CN1259798C - 可播局部广告的交互式电视节目向导系统 - Google Patents

可播局部广告的交互式电视节目向导系统 Download PDF

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CN1259798C
CN1259798C CNB998095036A CN99809503A CN1259798C CN 1259798 C CN1259798 C CN 1259798C CN B998095036 A CNB998095036 A CN B998095036A CN 99809503 A CN99809503 A CN 99809503A CN 1259798 C CN1259798 C CN 1259798C
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program guide
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彼得·C·鲍兰
威廉·L·托马斯
乔尔·G·哈瑟尔
迈克尔·D·埃利斯
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Abstract

本发明提供了一种节目向导系统，在该系统中，可以向实现在与电视转播设施比如电缆系统头端器相连的用户电视设备上的交互式电视节目向导分发局部广告。所述局部广告含有针对局部地区的特定用户的信息。当用户选择有关的全局广告时所述局部广告就可以显示。所述局部广告也可以通过循环播放全局广告和局部广告的方式自动显示。广告可以根据其内容而被屏蔽，或者可以调整广告的时间。可以执行关于广告使用的策略。

Description

可播局部广告的交互式电视节目向导系统
发明背景
本发明涉及交互式电视节目向导，尤其是用这样的交互式电视节目向导提供局部广告的技术。
被动式电视节目向导在专用的电视频道上提供滚动的或者分页的电视节目单列表。电视用户可以通过调谐到该专用频道的方式查看电视节目单。被动式节目向导显示屏的上部可以用来显示广告视频和有关的文字说明。文字说明的内容可以针对特定的地区。专利文献US-A-5,559,548(Davis et al.)公开了一种被动式电子节目向导系统，该系统能够同时显示不同的内容。
交互式电视节目向导允许电视用户执行更多的高级操作，比如以用户选定的格式显示节目单，分类搜索，收费节目点播等等。交互式节目向导一般实现在基于微处理器的机顶盒上。节目单数据从一个中央数据分发设施通过用户的电缆系统头端器传送到机顶盒。节目单数据一般存储在机顶盒的存储器中，交互式节目向导可以在这里访问所述数据。
交互式节目向导可以用来播放广告，就象下列文献所说明的那样：Knudson et al.于1998年3月4日提交的美国专利申请SerialNo.09/034,939，Knudson et al.于1998年4月30日提交的美国专利申请Serial No.09/070,604，Knudson et al.于1998年4月30日提交的美国专利申请Serial No.09/070,555，以及Boylan，III et al.于1998年4月30提交的美国专利申请Serial No.09/070,700。这些文献在此全文引用，作为参考文献。交互式节目向导广告向用户提供关于各种产品和服务的有用信息。例如，交互式节目向导广告可以用来推销即将推出的电视节目。交互式节目向导广告还可以用来推销节目之外的产品和服务。
由于交互式电视节目向导广告可以从一个中央设施向全国播放，这样的广告适合在全国推销产品和服务。但是，如果交互式节目向导广告仅仅是全国范围的，那么，就不能向用户提供象其他广告方式那样多的有用的地方广告信息。专利文献US-A-5,659,350(Hendricks etal.)公开了一种系统，其中，本地节目可以不使用交互式电视节目向导而插入到电视信号中。
存在这样的系统，比如专利文献US-A-5,600,364(Hendricks et al.)和US-A-5,589,792(Knee et al.)所公开者，其中，由远程处理器确定要在用户的显示器上显示的内容(例如广告的内容)。但是，这种方案可能会增加远程处理器的负担。
因此，本发明的一个目的是提供一种交互式电视节目向导系统，在这种系统中，可以向用户提供局部节目向导广告。
