CN112204987A

CN112204987A - Receiving apparatus, receiving method, transmitting apparatus, transmitting method, and transmitting/receiving system

Info

Publication number: CN112204987A
Application number: CN201980031591.XA
Authority: CN
Inventors: 鹈饲薰
Original assignee: Hisense Visual Technology Co Ltd; Toshiba Visual Solutions Corp
Current assignee: Hisense Visual Technology Co Ltd; Toshiba Visual Solutions Corp
Priority date: 2018-12-20
Filing date: 2019-12-19
Publication date: 2021-01-08
Anticipated expiration: 2039-12-19
Also published as: CN112204987B; WO2020125702A1

Abstract

The receiving device and the receiving method provided by the invention can release advertisements which are timely and accord with the favor of the viewer to a specific viewer layer when the recorded content is played. A receiving device of an embodiment includes: a recording medium storing advertisements based on preferences of a user of the apparatus analyzed from a viewing history in the apparatus; a playback device that plays back the recorded content; and a controller that controls each section, the controller executing the following processing: acquiring the advertisement and storing the advertisement in the recording medium; the advertisement stored in the recording medium is played at a predetermined time during the playing of the recorded content by the playing device.

Description

Receiving apparatus, receiving method, transmitting apparatus, transmitting method, and transmitting/receiving system

The application requires that a Japanese patent application with the application number of 2018-; the method comprises the steps of submitting Japanese patent applications with application numbers of 2018 and 238913 and the name of a sending device and a sending method to 20/12/2018 by the Japanese patent office; and the priority of filing japanese patent application with application number 2018 and 238914 entitled "transceiving system" by the japanese patent office at 2018, 12 and 20, which is incorporated by reference in its entirety.

Technical Field

Embodiments of the present invention relate to a receiving apparatus and a receiving method.

Background

In recent years, the viewing history of contents through a television or the internet is being analyzed.

By such analysis, for example, the preference of each viewer (i.e., a user using the broadcast receiving apparatus) can be estimated. It is desirable to flexibly utilize the analysis results in various fields.

However, recorded contents such as contents obtained by recording a broadcast program or contents sold by storing a movie or a drama in an optical disc or the like in advance include an advertisement at the time of recording or at the time of starting sales. However, since advertising campaigns must be conducted in a timely manner, there is no problem if the playback of recorded content is video or soon after it begins to sell, otherwise the playback of the advertisement will lose value.

[ Prior art documents ]

Patent document 1: WO2007/132899 publication

Disclosure of Invention

Technical problem to be solved by the invention

The technical problem to be solved by the present invention is to distribute an advertisement that is appropriate and in accordance with the preference of a viewer (i.e., a user using a broadcast receiving apparatus) to a specific viewer layer when playing a recorded content.

Means for solving the problems

A receiving device of an embodiment includes: a recording medium storing advertisements based on user preferences of the apparatus analyzed from a viewing history in the apparatus; a playback device that plays back the recorded content; and a controller that controls each section, the controller executing the following processing: acquiring the advertisement and storing the advertisement in the recording medium; the advertisement stored in the recording medium is played at a predetermined time during the playing of the recorded content by the playing device.

The invention provides a transmitting apparatus and a transmitting method, which can issue advertisement which is timely and in accordance with the preference of the viewer to a specific viewer layer when the recorded content is played. A transmission device according to an embodiment acquires a viewing history of a user of a reception device from the reception device including a playback device that plays back recorded content; analyzing the user's preferences according to the viewing history; and transmitting an advertisement corresponding to the preference to the receiving apparatus at a predetermined timing related to the playing of the recorded content by the playing apparatus.

The receiving and transmitting system provided by the invention can issue advertisements which are timely and accord with the preference of the viewer to a specific viewer layer when the recorded content is played. A transmission/reception system according to an embodiment includes: a receiving device having a recording medium storing advertisements based on preferences of a user analyzed from a viewing history, a playback device playing back recorded content, and a controller controlling each unit; and a transmitting device which acquires the viewing history from the receiving device, analyzes the preference, and transmits the advertisement to the receiving device; the controller of the reception apparatus performs the following processing: acquiring the advertisement from the receiving device and storing it in the recording medium; the advertisement stored in the recording medium is played at a predetermined time during the playing of the recorded content by the playing device.

Drawings

Fig. 1 is a schematic diagram illustrating an operation of the system according to embodiment 1.

Fig. 2 is a diagram showing an example of the overall configuration including the system according to embodiment 1.

Fig. 3 is a diagram showing main streams and information in a broadcast wave transmission path and a hybrid broadcast transmission path for transmitting a broadcast signal according to embodiment 1.

Fig. 4 is a diagram showing an example of the configuration of the receiver according to embodiment 1.

