ES2230417T3 - Sistemas de guia de programacion de television interactiva para determinar valores del ususario, para categorias demograficas. - Google Patents
Sistemas de guia de programacion de television interactiva para determinar valores del ususario, para categorias demograficas.Info
- Publication number
- ES2230417T3 ES2230417T3 ES02011429T ES02011429T ES2230417T3 ES 2230417 T3 ES2230417 T3 ES 2230417T3 ES 02011429 T ES02011429 T ES 02011429T ES 02011429 T ES02011429 T ES 02011429T ES 2230417 T3 ES2230417 T3 ES 2230417T3
- Authority
- ES
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- Prior art keywords
- user
- values
- demographic
- television
- demographic categories
- Prior art date
- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
- Expired - Lifetime
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Classifications
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N7/00—Television systems
- H04N7/16—Analogue secrecy systems; Analogue subscription systems
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
- H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
- H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
- H04N21/25866—Management of end-user data
- H04N21/25883—Management of end-user data being end-user demographical data, e.g. age, family status or address
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
- H04N21/23—Processing of content or additional data; Elementary server operations; Server middleware
- H04N21/235—Processing of additional data, e.g. scrambling of additional data or processing content descriptors
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
- H04N21/442—Monitoring of processes or resources, e.g. detecting the failure of a recording device, monitoring the downstream bandwidth, the number of times a movie has been viewed, the storage space available from the internal hard disk
- H04N21/44213—Monitoring of end-user related data
- H04N21/44222—Analytics of user selections, e.g. selection of programs or purchase activity
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
- H04N21/4508—Management of client data or end-user data
- H04N21/4532—Management of client data or end-user data involving end-user characteristics, e.g. viewer profile, preferences
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
- H04N21/454—Content or additional data filtering, e.g. blocking advertisements
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
- H04N21/466—Learning process for intelligent management, e.g. learning user preferences for recommending movies
- H04N21/4662—Learning process for intelligent management, e.g. learning user preferences for recommending movies characterized by learning algorithms
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
- H04N21/81—Monomedia components thereof
- H04N21/8106—Monomedia components thereof involving special audio data, e.g. different tracks for different languages
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
- H04N21/81—Monomedia components thereof
- H04N21/812—Monomedia components thereof involving advertisement data
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N5/00—Details of television systems
- H04N5/44—Receiver circuitry for the reception of television signals according to analogue transmission standards
- H04N5/445—Receiver circuitry for the reception of television signals according to analogue transmission standards for displaying additional information
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N7/00—Television systems
- H04N7/16—Analogue secrecy systems; Analogue subscription systems
- H04N7/162—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing
- H04N7/163—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing by receiver means only
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N7/00—Television systems
- H04N7/16—Analogue secrecy systems; Analogue subscription systems
- H04N7/173—Analogue secrecy systems; Analogue subscription systems with two-way working, e.g. subscriber sending a programme selection signal
- H04N7/17309—Transmission or handling of upstream communications
- H04N7/17318—Direct or substantially direct transmission and handling of requests
Landscapes
- Engineering & Computer Science (AREA)
- Signal Processing (AREA)
- Multimedia (AREA)
- Databases & Information Systems (AREA)
- Health & Medical Sciences (AREA)
- General Health & Medical Sciences (AREA)
- Social Psychology (AREA)
- Computer Networks & Wireless Communication (AREA)
- Computer Graphics (AREA)
- Business, Economics & Management (AREA)
- Marketing (AREA)
- Computer Security & Cryptography (AREA)
- Management, Administration, Business Operations System, And Electronic Commerce (AREA)
- Two-Way Televisions, Distribution Of Moving Picture Or The Like (AREA)
- Testing, Inspecting, Measuring Of Stereoscopic Televisions And Televisions (AREA)
- Information Retrieval, Db Structures And Fs Structures Therefor (AREA)
- Television Systems (AREA)
Abstract
Un sistema para dirigir acciones, a un usuario de una guía de programación de televisión interactiva, caracterizado por: un equipo de televisión de usuario (44), en el que es implementada la guía de programación de televisión interactiva, donde el equipo de televisión del usuario (44) está configurado para recibir una pluralidad de categorías demográficas, asociadas con una pluralidad de acciones de la guía de programación, estando los valores preseleccionados, asociados con las categorías demográficas que están asociadas con cada acción de la guía de programación, utilizar entradas del usuario a la guía de programación de televisión interactiva, para determinar valores de usuario para la pluralidad de categorías demográficas, almacenar los valores del usuario, y comparar los valores preseleccionados para las categorías demográficas asociadas con las acciones, con los valores de usuario almacenados de las categorías demográficas correspondientes, para determinar qué acciones deberían adoptarse en la guía de programación de televisión interactiva.