本发明的另一个目的是提供一种交互式电视节目向导系统，其中，可以根据广告的内容来显示广告。
发明内容
本发明的所述目的和其他目的是按照本发明的原理提供一种系统而实现的，在该系统中，向实现在用户电视设备上的交互式电视节目向导提供局部(也就是非全局的)广告，所述用户电视设备与一个电视转播设施相连。
所述局部广告的数据可以通过许多途径向所述交互式电视节目向导分发。例如，局部广告数据可以包括在从主设施传送到多个电视转播设施的全局数据流中。所述全局数据流也可以含有全局广告数据和节目向导数据。所述电视转播设施将所述全局数据流分配给用户电视设备。用户电视设备中的交互式节目向导可以抽取发送给该用户电视设备或者与其相连的电视转播设施的局部广告数据。
另一种方法是将局部广告数据插入全局数据流。局部广告数据可以插入所述全局数据流的带宽中为局部广告预留的部分。局部广告数据也可以插入全局数据流，覆盖某些全局广告。如果需要，局部广告数据可以从电视转播设施用单独的数据流传送到用户电视设备。上述广告分发机制是举例而言。可以用任何适当形式的数字多路传输来在单个或者需要的话在多个数据流中分发全局和局部广告。
局部广告可以用交互式电视节目向导显示在用户电视设备上。无论用户何时选择一个被显示的全局广告，都可以显示局部广告。以这种方式显示的局部广告的内容可以与所选择的全局广告的内容有关。如果需要，节目向导可以在用户电视设备上循环播放全局和局部广告。如果需要，也可以显示局部广告而不显示特定的全局广告。
阅读附图和下文对优选实施例所作的详细说明，可以更明了本发明的其他功能、其特点和各种优点。
图面说明
图1是提供被动式电视节目向导频道的传统方案的示意图。
图2是传统的被动式节目向导所提供的显示。
图3是传统的交互式节目向导数据分发系统的示意图。
图4是图解当用户在传统的节目向导收费节目单屏幕中选择某个节目信息时传统的节目向导可以如何显示收费节目点播信息的示意图。
图5是按照本发明提供局部广告的交互式电视节目向导系统举例的示意图。
图6是图解按照本发明可以如何将数据分发给多个电视转播设施的示意图。
图7是图解按照本发明可以如何从主设施作为全局数据流的一部分分发局部广告数据的示意图。
图8是一个举例的节目向导系统的示意图，在该系统中，所述电视转播设施含有一个过滤器，用来过滤掉发送给与所述电视转播设施相连的用户电视设备的除了局部广告之外的所有数据。
图9是一个举例的节目向导系统的示意图，在该系统中，在用户电视设备中提供了过滤器，用来过滤掉发送给该用户电视设备的除了局部广告之外的所有数据。
图10是图解按照本发明局部广告数据可以如何插入全局数据流的示意图。
图11是图解按照本发明局部广告数据可以在电视转播设施如何插入全局数据流的示意图。
图12是图解按照本发明从电视转播设施向用户电视设备传送局部广告时，可以如何提供单独的局部数据流的示意图。
图13是图解按照本发明当用户选择某个全局广告时，可以如何提供局部广告的示意图。
图14是如图13所示按照本发明向用户提供局部广告信息所涉及步骤的流程图。
图15是图解按照本发明全局广告和局部广告可以如何循环的示意图。
图16是如图13所示按照本发明循环显示全局和局部广告所涉及步骤的流程图。
图17是按照本发明显示局部广告所涉及步骤的流程图。
图18是按照本发明为广告基于其内容提供标签所涉及步骤的流程图。
图19是按照本发明调整特定广告的时间所涉及步骤的流程图。
图20是按照本发明实现某种广告使用策略所涉及步骤的流程图。
图21是按照本发明利用策略标记实现某种广告使用策略所涉及步骤的流程图。
图22是按照本发明利用策略信息实现某种广告使用策略所涉及步骤的流程图。
优选实施例的详细说明
在图1中示出了一种传统的被动式电视节目向导系统10。电视节目单数据，比如频道、标题和播放时间信息存储在数据发送设施14的节目单数据库12中。广告视频存储在广告视频数据库16中。与所述广告视频有关的广告文本存储在一个地区广告文本数据库18中。所述广告视频通过卫星在一个全局视频流中向全国转播。有关的广告文本也在一个全局数据流中转播。节目单信息也在一个全局数据流中转播。
所述全局视频和数据流传送到多个电缆系统头端器20。所述电缆系统头端器一般在不同的地理区域。每个地区中的所述电缆系统头端器包括一台计算机，用来析取适合该地区的广告文本和适合该地区的电视节目单信息。所述具有地区性的广告文本与所述广告视频以及该地区的节目单信息结合在一个单一屏幕上。该组合屏幕通过电缆链路24在专用电视频道上提供到电缆系统用户的电视机22上。典型的被动式节目向导屏幕的布局示于图2。