Fig. 5 is a diagram showing an example of the configuration of the management server according to embodiment 1.

Fig. 6 is a diagram showing a configuration example of a receiving apparatus according to embodiment 1.

Fig. 7 is a sequence diagram of addressable CM playback in the system according to embodiment 1.

Fig. 8 is a flowchart showing an example of the procedure of the update process of the addressable CM according to embodiment 1.

Fig. 9 is a flowchart showing an example of the procedure of the replacement processing of the addressable CM according to embodiment 1.

Fig. 10 is a flowchart of update and replacement processing of addressable CMs at the time of playback of recorded content according to a modification of embodiment 1.

Fig. 11 is a sequence diagram of addressable CM playback in the system according to embodiment 2.

Fig. 12 is a flowchart showing an example of the procedure of the addressable CM insertion process according to embodiment 2.

Fig. 13 is a diagram showing a configuration example of a receiving apparatus according to embodiment 3.

(description of reference numerals)

1000 … broadcasting station, 1100 … broadcasting station server, 3000 … management server, 4000 … CM distribution server, 5000 … receiver, 5001 … recording medium, 5002 … display, 5003 … speaker system, 5004 … video playing device, 5005 … disk drive, 5006 … playing device, 5200 … integrated controller (controller)

Detailed Description

[ embodiment 1]

Hereinafter, embodiment 1 will be described in detail with reference to the drawings.

Fig. 1 is a schematic diagram illustrating an operation of the system according to embodiment 1. In the operation of the system according to embodiment 1, in a public CM period for broadcast in broadcast waves, a CM (advertisement) that matches the preference of a specific viewer, that is, an addressable CM that specifies a target viewer is distributed to the specific viewer.

As shown in fig. 1, the system according to embodiment 1 includes a receiver 5000 corresponding to a broadcast communication cooperation service such as hybrid broadcast, and a management server 3000 that manages the receiver 5000. The receiver 5000 receives various broadcast programs and the like. The management server 3000 acquires a viewing history of a broadcast program or the like that the viewer has viewed through the receiver 5000 via the internet, and analyzes the preference of the viewer. For example, the management server 3000 obtains information that a certain viewer who does not belong to the target layer "Y" regularly views a broadcast program "a" targeted to the "Y" layer. It is clear from the results of the analysis that the viewer has a high possibility of being interested in the product "m" which is not usually interested in the target layer "Y".

The management server 3000 determines that the CM slot of the broadcast program "a" is suitable for the addressable CM slot targeted for the specific viewer based on the above. Here, the specific viewer refers to a viewer who is interested in the product "m" as in the above-described viewer, for example.

The management server 3000 provides the analysis result to the broadcasting station 1000. The management server 3000 may have a function of automatically transmitting the analysis result to the broadcasting station 1000, or may manually transmit the analysis result to the broadcasting station 1000.

The advertising company AD acquires the analysis result of the management server 3000 from the broadcasting station 1000. Then, the advertiser MC of the product "m" (i.e., the client who requests the CM company 110 to create an advertisement) is advised as an addressable CM time zone whether or not to purchase the CM time zone of the broadcast program "a", and if the advertiser MC agrees, the contract is exchanged between the two.

The advertising company AD delivers the CM for the product "m" to the broadcasting station 1000 based on the contract, and the broadcasting station 1000 transmits the CM to the CM distribution server 4000 for distributing the addressable CM via the CM management server provided therein. The CM of the CM distribution server 4000 is received by the receiver 5000 of the above-described viewer, and is distributed to the viewer interested in the product "m".

The management server 3000 acquires the delivery performance of the addressable CM from the receiver 5000 based on the information of the addressable CM period obtained from the broadcasting station 1000, and provides it to the broadcasting station 1000. The management server 3000 may have a function of automatically transmitting the delivery achievement to the broadcasting station 1000, or may manually transmit the delivery achievement to the broadcasting station 1000.

The advertising company AD acquires the delivery performance from the management server 3000 via the broadcasting station 1000, and transmits the result to the advertiser MC as necessary.

Fig. 2 is a diagram showing an overall configuration including the system according to embodiment 1.

As shown in fig. 2, the broadcasting station 1000 includes a broadcasting station server 1100 including a CM management server and a security device 1200. The broadcasting station 1000 transmits a broadcast signal over electric waves. The broadcast signal may include signals of BS broadcasting, CS broadcasting, terrestrial digital broadcasting, and the like. In addition, the broadcasting station 1000 transmits a digital broadcasting signal, Application control Information (AIT: Application Information Table), control Information related to a prompt based on cooperation of broadcasting and communication, and the like.

The application control information includes commands, control information, and the like for notifying the receiver 5000 included in the system according to embodiment 1 of an application or the like associated with a broadcast program and starting and ending the application.

