invention is any one of the video playback devices described above, wherein the predetermined operation extracted by the viewer operation extraction unit is an operation for instructing playback of a program, a program Including at least one of an operation for stopping the reproduction of the program and an operation for changing the program to be reproduced during the reproduction of the program.

(5) Further, the program effect estimation method of the present invention is a program effect estimation method in a video playback device, wherein the video playback device plays back video and audio information of a program composed of a plurality of scenes. A second process in which the video playback device accepts an operation by a viewer; a third process in which the video playback device extracts a predetermined operation from the received operations; and the video playback device. A fourth process of acquiring scene identification information for identifying the scene being played back in the first process when the extracted operation is received in the third process, and the video playback device Includes a fifth step of associating the information indicating the extracted operation with the acquired scene identification information and transmitting the information to the effect measurement server for measuring the effect of the program.

(6) Further, the program of the present invention includes a playback unit that plays back a video / audio information of a program composed of a plurality of scenes, an operation receiving unit that receives an operation by a viewer, and the received operation. A viewer operation extraction unit for extracting a predetermined operation, and scene identification information for identifying a scene being reproduced by the reproduction unit when the viewer operation extraction unit receives the operation for extracting the operation. The scene identification information acquisition unit to be acquired is associated with the information indicating the extracted operation and the acquired scene identification information, and functions as an information transmission unit that transmits to the effect measurement server that measures the effect of the program.

(7) In addition, the program effect measurement system of the present invention includes an effect measurement server that measures the effect of a program composed of a plurality of scenes, and a plurality of video playback devices connected to the effect measurement server via a communication path. In the program effect measurement system, the video playback device includes a playback unit that plays back video and audio information of a program composed of a plurality of scenes, an operation reception unit that receives an operation by a viewer, and the received operation A viewer operation extraction unit for extracting a predetermined operation; and scene identification information for identifying a scene being reproduced by the reproduction unit when the viewer operation extraction unit receives the operation for extracting the operation. The scene identification information acquisition unit for acquiring the information, the information indicating the extracted operation and the acquired scene identification information are associated with each other and transmitted to the effect measurement server for measuring the effect of the program An information transmission unit, wherein the effect measurement server stores information indicating the operation and the scene identification information in association with each other, information indicating the operation transmitted by the video reproduction device, and the scene Receiving the identification information, associating the received information indicating the operation with the scene identification information and storing the information in the storage unit, and scene identification indicating the target scene for each of the scenes of the program And an effect calculation unit that calculates an effect of the target scene based on information indicating the operation stored in the storage unit in association with information.

  According to the present invention, it is possible to obtain and estimate information for estimating the effect of each scene constituting the advertisement program, and obtain information for determining the program configuration.

It is a schematic block diagram which shows the structure of the program receiver 30 (set top box) in one Embodiment of this invention. It is a figure which shows the flowchart from the viewing start of the program in the same embodiment to a viewing end. It is the example of a display displayed on a display apparatus by the display apparatus before reproducing | regenerating the VOD program in the same embodiment. It is a flowchart which shows the purchase processing from the program in the embodiment. It is a figure which shows the example of a display displayed on a display apparatus from the time of program viewing in the same embodiment to the end of purchase. It is a figure showing the relationship between the time information of the program in the same embodiment, and the time which a reproduction time acquisition part acquires. It is a figure which shows an example of the display screen after selecting the purchase process in the embodiment. It is a figure which shows an example of the display screen after selecting determination with the purchase screen W4 in the embodiment. It is a figure which shows an example of the display screen after selecting determination with the purchase screen W5 in the embodiment. It is a conceptual diagram explaining the reproduction time information in the same embodiment. It is a figure which shows the example of the content structure of the program in the same embodiment. It is a schematic block diagram which shows the structure of the moving image program delivery server 50 in the embodiment. It is a figure which shows the example of the program structure information table which the program structure information storage part 57 in the embodiment memorize | stores. It is a figure which shows the example of the effect determination information table which the effect determination information storage part 58 in the embodiment memorize | stores. 7 is a flowchart illustrating operations of a scene identification information receiving unit 55 and an effect determining unit 56 in the same embodiment.

<System configuration Program effect estimation device>
Embodiments of the present invention will be described below with reference to the drawings. FIG. 1 is a schematic block diagram showing a configuration of a program receiving device 30 (set top box) which is a video reproducing device in one embodiment of the present invention. As shown in FIG. 1, a program receiving device 30 includes a viewer operation receiving unit 31, a viewer operation extracting unit 32, a scene identification information acquiring unit 33, a program acquiring unit 34, a reproducing unit 35, a screen information acquiring unit 36, a screen. A processing unit 37, a synthesis unit 38, and an information transmission unit 39 are provided. For convenience of explanation, a remote control (Remote Control) 10 for operating the program receiving device 30, a display device 20 for displaying a video signal output from the program receiving device 30, and a program receiving device FIG. 1 illustrates a moving image program distribution server 50 for distributing programs to a network 30 and a network 40 for connecting a plurality of program receiving devices 30 to the moving image program distribution server 50. The moving picture program distribution server 50, the network 40, and the program receiving device 30 constitute a program effect estimation system.

The remote controller 10 outputs a signal for the viewer to control the program receiving device 30. Specifically, the remote controller 10 includes a numeric button, a channel switching button, up / down / left / right cross direction buttons, a determination button, and the like. When the viewer presses these buttons, an instruction signal corresponding to the pressed button is displayed. It transmits to the program receiving apparatus 30 using infrared rays.
The display device 20 displays an image based on the input image signal and outputs sound based on the input audio signal. In the present embodiment, the display device 20 has been described as a single device, but there are two devices: a device that displays an image based on an input image signal, and a device that outputs sound based on an input audio signal. You may be comprised from the apparatus.