图1和图2所示的被动式节目向导系统向用户提供节目向导信息、广告信息和地区化的广告信息，而不需要用户具有专门的电视设备，只要有标准的电视机即可。但是，由于图1和图2所示的节目向导是被动式节目向导，不能向用户提供任何交互式功能。
在图3中示出了一种传统的交互式电视节目向导系统。节目单信息比如节目标题、频道和说明等等，存储在数据发送设施28的节目向导数据库26中。节目单信息通过卫星向多个电缆系统头端器30全国性播发。电缆系统头端器30位于全国不同的地理区域。每个头端器30通过电缆链路32将所述节目单信息再次转发给该头端器的用户机顶盒34。一般，使用带外信道、数字带内信道或者电缆链路32上某个信道的垂直信号消隐间隔(VBI)来向机顶盒34分发节目单信息。
机顶盒34具有存储器，其中存储所述节目单信息。机顶盒34还具有一个处理器，用来实现所述交互式电视节目向导。实现在每一个机顶盒34上的节目向导能够在与其相连的电视机36上显示各种节目单。例如，可以显示收费节目的节目单，如图4中的上部屏幕所示。如果用户选择了收费节目单38中的一个，节目向导可以显示点播信息40，如图4中的下部屏幕所示。点播信息40可以包括比如收费节目点播电话号码42，该号码是区别用户地理区域的。收费节目点播电话号码在全国播发，但每个机顶盒34只析取其中适合用户所在地理位置的收费节目点播电话号码。
尽管图3和图4所示的方案允许用户获取地区化了的电话号码信息，但是图3和图4所示的方案不能提供局部广告信息。
在图5中示出了本发明的一个节目向导系统举例44。主设施46具有一个节目向导数据库48，用来存储节目向导信息，比如电视节目信道节目单数据、收费节目点播信息、电视节目广告信息等等。主设施46还包括一个广告数据库50，用来存储广告信息。数据库48和50的信息可以通过通信链路比如通信链路53传送到多个电视转播设施比如电视转播设施52。链路53可以是卫星链路、电话网络链路、高速电话链路、电缆或者光纤链路、微波链路、所述链路的组合，或者其他合适的通信链路。如果希望在链路53上传送除了数据信号之外的视频信号(例如广告和促销视频)，一般来说最好用较大带宽的链路，而不用带宽较小的链路比如电话线路。
电视转播设施52是用来向用户转播电视信号的设施，比如电缆系统头端器、广播转播设施，或者卫星电视转播设施。
由主设施46传送给电视转播设施52的节目向导信息包括电视节目单数据比如节目时间、频道、标题和说明等等。所传送的节目信息还包括付费节目数据比如各个节目的价格信息和订购频道、点播节目的时间窗口和频道、不能脉冲点播时用来点播的电话号码，等等。
由主设施46传送给电视转播设施52的广告信息可以包括各种产品和服务的文本、图形和视频广告。全局广告(例如全国性广告，或者在其他大范围地理区域一致播放的广告)可以从主设施46向多个电视转播设施52转播，如图6所示。在图5中仅示出了一个电视转播设施52，以避免图面过于复杂。
每个电视转播设施52通过通信链路56向用户的有关用户电视设备54分发广告。如果需要，某些广告信息可以利用电视转播设施52中的广告数据库57提供。例如，可以用广告数据库57提供局部广告。广告数据库57也可以用来临时缓存从主设施46传送的全国性广告数据。广告数据库57可以包括一个能够处理文本、图形和视频的服务器。
用户电视设备54可以是任何合适的设备，向用户提供电视节目，其具有充分的处理能力，足以实现交互式电视节目向导。路径56可以是电缆链路、光纤链路、卫星链路、广播链路或者其他合适的链路或所述链路的组合。可以用任何合适的通信机制在路径56上传送数据，包括带内传输、垂直信号消隐间隔传输、带外传输、数字传输、模拟传输、电缆传输、卫星传输、无线传输、多路多点分布式服务(Multichannel multipoint distribution services，MMDS)传输，等等。
用来在路径56上分发数据的数据分发技术取决于所分发的信息的类型。例如，文本和图形可以用带外调制器在带外频道上分发。视频信息也可以用这种方式分发，但是，大量的视频信息用路径56上的一个或多个数字信道分发可能更有效率。所述数字信道也可以用来分发文本和图形。