Examples of a transmission method of an application control signal including application control information include a transmission method using a dedicated ES (Elementary Stream), a data box method of repeatedly transmitting the same data, and a method of acquiring a control signal file placed on a server of a communication network. The hybrid broadcast-capable receiver 5000 to be described later acquires an application from the designated URL in accordance with an instruction of the application control signal, and performs control of an application boundary and the like.

The broadcasting station 1000 operates a broadcasting station server 1100. The broadcasting station server 1100 provides the receiver 5000 with metadata of a program title, a program ID, a program outline, a participant, a broadcasting date and time, and other data.

The receiver 5000 may receive a broadcast signal and receive various broadcast programs and various service information. The receiver 5000 has a function of realizing a broadcast communication function cooperation service in addition to a function of receiving digital broadcasts as a basic function.

That is, the receiver 5000 has the following functions in addition to the broadband network connection function. A function of executing an application according to application control information transmitted by broadcasting, a function of performing a prompt based on cooperation of broadcasting and communication, and the like.

The receiver 5000 is capable of being connected to an HDD (Hard Disk Drive) for data recording and playing

Or SSD (Solid State Drive) or the like, and the display 5002 and the speaker system 5003 can also be connected.

These are sometimes pre-contained in the receiver 5000.

The management server 3000 manages the receiver 5000, and acquires and analyzes the viewing history from the receiver 5000. As described above, the management server 3000 may also automatically transmit the analysis result of the viewing history to the broadcasting station 1000.

In addition, the management server 3000 acquires information of addressable CM periods from the broadcasting station 1000. The information includes, for example, a broadcast program in which an addressable CM period is set, a period of the addressable CM period, and the like. The management server 3000 acquires the delivery performance of the addressable CM through the receiver 5000 based on the information of the addressable CM period. As described above, the management server 3000 may automatically transmit the delivery performance to the broadcasting station 1000.

The system according to embodiment 1 is mainly configured by a receiver 5000, a recording medium 5001, a display 5002, a speaker system 5003, and a management server 3000.

An addressable CM handed from the advertising company AD to the broadcasting station 1000 is transmitted from a CM management server (see fig. 1) included in the broadcasting station 1000 to the CM distribution server 4000. The receiver 5000 receives a specified addressable CM among addressable CMs owned by the CM issuing server 4000.

Here, a description is given of a flow and information in a transmission path.

Fig. 3 is a diagram showing main streams and information in a broadcast wave transmission path 2100 and a hybrid broadcast transmission path 2200 for transmitting a broadcast signal according to embodiment 1. In each transmission path, a video stream, an audio stream, application control information, and service information are transmitted.

Fig. 4 is a diagram showing an example of the configuration of the receiver 5000 according to embodiment 1. As shown in fig. 4, the receiver 5000 includes a communication content processing unit 5100 and a broadcast content processing unit 5300. The communication content processor 5100 has a hybrid broadcast standard for connection to a network. The network connection destination is, for example, the management server 3000. The broadcast content processing unit 5300 receives the broadcast wave.

The communication content processor 5100 includes an IP communication interface 5101. The stream received via the IP communication interface 5101 is received by the stream reception processor 5102, and the demodulated stream is restored to the original arrangement state in the demultiplexer 5303. The demultiplexer 5303 is connected to the DRAM processor 5104, and can execute a program, for example, automatic download, in the DRAM processor 5104.

The video stream separated in the demultiplexer 5303 is decoded in the video decoder 5311, the audio stream is decoded in the audio decoder 5312, and the subtitle stream is decoded in the subtitle decoder 5313.

The decoded video data and subtitle data are combined in the synthesizer 5501 and input to the display 5002. The decoded audio data is input to the speaker system 5003 via the synthesizer 5502.

The broadcast content processing unit 5300 includes a broadcast tuner 5301. The stream received and demodulated by the broadcast tuner 5301 is input to the descrambler 5302. In descrambler 5302, the input stream is descrambled with a key from CAS (Conditional Access System) module 5304. The stream descrambled in the descrambler 5302 is input to the demultiplexer 5303. The demultiplexer 5303 outputs data for data broadcasting to the data broadcast reception processing unit 5330. The video stream separated in the demultiplexer 5303 is decoded in the video decoder 5311, the audio stream is decoded in the audio decoder 5312, and the subtitle stream is decoded in the subtitle decoder 5313. The decoded video data and subtitle data are combined in the synthesizer 5501 and input to the display 5002. The decoded audio data is input to the speaker system 5003 via the synthesizer 5502.

The data broadcast signal separated by the demultiplexer 5303 is received by the data broadcast reception processing unit 5330 and input to the data broadcast engine 5315. A display signal transmitted by data broadcasting is input to the synthesizer 5501 and displayed on the display 5002.