The operation reception unit 31 receives an operation by a viewer. That is, the operation reception unit 31 includes an infrared light receiving unit that receives an instruction signal transmitted from the remote controller 10 and detects that a button corresponding to the instruction signal received by the infrared light reception unit is pressed. Furthermore, the operation reception unit 31 controls the information transmission unit 39, the reproduction unit 35, and the screen processing unit 37 in accordance with an instruction by the received operation.
The viewer operation extraction unit 32 extracts a predetermined operation among the operations received by the operation reception unit 31. The scene identification information acquisition unit 33 acquires scene identification information for identifying the scene being reproduced by the reproduction unit 35 when the operation reception unit 31 receives the operation extracted by the viewer operation extraction unit 32. In the present embodiment, playback time information indicating the playback time from the beginning of the program being played back is used as the scene identification information.

  The information transmitter 39 is a part that transmits information from the program receiver 30 to the outside. Specifically, in accordance with control by the viewer operation reception unit 31, a video program distribution server 50 sends a program list distribution request for a VOD program, a distribution request for video / audio information of a specified program, and a purchase screen distribution request via the network 40. Send to. Further, the information transmission unit 39 associates the operation information for identifying the operation extracted by the viewer operation extraction unit 32 with the reproduction time information acquired by the scene identification information acquisition unit 33, and measures the effect of the program The program is transmitted to the program distribution server 50 (effect measurement server) via the network 40. In this embodiment, in addition to these, program identification information for identifying a program is also transmitted.

The program information acquisition unit 34 receives the video / audio information of the program transmitted by the video program distribution server 50 via the network 40 in response to the distribution request of the video / audio information transmitted by the information transmission unit 39. The program information acquisition unit 34 sends the received video / audio information to the reproduction unit 35.
The reproduction unit 35 reproduces the video / audio information of the program received by the program information acquisition unit 34 according to the control of the operation reception unit 31. Here, the video / audio information is video / audio information of a program including a plurality of scenes, and is generally encoded in accordance with the MPEG (Moving Picture Experts Group) standard. For this reason, the reproduction unit 35 internally decodes and reproduces the video / audio information, and generates a program image signal and an audio signal.

The screen information acquisition unit 36 receives the program list screen information and the purchase screen information transmitted from the video program distribution server 50 via the network 40 in response to the distribution request transmitted from the information transmission unit 39. The screen information acquisition unit 36 sends the received program list screen information and purchase screen information to the screen processing unit 37.
The screen processing unit 37 generates an image signal of the program list screen or an image signal of the purchase screen based on the control by the operation receiving unit 31 and the program list screen information or purchase screen information acquired by the screen information acquisition unit 36. And output to the synthesis unit 38. The screen processing unit 37 is a dedicated processing unit for generating a program list screen and a purchase screen. For example, as the program list screen information, the screen processing unit 37 receives text data of a program name from the screen information acquisition unit 36 and receives the program list. A program list screen is generated based on the screen information. The screen processing unit 37 is a general-purpose processing unit for generating a screen such as a Web browser. For example, as program list screen information, HTML (HyperText Markup Language) data and image data of the program list screen are used as screen information. A program list screen may be generated based on the program list screen information received from the acquisition unit 36.

The combining unit 38 generates a composite image from the program image signal and audio signal output from the playback unit 35 and the program list screen image signal or the purchase screen image signal generated by the screen processing unit 37. A signal is generated, and the generated composite image signal and program audio signal are output to the display device 20.
The network 40 is a network such as the Internet, and connects the plurality of program receiving devices 30 and the moving image program distribution server 50.

  The video program distribution server 50 is a server that distributes VOD programs. Based on the request received from the program receiving device 30, information (video / audio information of the program, program list screen information of the VOD program, purchase screen information) according to the request is sent to the program receiving device 30. Also, the moving image program distribution server 50 receives information in which operation information and scene identification information are associated with each other from the program receiving device 30 and measures the effect for each scene constituting the program based on the information. .

<Purchase processing of program receiving device 30>
Next, processing from obtaining the information for estimating the effect from viewing the program of the program receiving device 30 will be described with reference to FIGS. FIG. 2 is a diagram showing a flowchart from the start of viewing of a program to the end of viewing. 3 and 4 are display examples displayed on the display device until the VOD program is reproduced. FIG. 5 is a flowchart showing purchase processing from a program. 6 to 9 are diagrams showing display examples displayed on the display device from the time the program is viewed to the end of purchase. FIG. 10 is a diagram illustrating the relationship between the time information of a program and the time acquired by the playback time acquisition unit.

The flow of processing from the start of viewing of a program to the end of viewing will be described with reference to FIG. FIG. 2 is a flowchart illustrating processing from the start of viewing to the end of viewing of the program receiving device 30 according to the first embodiment.
First, although not shown, the program receiving device 30 is turned on, and the display device 20 such as a television receiver is set to receive an output signal of the program receiving device 30 and output an image and sound.

  The viewer operation accepting unit 31 receives an instruction to display the program list of the VOD program by the operation of the viewer from the remote controller 10. Based on the received instruction to display the program list of the VOD program, the viewer operation accepting unit 31 sends a distribution request instruction for the program list of the VOD program to the information transmitting unit 39. The information transmission unit 39 sends a distribution request for the VOD program program list to the video program distribution server 50 based on the received distribution request instruction for the VOD program program list. The moving image program distribution server 50 sends the program list information of the VOD program to the program receiving device 30 in accordance with the received distribution request for the VOD program. The screen information acquisition unit 36 sends the received program list information of the VOD program to the screen processing unit 37. The screen processing unit 37 reproduces the image signal of the program list screen of the VOD program from the received program list information of the VOD program, and outputs it to the synthesis unit 38. At this time, since the reproduction unit 35 does not reproduce the video / audio information, no image signal is output from the reproduction unit 35. Therefore, the synthesizing unit 38 outputs the image signal input from the screen processing unit 37 to the display device 20 as it is (step S101).