每个用户有一个接收器，一般是机顶盒比如机顶盒58，但也可以是其他合适的电视设备比如高级电视接收机，其中集成有类似于机顶盒电路的电路，或者是个人计算机电视机(PC/TV)。数据，比如节目向导数据，可以定期分发到机顶盒。电视转播设施52也可以定期轮询机顶盒58以获取特定信息(比如收费节目帐号信息，或者关于已经用局部生成授权技术购买并观看了的节目的信息)。
主设施46最好具有一个处理器来处理信息分发任务。每个机顶盒58最好具有一个处理器来处理与所述交互式电视节目向导的实现有关的任务。电视转播设施52可以具有一个处理器，用来处理与数据分发有关的任务。
每个机顶盒58一般连接到一个可选的磁带录像机60，以便存储选中的电视节目。每个磁带录像机60连接到一个电视机62。为了录制节目，所述实现在机顶盒58上的交互式电视节目向导将机顶盒58调谐到特定的频道，并向磁带录像机60发送控制信号(例如用红外发射器)，指令磁带录像机60在适当的时间开始和停止录制。
在使用节目向导时，可以在电视机62上显示电视节目单、广告和其他的信息。每个机顶盒58、磁带录像机60和电视机62可以由一个或几个遥控器64或者其他合适的用户输入接口控制，后者比如是无线键盘、鼠标、跟踪球、专用键组等等。典型的遥控器64具有光标键，用来在节目向导屏幕上定位一个突出显示区，以及一个“确认”键或者选择按钮，用来选择屏幕上的突出显示项目。其他典型的遥控按钮包括功能按钮比如录制按钮、频道增减按钮、音量控制按钮以及数字键等。
通信链路56最好具有充分的带宽，以允许电视转播设施52向用户电视设备54分发电视节目、节目单信息、广告以及其他信息。可以通过通信链路56向用户电视设备54提供多个电视和音频信道(模拟的、数字的或者模拟及数字的)。如果需要，可以用至少部分独立于通信路径56的通信路径，由独立于电视转播设施52的一个或多个分发设施，来分发某些数据，比如节目单数据。
某些功能，比如购买收费节目或者购买产品或服务，可能要求用户电视设备54通过通信路径56向电视转播设施52传送数据。如果需要，这样的数据可以通过电话线或者其他单独的通信路径传送。如果例如上述功能是由独立于电视转播设施52的设施提供的，某些涉及用户电视设备54的通信可以直接与所述单独的设施进行。
交互式电视节目向导的用户可以交互式地订购附加信息、产品或者服务。例如，用户可以选择显示在节目向导中的某个广告而下订单。这些订单可以由履行设施66、68来履行。如果需要，订单可以通过链路70直接发送到履行设施比如履行设施66，所述链路可以是电话链路、因特网或者其他合适的通信链路。订单也可以通过链路56(例如双向电缆)发送到电视转播设施52，这里，可以使用该电视转播设施的记帐系统。在电视转播设施52处理了用户的订单后，电视转播设施52可以将该订单通过链路72发送给履行设施68。
可以使用许多种合适的技术从电视转播设施52向用户电视设备54分发与广告有关的视频。例如，如果每个路径56都包括一系列传统的模拟电视频道，这些频道中的一个或多个可以用来支持一系列数字频道。用来支持数字频道的每一个模拟频道的带宽可以支持十个以上这样的数字频道。如果需要，可以从电视转播设施52在所述数字频道上以连续循环方式(in a continuously looped arrangement)提供视频。提供给机顶盒58的信息然后可以用来判断希望观看的视频到点后应该调谐到哪个数字频道。例如，如果希望取代某个全国性广播播放某个局部广告，机顶盒58可以在适当的时间调谐到含有该局部广告的数字频道。或者，可以由电视转播设施52应要求提供视频。在这种方法中，机顶盒58和电视转播设施52可以对话，以确定在哪个频道上提供所需的视频。利用这些或者其他合适的技术，可以向用户电视设备54分发来自主设施46、来自某个独立的设施或者来自电视转播设施52(例如来自广告数据库57)的视频。如果需要，可以用位于电视转播设施52和用户电视设备54之间的网络节点的服务器来向用户电视设备54分发视频和其他信息。
可以定期(例如每十分钟或者每天一次)从电视转播设施52向用户电视设备54下载广告的图形信息。在需要时，节目向导可以在本地访问所述图形信息。或者，可以以连续循环方式在路径56上的一个或多个数字频道上提供图形信息。在这种连续循环方式中，最好定期(例如每天一次)下载指示最新图形信息位置的地图(map)到机顶盒58中。这样就可以更新所述数字频道上的内容。机顶盒58上的节目向导可以利用所述地图在数字频道上定位所需的图形信息。另一种方法涉及在机顶盒58和电视转播设施52完成建立下载操作的对话后用广告数据库57提供图形信息。然后，可以从所述广告数据库向所述机顶盒下载位图或者其他合适的图形信息集。如果需要，电视转播设施52可以下载指南，告诉机顶盒可以在特定的数字频道上什么地方找到所需的图形信息。如果用户电视设备54被告知了图形信息的当前位置，图形信息就可以定期更新。