An integrated controller 5200 is provided as means for controlling the overall operation of the receiver 5000. The integrated controller 5200 includes an application control unit 5201 and a security management unit 5202. The application control unit 5201 controls each module of the receiver 5000 based on various information and control information included in the application control information. The application control unit 5201 determines whether or not to display auxiliary information such as a CM or a message associated with the CM in an application.

The security management unit 5202 manages applications and implements security functions. For example, the security management unit 5202 has an application authentication function, and handles an authenticated application as a management application. The security management unit 5202 includes an access control function, a presentation control function, an execution function, a revocation function for management applications other than broadcasting, and the like. Here, the control of the security management unit 5202 and the control of the application control unit 5201 are described separately, but may be controlled as one management unit without being separated.

The access control function can refer to broadcast resources such as video, audio, and metadata SI information for applications permitted to be used, or receiver resources such as audio/video output and a network interface of the receiver 5000. In addition, the accessible receiver API (Application Programming Interface) is restricted according to the security level of the Application.

The presentation control function determines whether or not to overlap with the broadcast movie, a display area and size, a display method of an application such as display/non-display, and the like, according to the intention of the broadcast service unit. Further, in an emergency such as a disaster report, for example, it is possible to perform control of displaying a broadcast program on the entire screen without displaying an application or a related display thereof temporarily.

The revocation function is a function capable of invalidating a problematic application that has a loss of the benefit of a broadcast operator or a user.

The application engine 5130 forms an environment for executing an application. As the application engine 5130, for example, an HTML5 browser loaded with an extended API for supporting the hybrid broadcast is used.

The terminal cooperation control unit 5500 is an interface for performing cooperation with an external cooperation terminal.

Here, the recording medium 5001 stores therein addressable CMs obtained from the CM distribution server 4000. The integrated controller 5200 downloads, to the recording medium 5001, the addressable CMs preferred by the user (viewer) of the receiver 5000 among the addressable CMs owned by the CM distribution server 4000. The addressable CMs owned by the CM distribution server 4000 are divided into a plurality of groups to which labels such as "car", "sports", "travel" and the like indicating the preference of the viewer are assigned. The integrated controller 5200 downloads an addressable CM group to which a tag matching the viewer's taste is assigned, based on the information on the viewer's taste obtained from the management server 3000 of the receiver 5000.

The addressable CM downloaded to the recording medium 5001 is temporarily stored in the DRAM processor 5104. Then, the addressable CM is separated in the demultiplexer 5303, the video stream is decoded in the video decoder 5311, the audio stream is decoded in the audio decoder 5312, and the subtitle stream is decoded in the subtitle decoder 5313.

The decoded video data and subtitle data are combined in the synthesizer 5501 and input to the display 5002. The decoded audio data is input to the speaker system 5003 via the synthesizer 5502. Thus, addressable CMs are output through the display 5002 and the speaker system 5003.

The application control unit 5201 controls each block of the receiver 5000 based on application control information relating to the playback of the addressable CM, and plays back the addressable CM in a predetermined addressable CM period.

Fig. 5 is a diagram showing an example of the configuration of the management server 3000 according to embodiment 1. As shown in fig. 5, the management server 3000 includes a storage unit 3100, an analysis unit 3200, and a notification unit 3300.

The storage unit 3100 stores a viewing history in the receiver 5000 managed by the management server 3000. The viewing history includes, for example, program titles, program IDs, program summaries, participants, broadcast dates and times, and other data.

The analysis unit 3200 analyzes preference of the viewer based on the viewing history and attribute information of the user (viewer) of the receiver 5000 managed by the management server 3000. The attribute information of the viewer is information obtained from the viewer through a questionnaire survey or the like in advance (for example, when purchasing a receiver or the like).

The attribute information of the viewer includes, for example, gender information, generation information, and the like of the constituent persons of the family.

From this information, for example, the preference of the viewer of the receiver 5000 managed by the management server 3000 can be estimated. For example, the viewer's viewing tendency may be used to obtain information on a favorite car, a favorite sport, or a favorite travel.

In addition, for example, it is known that, in the broadcast program "a" targeted at the target layer "Y", a CM is being played for the product "n" that matches the preference of the target layer "Y", and viewers belonging to the target layer "X" interested in the product "m" are also viewing the broadcast program "a".

In this case, for example, the analysis unit 3200 may set the CM period for the product "n" as an addressable CM period and determine that it is appropriate to provide the addressable CM for the product "m" to the viewer belonging to the target layer "X".

In addition, in addition to this, it is also possible to set an addressable CM period in a broadcast program of a period of night considered to be watched by a guardian, provide an addressable CM of a commodity associated with a child, or the like, in consideration of a guardian floor facing a family with a child.