  Here, the next step S102 will be described together with a display example of the program list screen of the VOD program by the program receiving device 30 with reference to FIGS. FIG. 3 is an example of a program list screen of the VOD program displayed in step S101. In the example of the program list screen G1 of the VOD program shown in FIG. 3, four program names (reference numerals BT11 to BT14) are arranged vertically, and among these, the program name "[[ 1] “Introducing program of vacuum cleaner” is selected.

  Next, the remote controller 10 transmits a signal corresponding to the up / down direction button when the viewer operates the up / down direction button of the remote control 10. Here, it is assumed that the viewer operates the down button twice and the signal corresponding to the down button is transmitted twice. These signals are received by the viewer operation reception unit 31. The viewer operation accepting unit 31 sends these received signals, that is, a program selection change instruction for reproduction (twice in the downward direction) to the screen processing unit 37. Based on the program selection change instruction received from the viewer operation accepting unit 31, the screen processing unit 37 moves the selected program downward by two from the program list of the currently displayed VOD program. One is generated and is sent through the synthesis unit 38. As a result, the program list screen becomes a program list screen G2 of the VOD program shown in FIG. In the program list screen G2 of the VOD program shown in FIG. 4, four program names (reference numerals BT21 to BT24) are vertically arranged. “Introduction program for clothes” is selected.

  Next, the remote controller 10 transmits a signal corresponding to the determination button by the operation of the determination direction button of the remote control 10 by the viewer. The viewer operation reception unit 31 receives this signal. Upon receiving this signal, the viewer operation accepting unit 31 receives an instruction to determine that the program selected on the program list screen generated and displayed at that time by the screen processing unit 37 is a program to be reproduced. The data is sent to the transmission unit 39. Upon receiving this determination instruction, the information transmission unit 39 sends a distribution request for video / audio information of a program designated as a program to be reproduced by this determination instruction to the moving image program distribution server 50. When receiving the distribution request for the video / audio information of the program, the video program distribution server 50 transmits the video / audio information to the program receiving device 30 in accordance with the distribution request. The program acquisition unit 34 receives this video / audio information and outputs it to the reproduction unit 35. The playback unit 35 starts playback of the received video / audio information (step S103).

Next, it is determined whether or not the playback unit 35 has played back to the end of the program (step S104). If it is determined that the program has been played to the end (YES in step S104), the process is terminated. Or it returns to step S101 and a program list is displayed.
When it is determined that the program has not been played back to the end (NO in step S104), the viewer operation reception unit 31 determines whether or not the viewer's purchase operation (purchase application operation) has been performed (step S105). ). When it is determined that the purchase operation of the viewer has not been performed (NO in step S105), the process returns to step S104. When it is determined that the viewer's purchase operation has been performed (YES in step S105), a purchase process is performed (step S106). Details of the purchase process will be described later. After performing the purchase process, the process returns to step S104 and the process is repeated.

  FIG. 5 is a flowchart for explaining purchase processing in the present embodiment. The purchase process shown in FIG. 5 corresponds to step S106 in FIG. 6 to 9 are examples of display screens that are output to the display device 20 from the viewing of the program to the end of purchase. Hereinafter, the flowchart of the purchase process in FIG. 5 will be described with reference to FIGS. 6 to 9 as appropriate.

  Prior to the purchase process, when the purchase process button BT31 is displayed as shown in FIG. 6 while the program is being viewed, when the viewer receives a decision instruction using the remote controller 10, that is, a purchase operation, The accepting unit 31 determines that a purchase operation has been performed (YES in S105 in FIG. 2). Here, FIG. 6 is an example of a display screen during viewing of a program before the purchase process is started. As illustrated in FIG. 6, a purchase action button BT31 for performing a purchase operation is superimposed on the program video on the display screen G3 during program viewing. The purchase processing button BT31 is link information for obtaining purchase screen information of a program being viewed when the viewer operates the determination button of the remote controller 10, that is, when performing a purchase operation, that is, a purchase screen of the program being viewed. The link information to the information is associated with the link information to the purchase screen information held by the video program distribution server 50. Information on the display timing of the purchase processing button BT31, associated link information, and the like are transmitted by the video program distribution server 50 and received by the program information acquisition unit 34 together with the video / audio information of the program. The image of the purchase processing button BT31 is generated by the reproduction unit 35 based on the information received by the program information acquisition unit 34.

  Upon receipt of the purchase operation, when the purchase process in step S106 in FIG. 2 is started, the viewer operation acceptance unit 31 sends a purchase screen distribution request including link information associated with the purchase process button BT31 to the information transmission unit 39. send. Further, the viewer operation extraction unit 32 determines whether or not the determination instruction received by the viewer operation reception unit 3 1 corresponds to a predetermined operation. Note that this determination is not limited to which button on the remote controller 10 is pressed, which screen is displayed at that time, and further, which button is displayed at that time. Of which button is selected, this is done. For example, here, whether or not the condition that the determination button of the remote controller 10 is pressed when the program being viewed is displayed and the purchase processing button is selected corresponds to a predetermined operation. Is determined by the viewer operation extraction unit 32.