可以用与节目向导数据的分发路径相同的路径从电视转播设施52向用户电视设备54分发广告文本信息。例如，可以在路径56上的某个带外频道上分发广告数据。文本信息可以本地存储在机顶盒58中，并定期更新(例如每天一次)。
也可以用上述技术的组合或者其他合适的技术来从电视转播设施52向用户电视设备54分发广告视频、图形和文本。
电视转播设施52向用户电视设备54既分发全局广告，又分发局部广告。全局广告是全国性广告，或者是在其他类似的广大地理区域一致播发的广告。典型的全局广告可以是某个牌子的汽车，因为同样的汽车一般来说都是在全国范围销售。局部广告是为特定地区或者特定用户群量身定制的广告。可以播发局部广告的典型地区例如包括城市、市区、州、多州地区(例如新英格兰地区)等等。这样的地区的典型局部广告例如可以是汽车交易商的广告，因为汽车交易商一般仅向特定的地理区域提供服务。可以向其提供局部广告的特定用户群的例子是与某个给定的电缆系统经营者的所有电缆系统相连的用户群。针对这种用户群的典型的局部广告可以是关于某个新的电缆系统频道或者关于某些促销措施的广告。
全局广告最好在全部地区内并行地分发给所有的电视转播设施52。例如，如果电视转播设施52是分布在全国各种地方的电缆系统头端器或者头端器组，并且链路53是卫星链路，那么，一个全国性的汽车广告例如可以通过卫星基本上在同时发送到例如成千上万个这样的电缆系统头端器。这样的大范围播发充分利用了系统44的数据同时分发能力。但是，用卫星同时分发全局数据只是可以用来分发全局广告数据的一种举例的方式。如果需要的话，可以使用其他任何合适的数据分发技术，包括串行数据分配机制和使用其他类型的通信链路53的数据分配机制。
可以将局部广告提供给电视转播设施52，用以利用许多不同的技术再次分发给用户设备54。如图7所示，局部广告数据74可以作为传送全局广告数据的同一个全局数据流的一部分从主设施46传送到电视转播设施52。每一个局部广告的局部广告数据具有一个关联地址78。每个地址78确定了与其相关的局部广告的目的地。该目的地一般是某个局部地理区域，比如一个城市或者一个州，但也可以是非地理的目的地，比如由同一个电缆系统经营者经营的所有电缆系统，具有某个收入水平(例如通过邮政编码信息或者其他合适的资源确定)的所有家庭，或者其他合适的用以确定非全局目的地的标准。
在所述全局数据流中也可以传送其他数据，比如节目单数据。这种分发机制可能尤其适合含有文本和图形的局部广告，但是，如果需要的话，也可以用这种方法分发含有视频的局部广告。
如图8所示，每个电视转播设施比如电视转播设施52可以具有相应的局部广告过滤器82。当主设施46将图7中的全局数据流传送到电视转播设施52时，过滤器82从所述数据流中析取发送给电视转播设施52及其相连接的用户电视设备54所在的局部地区的局部广告，或者析取发送给与电视转播设施52相连接的某个用户群的局部广告。这样，向用户提供的局部广告的内容就是针对用户所在的地理位置或者广告所要影响的受众群体(就象针对特定电缆系统经营者的所有电缆系统的广告的情形一样)量身定制的。
如图9所示，过滤工作可以用位于用户电视设备的过滤器84来完成。利用图9所示的方案，每个用户的用户电视设备54中的机顶盒58(图5)或者其他类似设备过滤掉除了发送给该用户的用户电视设备54的局部广告之外的所有信息。
如果需要，在电视转播设施52和用户电视设备54都可以使用过滤器。利用这样的方案，每个电视转播设施52的过滤器可以提供第一层过滤，与每个电视转播设施52相连的用户电视设备54的过滤器可以提供第二层过滤。
向用户提供局部广告的另一种方法示于图10中。如图10上方的数据流所示，从主设施46发送到电视转播设施52的全局数据流可以含有全局广告数据82以及其他的数据86比如节目向导数据。该全局数据流的部分带宽可以保留下来用于插入局部广告数据。例如，可以保留空档比如空档88用以插入数据。在电视转播设施52，局部广告数据插入了空档88。局部广告数据也可以用覆盖已有全局广告的方式插入全局数据流中。