The notification unit 3300 notifies the broadcast station 1000 of the analysis results of the analysis unit 3200, for example. The advertising company AD acquires these analysis results via the broadcasting station 1000, and purchases an addressable CM period by the advertiser MC of the target product.

The notification unit 3300 also notifies the broadcasting station 1000 of the delivery performance when the addressable CM is actually delivered in the purchased addressable CM period, for example. These delivery practices are reported to the advertising company AD or advertiser MC via the broadcast station 1000.

The notification unit 3300 notifies the receiver 5000 of the preference of the viewer analyzed by the analysis unit 3200. Thus, the receiver 5000 can selectively acquire an addressable CM that matches the viewer's preference when acquiring the addressable CM from the CM distribution server 4000.

In the present embodiment, the broadcasting station server 1100 including the CM management server, the management server 3000, and the CM distribution server 4000 included in the broadcasting station 1000 constitute an example of the transmission device.

Fig. 6 is a diagram showing a configuration example of a receiving apparatus according to embodiment 1. The receiving apparatus of the present embodiment is, for example, a hard disk recorder, and includes a receiver 5000, a recording medium 5001, a video playback apparatus 5004, and a disk drive 5005. The display 5002 and the speaker system 5003 constitute a display device (e.g., a television).

The video recording/playing device 5004 has a video recording function and a playing function.

The recording function causes the broadcast program (content) received by the receiver 5000 to be stored in the recording medium 5001. The video recording function records the content stored in the recording medium 5001 on an optical disk via the disk drive 5005. The optical Disc is, for example, a dvd (digital Versatile Disc) or a BD (Blu-ray (registered trademark) Disc). The magnetic disk drive 5005 reads data from and writes data to an optical disk.

The playback function provides (plays) the content stored in the recording medium 5001 via the display 5002 and the speaker system 5003 so as to be viewable. In addition, the playback function plays back the content recorded in the optical disc via the magnetic disc drive 5005. The optical disk may be a disk recorded by a video recording function, or may be a product on which data of a movie, a tv show, or the like is stored and sold.

Fig. 7 is a sequence diagram of CM playback at the time of addressing in the system according to embodiment 1. In the example of fig. 7, it is assumed that addressable CMs that meet the preferences of the viewer of the receiver 5000 have been downloaded to the recording medium 5001. Alternatively, the content may be downloaded to the recording medium 5001 by asynchronous communication or the like during playback of the recorded content.

As shown in fig. 7, in the system according to embodiment 1, when the playback of the first piece of recorded content starts, the system waits for the next CM period, and performs a process of replacing the old CM included in the recorded content with the addressable CM until a time slightly earlier than the CM period (for example, a predetermined time such as 10 seconds), and plays back the addressable CM at the time when the CM period starts, and returns to the subsequent playback of the first piece as the CM period (or the playback of the addressable CM) ends.

In addition, if the optical disc is sold, there may be a CM period before the head, that is, the head, but in this case, the addressable CM is also played back in the head CM period.

Note that the distinction between the main part and the CM time zone may be performed at a position where the sound is switched to monaural or stereo, for example, as in the conventional function of automatically setting chapters.

As shown in fig. 8, the integrated controller 5200 waits for a predetermined period (for example, 1 month or 1 week) to elapse since the last acquisition of the addressable CM (no in step S01), and when the period elapses (yes in step S01), updates the storage area of the addressable CM (step S02). In step S02, the integrated controller 5200 receives, from the CM distribution server 4000, distribution of addressable CMs suitable for the viewing history of the receiver 5000 and attribute information of the user, and stores the distribution in the recording medium 5001.

As shown in fig. 9, the integrated controller 5200 waits for a time of a prescribed time until the CM period after starting viewing the recorded content (step S11) (no in step S12), and when the time is reached (yes in step S12), replaces the old CM contained in the recorded content with the addressable CM (step S13). In addition, when the playback of the addressable CM in step S13 ends, the integrated controller 5200 returns the process to step S12 and waits for the next timing.

As described above, according to the present embodiment, even if an advertisement at the time of recording or at the time of starting sales is included in recorded content such as content obtained by recording a broadcast program or content in which a movie or a drama is stored in an optical disk or the like in advance and sold, when the recorded content is played, a new CM that effectively uses an analysis result of preference, purchasing behavior, or the like of a viewer can be used instead of an advertisement that loses a play value with the passage of time. Therefore, according to the present embodiment, it is possible to distribute an advertisement that is appropriate and meets the preference or attribute of the user even when the recorded content is played.

[ modified examples ]

Since this modification is a modification of embodiment 1, the same reference numerals are used for the same portions, and detailed description thereof is omitted. In this modification, the process of fig. 10 is performed instead of the update process of the addressable CM (fig. 8) and the replacement process of the addressable CM (fig. 9) in embodiment 1.

