CN1520170B - 实现交互式电视节目指南的方法和系统 - Google Patents

实现交互式电视节目指南的方法和系统 Download PDF

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CN1520170B
CN1520170B CN2004100027922A CN200410002792A CN1520170B CN 1520170 B CN1520170 B CN 1520170B CN 2004100027922 A CN2004100027922 A CN 2004100027922A CN 200410002792 A CN200410002792 A CN 200410002792A CN 1520170 B CN1520170 B CN 1520170B
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interactive advertising
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CN1520170A (zh
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爱德华·B·纳德森
迈克尔·D·埃利斯
罗伯特·A·尼
小肯尼思·F·卡彭特
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Abstract

提供一种交互式电视节目指南系统，其中可根据用户兴趣向用户展示有目标广告和在节目指南中采取有目标行动。节目指南监视用户和节目指南的交互以便确定用户的兴趣。可被监视的交互包括指示用户感兴趣的节目种类(例如电影、体育、儿童节目等)的交互、对某节目设置提示、订购某节目、请求有关节目的信息、浏览特定时间或频道的节目栏目等等。

Description

实现交互式电视节目指南的方法和系统
本发明是联合视频制品公司于2000年10月17日递交的、申请号为99805153.5、发明名称为“有目标广告的节目指南系统”的发明专利申请的分案申请。
技术领域
本发明涉及交互式电视指南，更具体地，涉及用于向这种电视节目指南用户呈现有目标广告的技术。
背景技术
有线、卫星和广播电视系统向观众提供大量的电视频道。观众传统地查阅印刷的电视节目时间表确定某特定时间广播的各节目。近来，已开发出交互式电子电视节目指南，其可在观众的电视机上显示电视节目信息。
交互式节目指南典型地是在机顶盒上实现的。这样的节目指南允许用户以不同的显示格式观看电视节目表。例如，用户可指示节目指南按频道次序或按时间次序显示表格式节目表。用户还可通过主题(例如电影、体育等或通过标题(即字母顺序)搜索和分类节目表。通过把增亮区放在某所需节目栏上并按“信息”按钮，用户可得到节目的附加信息。通过把增亮区放在某节目栏上并按“OK”按钮，用户可从节目指南购买付费节目。通过把增亮区放在某节目栏上并按“录下”按钮，一些系统允许用户选择要录下的节目。
用户和节目指南的交互表现出用户的兴趣。例如，若用户购买付费观看电影，做出购买显示该用户对这种类型的电影感兴趣。搜索“体育”类的节目表表明该用户对体育感兴趣。尽管用户和节目指南的交互指出用户的兴趣，但先前所知的节目指南系统并不监视或使用该信息。结果是，先前的系统不能根据通过用户和节目指南的交互所表达出的用户偏好，在节目指南中向用户呈现有目标的广告或采取有目标的行动。
发明内容
因此，本发明的一个目的是提供一种节目指南系统，其通过监视用户和节目指南的交互，确定用户的兴趣，并且根据用户的兴趣，在节目指南中展示有目标的广告或采取有目标的行动。
本发明的另一个目的是提供一种监视有目标的广告和有目标的节目指南行动的有效性的方法。
依据本发明的原理通过提供一种具有监视用户和节目指南的交互以确定用户的兴趣的交互式电视节目指南的系统，达到本发明的这些以及其它目的。该节目指南根据这种对用户兴趣的确定可在节目指南上展示有目标的广告或采取有目标的行动。
有目标的广告可包含正文、图形或视频。有目标的广告还可以是含有各种用户可选项的主动体。例如，某有目标的广告可允许用户要求把某产品的其它信息邮寄到用户家中，可允许用户购买某产品，或者允许用户利用该节目指南观看有关某产品的其它信息。
节目指南中可采取的有目标行动包括设置节目提示以及提供供购买的付费观看节目.例如，若节目指南确定用户对体育节目安排有兴趣，则该节目指南可自动地设置某特殊体育节目的节目提示.替代地，节目指南可能为用户提供设置这种提示的机会，而不是自动地设置提示.另一种可能采取的有目标行动包括向用户显示购买付费观看的事件的选择.例如，若确定某用户对拳击感兴趣，则节目指南可向该用户提出购买某付费观看的拳击比赛的机会.