在将局部广告插入全局数据流中后，电视转播设施52可以将图10下部的数据流传送到用户电视设备54，如图11所示。如图10下部的数据流所示，局部广告数据90已经用覆盖全局广告数据84的方式插入了，局部广告数据92已经插入了为局部广告预留的空档88。因为局部广告在电视转播设施52插入了所述数据流中，提供给与该电视转播设施52相连的用户电视设备54的局部广告就是适合用户的地理区域的，如果所述局部广告是要提供给该地区的所有用户的，在用户电视设备54一般来说就不需要过滤了。如果该局部广告是针对该地理区域用户的特定子集的(例如具有特定人口统计特征比如给定收入水平的所有用户)，在用户电视设备54就要进行附加过滤。如果需要，局部广告可以在从电视转播设施与所述全局数据流同时传送的单独的数据流中向用户提供，如图12所示。
图11和图12示出了可以如何用电视转播设施处的计算机94来提供所述局部数据。计算机94可以用来实现或者管理一个广告数据库比如图5的广告数据库57。当需要时，可以用计算机从广告数据库57检索要传送给用户电视设备54的局部广告。
实现在用户电视设备54上的节目向导可以以多种方式向用户提供局部广告。例如，节目向导最初可以显示一个节目向导屏幕比如示于图13上部的节目向导屏幕95。节目向导屏幕95包括节目单区96，其中包括节目单的表格、表列或者图表。节目向导屏幕95还包括标识98和全局面板广告100。用户可以，例如，将一个高亮区比如高亮区102用遥控光标键定位到想要看的广告上并按下“选择”或者“确认”遥控键，从而选择某个全局广告100。作为响应，节目向导可以如图13下部所示显示相关的局部广告104。
图13中向用户提供局部广告104所涉及的步骤示于图14中。在步骤106，节目向导在合适的节目向导显示屏幕上显示节目向导中的某个全局广告。在步骤108，节目向导向用户提供选择全局广告的机会。在步骤110，在用户选择了想要看的全局广告之后，节目向导显示想要的局部广告，后者的内容可以与所选择的全局广告的内容相关。
显示局部广告的另一种方案示于图15中。图15上部的节目向导屏幕包括节目单区112和全局标题广告114和116。局部广告定期地取代所述全局标题广告显示。例如，如图15下部的节目向导屏幕所示，局部广告118取代了全局广告116。如果需要，局部广告118的内容可以与全局广告116的内容相关。
利用图15所示的方案显示局部广告所涉及的步骤示于图16中。在步骤120，节目向导显示一个全局广告。在步骤122，节目向导显示一个局部广告。该局部广告可以如图15所示取代全局广告显示。在步骤124，重复所述循环(也就是，全局广告116取代图15中的局部广告118显示，等等)。或者，可以在步骤124显示一个不同的广告(全局的或者局部的)。
图13和图15的方案仅为举例说明而已。可以用任何适当的方案来显示局部广告。例如，不是必须与全局广告一起显示局部广告。局部广告可以完全独立显示(例如按照预定的时间表或者别的合适方案)。而且，全局和局部广告可以按照任何需要的格式显示，包括图13的面板广告格式、图15的标题广告格式，或者其他合适的格式。全局和局部广告都是可以选择的。
如果所述广告是可选的，就可以向用户提供购买某种广告产品或服务的机会。用户可以通过选择某个广告的方式来订购某种产品，可以通过选择某个广告的方式索取目录，可以通过选择某个广告的方式获取样品，可以通过选择某个广告的方式从销售人员索取电话号码，可以通过选择某个广告的方式索取如何与本地商店的销售人员联系的信息，等等。这些例子只是说明而已。如果需要，利用可选广告，可以推销或者订购任何合适类型的产品或服务。
也可以向用户提供通过选择某个广告而购买节目的机会。例如，可以向用户提供脉冲购买(impulse purchase)收费节目的机会。也可以向用户提供购买视频点播节目或者准视频点播节目的机会。这些例子只是用于说明而已，如果需要，通过选择可选的广告，用户可以购买任何类型的节目。
另外，当用户选中某个节目的可选广告时，可以向用户提供为该节目设置提醒信息的机会。还可以指令节目向导在用户选择可选广告时进行其他的操作。例如，当用户选择某个节目的广告时，可以指令节目向导录制该节目。这些例子都是说明目的的，如果需要，可以在用户选择可选广告时指令节目向导进行任何适当的操作。
如图15所示，可以显示没有相应的全局广告的局部广告(在步骤126)。这种局部广告可能尤其适合于只与小范围的地理区域有关的广告业务(例如Joe′s pizzeria)。如果希望广告一种更多的是全国性需求的产品或服务，但又有相应的方面需要进行更为本地化的推销(例如需要宣传某汽车品牌的各个经销商)，那么，可以在步骤128显示一个适当的全局广告，并在步骤130(例如在用户选择了所述全局广告之后)由节目向导显示一个相应的局部广告。
