CN1531344A - 用于确定用户人口统计类目值的交互式电视节目指南系统 - Google Patents

用于确定用户人口统计类目值的交互式电视节目指南系统 Download PDF

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CN1531344A
CN1531344A CNA2004100078854A CN200410007885A CN1531344A CN 1531344 A CN1531344 A CN 1531344A CN A2004100078854 A CNA2004100078854 A CN A2004100078854A CN 200410007885 A CN200410007885 A CN 200410007885A CN 1531344 A CN1531344 A CN 1531344A
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program guide
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�޲��ء�A�������
罗伯特·A·尼
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史蒂文·J·雷诺兹
D
迈克尔·D·埃利斯
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乔尔·G·哈塞尔
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Abstract

提供一种用于确定对各人口统计类目的用户输入值的交互式电视节目指南系统。该系统包括用户电视设备(44)，后者含有：一个用于接收用于该交互式电视节目指南的节目指南信息的接收器，一个用于接收来自用户接口的用户输入的用户输入接收器(62)如遥控器(54)，一个利用接收到的用户输入确定用户的各人口统计类目值的微处理器，以及一个用于存储所确定的用户的各个值的存储器。在该系统的用于把广告瞄准该交互式电视节目指南的用户的示意应用中，该接收器还接收广告，其中这些广告具有用于各规定的人口统计类目的预选值。该用户电视设备比较(最好利用微处理器)与各广告相关的各规定人口统计类目的预选值和存储在存储器中的对应的人口统计类目值以便确定应显示哪些广告。然后显示根据该比较确定成要显示的广告。

Description

用于确定用户人口统计类目值的交互式电视节目指南系统
本申请是申请日为1999年5月13日，名称为“用于确定用户人口统计类目值的交互式电视节目指南系统”的第99806163.8号申请的分案申请。
技术领域
本发明涉及交互式电视节目指南，更具体地，涉及一种用于确定用户人口统计类目值的交互式电视节目指南系统，从而可以为特定用途，例如用于有目标的广告，使用这些确定的值。
背景技术
有线、卫星和广告电视系统向观众提供大量的电视频道。Hendricks等人的美国专利5,559,549对提高电视节目发送系统的编程能力的各种有关问题做了大量讨论。传统上观众查阅印出的电视节目时间表来确定某特定时间播出的节目。近来，已开发了允许在观众的电视机上显示电视节目信息的交互式电子电视节目指南。
典型地在机顶盒上实现交互式节目指南。这样的节目指导用户以不同的显示格式观看电视节目列表。例如，用户可指示节目指南显示把频道顺序或时间顺序一览表组织的节目表格。用户还可通过主题(例如，电影、体育等)或标题(例如，按字母顺序)搜索和分类节目列表。通过把增亮区放在所需的节目表上并按“信息”按钮，用户可获得某节目的附加信息。通过在节目表上设置增亮区并按“OK”按钮，用户可从节目指南定购付费节目。一些系统通过在节目表上设置增亮区并按“记录”按钮允许用户选择要录下的节目。
用户和节目指南的交互表示用户的兴趣。例如，若用户定购某付费观看电影，做出该定购表示用户此类电影感兴趣。在类别“体育”下搜索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表示出用户的兴趣，已知的以前的节目指南系统并不监视或使用这样的信息。