Description
Sistema de guía de programación de televisión
interactiva para determinar valores del usuario, para categorías
demográficas.
Esta invención se refiere a guías de programación
interactivas, y más en particular, a un sistema para una guía de
programación de televisión interactiva, para determinar valores del
usuario para categorías demográficas, de forma que los valores
determinados pueden ser empleados para usos especificados, tal como
para personalizar anuncios.
Los sistemas de televisión por cable, por
satélite, y de radiodifusión, proporcionan a los telespectadores un
gran número de canales de televisión. (Una discusión sustantiva
sobre las diversas publicaciones relacionadas con el incremento de
la capacidad de sistemas de distribución de programación de
televisión, se proporciona en Hendricks et al., Patente U. S.
5.559.549.) Tradicionalmente, los telespectadores han consultado
guías de programación impresas, para determinar los programas que
están siendo emitidos en un momento dado. Más recientemente, se ha
desarrollado guías de programación de televisión electrónicas
interactivas, que permiten que la información de programación de
televisión se muestre en la televisión del telespectador.
Las guías de programación interactivas están,
típicamente, implementadas en cajas de conexión. Tales guías de
programación, permiten a los usuarios ver listados de programas de
televisión en distintos formatos de visualización. Por ejemplo, un
usuario puede dar instrucciones a la guía de programas para que
muestre una parrilla de listados de programas, organizada en una
lista ordenada por canal, o bien ordenada por hora. Los usuarios
pueden también buscar, y clasificar, listados de programas por tema
(por ejemplo, películas, deportes, etc.), o por título (por ejemplo,
alfabéticamente). Un usuario puede obtener información adicional de
un programa, situando para ello una región destacada, en un listado
de programa deseado, y presionando en un botón "información".
El usuario puede comprar un programa de pago, desde la guía de
programas, situando para ello la región destacada, en un listado de
programas, y presionando un botón "ACEPTAR". Algunos sistemas
permiten al usuario seleccionar un programa para grabación,
situando para ello la región destacada, en un listado de programa, y
presionando un botón "grabar".
Las interacciones del usuario con la guía de
programas, son indicativas de las preferencias del usuario. Por
ejemplo, si el usuario compra una película de pago, hacer esa compra
muestra que el usuario está interesado en películas de ese tipo.
Buscar listados de programa en la categoría "deportes", indica
que el usuario está interesado en los deportes. Aunque las
interacciones del usuario con la guía de programas, indican las
preferencias del usuario, los sistemas de guías de programas
previamente conocidos no controlaban, ni empleaban, esta
información.
En la aplicación de patente comúnmente asignada y
pendiente con otras, PCT Nº WO99/45702, presentada el 4 de marzo de
1998, se describe un sistema de guía de programación, para
determinar las preferencias de un usuario mediante la observación de
las interacciones del usuario con la guía de programas. La
publicación WO99/45702 describe, también, la utilización de las
preferencias del usuario, para presentar anuncios o para tomar
acciones en la guía de programación.
Debería ser deseable poder proporcionar un
enfoque sistemático para clasificar por categorías la información
del usuario, en categorías demográficas, que podrían después ser
empleadas con propósitos especificados, así como para particularizar
anuncios o tomar ciertas acciones en la guía de programación. Según
se ha usado en todo el contenido de la presente aplicación,
"categorías demográficas" significa categorías de información
del usuario, tal como renta, edad, aficiones, etc., que sirven como
base para identificación y selección. Las ventajas que podrían
ofrecerse mediante un enfoque sistemático semejante, incluyen gran
efectividad, y menor coste para alcanzar un objetivo especificado.