本发明的另一方面涉及具有内容标签的广告的提供，以便用户或者电视转播设施的经营者可以根据内容屏蔽特定的广告。当某些广告(例如成人节目广告)触犯特定用户或群体的感情时，这种功能就是有用的。如图18所示，在步骤132可以为广告提供内容标签(例如在主设施46的广告数据库50中)。合适的内容标签包括描绘性语言、暴力和性内容的标签。如果需要，可以提供种类标签(例如用节目分类如喜剧、运动、电影等来标示广告内容的标签)。也可以提供用主题来标示广告内容的标签，比如家居设施(home improvement)、汽车、服装、运动装备、鞋、照相、电子、乐器、书籍等等。
在步骤134，用系统53来分发带内容标签的广告。在步骤136屏蔽了内容不受欢迎的广告。如果需要，在步骤138，在所述被屏蔽了的广告的位置，节目向导可以显示合适的全局广告、局部广告或者后备信息(例如空白屏幕或者服务提供商的广告)。取代由于被认为内容不良的广告而播放的广告最好不具有不良内容。
步骤134和步骤136的分发和屏蔽可以用任何适当的方案执行。例如，可以由主设施46和电视转播设施52在一个或多个数据流中向用户电视设备54分发带有内容标签的广告，并可以在用户电视设备54从所述一个或多个数据流中过滤掉不希望有的广告。另一种方法是由电视转播设施52过滤不需要的广告。这些方法只是说明性的。如果需要，可以用任何适当的方法根据内容屏蔽广告。例如，用户电视设备可以基于关键词搜索(例如搜索广告文本中的描绘性语言词，或者搜索基于感兴趣的项目的单词)而屏蔽广告，而不是依赖于在主设施46提供的内容标签。
在步骤140，用户、系统经营者或者其他实体可以选择在步骤136使用的屏蔽(过滤)标准。例如，系统经营者可以屏蔽所有的成人节目广告。用户可以屏蔽所有带描绘性语言的广告。用户还可以通过选择电子设备分类而选择性地允许显示关于电子设备的广告。如果用户选择了某个分类比如电子设备分类，在步骤136，除了内容与电子设备有关的广告之外(根据内容标签、关键词搜索或者其他合适的技术)，所有的广告都会被屏蔽掉。
本发明的另一方面涉及特定广告的时间调整。在某些情况下，可能希望调整某个广告的时间，以便该广告能够更好地到达受众。例如，某个网络电视节目可以在东部时间晚上8点和山地时间晚上7点播放(尽管东部时间和山地时间相差两个时区)。如果某个广告是全国性播放的，并且只在东部时间晚上8点以前(例如东部时间晚上7点55分)播放，那么，该广告按山地时间播放的时间是下午5点55分(如果不调整时间的话)。这种情况是不受欢迎的，因为针对晚上7点的电视节目在下午5点55分播出广告不及针对晚上7点的电视节目在下午6点55分播出广告有效。因此，在这种情况下，可能希望将山地时间下午5点55分的广告推迟(调整时间)到山地时间晚上6点55分播放。
调整广告时间所涉及的步骤示于图19中。在步骤142，分发全局广告。在希望对给定的全局广告进行时间调整的时区，该广告可以在步骤144暂时存储起来(例如存储在电视转播设施52的广告数据库57中)。在其他地方，该全局广告可以正常播放。在步骤146，由节目向导播放所述调整了时间的广告(例如，将所述广告从电视转播设施52中的广告数据库57传送到用户电视设备54，并由节目向导在电视机62上显示)。
本发明的另一方面涉及由电视转播设施52贯彻与广告的使用有关的策略。例如，可能希望禁止电视转播设施52对某些广告进行时间调整。也可能希望禁止电视转播设施52修改某些广告(例如通过覆盖该广告的方式，或者通过提供相应的局部广告的方式)。
如图20所示，在步骤148，系统44可以通过提供带有规定广告如何使用的信息(即广告使用信息)的广告而方便广告使用策略的贯彻。当电视转播设施52试图调整某些广告的时间或者修改某些广告时(例如试图覆盖该广告，或者试图提供相应的局部广告)，所述广告使用策略就可以在步骤150得到贯彻。
实现图20所示步骤的一种举例的方法示于图21中。在步骤152，向广告提供了使用策略标记(例如在主设施46的广告数据库50中)。所述策略标记指出广告可以如何使用(例如，该广告是否可以调整时间，是否可以以覆盖或者提供相应局部广告的方式加以修改，等等)。在步骤154，带有使用策略标记的广告被分发给电视转播设施52。在步骤156，根据所述策略标记所定义的广告使用策略，电视转播设施52分发应由节目向导在用户电视设备54上显示的广告。例如，如果某个广告所附带的策略标记指出该广告不允许调整时间，没有该标记也许就会调整时间的电视转播设施52就不能进行时间调整操作，而是将该广告向用户电视设备54正常分发。