利用该节目指南的专用监视版本，可监视节目指南中展示的有目标广告以及所采取的有目标行动。可以向代表性的用户群发放该节目指南的监视版本。该节目指南的监视版本周期性地向中央设施发送有关哪些广告被展示以及哪些行动被采用的频率的数据以供分析。
根据本发明第一方面，在此提供一种用于使用交互式电视节目指南来显示节目列表信息的方法，该方法包括：在一个显示器上显示用于给定电视频道的视频图像；以及在用于该给定电视频道的视频图像上显示包括节目列表信息和至少一个交互式广告的叠层。
根据本发明第二方面，在此提供一种实现交互式电视节目指南的系统，其中该交互式节目指南被用于显示节目列表信息，该系统包括：用于在一个显示器上显示用于给定电视频道的装置；以及用于该给定电视频道上显示一个叠层的装置，该叠层包括节目列表信息和至少一个交互式广告。
根据本发明第三方面，一种实现交互式电视节目指南的系统，其中该交互式节目指南被用于显示节目列表信息，该系统包括：一个显示器；以及用户电视设备被配置为：在该显示器上显示用于给定电视频道的视频图像；在用于给定电视频道的视频图像上显示一个叠层的装置，该叠层包括节目列表信息和至少一个交互式广告。
附图说明
从附图以及下面的对各优选实施例的详细说明，本发明的其它特征、其特征以及各种优点会更清楚。
图1是在其中实现依据本发明的交互式电视节目指南的系统的框图。
图2的系统类似图1的系统，示出依据本发明可如何把服务器设在网络节点上。
图3是在依据本发明的节目指南中的确定用户兴趣以及展示有目标广告或采取有目标行动所涉及的步骤的流程图。
图4描述依据本发明的用于浏览特性的一个示意屏幕。
图5描述依据本发明的一个示意的设置提示的屏幕。
图6描述依据本发明的一个示意的提示屏幕。
图7描述依据本发明的一个按时间的示意性节目表屏幕。
图8描述依据本发明的一个示意性选择启动时间屏幕。
图9描述依据本发明的一个示意性定购观看屏幕。
图10描述依据本发明的一个示意性有目标的付费观看定购屏幕。
图11描述依据本发明的一个示意性有目标的设置提示屏幕。
图12描述依据本发明的一个示意性的含有有目标广告的导航器屏幕。
图13描述依据本发明的按频道的示意性节目表屏幕。
图14描述依据本发明的示意性节目宣传屏幕。
图15描述依据本发明的示意性付费观看电影屏幕以及示意性对应付费观看信息屏幕。
图16说明依据本发明的监视处理。
图17描述依据本发明的示意性具有翻转区的电视屏幕。
图18描述依据本发明的示意性含有可选择有目标广告的导航器屏幕。
图19描述依据本发明的示意性电影表屏幕。
图20描述依据本发明的示意性电影信息屏幕。
图21描述依据本发明的示意性付费观看电影表屏幕。
图22描述依据本发明的用于在当前显示的电视频道的上部显示广告的示意性设置。
图23是一个流程图，表示依据本发明的一种在选定节目上显示广告的示意性方法所涉及的各步骤。
图24描述依据本发明的以活化体的形式展示的示意性有目标广告。
图25是一个流程图，表示依据本发明的显示相对小的广告的一种示意方法所涉及的各步骤，用户可选择这些小广告以便用全屏幕视频广告形式观看附加信息。
图26是依据本发明的可用来识别有目标的广告或行动的内容的数据结构。
图27是依据本发明的可用来识别电视节目的内容的数据结构。
图28是一个流程图，表示在依据本发明的监视节目指南中向用户显示哪些有目标广告以及采取哪些有目标行动所涉及到的步骤。
图29是一个依据本发明的适用于收集监视数据的数据记录类型示意图。
具体实施方式
图1中示出依据本发明的示意性节目指南系统30。主设备32包括一个节目指南数据库34，用于存储节目指南信息，例如电视节目指南表数据、付费观看定购信息、电视节目宣传信息等。主设备32还包括一个广告数据库36，用于存储广告信息。来自数据库34和36的信息的可通过通信链路40传送到电视传送设备38。链路40可以是卫星链路、电话网链路、电缆或光纤链路、微波链路、这些链路的组合，或者任何其它适用的通信链路。若在链路40上除发送数据信号以外还需要发送视频信号(例如，为广告及宣传视频)，则通常带宽相对高的链路如卫星链路优于带宽相对低的链路如电话线。
电视传送设备38是向用户传送电视信号的设备，例如有线系统前端设备、广播传送设备或卫星电视传送设备。
主设备32发送到电视传送设备38的节目指南信息包括电视节目表数据，例如节目时间、频道、标题、说明等。发送的节目信息还包括付费节目数据，例如各个节目的定价信息及订阅频道、定购节目及频道的时间窗口、不能脉冲拨号时的用于定购的电话号码等。主设备32发送到电视传送设备的广告信息包括用于各种产品和服务的正文、图形和视频广告。若需要，则可使用主设备32之外的设备上的数据源提供某些节目指南和广告信息。例如，可以通过一个独立于主设备32和独立于电视传送设备38的定购处理及计费系统，生成和付费节目定购处理有关的数据(例如，计费数据等)。类似地，可以通过一个独立于主设备32和电视传送设备38的广告设备生成广告信息。
和其来源无关，若需要，则可把广告信息保持在电视传送设备38内的服务器42上。服务器42能处理正文、图形和视频。