  The information indicating these conditions for determining whether or not a predetermined operation is applicable may be transmitted by the video program distribution server 50 together with the video / audio information of the program, or by extracting the viewer operation. The storage unit included in the unit 32 may be stored in advance. When the image program distribution server 50 transmits information indicating the condition together with the video / audio information of the program, the condition can be set for each program. Returning to the description of FIG. 5, when the viewer operation extraction unit 32 determines that the operation corresponds to a predetermined operation, the playback time indicating the playback time from the beginning of the program currently played back to the scene identification information acquisition unit 33. An information acquisition instruction is sent together with operation information indicating the operation corresponding to the determination. Here, the purchase operation is determined as a predetermined operation, and information for identifying the purchase operation is sent as operation information together with an instruction to acquire reproduction time information.

  When receiving the reproduction time information acquisition instruction and the operation information, the scene identification information acquisition unit 33 sends a reproduction time information acquisition instruction to the reproduction unit 35. Upon receiving this acquisition instruction, the playback unit 35 acquires the playback time from the beginning of the currently played program, and sends playback time information representing the playback time to the scene identification information acquisition unit 33. The scene identification information acquisition unit 33 sends the received reproduction time information to the information transmission unit 39 together with the operation information. (Step S201). Although not shown, the information transmission unit 39 holds the acquired reproduction time information and operation information.

  On the other hand, the information transmitting unit 39 that receives the purchase screen distribution request from the viewer operation accepting unit 31 transmits the purchase screen distribution request to the video program distribution server 50 according to the link information included in the purchase screen distribution request. When the video program distribution server 50 receives the purchase screen distribution request, the video program distribution server 50 stores the purchase screen information specified by the link information included in the received purchase screen distribution request among the purchase screen information held by the own device. Are transmitted to the program receiving device 30. The screen information acquisition unit 36 receives this purchase screen information and sends it to the screen processing unit 37.

  Upon receiving the purchase screen information, the screen processing unit 37 generates a purchase screen based on the purchase screen information and outputs a video signal of the screen to the synthesis unit 38. The synthesizing unit 38 superimposes the video signal of the purchase screen received from the screen processing unit 37 on the video signal of the program output by the reproducing unit 35, and outputs the superimposed video signal to the display device 20, It is displayed (S202). At this time, the display screen changes from FIG. 6 to FIG. Here, FIG. 7 is an example of a display screen after the purchase process is selected. The display screen G4 illustrated in FIG. 7 is a display example when the synthesis unit 38 superimposes the purchase screen W4 on the video of the program, but does not display the video of the program and displays the purchase screen on the entire screen. It may be. The purchase screen W4 illustrated in FIG. 7 includes a determination button BT41 for instructing purchase determination and a cancel button BT42 for instructing cancellation of purchase.

  Next, when an instruction to continue the purchase operation on the purchase screen using the remote controller 10 by the viewer (for example, the decision button BT41 on the purchase screen W4) is received, the viewer operation reception unit 31 based on the received instruction. Then, an instruction to reproduce the next screen of the purchase screen is sent to the screen processing unit 37. Here, when an instruction to cancel the purchase operation (for example, the cancel button BT42) is received instead of an instruction to continue the purchase operation, the screen processing unit 37 stops the display of the purchase screen W4. The display screen G3 during viewing of the program No. 6 is returned.

  On the other hand, when the instruction to continue the purchase operation (for example, the decision button BT41) is received and the viewer operation accepting unit 31 sends an instruction to reproduce the next screen, the screen processing unit 37 receives the instruction from the viewer operation accepting unit 31. Based on the instruction to reproduce the next screen of the purchase screen, a video signal of the next purchase screen is generated and displayed on the display device 20 via the synthesis unit 38 (step S203). As a result, the display screen changes from the display screen G4 in FIG. 7 to the display screen G5 in FIG. FIG. 8 is a diagram illustrating an example of a display screen after selection is selected on the purchase screen W4. In the display screen G5 shown in FIG. 8, a purchase screen W5 for confirming purchase conditions is superimposed on the video of the program. The purchase screen W5 has an input area A1 for specifying purchase information such as the number of products to be purchased in addition to purchase conditions. Here, the purchase information is, for example, information such as the number of products, size, and color. In addition, information on the delivery destination of goods, information on payment, and the like may be included.

  Note that the purchase screen information for generating the purchase screen W5 may be acquired in step S202 together with the purchase screen information of the purchase screen W4. In step S202, only reference information to the purchase screen information of the purchase screen W5 is acquired. In step S203, the information transmission unit 39 transmits a purchase screen information request with the reference information as a destination, The screen information acquisition unit 36 may receive the purchase screen information transmitted as a response.

  Following step S203, the viewer operation reception unit 31 receives purchase information input on the purchase screen (for example, the input area A1 of the purchase screen W5) using the remote controller 10 by the viewer. The viewer operation reception unit 31 sends a playback instruction including the received purchase information to the screen processing unit 37 as a playback instruction for the next screen of the purchase screen W5. The screen processing unit 37 generates a video signal of the next purchase screen W6 based on the instruction to reproduce the next screen of the purchase screen W5 received from the viewer operation reception unit 31, and displays it on the display device 20 via the synthesis unit 38. (Step S204). Although not shown, purchase information is recorded inside the program receiving device 30. As a result, the display screen changes from the display screen G5 in FIG. 8 to the display screen G6 in FIG. FIG. 9 is a diagram illustrating an example of a display screen after selection is selected on the purchase screen W5. In the display screen G5 shown in FIG. 8, a purchase screen W6 for final purchase confirmation is superimposed. The purchase screen W6 includes a purchase condition and a purchase information display area input on the purchase screen W5, a determination button BT61 for instructing purchase determination, and a cancel button BT62 for instructing cancellation of purchase.

  The purchase screen information for generating the purchase screen W6 may be acquired in step S202 together with the purchase screen information of the purchase screen W4, or acquired in step S203 together with the purchase screen information of the purchase screen W5. May be. In step S202 or step S203, only reference information to the purchase screen information of the purchase screen W6 is acquired, and in step S204, the information transmission unit 39 transmits a purchase screen information request with the reference information as a destination. The screen information acquisition unit 36 may receive purchase screen information transmitted as a response to the request.