Por ejemplo, para personalizar anuncios, el uso de categorías
demográficas supone el direccionamiento más efectivo de anuncios y,
por consiguiente, costes menores. Los anunciantes podrían
seleccionar categorías demográficas, para asegurarse de que el
anuncio se dirige solo a aquellos usuarios que, más probablemente,
estarían interesados en los productos o servicio que ofrecen.
Es, por lo tanto, un objetivo de la presente
invención, proporcionar un sistema de guía de programación que
clasifique por categorías la información obtenida, desde una
interacción del usuario con la guía de programas, en categorías
demográficas. Otro objetivo de la presente invención es determinar
los valores del usuario para las categorías demográficas. Aún otro
objetivo de la invención, es proporcionar un sistema de guía de
programación de televisión interactivo, que determine los valores
del usuario para las categorías demográficas, de forma que los
anunciantes puedan seleccionar categorías demográficas
especificadas, significativas, para asegurarse de que los productos,
o servicios, que ofrecen serán dirigidos a aquellos usuarios que,
más probablemente, están interesados en comprar los productos o
servicios.
Estos y otros objetivos de la invención se llevan
a cabo, de acuerdo con la presente invención, mediante un sistema
de guía de programación de televisión, y un método, para determinar
valores de entrada del usuario para categorías demográficas, según
son definidos en las reivindicaciones 1 y 10. Este sistema incluye
que el equipo de la televisión del usuario tenga un receptor, para
recibir información de la guía de programas, para la guía de
programación de televisión interactiva, un receptor de entrada de
usuario, para recibir entradas de usuario desde el interfaz de
usuario, tal como un control remoto. un microprocesador que utiliza
la entrada de usuario recibida, para determinar valores de usuario
para categorías demográficas, y memoria, para almacenar los valores
de usuario determinados.
En un uso ilustrativo, del sistema para dirigir
anuncios a un usuario de la guía de programación de televisión
interactiva, el receptor también recibe anuncios, donde los anuncios
tienen valores preseleccionados para categorías demográficas
especificadas. El equipo de televisión del usuario, preferentemente
empleando un microprocesador, compara los valores preseleccionados
para las categorías demográficas especificadas asociadas con los
anuncios, con valores de categorías demográficas correspondientes,
almacenados en memoria, para determinar que anuncios deberían ser
mostrados. Aquellos anuncios que se determina sean mostrados, en
base a la comparación, son mostrados.
Características adicionales de la invención, su
naturaleza, y diversas ventajas, serán más evidentes a partir de
los dibujos anexos y la siguiente descripción detallada de las
realizaciones preferidas.
La figura 1 es un diagrama de un sistema
ilustrativo para dirigir anuncios, a un usuario de una guía de
programas de televisión interactiva, acorde con la presente
invención.
La figura 2 es una lista de diez categorías
demográficas ejemplares y sus valores, así como valores
preseleccionados para dos anuncios recibidos por el equipo de
televisión del usuario de la figura 1, según la presente
invención.
La figura 3 es una tabla, que muestra cuatro
entradas de usuario de ejemplo, y sus valores de ponderación
predeterminados, a ser empleados por el equipo de televisión del
usuario de la figura 1, para determinar valores para categorías
demográficas, de acuerdo con la presente invención.
La figura 4 es una tabla que muestra categorías
demográficas de ejemplo, y valores preseleccionados y factor de
ponderación, para cada uno de los canales, a ser utilizados por el
equipo de televisión del usuario de la figura 1, para determinar
valores para categorías demográficas, según la presente
invención.
La figura 5 es un diagrama de flujo, que muestra
los pasos involucrados en la visualización de los anuncios, en base
a la información demográfica de acuerdo con la presente
invención.
En la figura 1 se muestra un sistema de guía de
programación ilustrativo 30, para usar en personalización de
anuncios a usuarios especificados, acorde con la presente invención.