电视传送设备38通过通信路径46向许多用户的用户电视设备44传送节目指南和广告信息。可以在各路径46上的一个带外信道上传送节目指南数据。可以利用一些适用技术中的任一技术传送广告信息。例如，可以利用一个带外调制器在某带外信道上传送正文和图形广告。也可以以这种方式传送视频广告，尽管使用路径46上的一个或多个数字信道可更有效地传送大量的视频信息。这样的数字信道也可用来传送正文和图形。
每个用户具有一个接收机，其典型地是一个机顶盒例如机顶盒48，但它也可以是其中集成着类似于机顶盒电路的电路的其它适当的电视机。周期性地向机顶盒48传送节目指南数据。电视传送设备38还可为某些信息(例如，付费节目账单信息或者利用本地生成的授权技术已被订购并已被观看的节目的有关信息)周期性地轮询各机顶盒48。主设备32最好含有一个处理器，以便管理信息传送任务。每个机顶盒48最好含有一个处理器，以便管理与在机顶盒48上实现节目指南应用相关的任务。电视传送设备38可以含有一个处理器，以便管理与监视用户和机顶盒48上实现的交互式节目指南的交互相关的任务以及管理与传送节目指南及广告信息相关的任务。
每个机顶盒48典型地和一个选用的录象机50连接，从而可录下选定的电视节目。每个录象机50和电视器52连接。为了录下某节目，机顶盒48调到某特定频道并向录象机50发送控制信号(例如，使用红外发射器)以引导录象机50在适当时间开始和停止录象。
在使用机顶盒48上实现的交互式电视节目指南期间，可在电视机52上显示电视节目表。机顶盒48、录象机50和电视机52可由一个或多个遥控器或者任何其它适用的用户输入接口例如无线键盘、鼠标、跟踪球、专用按钮组等控制。
通信路径46最好具有足够的带宽，以允许电视传送设备38除了视频的节目指南和广告数据之外还向机顶盒44传送编排好的电视节目、付费节目、广告和其它宣传视频以及其它视频信息。可通过通信路径46向机顶盒48提供多个电视和音频频道(模拟、数字或者模拟和数字二者)。若需要，还可以利用独立于通信路径46的其它通信路径通过一个或多个类似于但独立于电视传送设备38的传送设备传送节目表和广告信息。
某些功能，例如付费节目购买以及对某用户和节目指南的交互的监视，可能需要机顶盒48通过通信路径46向电视传送设备发送数据。若需要，还可以在电话线上或其它独立的通信路径上发送这样的数据。若利用独立于电视传送设备38的设备提供这些功能，则可直接用这些独立的设备进行涉及机顶盒48的通信。
可使用一些适当的技术传送广告视频。例如，若每条路径包括一些传统的模拟电视频道，则这些频道中的一个或多个可用于支持一些数字信道。每个用来支持数字信道的模拟频道的带宽可支持十个或更多的这种数字信道。若需要，还可以从服务器42以连续循环方式把视频提供到这些数字信道上。然后可使用提供给机顶盒48的信息来确定把哪一些数字信道调到显示所需视频的时间上。替代地，可在提出要求时提供视频。借助这种方法，机顶盒48和服务器42协商以确定一个在其上提供所需视频的频道。最好利用这些或其它适用的技术向用户电视机44发送源自主设备32或某独立设备的视频。
如图2中所示，可利用位于各网络节点58处的服务器56提供服务器42的功能.诸如服务器56的服务器可用来代替服务器42或者可以和位于电视传送设备处的服务器42一起使用.
广告所用图形信息可以周期性地(例如，一天一次)下载到图1的机顶盒48并在本地存储。在需要时可由机顶盒48中实现的节目指南在本地访问图形信息。替代地，可以在路径46上的一个或多个数字信道上以连续循环的方式提供图形信息。借助这种连续循环方式，最好周期地向机顶盒48(例如每天一次)下载一个指示最新图形信息的位置的图。这允许更新各数字信道的内容。机顶盒48上的程序指南可利用该图来定位数字信道上的所需图形信息。另一种方法涉及使用诸如服务器42或服务器56(图2)的服务器，其在机顶盒48和该服务器协商建立一个下载操作后提供该图形信息。接着可从该服务器向该机顶盒下载图形信息的位图或其它适当集合。若需要，服务器还可下载指令组，以通知机顶盒在哪一个特定数字信道上定位所需的图形信息。若周期地更新一个负责下载用于把图形信息的位置通知给机顶盒的指令组的服务器，则可周期地更新图形信息。
可利用和传送节目指南数据相同的路径向机顶盒48提供广告的正文信息。例如，可利用链路40、电视传送设备38和路径组46向机顶盒48提供来自图1的数据库36的广告数据。可在机顶盒48中本地存储正文信息并周期性地更新(例如，一天一次)。
还可利用这些技术的组合或者任何其它适当技术传送广告的正文信息、图形信息和视频。
根据用户与节目指南的表明用户兴趣的交互，向用户展示广告信息(视频、图形、正文或者视频、图形和正文的组合)。另外，在显示这种有目标的广告之外或者作为一种替代，还可在节目指南中采取各种行动。例如，当节目指南从用户的行为确定用户对某类型节目感兴趣时，可自动设置对这种特定节目的提示。