在1998年3月4日提交的普遍转让的共同未决美国专利申请中，说明一种通过监视用户和节目指南的交互确定用户的兴趣的节目指南系统，该申请整体上作为本文的参考。’939申请还描述利用用户的兴趣在节目指南中展示广告或采取动作。
需要能够提供一种把用户信息分类到人口统计类目中的系统方法，以便用于特定目的，例如用于有目标的广告或者在节目指南中采取某些动作。如在本申请的通文中使用的那样，“人口统计类目”意味用户信息的类目，例如收入、年龄、爱好等，它们充当标识和选择的基础。这种系统方法将提供的方法包括在达到特定目的上效率更高和成本较低。例如，对于对广告定目标，使用人口统计类目组意味着广告的目标更为有效并且从而成本更低。广告者可选择各人口统计类目以确保广告只瞄向那些对所提供的产品或服务最有可能感兴趣的用户。
从而本发明的一个目的是提供一种把从用户和节目指南交互中获得的信息分类到各人口统计类目中的节目指南系统。本发明的另一个目的是确定用户的各人口统计类目值。本发明的再一个目的是提供一种交互式电视节目指南系统，该系统确定用户的各个人口统计类目值，从而广告人可选择重要的特定的人口统计类目组，以确保他们提供的产品和服务将瞄向哪些购买这些产品和服务最可能感兴趣的用户。
发明内容
依据本发明的原理通过一种用于确定用户的各人口统计类目的输入值的交互式电视节目指南系统达到本发明的这些和其它目的。该系统包括：具有一个用于接收来自交互式电视节目指南的节目指南信息的接收器的用户电视设备，一个用于从用户接口接收用户输入的用户输入接收器例如遥控器，一个利用所接收的用户输入确定用户的各人口统计类目值的微处理器，以及用于存储所确定的各用户值的存储器。
在该系统的一种用于向该交互式电视节目指南的用户确定广告目标的示意应用中，该接收器还接收广告，其中这些广告具有用于规定的各人口统计类目的各预选值。用户电视设备比较(最好使用微处理器)与各广告相关的规定的各人口统计类目的各预选值和存储器中存储的各对应的人口统计类别的值，以确定应该显示哪些广告。然后显示根据该比较确定的可显示的广告。
附图说明
从各附图以及下面对各优选实施的详细说明会更加清楚本发明的其它特性、本质和各种优点。
图1是用于为依据本发明的交互式电视节目指南的用户瞄定广告的一种示范系统的图。
图2列出十种示例人口统计类目和它们的值，并且还列出由图1的依据本发明的用户电视设备接收的二个广告的预选值。
图3是一个表，其示出要由图1的用户电视设备使用的四个示例用户输入以及它们的预定加权值，以用来确定依据本发明的各人口统计类别的值。
图4是一个表，其示出要由图1的用户电视设备使用的每个频道的示例的各人口统计种类、预选值和加权因子，以用来确定依据本发明的各人口统计类目的值。
图5是一个流程图，示出根据遵照本发明的人口统计信息显示广告所涉及的各步骤。
具体实施方式
在图1中示出依据本发明用于向规定的用户瞄定广告的一种示范性节目指南系统30。尽管示例示出使用用户人口统计信息的特定目的是瞄定广告，业内人士理解也可把用户人口统计信息用于其它特定用途。
主设施32包括一个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，的节目指南数据库34。主设施32还包括一个广告数据库，用于存储广告信息。来自数据库34和36的信息可通过通信链路40发送到电视传播设施38。尽管为了避免使图过分复杂在图1中只示出一个电视传播设施38，典型地存在大量并行地发送来自主设施32的信息的这样的电视传播设施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当的通信链路。若在链路40上除了数据信号外还要发送视频信号(例如，广告视频和宣传视频信号)，通常带宽相对高的链路例如卫星链路优于带宽相对低的链路如电话线路。
电视传播设施38是用于向用户传播电视信号的设施，例如有线系统前端设备、广播传送设施或卫星电视传播设施。