  Following step S204, the viewer operation reception unit 31 receives a purchase determination instruction (for example, a determination button BT61 on the purchase screen W6) on the purchase screen for the final purchase confirmation using the remote controller 10 by the viewer. Here, when an instruction to cancel the purchase (for example, the cancel button BT62) is received instead of the purchase decision instruction, the screen processing unit 37 stops the display of the purchase screen W6. Return to the display screen G3 during program viewing.

  On the other hand, based on the purchase decision instruction on the purchase screen for the final purchase confirmation received, the viewer operation accepting unit 31 sends the purchase information and purchase decision information input by the viewer in step S204 to the information transmitting unit 39. Send to. The information transmission unit 39 transmits the purchase information and purchase decision information input by the viewer in step S204 to the video program distribution server 50 (step S205). Using the transmission of the purchase decision information as a trigger, the information transmission unit 39 sends the reproduction time information and operation information held in step S201 together with the program identification information to the video program distribution server (step S206).

  Here, the reproduction time information acquired by the scene identification information acquisition unit 33 and transmitted by the information transmission unit 39 will be described with reference to FIG. FIG. 10 is a conceptual diagram illustrating reproduction time information. 10, the left end of the figure represents the beginning of the program, and the right end of the figure represents the end of the program. The example shown in FIG. 10 is an example when the viewer performs a purchase operation (selects purchase process BT31) at 15 minutes 30 seconds when the program is reproduced from the beginning. In this case, the information of 15 minutes and 30 seconds is the reproduction time information from the beginning of the currently reproduced program. Even if you pause, fast forward, rewind, etc. while watching the program, when a purchase operation is performed in the 15th and 30th scene when the program is played from the beginning Uses 15 minutes 30 seconds as reproduction time information.

  Next, a program effect estimation method will be described with reference to FIG. FIG. 11 is a diagram showing an example of the content structure of a program. Specifically, in a 30-minute program, products A and B are introduced from 0 to 20 minutes and from 20 to 30 minutes, respectively. Also, performer X introduces product A from 0 minutes to 7 minutes, performer Y from 7 minutes to 14 minutes, and performer Z from 14 minutes to 20 minutes. Furthermore, the information a is presented from the 0th minute to the 10th minute, and the information b is presented from the 10th minute to the 20th minute. The moving picture program distribution server 50 can estimate which scene is effective based on the reproduction time information acquired by the scene identification information acquisition unit 33 of the program receiving device 30.

  Specifically, it is possible to estimate which part of the program is effective from the context of the acquired reproduction time information and the content change point in the program. For example, when the playback time information indicates 8 minutes, since the time from the performer X to the performer Y has just been switched, the introduction by the performer Y is effective, and the information a is very important to the viewer It turns out that it is not information. As another example, when the reproduction time information indicates 11 minutes, it can be seen that the presentation of the information b was effective information for the viewer. As a final example, when the playback time information indicates 21 minutes, it can be seen that there is no effective part for promoting the purchase for the viewer. The above example is an example, and the moving image program distribution server 50 can estimate the effect of the program from the context of the change point of the program content and the reproduction time information.

  FIG. 12 is a schematic block diagram showing the configuration of the moving picture program distribution server 50. The video program distribution server 50 includes a program distribution unit 51, a program storage unit 52, a purchase screen information transmission unit 53, a purchase screen information storage unit 54, a scene identification information reception unit 55, an effect determination unit 56, a program configuration information storage unit 57, A scene identification information storage unit 58, an effect display processing unit 59, and a display unit 60 are provided. The program transmission unit 51 is, for example, a streaming server that performs streaming of video / audio information. The program transmission unit 51 reads out the video / audio information of the program according to the distribution request from the information transmission unit 39 of the program receiving device 30 from the program storage unit 52, The data is transmitted to the program receiving device 30 via the network 40.

  The program storage unit 52 stores video / audio information of each program. The screen information transmission unit 53 is, for example, a WEB server that distributes a WEB page. The screen information on the program list screen or the screen information on the purchase screen in response to the distribution request from the information transmission unit 39 of the program receiving device 30 The information is read from the screen information storage unit 54 and transmitted to the program receiving device 30 via the network 40. The screen information storage unit 54 stores the screen information of the program list screen and the screen information of the purchase screen.

  The scene identification information receiving unit 55 receives the program identification information, the operation information, and the reproduction time information from the program receiving device 30, and outputs them to the effect determination unit 56. The effect determination unit 56 receives the program identification information, the operation information, and the reproduction time information from the scene identification information receiving unit 55, reads the program configuration information of the received program identification information from the program configuration information storage unit 57, and receives the received information And effect determination based on the read information. Furthermore, the effect determination unit 56 writes the evaluation result of the effect determination in the effect determination storage unit 58 as effect determination information. In the present embodiment, the effect determination information includes program identification information, playback time information, operation information, and attributes described later. Details of the effect determination unit 56 will be described later.

  The program configuration information storage unit 57 stores the configuration of each program described in FIG. Details of the program configuration information storage unit 57 will be described later. The effect determination information storage unit 58 stores the effect determination information generated by the effect determination unit 56. Details of the effect determination information storage unit 58 will be described later. The effect display processing unit 59 statistically processes the effect determination information stored in the effect determination information storage unit 58 and causes the display unit 60 to display the effect for each scene of each program. For example, the effect display processing unit 59 calculates the sum of the evaluations (effect determination results) in the introduction scene by the performer X, the introduction scene by the performer Y, and the introduction scene by the performer Z in FIG. It is calculated and displayed, or the sum of evaluations in each of the scene in the period in which the information a is presented and the scene in the period in which the information b is presented is calculated and displayed. The display unit 60 includes a liquid crystal display and displays an image.