如图3中所示，节目指南在步骤60通过监视用户和节目指南的交互，确定用户的兴趣。可监视用户利用图1的遥控器54或其它用户输入部件做出的任何输入。在步骤62，根据步骤60识别的用户兴趣，在用户电视设备44中的电视机52的显示屏幕上显示瞄向该用户的广告。在步骤64，根据步骤60识别的用户兴趣，在节目指南中采取有目标的行动。可能采取的适当的有目标的节目指南行动，例如包括设置某特定节目的提示，或者向用户提供购买某特定的付费观看节目的机会。若需要，节目指南还既显示有目标的广告(步骤62)又根据用户兴趣采取适当的有目标的行动。
最好由在图1的各机顶盒48中实现的节目指南执行图3的各步骤。某些功能(尤其是图形或视频的显示)可能还涉及到位于主设备32、电视传送设备38和其它此类设备的资源的使用。若需要，还可利用某在机顶盒48上运行的应用而不是该交互性节目指南来执行图3中的某些步骤。出于简明，本发明的原则是在这样的布局环境下描述的，即其中主要利用交互性节目指南执行图3的基于机顶的各步骤。
除执行图3的步骤之外，一个适用的交互式节目指南典型地提供各种向用户显示电视节目表信息的特性。例如，若用户按遥控器54上的适当按钮，则可向用户展示时间排序的或频道排序的表格或节目指南表等。
在图4中示出节目指南特性的一个例子，该特性可用于浏览某时刻的电视节目表.用户在电视显示屏幕66上观看电视(例如，图4例子下的频道9).当用户按图1的遥控器54上某适当按钮(例如光标上移或下移键)时，展示浏览显示区68.浏览显示区68含有有关可得到的电视节目信息.在图4的例子中，浏览显示区68指示节目“假日娱乐”，排定于上午10点在频道10上播出(即通过有线、卫星或传统的空中广播播送).通过按向上或向下光标键改变浏览频道69用户可观看和别的频道上的节目相关的信息，并且通过按向左或向右光标键改变浏览时间71用户可观看有关不同排定播出时间上的节目信息.当用户浏览不同电视频道上以及不同播出时间上出现的电视节目的有关信息时，不改变用户调到的电视频道(图4例子中的频道9).浏览显示区68可含有一条有目标的广告70，该广告根据从用户和节目指南的交互中确定的用户兴趣以该用户为目标.
另一种可提供的特性是“提示”特性。提示特性允许用户向用户希望晚些时候观看的电视节目设置提示。在设置了提示的电视节目快播放前，在用户的电视屏幕上显示提示消息。
例如，若用户在利用浏览特性导航到图4中示出的对“假日娱乐”的节目列出后按适当按钮(例如，“OK”按钮)，则向用户呈现图5的设置提示屏幕72。设置提示屏幕72允许用户通过选择带有增亮区78的YES选项76，设置对该选定节目(假日娱乐)的提示。若用户选择NO选项80，则取消设置提示屏幕72。设置提示屏幕72可包含一条根据用户和节目指南的交互的其内容瞄向该用户的广告82。设置提示屏幕72以及节目指南中的其它此类屏幕，可使用全屏幕或部分屏幕显示格式。
在被设置提示的节目排定播出时间快要到达前，节目指南在提示屏幕85上显示提示显示区84，如图6中所示。可在当前显示的电视频道(例如频道9)的上面显示提示显示区84。在图6的例子中，对上午10:00时隙设置了二条提示。从而，提示显示区84含有二个选定节目的节目栏。用户可通过把增亮区86从隐蔽提示区88移到节目栏90或节目栏92，自动地调谐到选定节目的一个上。当用户按“OK”按钮时，机顶盒48调谐到选定节目的频道上。若用户选择隐蔽提示选项88，则隐藏提示显示区84不被看到。提示显示区84可含有一条根据从用户和节目指南的交互确定的用户兴趣瞄向该用户的广告94。
允许用户观察某特定播出时间多个频道的各节目栏的节目指南显示特性是“按时间”列出特性。若用户选择看按时间排列的节目表(例如，通过按各适当的键经节目指南呈现的各种菜单选项达到)，则节目指南显示图7的时间表屏幕。用户可选择感兴趣的特定时隙98。在按频道次序的表中显示该选定时隙上能得到的各节目栏100。若某特定节目有附加信息，则和该节目的栏目一起显示信息图符102。按时间列出的屏幕96可含有一条根据从用户和节目指南的交互确定的兴趣瞄向该用户的广告。
节目指南可按其它各种类型的节目栏显示格式显示类似的节目栏目屏幕。例如，可显示某特定频道的所有节目，或者可显示某特定类型(例如，体育、电影等)的所有节目。
若用户为了定购其播出选择付费观看节目，则节目指南显示付费观看预定页面。例如，若用中从图7的节目表中选择节目条目“Volcano(火山)”，则节目指南显示图8的付费观看预定屏幕106。付费观看预定屏幕106允许用户查看频道108上该节目播放排定信息108、其等级110、价格112及各次播出时间114、116、118。取消选项120允许用户取消付费观看预定。用户可通过把增亮区122放在所需选项上并按“OK”选择取消选项120或者某给定播出时间114、116或118。付费观看预定屏幕可包括一条根据从用户与节目指南的交互所确定的用户兴趣而瞄向该用户的广告124。
在用户从图7的付费观看屏幕106选择希望的播放时间后，呈现图9的定购检查屏幕126.定购检查屏幕126向用户提供有关该节目以及其选定播出时间的信息，并且允许用户取消(借助选项128)或确认(借助选项130)该定购.若确认该定购，则将在排定的播出时间向该用户提供该选定的付费观看节目.定购检查屏幕126可含有一条根据从用户与节目指南的交互所确定的用户兴趣而瞄向该用户的广告132.