主设施32向电视传播设施38发送的节目指南信息包括电视节目一览数据，例如节目时间、频道、标题、描述等。发送的节目信息还包括付费节目数据，例如各个节目和收费频道的价格信息、定购节目和频道的时间窗口、不能电子订购时进行定购的电话号码等。主设施32向电视传播设施38发送的广告信息包括用于各种产品和服务的文本、图形、视频和/或其它(例如声频)广告。如下面将更详细说明那样，广告信息还可包括和每个广告相关的各人口统计类别的各预选值。
若需要，可以利用主设施之外的设施上的数据源提供某些节目指南和广告信息。例如，可以通过独立于主设施32并且独立于电视传播设施38的定购处理和记账系统进行和付费节目定购相关的数据的处理(例如，计费数据等)。类似地，可以由独立于主设施32以及电视传播设施38的广告设施生成广告信息。
与其来源无关，若需要，可把广告信息保存在电视传播设施38内的服务器42上。服务器42可能能够应付文本、图形和视频。
电视传播设施38通过通信路径46向用户电视设备44传播节目指南和广告信息。用户电视设备可包括机顶盒，或者若需要可包括先进电视接收机或个人计算机电视(PC/TV)。各条通信路径可包括卫星链路、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当的通信路径。可在路径46上的带外信道、带内数字信道或其它适用技术传播节目指南数据。可以利用一些适当技术中的任一种传播广告信息。例如，可以利用带外调制器在带外信道上传播文本式和图形式广告。也可以以这种方式传播视频广告，尽管利用路径46上的一个或多个数据信道可更有效地传播大量的视频信息。也可以利用这样的数字信道传播文本和图形。
每个用户具有一个接收器单元，它典型地是一个机顶盒48，不过它可能是在其中集成着本文后面要说明的机顶盒功能的其它适当的电视设备。周期性地向机顶盒48传播节目指南数据。电视传播设备还可以周期性地轮询机顶盒48以得到某些信息(例如，付费节目账号信息或者有关利用本地生成的授权技术已定购并观看的节目的信息)。
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。录象机50和电视机52连接。为了录下某节目，机顶盒48调到某特定频道并且向录象机50发送(例如，利用红外发射器)控制信号，以指导录象机50在适当时间开始和停止录制。
在用户电视设备44上(例如机顶盒48上)实现交互式电视节目指南。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。可以一个或多个遥控器54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，控制机顶盒48、录象机50和电视器52。
机顶盒48包括微处理器60、用户输入接收器62和存储器64。本文不具体说明机顶盒中其它实现节目指南所需的部件，因为它们不是本发明的一部分。用户输入接收器62从遥控器54或其它用户输入接口接收用户输入。例如，若用户输入是通过红外遥控器信号发送的，则该用户输入接收器应是红外信号接收器。如后面更详细地说明那样，微处理器60利用用户输入接收器62接收的用户输入信号计算不同人口统计类目的值。
微处理器60还把存储在存储器中的用户的有关人口统计类目的值和机顶盒48接收的与每条广告相关的预选值进行比较，以确定是否要在电视器52上显示该广告。最好是非易失性存储器的存储器64存储用户的各人口统计类的值。存储器64还存储计算用户的各人口统计类目的值所需的信息。例如，存储器64可能存储诸如观看ESPN频道的观众是体育迷的似然性的此类信息。也可以把这样的信息存储在和微处理器60电子上连接的其它存储器中。
图2是存储器64中存储的人口统计类目和用户的各人口统计类目值的一个样本表。图2还示出机顶盒48所接收的二个广告的预选值。在人口统计类目标题下，示出十个示范性的预定人口统计类目。这些类是：(1)体育迷，(2)科幻迷，(3)父母，(4)爱狗者，(5)爱猫者，(6)年收入超过2万美元，(7)年收入超过3万美元，(8)年收入超过5万美元，(9)20-35岁间如女性，以及(10)18-40岁之间的男性。