  FIG. 13 is a diagram illustrating an example of a program configuration information table stored in the program configuration information storage unit 57. FIG. 13 is an example of a program configuration information table when the program has a configuration like the example shown in FIG. The program configuration information table includes a plurality of records including a plurality of items. Each record stores program information including program identification information (program ID), attributes, specific information, start time, and end time. In the program configuration information table, for example, as shown in FIG. 13, the first line includes program identification information “0010”, attribute “product”, specific information “A”, start time “00m00s”, and end time “20m00s”. The second line includes program identification information “0010”, attribute “product”, specific information “B”, start time “20 m00s”, and end time “30 m00s”, and the third line includes program identification information “0010” and attribute “ "Performer", specific information "X", start time "00m00s", end time "07m00s", the fourth line is program identification information "0010", attribute "performer", specific information "Y", start time " "07m00s" and end time "14m00s".

  Here, for example, the first line is a scene of the specific information “A” for the attribute “product” between the start time “00m00s” and the end time “20m00s” of the program with the program identification information “0010”. Indicates that there is. This is program configuration information corresponding to the introduction scene of the product A in FIG. For example, the third line is a scene of the specific information “X” for the attribute “performer” between the start time “00m00s” and the end time “07m00s” of the program with the program identification information “0010”. Indicates that there is. This is program configuration information corresponding to the scene introduced by the performer X in FIG. Note that the example of FIG. 13 shows only the program whose program identification information is “0010”, but includes program configuration information of other programs.

  FIG. 14 is a diagram illustrating an example of the effect determination information table stored in the effect determination information storage unit 58. FIG. 14 is an example of the effect determination information table when the program configuration information is the example shown in FIG. The effect determination information table includes a plurality of records including a plurality of items. Each record stores effect determination information including program identification information (program ID), reproduction time information, operation information, attributes, and evaluation. In the determination information table, for example, as shown in FIG. 14, the first line includes program identification information “0010”, reproduction time information “13m23s”, operation information “purchase”, attributes “A, Y, b”, and evaluation “+10”. The second line includes program identification information “0010”, playback time information “18m41s”, operation information “content change”, attributes “A, Z, b”, and evaluation “−5”. It consists of program identification information “0010”, playback time information “20 m28 s”, operation information “viewing stop”, attribute “B”, and evaluation “−10”.

  Among these, the program identification information, the reproduction time information, and the operation information are acquired by receiving the output of the scene identification information receiving unit 55 received from the program receiving device 30. The attribute is acquired by reading the specific information of all the program configuration information whose received playback time information is between the start time and the end time among the specific information stored in the program configuration information storage unit 57. About evaluation, the score according to the acquired operation information is acquired by reading what was previously matched and stored with each operation information, for example.

  Here, for example, in the first line, a “purchase” operation is performed at the reproduction time “13m23s” of the program with the program identification information “0010”, and the attribute specific information corresponding to this reproduction time is “A, Y, b ”, indicating that the evaluation of the operation is“ +10 ”. This is a playback time “13 m23 s”, that is, an introduction scene of the product A in FIG. 11, an introduction scene by the performer Y, and a scene in a period in which the information b is presented. It is shown that the operation of the “purchase” operation is “+10”.

  Further, for example, in the third line, the “viewing stop” operation is performed at the reproduction time “20 m28s” of the program of the program identification information “0010”, and the attribute specifying information corresponding to this reproduction time is “B”. , The evaluation of the operation is “−10”. This is a playback time of “20 m28 s”, that is, an introduction scene of the product B in FIG. 11, and the evaluation of the “viewing stop” operation and the operation of the “viewing stop” operation is “−10”. Indicates that Note that the example of FIG. 14 shows only the program whose program identification information is “0010”, but includes program configuration information of other programs. Further, when receiving reproduction time information from a plurality of program receiving devices 30, information for identifying the program receiving device 30 or information for identifying the viewing user is received from the program receiving device 30. You may memorize | store in each record of an effect determination information table.

  FIG. 15 is a flowchart for explaining the operations of the scene identification information receiving unit 55 and the effect determining unit 56. First, the scene identification information receiving unit 55 receives playback time information and operation information from the program receiving device 30 and outputs them to the effect determining unit 56 (S301). When receiving the reproduction time information and the operation information output in step S301, the effect determination unit 56 sets the adjustment value α to a preset value (S302). Next, the effect determination unit 56 refers to the program configuration information storage unit 57, and the value obtained by adding the adjustment value α to the start time of each program configuration information is a value representing the time before the received reproduction time information. All the program configuration information is extracted (S303). Next, the effect determination unit 56 represents the time after the received reproduction time information, which is obtained by adding the adjustment value α to the end time of each program configuration information from the program configuration information extracted in step S303. The program configuration information that is a value is extracted (S304).

  Next, the effect determination unit 56 determines whether there are a plurality of programs having the same attribute in the program configuration information extracted in step S304 (S305). If it is determined that there are a plurality, the process returns to step S302, and the effect determination unit 56 resets the adjustment value α to a value obtained by subtracting a preset value, for example, and repeats step S303 and subsequent steps. On the other hand, when it is determined in step S305 that there are not a plurality, the process proceeds to step S306, and the effect determination unit 56 responds to the operation information in addition to the operation information and the reproduction time information received in step 302. Based on the score, effect determination information in which the specific information of the program configuration information extracted in step S304 is set as an attribute is generated, stored in the effect determination information table of the effect determination information storage unit 58, and the process ends.