Aunque el propósito específico, para el que la información
demográfica de usuario va a ser utilizada se ha mostrado, de forma
ilustrativa, que sea para la personalización de anuncias, será
evidente para aquellas personas cualificadas en el arte, que la
información demográfica del usuario puede también ser empleada para
otros propósitos especificados.
Una instalación principal 32 incluye una base de
datos de guía de programas 34, para almacenar información de guía
de programas, tal como datos de listados de guía de programas de
televisión, información de pedidos de programas de pago, información
promocional de programas de televisión, etc. La instalación
principal 32 también incluye una base de datos de anuncios 36, para
almacenar información de anuncios. La información de las bases de
datos 34 y 36, puede ser transmitida a una instalación de
distribución de televisión 38, por vía de la conexión de
comunicaciones 40. Típicamente, hay numerosas instalaciones de
distribución de televisión 38, a las cuales se transmite en
paralelo la información, desde la instalación principal 32, aunque
solo una de tales instalaciones de distribución de televisión 38 se
muestra en la figura 1, para evitar complicar en exceso los dibujos.
La conexión 40 puede ser una conexión por satélite, una conexión
por red telefónica, una conexión por cable o fibra óptica, una
conexión por microondas, una combinación de tales conexiones, o
cualquier otra vía de transmisión de comunicaciones adecuada. Si se
desea transmitir señales de vídeo (por ejemplo, para anuncios y
vídeos promocionales), sobre la conexión 40 en adición a señales de
datos, una conexión de ancho de banda relativamente alto tal como
una conexión por satélite es, en general, preferible a una conexión
de ancho de banda relativamente bajo, como una línea de
teléfono.
La instalación de distribución de televisión 38,
es una instalación para distribuir señales de televisión a usuario,
tal como un extremo inicial del sistema por cable, una instalación
de distribución para radiodifusión, o una instalación de
distribución de televisión por satélite.
La información de la guía de programación
transmitida por la instalación principal 32 para la instalación de
distribución de televisión 38 incluye datos de listados de programas
de televisión, así como horarios de los programas, canales,
títulos, descripciones, etc. La información de programa transmitida
incluye, también, datos de los programas de pago, tal como es la
información de precios para los programas individuales y los
canales de suscripción, ventanas de tiempo para ordenar programas y
canales, números de teléfono para hacer pedidos que no pueden
realizarse mediante un simple impulso, etc. La información de
anuncios transmitida por la instalación principal 32 a la
instalación de distribución de televisión 38 incluye texto,
gráficos, vídeo y/u otros (por ejemplo sonido) anuncios, para
diversos productos y servicios. Como se describirá con mayor
detalle después, la información de anuncios puede, también, incluir
valores preseleccionados para categorías demográficas asociadas con
cada anuncio.
Si se desea, algunas de las informaciones de la
guía de programas y de los anuncios, puede proporcionarse empleando
fuentes de datos en otras instalaciones distintas de la instalación
principal 32. Por ejemplo, los datos relacionados con el proceso de
pedido de programas de pago (por ejemplo, los datos de la cuenta y
similares), pueden ser generados por un sistema de procesamiento de
pedido y cuentas, que está separado respecto de la instalación
principal 32, y separado respecto de la instalación de distribución
de televisión 38. De forma similar, la información de anuncios puede
ser generada por una instalación para anuncios que está separada
respecto de la instalación principal 32 y la instalación de
distribución de televisión 38.
Independientemente de su fuente, la información
de anuncios puede mantenerse en un servidor 42, dentro de la
instalación de distribución de televisión 38, si se desea. El
servidor 42 puede ser capaz de manipular texto, gráficos, y
vídeo.