若需要，则根据从用户与节目指南的交互确定的用户兴趣，可在节目指南中采取有目标的行动。例如，节目指南可向用户提供购买某特殊付费观看节目的机会。若用户与节目指南的交互表示用户对和电影“火山”类型相同的电影感兴趣，则可呈现一个有目标的付费观看定购屏幕，例如图10的有目标的付费观看定购屏幕134。通过选择增亮的“告诉我更多”选项136，屏幕134向用户提供定购电影“火山”的机会。选择“告诉我更多”选项允许向用户提供有关该电影的内容以及可使用的播放放时间的更多信息。通过选择NO选项140，用户可取消屏幕134。有目标的付费观看定购屏幕134可包含一条有目标的广告142。若需要，还可按叠加在用户正在观看的电视节目上的一块部分屏幕显示，提供有目标的付费观看定购屏幕134。
节目指南根据对用户兴趣的确定可采取的另一种类型的有目标行动涉及向用户提供为某特定电视节目设置提示的机会。例如，若确定用户对诸如节目“Seinfeld”的电视节目感兴趣，则可显示一个有目标的设置提示屏幕，例如图11的有目标的设置提示屏幕。有目标的设置提示屏幕146是由节目指南自动向用户呈现的，从而用户可为“Seinfeld”设置提示。有目标的设置提示屏幕146可包含一个节目信息显示区148，其含有诸如节目说明、等级信息等信息。有目标的设置提示屏幕146还可含有一条有目标的广告150。用户可通过选择NO选项152取消有目标的设置提示屏幕。用户可通过选择YES选项154设置提示。若需要，还可按叠加在用户正在观看的电视频道上的一块部分屏幕显示，呈现有目标的设置提示屏幕146。
可使用一些不同的方法来监视用户和节目指南的交互。可监视用户采取的每个行动(例如，观者按下图1的遥控器上的每个按钮以及所选择的每个对应菜单选项)。节目指南从用户各行动中导出的信息量取决于处理该信息需要消耗的资源量。若需要得到有关用户兴趣的最大可能的信息量，则需要监视用户的每次键击。若这种对用户行动的详细监视对节目指南的处理能力太沉重，则可利用节目指南监视更为有限范围内的用户行动。
可以用来确定用户兴趣的用户与节目指南交互的一种类型的一个例子是用户和节目指南的导航特性的交互。在图12中示出一个示意的节目指南导航器。当用户调用该节目指南导航器时，节目指南显示导航器屏幕152。(若需要，还可显示一条有目标的广告154。)该导航器含有在不同标题156下排列在各列中的用户可选的各选项。例如，在适当的标志图下，可向用户呈现节目栏目排列选项158。若用户选择一个类别选项，例如电影选项160、体育选项162、儿童节目选择164或者使用搜索功能166以基于这种类别信息定位各节目，则节目指南可确定该用户对该特定类型的服务感兴趣，并且可以根据该兴趣在节目指南中呈现有目标的广告或采取有目标的行动。若用户通过时间选项168选择并观看某特定时间的各节目栏，则节目指南可确定该用户对排定在该时间播出的节目感兴趣。
若用户通过频道选项170选择并观看某特定频道的信息，则节目指南可确定该用户对该频道上出现的节目感兴趣.在图13中示出用于按频道选项170的示意显示屏幕.按照频道的屏幕172包含某选定频道176的各节目栏174.用户可利用各光标键选择其它频道以显示有关其的电视节目指南信息.在按照频道的屏幕172上，用户已决定观看频道“HBO”的各节目栏目.节目指南可通过监视用户是否滚动HBO的节目栏目(例如，使用遥控器上的各光标键)判定用户对频道HBO节目的兴趣.若需要，还可在按频道屏幕上显示有目标的广告178.