每个人口统计条目的值从0到1。零表示该用户不和该人口统计条目匹配(或该用户和该条目匹配的概率为零)。1表示该用户和该人口统计类目完全匹配(或该用户和该条目匹配的概率为1)。0和1之间的任何值表示用户和该人口统计条目部分匹配，并且数值越大表示相应地匹配越好。该范围的选择不是事关重大的，并且可使用任何其它范围(例如，1-10)或其它人口统计信息表达(例如，代码、标记、字符等)来实现本发明的目的。下面说明对人口统计类目值的确定。
对于图2的示例用户，各人口统计类目值表明该用户是年龄组18-40中的男性、年收入大于2万美金但小于3万美金、他绝对是体育迷并且爱猫(0.7值)胜过爱狗(0.5值)。
仅出于示意目的的假定是用于体育轻型越野车辆的1号广告具有的预选值是：体育迷人口统计类目上至少为0.5以及年收入3万以上人口统计类别上为1。请注意图2并不必然表示就各个值上或者人口统计条目上体育轻型越野车辆的实际广告人应做出什么样的选择，而仅仅是用于示意的目的。体育迷类目上的0.5预选值意味着广告人希望把1号广告瞄向对体育至少有中等兴趣的人。另外，该广告人希望瞄准年收入至少为3万美元的人。由于图2的例子中用户不和收入类目匹配，不会在用户的电视机52上显示1号广告。
仅出于示意目的假定成是用于啤气的2号广告具有的预选值是：体育迷人口统计类目上至少为0.7并且在18-40岁男性人口统计条目上为1。体育迷类目上0.7的预选值意味着该广告人希望把2号广告瞄准至少对体育相当感兴趣的人。此外，该广告人希望瞄向18-40年龄组男性。由于图2的用户如所示在值上和这二个类目匹配，应在用户的电视机52上显示2号广告。
各个人口统计条目值反映用户特征。存在许多不同的计算或确定这些人口统计类目值的方法。若需要可以采用任何适当的产生代表着用户的人口统计特征的信息的技术。例如，可采用调查(联机、电话、逐户、邮件、基于节目指南等)或其它类型的市场研究收集用户的人口统计信息。下面说明一种根据节目指南中用户输入计算或确定人口统计类目值的适用技术。
通过用户输入接收器62接收的用户输入具有和它们相关的预定加权值。在图3中，示出四个这样的带有加权值的示范用户输入(在0-1范围内对加权值选值本身并不重要)：录下某节目具有1.0的加权值；设置提示具有0.5的加权值；调到某节目并且至少观看五分钟具有0.5的加权值；以及检索有关某节目的信息具有0.25的加权值。加权值表示相应的用户输入在各人口统计类目值上的影响。某用户输入的加权值越大，和该用户输入相关的人口统计类目的值越大。从而，根据图3的例子，用户录下某节目所具有的有关人口统计类目值要比用户检索相同节目信息时的值更大。这是因为通常录制某节目的行动表示要比仅检索该节目的信息具有更大的兴趣。
与至少一个的人口统计类目有关的每个频道和节目可对每个与它相关的人口统计类目具有一个预选值。该预选值表示该频道或节目对用户与该人口统计类目吻合程度的指示。例如如图4中所示，ESPN频道可具有和体育迷人口统计类目相关的0.95的预选值(值的范围为0-1)，因为存在着ESPN的观众为体育迷的很强似然性。然而，ESPN频道可能具有和爱猫者人口统计类目相关联的0.5的预选值，因为看来这二者之间不存在很强的联系。可从研究、调查、轮询或任何其它可靠手段确定预选值。再一次请注意把预选值选择成0-1的范围本身并不重要。
最好为每个人口统计类目分配一个缺省值。例如，体育迷人口统计类目可具有0.5的缺省值。缺省值可代表“典型”用户的值并且如下面所说明用于为用户计算该人口统计类目的值。
每个人口统计类目可具有一个周期(P)，它是在确信该人口统计类目值对于该用户是有意义的和反映实际的之前用户必须输入的最少次数。例如，体育迷人口统计类目可能具有五次的周期。
对每个相关人口统计类目具有预选值的每个频道或节目可具有一个预先加权因子(WF)。例如，如图4中所示，ESPN频道可能对体育迷人口统计类目具有值为2的加权因子。该加权因子代表该频道或节目相对于该人口统计类目的周期的重要性。