La instalación de distribución de televisión 38
distribuye la guía de programación, e información de anuncios, al
equipo de televisión de usuario 44, por vía de canales de
transmisión de comunicaciones 46. El equipo de televisión del
usuario puede incluir una caja de conexión, o puede ser un receptor
de televisión avanzado, o televisión de ordenador personal (PC/TV),
si se desea. Cada vía de transmisión de comunicaciones 46 puede ser
una conexión por satélite, una conexión de red telefónica, una
conexión por cable o por fibra óptica, una conexión por microondas,
una combinación de tales conexiones, o cualquier otra vía de
transmisión de comunicaciones adecuada. Los datos de la guía de
programas pueden ser distribuidos sobre una canal fuera de banda, o
vía de transmisión 46, en un canal digital dentro de banda, o por
cualquier otra técnica adecuada. La información de anuncios puede
distribuirse empleando cualquiera, de una serie de técnicas
adecuadas. Por ejemplo, los anuncios de texto y gráficos pueden ser
distribuidos sobre un canal fuera de banda, empleando una modulador
fuera de banda. Los anuncias de vídeo, también pueden ser
distribuidos de este modo, aunque grandes cantidades de información
de vídeo puede ser, más eficientemente, distribuidas usando uno, o
más, canales digitales en la vía de transmisión 46. Tales canales
digitales pueden también emplearse para distribuir texto y
gráficos.
Cada usuario tiene una unidad receptora, que es
típicamente una caja de conexión 48, pero que puede ser otro equipo
de televisión adecuado, en el que ha sido integrada funcionalidad de
caja de conexión, según será descrita aquí. Los datos de la guía de
programación son distribuidos a las cajas de conexión 48
periódicamente, para cierta información (por ejemplo, información de
la cuenta de programas de pago, o información relacionada con
programas que han sido comprados, y vistos, empleando técnicas de
autorización generadas localmente).
Cada caja de conexión 48 está, típicamente,
conectada a un grabador de videocinta 50, de forma que los
programas de televisión seleccionados pueden ser grabados. El
grabador de videocinta 50 está conectado a una televisión 52. Para
grabar un programa, la caja de conexión 48 sintoniza un canal
concreto, y envía señales de control al grabador de videocinta 50
(por ejemplo, empleando un transmisor de infrarrojos), que dirigen
al grabador de videocinta 50, para comenzar y detener la grabación
en los momento apropiados.
En el equipo de televisión del usuario 44 (por
ejemplo, una caja de conexión 48), está implementada una guía de
programación de televisión interactiva. Durante el uso de la guía de
programación de televisión interactiva implementada en la caja de
conexión 48, los listados de programas de televisión pueden ser
visualizados en la televisión 52. Cada caja de conexión 48, grabador
de videocinta 50, y televisión 52 puede estar controlador por uno,
o más, controles remotos 54, o por cualquier otro interfaz de
entrada de usuario adecuado, tal como un teclado inalámbrico, un
ratón, una bola de control del cursor, un conjunto dedicado de
botones, etc.
La caja de conexión 48 incluye un microprocesador
60, un receptor de entrada de usuario 62, y memoria 64. Otros
componentes de la caja de conexión, que son necesarios para
implementar una guía de programación, no están específicamente
descritos aquí, puesto que no son parte de la presente invención.
El receptor de entradas del usuario 62, recibe entradas desde el
control remoto 54, u otros interfaces de entrada de usuario
adecuados. Por ejemplo, si la entrada de usuario va a ser
transmitida por una señal de control remoto por infrarrojos,
entonces el receptor de entradas del usuario debería ser un
receptor de señal de infrarrojos. Como será descrito en mayor
detalle después, el microprocesador 60 utiliza las señales de
entrada de usuario, recibidas por el receptor de entradas de usuario
62, para calcular valores para diferentes categoría
demográficas.
El microprocesador 60, también compara los
valores de las categorías demográficas relevantes para el usuario
almacenados en la memoria 64, con los valores preseleccionados
asociados con cada anuncio recibido por la caja de conexión 48,
para determinar si el anuncio debe ser mostrado en la televisión
52. La memoria 64, que es preferentemente memoria no volátil,
almacena valores de categorías demográficas para el usuario. La
memoria 64 puede, también, almacenar la información necesaria para
calcular los valores de las categorías demográficas para el
usuario. Por ejemplo, la memoria 64 puede almacenar información,
tal como la probabilidad con la que, un telespectador que mire el
canal ESPN, será un aficionado a los deportes. Tal información
puede ser almacenada también en otra memoria, acoplada
eléctricamente al microprocesador 60.