若确定用户对某特定频道有兴趣(例如，由于用户已滚动该频道的栏目并停在其上一段时间)，则节目指南可相应地展示适当的有目标的广告或在节目指南中采取适当的有目标行动。例如，如图14中所示，节目指南可根据从用户和图13的屏幕172上的按频道的节目栏目交互得到的该用户对HBO频道上的电视节目有兴趣的了解，展示一个节目宣传屏幕180以宣传可在HBO频道上得到的某节目。节目宣传屏幕180可包含节目信息182和一条有目标的广告184。若用户选择NO选项186，则可取消节目宣传屏幕180。若用户选择YES选项188，则可向用户呈现观看有关该节目的更多信息、设置提示等的机会。
节目宣传屏幕180是一个布局例子，其中以活动对象的形式展示有目标的广告。当用户选择某活动对象时(例如，当选择图14中的选项186或188或者以别的方式点击或指示需要调用活动对象时)，可采取某适当行动。当选择活动对象时节目指南采取的行动的类型取决于该广告的性质。例如，若该活动对象和某产品的广告有关，则可向用户展示各种选项，用于请求把该信息邮寄到用户家中、购买该产品或观看更多的产品信息。
如图15中所示，若用户利用付费观看电影屏幕190观看付费观看电影信息，则用户可利用增加亮度选择一个所希望的节目栏192，以为其提供更多的信息。可利用一个信息图符194指示这种附加信息可得性。
可利用含有节目说明198和有目标的广告200的付费观看节目信息屏幕196，显示有关预定节目的其它信息。节目指南可确定用户兴趣的一种方式是在用户请求此类信息时进行观察。例如，若用户询问有关电影Dante’s Peak的其它信息，则节目指南可确定用户对电影有兴趣，尤其是类型和Dante’s Peak相同的电影。
节目指南可利用序贯进程、并发运行进程、调用序贯以及并发监视的进程或者任何其它适当进程(在图1的机顶盒48或类似的用户电视设备中实现)，监视用户的交互.图16是一个方块图，示出在监视用户和节目指南的交互时一些可使用的进程.进程202判定用户观看某给定电视节目是否超过某时间量(例如10分钟).若用户的观看超过该阈值量，则节目指南可假定该用户相对地对和该节目的主题相关的主题感兴趣.进程204判定是否对某给定节目设置提示.若用户设置提示，则节目指南可假定用户对与设置了提示的节目的主题相类似的主题感兴趣.在进程206，判定用户是否采取要购买或实际上已购买某节目的步骤.进程208涉及判定用户是否对录下某节目采取了步骤.可通过选择节目指南所展示的一些节目录制菜单选项，采取这些步骤.进程210判定用户选择过某些感兴趣的节目类别(例如，从例如图12的导航器屏幕152的导航器菜单上).进程212判定用户是否观看过排定在某特定时间播出的各节目的有关信息(例如，利用图12的导航器的按时间的选项).进程214判定用户是否观看过排定在某特定频道上播出的各节目的有关信息(例如，利用图12的导航器的按频道的选项).进程216判定用户是否定义过表示用户兴趣的爱好或其它偏好.若需要，则节目指南可允许每个用户建立一个各种爱好设定以及其它准则的概要，如Ellis等人的普通转让并且同时申请的美国专利申请09/034,934中所说明那样，从而该申请编为本文的参考文献.借助这种方法，用户可建立各偏好概要，例如他们的喜好频道、优选的节目类型(体育、喜剧等)、喜欢的演员、希望或要求的分类等级等等.若这些爱好设定之一和体育有关，则节目指南可利用该信息展示有关体育产品的有目标广告或者向用户呈现购买某付费观看体育比赛的机会等.节目指南可根据用户所定义的任何偏好、各种偏好的适当组合等展示有目标的广告或者采取有目标的节目指南行动.
作为图16的监视处理的一部分示出的各进程只是示意的。若需要，还可使用任何适当的用于根据用户和节目指南的交互监视用户的兴趣的进程。
若需要，还可把有目标的广告作为节目指南“翻转(flip)”特性的一部分展示，如图17中所示。图17的翻转特性允许用户观看机顶盒48当前调到的电视节目的电视节目栏目信息。例如，翻转显示区220含有当前正在电视屏幕225上显示的节目224的节目栏目222。可在翻转显示区220的适当位置上显示有目标的广告227。
如图18中所示，诸如有目标的广告226的有目标广告可以是一个活动对象，其向用户呈现在节目指南中采取某行动，例如设置提示、定购付费观看事件等，的机会。若用户选择有目标的广告226，则节目指南向用户展示某适当的设置提示屏幕。图18还示出若需要则如何把这样的有目标广告展现成导航器屏幕228的一部分。
用于展示一条有目标广告的另一个位置是在电影栏目屏幕上，例如图19的电影栏目屏幕229上。有目标广告230例如可以是对付费观看频道上目前可得到的电影的广告或者是有关电影题材的另一个广告。
若对某给定电影还可得到其它信息，则可对该电影的栏目设置一个信息图符232。若用户选择某带有其它信息的电影例如电影234，则可向用户展示一个电影信息屏幕，例如图20的电影信息屏幕236。在电影信息屏幕236中，展示有关该电影的排定好的播出时间、片名和电影说明的信息。另外，还展示一条有目标的广告238。若需要，还可提供一个有目标的视频广告240以显示该选定电影的视频剪辑、相关宣传视频或者其它适当的视频。
图21示出如何把有目标的广告242展示为付费观看电影栏目屏幕244的一部分。可能需要有目标广告242包含有关付费观看电影的信息，因为用户已通过对付费观看栏目屏幕的导航表达出对这些影片的兴趣。另一种适用的有目标广告可利用用户对儿童节目的兴趣展示对儿童影片的广告。
若需要，还可在目前显示的电视节目248上显示有目标的广告246，如图22中所示。可以向用户按固定的时间周期(例如，5到10秒)展示这种有目标的广告或者可能要求用户主动清除该展示(例如，通过按遥控器上的键)。可以在确定成特别有效的时刻展示有目标的广告246，例如在所订购的付费观看节目即将开始前或在用户对其设置提示的节目即将播出前。
图23的流程图示出一种用于在某选定节目即将播出前显示一个有目标的广告的方法的例子.在图23的方法中，用户在步骤250设置对某所希望节目的提示.在步骤252，节目指南在用户的显示屏幕上显示提示.在步骤254，用户可从提示表中含有一个或多个节目表中选择某节目.在步骤256，节目指南自动地把机顶盒调到选定节目的频道上并且显示叠加在该频道上正播放的节目上的一条广告.若需要，则该广告可以是图22中示出类型的有目标的广告(或者一个全屏幕等效物).替代地，如图24中所示，可以在含有目标产品信息260、可供选择的定购选项262和附加信息选项264的活动对象的形式下提供有目标的广告258.若用户选择可供选择的定购选项262，则节目指南或机顶盒48上实现的其它适当服务向用户提供购买该广告产品(以及，若需要时，相关或不相关产品)的机会.若用户选择附加信息选项264，则可向用户提供附加的产品信息.