实现图20所示步骤的另一种方法示于图22中。在步骤158，主设施46向电视转播设施52分发广告使用策略信息，后者规定了各种广告的使用策略。在步骤160，电视转播设施52根据所述策略信息所确定的广告使用策略分发应由节目向导在用户电视设备54上显示的广告。例如，如果所述策略信息指出某个广告不能调整时间，没有所述信息也许就希望调整时间的电视转播设施52就不能进行时间调整操作，而是将该广告向用户电视设备54正常分发。
以上仅仅是对本发明原理的说明，本领域技术人员可以作各种各样的修改而并不超出本发明的范围和实质。

Claims (15)

1.一种使用在其中将局部广告转播到实现有交互式电视节目向导的用户电视设备(54)的系统的方法，其特征在于：
从主设施(46)提供包括全局广告的数据流；
在转播设施(52)接收数据流，在转播设施(52)将局部广告插入到该数据流中，并从转播设施(52)向与转播设施(52)相关联的用户电视设备(54)转播局部广告和全局广告，其中每个局部广告都与定义该局部广告的目的地的地址相关联，其中目的地是由转播设施(52)提供服务的用户电视设备(54)的一个子集；
在用户电视设备(54)过滤数据流，以把除地址为子集中所包括的用户电视设备(54)的局部广告以外的所有局部广告都筛选出去；以及
利用交互电视节目向导显示地址为子集中所包括的用户电视设备(54)的局部广告。
2.根据权利要求1所述的方法，其进一步特征在于下列步骤：
在转播设施(52)通过重写全局广告将局部广告插入到数据流中。
3.根据权利要求1所述的方法，其中转播设施(52)所接收的数据流包括为局部广告保留的带宽，并且转播设施(52)的进一步特征在于下列步骤：
在所保留的带宽中将局部广告插入到数据流中。
4.根据权利要求1所述的方法，其中数据流包括为局部广告保留的时隙，并且转播设施(52)的进一步特征在于下列步骤：
在所保留的时隙中将局部广告插入到数据流中。
5.根据权利要求1所述的方法，其中转播设施(52)的进一步特征在于下列步骤：
将数据流中的全局广告从转播设施(52)传送到用户电视设备(54)；以及
将局部广告作为与包含全局广告的数据流独立的数据流从转播设施(52)传送到用户电视设备(54)。
6.根据权利要求1所述的方法，其进一步特征在于下列步骤：
将节目向导信息传送到转播设施(52)，并且
将节目向导信息从转播设施(52)传送到用户电视设备(54)。
7.根据权利要求1所述的方法，其中节目向导数据和全局广告存储在主设施(46)中，该方法的进一步特征在于下列步骤：
将节目向导数据和全局广告从主设施(46)传送到转播设施(52)；以及
将节目向导数据、全局广告和局部广告从转播设施(52)传送到用户电视设备(54)。
8.根据权利要求1所述的方法，其进一步特征在于下列步骤：
显示用户可能用交互式电视节目向导选择的全局广告；以及
每当用户选择了全局广告时，就用与全局广告的内容相关的内容显示相应的局部广告。
9.根据权利要求1所述的方法，其进一步特征在于下列步骤：
显示用户可能用交互式电视节目向导选择的全局广告；以及
每当用户选择了全局广告时，就显示相应的全屏局部广告。
10.根据权利要求1所述的方法，其进一步特征在于下列步骤：
利用交互式电视节目向导显示全局广告；以及
循环显示全局广告和局部广告。
11.根据权利要求1所述的方法，其进一步特征在于下列步骤：
利用交互式电视节目向导显示全局标题广告；以及
循环显示全局标题广告和局部广告。
12.根据权利要求1所述的方法，进一步包括利用交互式电视节目向导显示全局广告的步骤。
13.根据权利要求1所述的方法，进一步包括利用交互式电视节目向导显示节目清单区域的步骤。
14.根据权利要求1所述的方法，进一步包括下列步骤：
利用交互式电视节目向导显示全局广告；以及
显示节目清单区域。
15.根据权利要求1所述的方法，进一步包括下列步骤：
将节目向导信息传送到转播设施(52)；
将节目向导信息、全局广告和局部广告从转播设施(52)传送到用户电视设备(54)；
利用交互式电视节目向导显示全局广告；以及
利用交互式电视节目向导显示包括节目向导信息的节目清单区域。
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