La figura 2 es una lista ejemplo de las
categorías demográficas, y los valores de las categorías
demográficas para el usuario, almacenados en la memoria 64. La
figura 2 muestra, también, los valores preseleccionados para dos
anuncios recibidos por la caja de conexión 48. Bajo el título de
categorías demográficas, se muestra diez categorías demográficas a
modo de ejemplo. Estas categorías son: (1) aficionado a los
deportes, (2) aficionado a la ciencia ficción, (3) padres, (4)
amantes de los perros, (5) amantes de los gatos, (6) ingresos
anuales superiores a 20.000 \textdollar, (7) ingresos anuales
superiores a 30.000 \textdollar, (8) ingresos anuales superiores
a 50.000 \textdollar, (9) mujeres con edades en el rango
20-35, y (10) hombres con edades de
18-40.
El valor de cada uno de las categorías
demográficas es des 0 a 1. Cero indica que el usuario no coincide
la categoría demográfica (o que la probabilidad de que el usuario
coincida con la categoría es cero). Uno indica que el usuario
coincide completamente con la categoría demográfica (o que la
probabilidad de que el usuario coincida con la categoría es uno).
Cualquier valor entre 0 y 1, indica que el usuario coincide
parcialmente con la categoría demográfica, con un número superior
indicando una coincidencia correspondientemente mejor. La selección
de este rango no es significativa, y cualquier otro rango (por
ejemplo, 1-10) o representación de la información
demográfica (por ejemplo códigos, etiquetas, caracteres y
similares), puede ser empleada para llevar a cabo los objetivos de
la presente invención. La determinación de los valores para las
categorías demográficas se describirá después.
Para el usuario de ejemplo de la figura 2, los
valores para las categorías demográficas indican que el usuario es
un varón en el grupo de edad 18-40, sus ingresos
anuales están sobre 20.000 \textdollar, pero no sobre 30.000
\textdollar, es un conspicuo aficionado a los deportes, y es un
amante de los gatos (valor 0,7), en mayor medida que lo es de los
perros (valor 0,5).
El anuncio #1, que solo para el objeto de la
ilustración se asume que es para un vehículo de utilidad deportiva,
ha preseleccionado valores de al menos 0,5 para la categoría
demográfica de aficionado a los deportes, y 1 para la categoría
demográfica de ingresos anuales sobre 30.000 \textdollar. Nótese
que la figura 2 no es necesariamente indicativa de qué seleccionaría
un verdadero anunciante de vehículos de utilidad deportiva, en
términos de valores, o incluso de categorías demográficas, pero es
adecuada para el propósito de la ilustración. El valor 0,5
preseleccionado para la categoría de aficionado a los deportes,
significa que el anunciante desea dirigir el anuncio #1 a alguien
que está, al menos moderadamente, interesado en los deportes.
Adicionalmente, el anunciante desea dirigirse a alguien que gana, al
menos, 30.000 \textdollar al año. Puesto que el usuario en el
ejemplo de la figura 2, no se adecua a la categoría de renta, el
anuncio #1 no será mostrado en la televisión del usuario 52.
El anuncio #2, que solo para el objeto de la
ilustración se asume que es de cerveza, tiene valores
preseleccionados de al menos 0,7 para la categoría demográfica de
los aficionados a los deportes, y 1 para la categoría demográfica
de las mujeres en el grupo de edad de 18 a 40. El valor
preseleccionado de 0,7 para la categoría de aficionados a los
deportes, significa que el anunciante desea dirigir, el anuncio #2,
a alguien que esté, no menos que considerablemente, interesado por
los deportes. Adicionalmente, al anunciante desea dirigir el
anuncio, a alquilen que sea un hombre en el grupo de edad de 18 a
40. Puesto que el usuario en la figura 2 cumple ambas categorías,
como se demuestra mediante los valores, el anuncio #2 se mostrará
en la televisión del usuario 52.