在图25的流程图中示出一个有关方法。在步骤266，节目指南在用户显示屏幕的一部分上显示相对小的有目标广告后。用户在步骤268可使用遥控器增亮或以其它方式选择该已显示的广告。接着在步骤270节目指南利用视频显示相关的全屏幕广告。
图26和27中示出可用来标识有目标广告或行动的内容以及电视节目的数据结构。如图26中所示，诸如广告或行动272的广告或行动具有相关属性标志274、276、278和280。频道标志274标识哪些频道和广告或行动272的主题相关。例如，若广告或行动272和体育鞋袜有关，则频道标志274可能包括用于一个或多个体育频道的频道标识符信息。播出时间标志276标识和该广告的主题相关的某些播出时间。例如，早餐食品的广告可和早上时段相关，而晚餐食品可和晚间时段相关。种类标志278含有和广告的种类或主题有关的信息。例如，体育鞋袜或体育杂志的广告可和主题“体育”相关，而爆玉米花可和主题“电影”相关。节目标志280提供与广告或行动所涉及的特定节目有关的信息。例如，体育鞋袜广告可和节目“体育大世界”相关。
如图27中所示，节目通常也具有相关属性。节目282具有一个或多个相关的频道标志284、一个或多个播出时间标志286以及一个或多个种类标志288。频道标志284标识与节目282相关的频道(即，播出节目282的各频道)。播出时间标志286标识节目282的各播出时间。种类标志288标识节目282的相关主题(例如，体育、电影、连续剧、儿童节目等)。
和用户观看哪些广告以及在节目指南中采取哪些有目标的行动有关的信息，对于估计这些措施的有效性、设定广告比率以及分析观看模式等是重要的。监视哪些有目标广告被显示以及在节目指南中采取哪些有目标行动所涉及的各步骤在图28中示出。在步骤290，有线系统操作员或者其它服务提供者向用户的统计采样子集部署节目指南的专用监视版本。若需要，还可以向所有用户提供这样的节目指南监视版本。然而，为获得准确信息而设置完整复盖可能是不必要的并且可能是过分繁重的。通过向选定用户下载新版本、用专用可编程盒替代用户机顶盒或通过其它适当技术，可部署节目指南的专用版本。
在步骤292，节目指南收集有关在用户电视机上实际显示哪些有目标广告以及在节目指南中实际采取哪些有目标行动的信息。在步骤292中采取的监视可以为几天或其它适当的任何时间周期。在步骤294，节目指南的每个监视版本向中央设备(例如，诸如图1的电视传送设备38、图1的主设备32或其它适当设备)发送其信息。可以通过双向缆线链路的返回通路、通过调制解调器链路或通过任何其它适当的通信路径向中央设备发送数据。可以周期性地或者当中央设备请求数据传送时发送数据。在步骤296分析中央设备收集的信息。该数据分析例如可揭示某些有目标广告比其它广告更多地被观看并且某些有目标行动比其它行动更多地被采取。分析还可揭示有关用户的兴趣的信息。
图29中示出适合于收集监视数据的一种类型的数据记录。每个这样的监视记录298可包括标识显示哪个广告或采取哪个行动的广告或行动标识符300，有关在何时显示广告或采取行动的日期或时间信息302，说明在节目指南中在何处显示广告或采取行动的位置信息，以及节目指南显示广告或采取动作的原因信息。图29的数据记录格式仅是示意的。若需要，还可采用其它适当的数据记录类型。
上面仅对本发明的原理作出说明，在不背离本发明的范围和精神下本领域内普通技术人员可做出各种修改.