对于每个涉及到有关频道或节目的用户输入，按如下计算某人口统计类目的值：
Vd ( i ) = ( WV × WF × PV ) + ( ( P - ( WV × WF ) × Vd ( i - 1 ) ) P
Vd(i-1)是该人口统计类目的先前值，而i代表用户输入的次数。当i＝1(即，涉及与该人口统计类目相关的某频道或节目的第一次用户输入)，上式中使用的Vd(i-1)是该人口统计类目的缺省值。应注意，任何根据用户对系统的输入适当地反映用户的兴趣的其它方程或函数都可用来确定依据本发明的人口统计类目值。
作为一个例子，说明给出三次用户输入下对体育迷人口统计类目值的确定。假定三次用户输入为如下：(1)检索ESPN上有关体育事件的信息；(2)调到ESPN上并至少观看五分钟；和(3)从ESPN录下某体育事件。利用上面提供的例子中以及图3中所叙述的各个值，
Figure A20041000788500123
Figure A20041000788500124
在涉及ESPN的三次用户输入后，体育迷人口统计类目值为0.7556，表明该用户很是一个体育迷。然而，由于只存在三次接收到的用户输入并且体育迷人口统计类目的预定周期是五次，对于瞄准广告的目的该计算出的值还不够重要(注意，若需要仍可使用该计算出的值)。若出于这个原因不使用该计算值，则可代之使用缺省值。
最好根据用户的当前信息把广告瞄向用户。从而，本发明提供一种衰减函数，用于以阶段为基础，例如每七天，或根据规定的用户输入次数，“刷新”用户的人口统计类目值。
做为一个例子，假定存储器64中存储的体育迷人口统计类目值为0.8，并且衰减函数在其中没有接收到输入动作下七天一次地刷新体育迷人口统计类目值。若从接收到上一个影响体育迷人口统计类目的用户输入起已过去七天，该衰减函数将把该体育迷类目值刷新到一个预定值，例如该人口统计类目的缺省值。该衰减函数也可采用上面给出的用于Vd(i)的公式，但具有不同的值/参数。注意，最好使微处理器60实现该衰减函数。
在图2中，示出了可被称为把广告瞄准用户的阈值方法。即，若用于某广告的各人口统计类目的预选值和该用户的人口统计类目值相符合，则通过节目指南向该用户显示该广告。
另一种把广告瞄准用户的方法称为最佳吻合或最接近方法。在这种方法下，从用户的人口统计类目值组中确定对某广告的人口统计类目预选值组的“接近度”。该接近度例如可以通过计算各人口统计类目上预选值和用户值之间的差的绝对值然后相加所有的差的绝对值来确定。也可以使用均方根。当需要从发送到用户机顶盒中的大量广告中选择要显示的广告(组)时最佳吻合方法是特别有用的。
请注意，各人口统计类目值可能是根据来自外部源的用户信息的。例如，用户的年收入可从可公开得到的信息中得到或来自于用户填写的表，然后把信息发送到机顶盒并存储在存储器中。
在图1的示范节目指南系统30中，机顶盒48计算各人口统计类目值，把计算出的值以及为计算这些值必需的其它信息存储起来，并且把用户的有关的各人口统计类目值和与各广告相关的预选值进行比较以确定是否显示该广告。可以以阅读过本说明书的业内人士所清楚的方式修改本发明的节目指南系统，从而由机顶盒执行的这些操作中的任何操作可替代地在电视传播设施38或主设施32或任何其它位置(图1中未示出)处得到执行。
图5中示出根据人口统计信息显示广告所涉及到的各步骤。在步骤66，利用适当的技术例如调查或通过监视用户对节目指南的动作、根据用户动作以及存储器中存储的预选信息计算人口统计类目信息，确定用户的人口统计类目信息。在步骤68，把代表用户人口统计简档的人口统计类目信息存储到用户的电视设备44中。在步骤70中，把带有相关的人口统计类目信息(代表广告人希望广告所瞄向的观众)的广告传播到用户电视设备上(例如，通过从主设施的传输以及经电视传播设施38的传播)。在步骤72，通过把与广告相关的人口统计类目信息和用户的人口统计类目信息相比较，节目指南确定应向用户显示哪些广告。
上述仅是对本发明的原理的示意说明，业内人士在不背离本发明的范围和精神下可做出各种修改。