Fig. 10 is a flowchart of the update and replacement processing of the addressable CM at the time of playback of the recorded content according to the present modification.

When the recorded content starts to be viewed (step S21), the integrated controller 5200 determines whether a predetermined period (e.g., 1 month or 1 week) has elapsed since the last acquisition of the addressable CM (step S22). When the period elapses (yes in step S22), the integrated controller 5200 updates the storage area of the addressable CM (step S23). In step S23, the integrated controller 5200 receives, from the CM distribution server 4000, distribution of addressable CMs suitable for the viewing history of the receiver 5000 or attribute information of the user, and stores the distribution in the recording medium 5001.

In step S22, if the predetermined period has not elapsed since the addressable CM was acquired last time (no in step S22), the integrated controller 5200 skips step S23 and advances the process to step S24.

In step S24, the integrated controller 5200 waits for the time reaching the prescribed time until the CM period (no in step S24), and when the time reaches (yes in step S24), replaces the old CM included in the recorded content with the addressable CM (step S25). In addition, when the playback of the addressable CM in step S25 ends, the integrated controller 5200 returns the process to step S24 and waits for the next timing.

According to such a variant, the old addressable CM can be updated each time any recorded content is viewed.

[ embodiment 2]

Hereinafter, embodiment 2 will be described in detail with reference to the drawings. Since this embodiment is a modification of embodiment 1, the same reference numerals are used for the parts already described in embodiment 1, and detailed description thereof is omitted.

Embodiment 2 is an example of a case where an addressable CM is inserted when a recorded content including no CM period is played back in the main session. As the recorded content, for example, there is a content that is sold by storing a movie or a drama on an optical disc in advance.

Fig. 11 is a sequence diagram of CM playback at the time of addressing in the system according to embodiment 2. In the example of fig. 11, as in the example of fig. 7, addressable CMs that meet the preferences of the viewer of the receiver 5000 may have been downloaded to the recording medium 5001, or may have been downloaded to the recording medium 5001 during playback of recorded content via asynchronous communication or the like.

As shown in fig. 11, in the system of embodiment 2, when playback of the main piece of recorded content starts, a preparation process is performed to wait for the next CM insertion point and insert an addressable CM slightly before the CM insertion point (for example, a predetermined time such as 10 seconds).

The CM insertion point is suitable as a position where a CM is inserted during broadcasting, for example, when recorded content is content sold by recording a tv series broadcast in the past on an optical disc or the like. Further, information indicating the time at which the CM can be inserted (advertisement insertion point information) may be added to the optical disk or the like in advance for the above-described operation.

In addition, the CM insertion point is preferably a position at which it can be determined that there is a high possibility of scene switching, for example, when the recorded content is a content sold by recording a movie on an optical disc or the like. Examples of the position at which it can be determined that there is a high possibility of scene switching include a position at which the screen is blackened (or whited). The judgment of whether or not the screen is blackened (or whited) can be made by comparing the brightness of the entire screen with a predetermined threshold value, for example. In such an operation, information of a position at which it is determined that there is a high possibility of scene switching is handled as the advertisement insertion point information.

Fig. 12 is a flowchart showing an example of the procedure of the addressable CM insertion process according to embodiment 2. As shown in fig. 12, the integrated controller 5200 waits for a predetermined time until the CM insertion point after the recorded content starts to be viewed (step S31) (no in step S32), and when the time is reached (yes in step S32), temporarily stops playing the original piece of the recorded content and performs addressable CM insertion playback (step S33). In addition, when the playback of the addressable CM in step S33 ends, the integrated controller 5200 returns the process to step S32 to wait for the next timing.

[ embodiment 3]

Hereinafter, embodiment 3 will be described in detail with reference to the drawings. Since this embodiment is a modification of embodiments 1 and 2, the same reference numerals are used for the parts already described in embodiments 1 and 2, and detailed description thereof is omitted.

Embodiment 3 is an example of a case where a playback device 5006 is provided in place of the video recording/playback device 5004 in embodiments 1 and 2.

Fig. 13 is a diagram showing a configuration example of a receiving apparatus according to embodiment 3. The receiving apparatus of the present embodiment is, for example, a BD player (or DVD player), and includes a receiver 5000, a recording medium 5001, a playback apparatus 5006, and a disk drive 5005.

The playback device 5006 has a playback function. The playback function provides (plays) the content stored in the recording medium 5001 via the display 5002 and the speaker system 5003 so as to be viewable. In addition, the playback function plays back the content recorded in the optical disc via the magnetic disc drive 5005. The optical disk may be a disk recorded by a video recording function, or may be a product on which data of a movie, a tv show, or the like is stored and sold.

With this configuration, when playing back recorded content stored in the optical disc, it is possible to play back an addressable CM instead of an old CM or at a CM insertion point.