<Variation in order of acquisition of playback time in step S202>
In the present embodiment, acquisition of the playback time in step S201 in FIG. 5 is performed at the beginning of the processing shown in the flowchart in FIG. 5, but the present invention is not limited to this and may be at another timing. For example, an instruction to continue the purchase operation on the purchase screen W4 (step S202 in FIG. 5 and the decision button BT41 in FIG. 7) may be used. Alternatively, the purchase information may be input on the purchase screen W5 (step S203 in FIG. 5, input area A1 in FIG. 8). Furthermore, the final purchase confirmation on the purchase screen W6 (step 204 in FIG. 5, decision button BT61 in FIG. 9) may be used.

<Variation of order of transmission of playback time in step S206>
In the present embodiment, the transmission of the reproduction time information in step S205 in FIG. 5 is performed at the end of the process shown in the flowchart in FIG. 5, but the present invention is not limited to this, and after the reproduction time acquisition process in step S201. Anytime.
<Variations of program types>
In this embodiment, the content configuration of the TV shopping program shown in FIG. 11 is used as an example of the advertisement program, but the present invention is not limited to this. For example, it may be a travel program introducing tours and inns, or other advertising programs such as cooking programs introducing food ingredients and cooking utensils. In these cases, the purchase screen accepts a purchase application for a product or service related to the program. Also, the attributes of scenes constituting a program and the changing points of the contents of the program vary depending on the type of program.

<Variations of program distribution formats>
In the present embodiment, a VOD program has been described as an example, but the present invention is not limited to this form of program distribution. For example, it may be a program broadcast by ground waves or satellite waves. In these cases, the program acquisition unit 34 includes a tuner that is connected to the antenna and receives terrestrial and satellite waves. Furthermore, the program receiving apparatus 30 includes a large-capacity storage unit such as a hard disk, and the program distribution form is applicable to download-type distribution using the network 40. In any case, based on a predetermined operation such as a purchase operation of the viewer during viewing or playback of the program, the scene identification information acquisition unit 33 selects “ This is realized by acquiring “reproduction time information from the beginning of the program” and sending it to the moving image program distribution server 50. When applied to broadcasting using terrestrial waves or satellite waves, the current time when the corresponding operation is performed may be used as the scene identification information instead of the reproduction time information.

<Program screen variations>
In the present embodiment, the purchase process button BT31 has been described as being displayed on the screen, but the present invention is not limited to this example. For example, the purchase process button BT31 may not be displayed and the remote control may have a purchase process button. In this case, pressing the purchase process button on the remote controller is handled in the same manner as selecting the purchase process button BT31 displayed on the screen in the present embodiment.

<Variations of viewer operations>
In the present embodiment, the predetermined operation extracted by the viewer operation extraction unit 32 has been described focusing on the viewer's purchase processing operation, but the present invention is not limited to this. For example, a channel switching operation (an operation for changing a program to be played back during program playback) or a playback stop operation (an operation for stopping program playback) does not effectively affect the viewers of the currently playing program. It becomes the judgment material. In this case as well, similar to the above-described variation of the program distribution form, the scene identification information acquisition unit 33 selects “from the beginning of the program” of the currently reproduced program based on the viewer's channel switching operation and reproduction stop operation. Is obtained and sent to the moving picture program distribution server 50, so that the moving picture distribution server 50 can estimate the effect of each scene of the program. In addition, the predetermined operation extracted by the viewer operation extraction unit 32 may include an operation for instructing reproduction of a program. In this case, it becomes a judgment material that the guidance of the program to be reproduced from now on works effectively on the viewer.

<Variation of playback time information destination>
In the present embodiment, the destination of the reproduction time information has been described as the moving image program distribution server 50, but the present invention is not limited to this. For example, when there is a purchase processing server separately from the moving image program distribution server 50, the playback time information is sent to either one or both, and the purchase processing server receives the scene identification information receiving unit 55, the effect determining unit 56, the program A configuration information storage unit 57, an effect determination information storage unit 58, an effect display processing unit 59, and a display unit 60 may be provided.

<Variation of playback time information>
In the present embodiment, the playback time information is used as the scene identification information, but the present invention is not limited to this. It suffices if it is possible to specify which of the scenes that constitute the program is the operated scene. For example, the time from the end in the program playback direction may be used. Furthermore, it may not be time information. For example, information indicating a section on the time axis of a program such as a chapter number can be applied.

<Variation of totalization of acquired playback time information>
In the present embodiment, the evaluation is described as a score corresponding to the operation information, but the present invention is not limited to this. For example, the reproduction time information received by the scene identification information receiving unit 55 together with the operation information may be weighted and aggregated according to the magnitude of the temporal difference between the program content changes. Furthermore, combinations such as temporary stop after purchase processing and channel switching operations are not counted easily.

  In this way, the viewer operation extraction unit 32 extracts the viewer operation related to the estimation of the effect of the program such as the purchase operation, and the playback time information for identifying the scene where the operation is performed, together with the moving image program distribution server 50, the information transmission unit 39 transmits the information, so that the video program distribution server 50 or the user of the video program distribution server 50 acquires and estimates information for estimating the effect of each scene constituting the advertising program, The information for determining the configuration of can be obtained.

  The program storage unit 52, the screen information storage unit 54, the program configuration information storage unit 57, and the effect determination information storage unit 58 are a non-volatile memory such as a hard disk device, a magneto-optical disk device, or a flash memory, or a RAM (Random Access). A volatile memory such as Memory) or a combination thereof.

  Further, the viewer operation accepting unit 31, the viewer operation extracting unit 32, the scene identification information acquiring unit 33, the program acquiring unit 34, the reproducing unit 35, the screen information acquiring unit 36, the screen processing unit 37, the combining unit 38, FIG. Information transmission unit 39, and a computer-readable recording medium for realizing the functions of program transmission unit 51, screen information transmission unit 53, scene identification information 55, effect determination unit 56, and effect display processing unit 59 in FIG. The processing of each unit may be performed by reading the program recorded on the recording medium into the computer system and executing the program. The “computer system” here includes an OS and hardware such as peripheral devices.