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1.一种用于把交互式电视节目指南的用户作为操作目标的方法，其特征在于：
其上实现了交互式电视节目指南的用户电视设备(44)，其中用户电视设备(44)被配置为接收与多个节目指南操作相关联的多个人口统计类目，预选值与同每个节目指南操作相关联的人口统计类目相关联，利用对交互式电视节目指南的用户输入确定多个人口统计类目的用户值，存储这些用户值，比较与操作相关联的人口统计类目的预选值与相应人口统计类目的存储的用户值，以确定在交互式电视节目指南中应采取哪些操作。
2.根据权利要求1的系统，其特征在于，用户电视设备(44)包括一个在其中存储用户值的存储器(64)。
3.根据权利要求1或2的系统，其特征在于，用户电视设备(44)包括一个遥控器(54)，用户利用该遥控器向用户电视设备(44)发送用于交互式电视节目指南的用户输入。
4.根据权利要求1、2或3的系统，其特征在于，用户电视设备(44)包括一个微处理器(60)，用于根据用户输入确定用户值，并将预选值与用户值进行比较。
5.根据权利要求1到4中任何一个的系统，其特征在于，用户电视设备(44)被进一步配置为，在确定用户值的过程中，使用与每个电视频道和节目相关的预选人口统计类目数据，所述电视频道和节目关于多个人口统计类目中的至少一个。
6.根据权利要求1到5中任何一个的系统，其特征在于，由用户电视设备(44)接收的每个用户输入具有一个在确定用户值的过程中使用的相应的加权值。
7.根据权利要求1到6中任何一个的系统，其特征在于，用户电视设备(44)被进一步配置为，在确定用户值的过程中使用与人口统计类目相关联的缺省值。
8.根据权利要求1到7中任何一个的系统，其特征在于，每个人口统计类目与一个周期相关联，其中该周期为，在用户电视设备(44)为该人口统计类目确定的用户值被认为是有意义的并且反映了用户的实际情况之前，所必需的用户输入的最少数量。
9.根据权利要求1到8中任何一个的系统，其特征在于，用户电视设备(44)被进一步配置为，周期性地把人口统计类目的用户值刷新到一个预定的刷新值。
10.一种在用户电视设备(44)上实现的用于把交互式电视节目指南的用户作为操作目标的方法，其特征在于：
接收带有多个节目指南操作的多个人口统计类目；
预选值同与每个节目指南操作相关联的人口统计类目相关联；
接收交互式电视节目指南的用户输入；
使用对交互式电视节目指南的用户输入确定多个人口统计类目的用户值；
存储这些用户值；并且
在选择要在交互式电视节目指南中显示的操作的过程中，比较与操作相关联的人口统计类目的预选值与相应人口统计类目的存储的用户值。
11.根据权利要求1的方法，其特征在于，存储这些用户值包括在用户电视设备(44)中的存储器(64)上存储用户值。
12.根据权利要求10的方法，其特征进一步在于，使用遥控器(54)向用户电视设备(44)发送用于交互式电视节目指南的用户输入。
13.根据权利要求10、11或12的方法，其特征在于，确定用户值包括使用用户电视设备(44)上的微处理器(60)，用于使用用户输入确定用户值，并将预选值与用户值进行比较。
14.根据权利要求10到13中任何一个的方法，其特征在于，确定用户值包括使用与每个电视频道和节目相关联的预选人口统计类目数据，所述电视频道和节目关于多个人口统计类目中的至少一个。
15.根据权利要求10到14中任何一个的方法，其特征在于，确定用户值包括使用对应于用户输入的加权值。
16.根据权利要求10到15中任何一个的方法，其特征在于，确定用户值包括使用与人口统计类目相关联的缺省值。
17.根据权利要求10到16中任何一个的方法，其特征在于，确定用户值包括使用与每个人口统计类目相关联的一个周期，其中该周期表示，在用户值被认为是有意义的并且反映了用户的实际情况之前，所必需的用户输入的最少数量。
18.根据权利要求10到17中任何一个的方法，其特征进一步在于，周期性地把人口统计类目的用户值刷新到一个预定的刷新值。
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