[ other embodiments ]

In each of the above-described embodiments (embodiment 1 and its modified examples, and embodiment 2), the CM is not limited to the replacement of the CM period or the insertion of the CM at an appropriate position, and for example, an addressable CM may be inserted each time a piece of content is played for a predetermined time (for example, 30 minutes).

In addition, in the case of selling an apparatus for performing the above-described operations or an optical disc storing data such as a movie or a tv show for sale, a method of selling an optical disc at a low price on the premise of viewing addressable CMs may be considered. Further, the insertion of the addressable CM may be released after a predetermined period (for example, 1 year) has elapsed from the start of viewing the content stored in the optical disk sold as described above.

In the above embodiments, when the viewer performs an operation to stop playing the recorded content during the playback of the addressable CM, the addressable CM from which the playback was interrupted last time may be preferentially used when the same recorded content is played next time. In this case, the playback time of the interrupted addressable CM is not limited to just after the recorded content is resumed, but may be an appropriate time during the playback of the current content. Further, the following determination may be made: if the interrupted addressable CM is not equal to or more than a predetermined ratio of the entire CM already played at the time of interruption, the CM is not a priority target for the next restart of the playback.

In the above embodiments, the advertisement (addressable CM) is played back in a replacement/insertion manner when the recorded content is played back, but the content other than the advertisement may be played back in a replacement/insertion manner when the content is played back.

In the above embodiments, the recorded content is, for example, content obtained by recording a broadcast program or the like by a user using a home device or content stored On an optical disc such as a movie or a tv show, but the recorded content may be VOD (Video On Demand), for example, when implemented. That is, in VOD, the above-described embodiment may also be applied to a content including an old CM, with the old CM being replaced with a new addressable CM. Alternatively, addressable CMs may be inserted at any time during the viewing of VOD.

In the above embodiments, the addressable CMs in the recording medium 5001 downloaded in advance to the receiver 5000 are played, but the addressable CMs in the CM distribution server 4000 may be played in a Streaming manner based on MPEG-dash (MPEG Dynamic Adaptive Streaming over http).

In the above embodiments, the recorded content is exemplified by a program of a television broadcast, but in addition to this, a content obtained by appropriately storing a content distributed via the internet may be handled as the recorded content, and when the content is played, the addressable CM may be played back by replacement or insertion.

In the above embodiments, the recording medium 5001 is illustrated as a magnetic disk, but the recording medium 5001 is not limited to an HDD or a medium when implemented, and the recording medium 5001 may be a volatile memory such as a DRAM or a cache memory, for example.

Alternatively, the addressable CM may be stored in volatile memory or cache instead of the HDD or media. In this case, the addressable CM uses a storage capacity that the user does not recognize, downloads from the CM distribution server 4000 without the user's recognition, and updates as necessary. In the case of such a configuration, the HDD or medium that is managed by the user and may be concerned about the margin is not used for the addressable CM. In this case, therefore, it is possible to prevent the user from being given the negative impression that the storage capacity at the user's disposal is occupied by the addressable CM.

In the above embodiments, the case where the acquisition source of the addressable CM is the CM distribution server 4000 has been described, but the present invention is not limited to this, and for example, the CM as the addressable CM may be acquired from data stored in the recording medium 5001, an optical disk, or the like. In this case, as the CM that is addressable, for example, recording data of a television broadcast program in which the CM is inserted into the main content may be considered. Metadata of a CM included in video data can be obtained. Therefore, for example, the integrated controller 5200 may acquire in advance metadata of CMs included in the video data in the storage medium 5001, store the metadata in a predetermined storage area, and select CMs corresponding to the viewing history or the attribute information with reference to the CM metadata stored in the predetermined storage area at the time of content playback, and use the selected CMs as addressable CMs.

In the above embodiments, the method of providing the content to the receiver 5000 is an example of terrestrial waves or satellite waves, but the present invention is not limited to this, and the method of providing the content to the receiver 5000 may be IP broadcasting, for example. In this case, the receiver 5000 receives an IP broadcast via the communication content processor 5100 (see fig. 4), for example.

In the above embodiments, the description has been made with the servers being divided into the broadcasting station server 1100 including the CM management server, the management server 3000, and the CM distribution server 4000 included in the broadcasting station 1000, but in practice, these

servers

1100, 3000, and 4000 need not be 3, and the functions of all the

servers

1100, 3000, and 4000 may be realized by 1 server, for example, or the functions of the

servers

1100, 3000, and 4000 may be realized by a server group including 4 or more servers.

The embodiments of the present invention have been described, but the embodiments are presented as examples and are not intended to limit the scope of the invention. The new embodiment can be implemented in other various forms, and various omissions, substitutions, and changes can be made without departing from the spirit of the invention. These embodiments and modifications thereof are included in the scope and gist of the invention, and are included in the invention described in the claims and the equivalent scope thereof.