Claims (33)

1.一种用于使用交互式电视节目指南来显示节目列表信息的方法，该方法包括：
在一个显示器上显示针对给定电视频道的视频图像；
从存储多个广告的广告数据库选择至少一个已存储的交互式广告；
在针对该给定电视频道的视频图像上显示包括节目列表信息和至少一个所选择的交互式广告的叠层；以及
允许用户选择至少一个交互式广告，以激活与所述交互式广告相关的功能，
其中在选择至少一个广告之后，被激活的功能把附加信息提供到该用户。
2.根据权利要求1所述的方法，其中显示至少一个交互式广告包括显示包含视频图像的至少一个交互式广告。
3.根据权利要求1所述的方法，其中显示至少一个交互式广告包括显示包含图形的至少一个交互式广告。
4.根据权利要求1所述的方法，其中显示至少一个交互式广告包括显示包含文字的至少一个交互式广告。
5.根据权利要求1所述的方法，其中显示至少一个交互式广告包括显示至少一个有目标的交互式广告。
6.根据权利要求1所述的方法，其中显示至少一个交互式广告包括显示至少一个交互式标识广告。
7.根据权利要求1所述的方法，其中显示至少一个交互式广告包括显示具有至少一个活动对象的至少一个交互式广告。
8.根据权利要求1所述的方法，其中提供附加信息包括允许该用户设置提醒。
9.根据权利要求1所述的方法，其中该交互式广告与一种产品相关，并且其中提供附加信息包括允许该用户订购该产品。
10.根据权利要求1所述的方法，其中进一步包括在该叠层中显示一个标志。
11.根据权利要求1所述的方法，其中显示该节目列表信息包括显示至少一个节目列表。
12.一种实现交互式电视节目指南的系统，其中该交互式节目指南被用于显示节目列表信息，该系统包括：
用于在一个显示器上显示针对给定电视频道的视频图像的装置；
用于从存储多个广告的广告数据库选择至少一个已存储的交互式广告的装置；
用于在针对该给定电视频道的视频图像上显示一个叠层的装置，该叠层包括节目列表信息和至少一个所选择的交互式广告；以及
用于允许用户选择至少一个交互式广告的装置，以激活与所述交互式广告相关的功能，
其中在选择至少一个广告之后，被激活的功能把附加信息提供到该用户的装置。
13.根据权利要求12所述的系统，其中用于显示至少一个交互式广告的装置包括用于显示包含视频图像的至少一个交互式广告的装置。
14.根据权利要求12所述的系统，其中用于显示至少一个交互式广告的装置包括用于显示包含图形的至少一个交互式广告的装置。
15.根据权利要求12所述的系统，其中用于显示至少一个交互式广告的装置包括用于显示包含文字的至少一个交互式广告的装置.
16.根据权利要求12所述的系统，其中用于显示至少一个交互式广告的装置包括用于显示至少一个有目标的交互式广告的装置。
17.根据权利要求12所述的系统，其中用于显示至少一个交互式广告的装置包括用于显示至少一个交互式标识广告的装置。
18.根据权利要求12所述的系统，其中用于显示至少一个交互式广告的装置包括用于显示具有至少一个活动对象的至少一个交互式广告的装置。
19.根据权利要求12所述的系统，其中用于提供附加信息的装置包括用于允许该用户设置提醒的装置。
20.根据权利要求12所述的系统，其中该交互式广告与一种产品相关，并且其中用于提供附加信息的装置包括用于允许该用户订购该产品的装置。
21.根据权利要求12所述的系统，其中进一步包括用于在该叠层中显示一个标志的装置。
22.根据权利要求12所述的系统，其中用于显示该节目列表信息的装置包括用于显示至少一个节目列表的装置。
23.一种实现交互式电视节目指南的系统，其中该交互式节目指南被用于显示节目列表信息，该系统包括：
一个显示器；以及
用户电视设备，被配置为：
在该显示器上显示针对给定电视频道的视频图像；
从存储多个广告的广告数据库选择至少一个已存储的交互式广告；
在针对该给定电视频道的视频图像上显示一个叠层，该叠层包括节目列表信息和至少一个所选择的交互式广告；以及
允许用户选择至少一个交互式广告，以激活与所述交互式广告相关的功能，
其中在选择该至少一个广告之后，被激活的功能把附加信息提供到该用户。
24.根据权利要求23所述的系统，其中至少一个交互式广告包含视频图像。
25.根据权利要求23所述的系统，其中至少一个交互式广告包含图形。
26.根据权利要求23所述的系统，其中至少一个交互式广告包含文字。
27.根据权利要求23所述的系统，其中至少一个交互式广告包含至少一个有目标的交互式广告。
28.根据权利要求23所述的系统，其中至少一个交互式广告包含至少一个交互式标识广告。
29.根据权利要求23所述的系统，其中至少一个交互式广告具有至少一个活动对象。
30.根据权利要求23所述的系统，其中该附加信息包括允许该用户设置提醒的功能。
31.根据权利要求23所述的系统，其中该交互式广告与一种产品相关，并且其中该附加信息包括允许该用户订购该产品的功能。
32.根据权利要求23所述的系统，其中该用户电视设备被进一步配置为在该叠层中显示一个标志。
33.根据权利要求23所述的系统，其中该节目列表信息包括至少一个节目列表。
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HK1034156A1 (en) 2001-10-12
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