Further, the “computer system” includes a homepage providing environment (or display environment) if a WWW system is used.
The “computer-readable recording medium” refers to a portable medium such as a flexible disk, a magneto-optical disk, a ROM, and a CD-ROM, and a storage device such as a hard disk built in the computer system. Furthermore, the “computer-readable recording medium” dynamically holds a program for a short time like a communication line when transmitting a program via a network such as the Internet or a communication line such as a telephone line. In this case, a volatile memory in a computer system serving as a server or a client in that case, and a program that holds a program for a certain period of time are also included. The program may be a program for realizing a part of the functions described above, and may be a program capable of realizing the functions described above in combination with a program already recorded in a computer system.

  The embodiment of the present invention has been described in detail with reference to the drawings. However, the specific configuration is not limited to this embodiment, and includes design changes and the like within a scope not departing from the gist of the present invention.

  The present invention can be applied to all devices capable of recording and reproducing video information, such as a television receiver, a mobile phone with a television receiving function, and a hard disk recorder, but is not limited thereto.

DESCRIPTION OF SYMBOLS 10 ... Remote control 20 ... Display apparatus 30 ... Program receiving apparatus 31 ... Viewer operation reception part 32 ... Viewer operation extraction part 33 ... Scene identification information acquisition part 34 ... Program acquisition part 35 ... Reproduction part 36 ... Screen information acquisition part 37 ... Screen processing unit 38 ... composition unit 39 ... information transmission unit 40 ... network 50 ... video program distribution server 51 ... program transmission unit 52 ... program storage unit 53 ... screen information transmission unit 54 ... screen information storage unit 55 ... scene identification information reception unit 56 ... Effect determination unit 57 ... Program configuration information storage unit 58 ... Effect determination information storage unit 59 ... Effect display processing unit 60 ... Display unit

Claims (7)

A playback unit for playing back video and audio information of a program comprising a plurality of scenes;
An operation reception unit for receiving operations by viewers;
Among the received operations, a viewer operation extracting unit that extracts a predetermined operation;
A scene identification information acquisition unit for acquiring scene identification information for identifying a scene being reproduced by the reproduction unit when the operation reception unit accepts the operation extracted by the viewer operation extraction unit;
An image reproduction apparatus comprising: an information transmission unit that associates the information indicating the extracted operation with the acquired scene identification information and transmits the information to an effect measurement server that measures the effect of the program.   The scene identification information acquired by the scene identification information acquisition unit includes information indicating a time from the beginning of the program, information indicating a time from the end of the program, and information indicating a section on the time axis of the program. The video reproduction apparatus according to claim 1, comprising at least one. A purchase screen processing unit for displaying a screen for accepting a purchase application for a product or service related to the program of the audiovisual information being reproduced by the reproduction unit by a preset operation;
The video reproduction according to claim 1, wherein the predetermined operation extracted by the viewer operation extraction unit includes the preset operation or a purchase application operation by the viewer. apparatus.   The predetermined operation extracted by the viewer operation extraction unit is at least one of an operation for instructing the reproduction of the program, an operation for stopping the reproduction of the program, and an operation for changing the program to be reproduced during the reproduction of the program. The video reproducing apparatus according to claim 1, further comprising: A program effect estimation method in a video playback device, comprising:
A first process in which the video reproduction apparatus reproduces video / audio information of a program including a plurality of scenes;
A second process in which the video reproduction device accepts an operation by a viewer;
A third process in which the video reproduction device extracts a predetermined operation from the received operations;
A fourth process of acquiring scene identification information for identifying a scene being played back in the first process when the video playback apparatus receives the extracted operation in the third process;
The video reproduction device includes a fifth step of transmitting the information indicating the extracted operation and the acquired scene identification information in association with each other to an effect measurement server for measuring the effect of the program. Program effect estimation method. The computer of the video playback device
A playback unit for playing back video and audio information of a program comprising a plurality of scenes;
An operation reception unit for receiving operations by viewers,
A viewer operation extraction unit that extracts a predetermined operation among the received operations,
A scene identification information acquisition unit for acquiring scene identification information for identifying a scene being reproduced by the reproduction unit when the viewer operation extraction unit receives an operation for extracting the operation;
A program for functioning as an information transmitting unit that associates the information indicating the extracted operation with the acquired scene identification information and transmits the information to the effect measurement server that measures the effect of the program. A program effect measurement system comprising: an effect measurement server for measuring the effect of a program composed of a plurality of scenes; and a plurality of video playback devices connected to the effect measurement server via a communication path,
The video playback device
A playback unit for playing back video and audio information of a program comprising a plurality of scenes;
An operation reception unit for receiving operations by viewers;
Among the received operations, a viewer operation extracting unit that extracts a predetermined operation;
A scene identification information acquisition unit for acquiring scene identification information for identifying a scene being reproduced by the reproduction unit when the viewer operation extraction unit receives an operation for extracting the operation;
An information transmission unit that associates the information indicating the extracted operation with the acquired scene identification information and transmits the information to an effect measurement server that measures the effect of the program;
The effect measurement server is
A storage unit that stores information indicating the operation and the scene identification information in association with each other;
A receiving unit that receives the information indicating the operation and the scene identification information transmitted by the video reproduction device, associates the received information indicating the operation with the scene identification information, and stores the information in the storage unit;
An effect calculating unit that calculates an effect of the target scene based on information indicating the operation stored in the storage unit in association with scene identification information indicating the target scene for each of the program scenes. A system for measuring program effects.

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