The respective components shown in the above embodiments may be realized by a program installed in a memory such as a hard disk device of a computer, or the functions of the present invention may be realized by a computer by storing the program in a computer-readable electronic medium in advance and causing the computer to read the program from the electronic medium. The electronic medium includes, for example, a recording medium such as a CD-ROM, a flash memory, a removable medium, and the like. Further, the components may be stored in different computers connected via a network in a distributed manner, and communication may be performed between the computers that function the components.

Claims

A receiving apparatus, comprising:

a recording medium for storing an advertisement of a user's preference of the receiving apparatus analyzed based on a viewing history in the receiving apparatus;

playing means for playing the recorded content; and

a controller for performing the following processes:

acquiring advertisements preferred by users and storing the advertisements in the recording medium;

playing back the user-preferred advertisement stored in the recording medium at a predetermined timing during the playing back of the recorded content by the playing back means.
The reception apparatus according to claim 1, wherein the controller is configured to set a start time of a public-oriented advertisement included in the recorded content as the predetermined time, and replace the public-oriented advertisement with an advertisement preferred by the user stored in the recording medium and play the advertisement.
The receiving device according to claim 1, wherein,

and the controller is used for judging the specified time according to the advertisement insertion point information contained in the recorded content, inserting the advertisements preferred by the user and stored in the recording medium into the position indicated by the advertisement insertion point information and playing the advertisements.
The receiving device of any one of claims 1 to 3,

the controller is used for acquiring advertisements preferred by the user and storing the advertisements in the recording medium when the recorded content starts to be played.
The receiving device of any one of claims 1 to 4,

the controller is configured to perform acquisition of an advertisement preferred by the user and storage in the recording medium when a prescribed time period has elapsed since the advertisement was acquired last time.
The reception apparatus according to any one of claims 1 to 5, wherein the playback apparatus further has a recording function of recording a broadcast program that is played back by a broadcast wave and recording the broadcast program as recorded content.
A receiving method, comprising:

acquiring advertisements of user preferences analyzed based on viewing history; and

the user-preferred advertisement is played at a prescribed time during the playing of the recorded content.
A method for transmitting a signal transmitted from a first transmission device,

acquiring a viewing history of a user of a receiving apparatus from the receiving apparatus having a playback apparatus for playing back recorded content;

analyzing the user's preferences according to the viewing history;

and transmitting an advertisement corresponding to the preference to the receiving device at a predetermined timing in relation to the playing of the recorded content by the playing device.
The transmission device according to claim 8, wherein the advertisement is transmitted to the reception device in a case where the reception device receives a signal indicating that the advertisement is updated, assuming that the predetermined time has reached.
The transmission device according to claim 8, wherein a period from when the recorded content starts to be played back to when the advertisement starts to be played back in the playback device is set as the predetermined time, and the advertisement is transmitted to the reception device.
A transmission method, comprising:

acquiring a watching history;

analyzing the user's preference according to the viewing history; and

and transmitting the advertisement corresponding to the preference at a predetermined timing in relation to the playback of the recorded content.
A transceiver system, comprising:

a receiving device including a recording medium storing advertisements analyzed based on viewing history, a playing device playing recorded contents, and a controller controlling each part; and

a transmitting device which acquires the viewing history from the receiving device, analyzes the preference, and transmits an advertisement preferred by the user to the receiving device;

the controller of the reception apparatus performs the following processing:

acquiring the advertisement preferred by the user from the receiving device and storing the advertisement in the recording medium;

and playing back the advertisement preferred by the user stored in the recording medium at a predetermined timing during the playing back of the recorded content by the playing back device.
The transceiver system as claimed in claim 12,

the controller is configured to set a start time of a public-oriented advertisement included in the recorded content as the predetermined time, and replace the public-oriented advertisement with an advertisement preferred by the user stored in the recording medium and play the advertisement.
The transceiver system as claimed in claim 12,

and the controller is used for judging the specified time according to the advertisement insertion point information contained in the recorded content, inserting the advertisements preferred by the user and stored in the recording medium into the position indicated by the advertisement insertion point information and playing the advertisements.
Transceiving system according to one of claims 12 to 14,

the controller is used for acquiring advertisements preferred by the user and storing the advertisements in the recording medium when the recorded content starts to be played.
Transceiving system according to one of claims 12 to 15,

the controller is configured to acquire the advertisement preferred by the user and store the acquired advertisement in the recording medium when a predetermined period has elapsed since the last acquisition of the advertisement preferred by the user.
Transceiving system according to one of claims 12 to 16,

the playback device further includes a function of recording a broadcast program that is played back on a broadcast wave as recorded content.