El valor para cada categoría demográfica, es un
reflejo de las características del usuario. Hay muchas formas
distintas de calcular, o determinar, valores para tales categoría
demográficas. Cualquier técnica adecuada para generar información
que represente las características demográficas del usuario puede
ser empleada, si se desea. Por ejemplo, información demográfica
sobre el usuario puede obtenerse empleando encuestas (en línea,
telefónicas, puerta a puerta, por correo, basadas en la guía de
programas, etc.), u otro tipo de investigaciones de mercado. Lo que
sigue describe una técnica adecuada para calcular, o determinar,
los valores para las categorías demográficas, en base a las entradas
del usuario en la guía de programas.
Las entradas del usuario recibidas por el
receptor de entradas del usuario 62, tienen valores de ponderación
predeterminados (WV, weight values) asociados con ellas. En la
figura 3, se muestra cuatro entradas de usuario, a modo de ejemplo,
con valores de ponderación correspondientes (la selección del rango
de valores 0-1 para los valores de ponderación no es
significativa por si misma): grabar un programa, con un valor de
ponderación de 1,0; configurar un recordatorio, con un valor de
ponderación de 0,5; sintonizar un programa y mirarlo durante, al
menos, cinco minutos, con un valor de ponderación de 0,5; y recibir
información acerca de un programa, con un valor de ponderación de
0,25. Los valores de ponderación son indicativos del efecto que las
correspondientes entradas de usuario, tienen en los valores de las
categorías demográficas. Cuanto mayor es el valor de ponderación de
una entrada de usuario, mayores son los valores de las categorías
demográficas asociadas con tal entrada de usuario. Por lo tanto,
según el ejemplo de la figura 3, un usuario que graba un programa
tendrá mayores valores, para las categorías demográficas
pertinentes, que ella recibiendo información acerca del mismo
programa. Esto se debe al hecho de que grabar un programa
generalmente indica un nivel de interés mayor en el programa, que
solo recibir información del programa.
Cada canal y programa que tenga presencia en, al
menos, una de las categorías demográficas, puede tener un valor
preseleccionado (PV) para cada categoría demográfica asociada con
él. Este valor preseleccionado, es un indicio indicativo para el
canal, o programa, de como de bien un usuario se ajusta a la
categoría demográfica. Por ejemplo, como se muestra en la figura 4,
el canal ESPN puede tener un valor preseleccionado de 0,95 (desde
el rango de valores de 0 a 1), asociado con la categoría
demográfica de aficionados a los deportes, puesto que hay una
probabilidad muy elevada de que un espectador de ESPN sea un
aficionado a los deportes. Sin embargo, el canal ESPN puede tener un
valor preseleccionado de 0,5, asociado con la categoría demográfica
de amantes de los gatos, puesto que probablemente no hay una
conexión fuerte entre los dos. Los valores preseleccionados, pueden
determinarse a partir de la investigación, encuestas, sondeos, o
cualesquiera otros medios fidedignos. De nuevo, debería notarse que
la selección del rango de valores de 0 a 1 para los valores
preseleccionados, no es significativa por si misma.
Hay, preferentemente, un valor por detecto
asignado para cada categoría demográfica. Por ejemplo, la categoría
demográfica de aficionados a los deportes, puede tener un valor por
detecto de 0,5. El valor por detecto puede representar el valor para
un usuario "típico", y es utilizado para calcular el valor de
la categoría demográfica para el usuario como se discutirá más
abajo.
Cada categoría demográfica puede tener un periodo
(P), que es el número mínimo de entradas de usuario necesarias,
antes de que el valor de la categoría demográfica sea considerado
significativo y que refleja al usuario. Por ejemplo, la categoría
demográfica de los aficionados a los deportes, puede tener un
periodo de cinco.
Cada canal del programa que tiene un valor
preseleccionado para una categoría demográfica asociada, puede
tener un factor de ponderación predeterminado (WF, weight factor).
Por ejemplo, el canal ESPN puede tener un factor de ponderación de
2, para la categoría demográfica de los aficionados a los deportes,
como se muestra en la figura 4. El factor de ponderación representa
el significado del canal, o programa, relativo al periodo para la
categoría demográfica.
Para cada entrada de usuario que involucra un
canal, o programa, relevante, el valor para una categoría
demográfica es como sigue:
V_{d}(i) =
\frac{(WV * WF * PV) + ((P - (WV * WF)) *
V_{d}(i-1))}{P}
V_{d}(i-1) es el valor
previo para la categoría demográfica, e i representa el número de
entradas de usuario. Donde i=1 (es decir, la primera entrada de
usuario que involucra un canal relevante del programa asociado con
la categoría demográfica), el V_{d}(i-1)
empleado arriba es el valor por detecto para la categoría
demográfica. Debería notarse que cualquier otra ecuación, o función,
que refleje de forma adecuada el interés del usuario, en base a
entradas del usuario en el sistema, puede ser empleada para
determinar valores para categoría demográficas, de acuerdo con la
presente invención.
Como ejemplo, se describe la determinación del
valor para la categoría demográfica de aficionados a los deportes,
dado tres entradas de usuario. Asumamos que las tres entradas de
usuario son como sigue: (1) recibir información acerca de un
acontecimiento deportivo en ESPN; (2) sintonizar y mirar ESPN
durante al menos cinco minutos; y (3) grabar un evento deportivo de
ESPN. Empleando los valores dados a conocer en los ejemplos
proporcionados arriba y en la figura 3.
V_{sports \
fan}(1) = \frac{(\text{0.25 * 2 * 0.95}) + ((5 - \text{0.25} * 2) *
\text{0.5})}{5} = (\text{0.475 + 2.25})/5 =
\text{0.545}
V_{sports \
fan}(2) = \frac{(\text{0.5 * 2 * 0.95}) + ((5 - \text{0.5} * 2) *
\text{0.545})}{5} = (\text{0.95 + 2.18})/5 =
\text{0.626}
V_{sports \
fan}(3) = \frac{(1 * 2 * \text{0.95}) + ((5 - 1 * 2) *
\text{0.626})}{5} = (\text{1.9 + 1.878})/5 =
\text{0.7556}
Después de las tres entradas de usuario que
involucran ESPN, el valor de la categoría demográfica de
aficionados a los deportes es 0,7556, lo que indica que el usuario
es muy aficionado a los deportes. Sin embargo, debido a que solo
han sido recibidas tres entradas de usuario, y el periodo
predefinido para la categoría demográfica de aficionado a los
deportes es cinco, el valor calculado puede no ser lo
suficientemente significativo, al objeto de dirigir anuncios (nótese
que el valor calculado, aún puede ser usado, si se desea). Si el
valor calculado no va a ser usado por esta razón, entonces en su
lugar puede emplearse el valor por defecto.
Ese preferible dirigir anuncios a usuario, en
base a información actual del usuario. Por lo tanto, la presente
invención proporciona una función de disminución, para
"refrescar" los valores de las categorías demográficas para el
usuario en una base periódica, tal como cada siete días, o en base
a un número especificado de entradas de usuario.
Como ejemplo, asumamos que el valor para la
categoría demográfica de aficionados a los deportes, almacenado en
la memoria 64, es 0,8 y, la función de disminución refresca al
valor para la categoría demográfica de aficionados a los deportes,
cada siete días durante los cuales ninguna acción se ha recibido.
Si han pasado siete días desde que se ha recibido la última entrada
de usuario que afecta a la categoría demográfica de aficionados a
los deportes, la función de disminución refrescará el valor para la
categoría de aficionado a los deportes a un valor predeterminado,
tal como el valor por defecto para la categoría demográfica. La
función de disminución puede también usar la fórmula dada arriba
para v_{d}(i), con diferente valores/parámetros. Nótese que
es preferible tener el microprocesador 60 llevando a cabo la
función de disminución.
En la figura 2, se ha ilustrado lo que podría
llamarse la aproximación umbral para dirigir anuncios a los
usuarios. Es decir, si el valor, o valores, preseleccionados para un
anuncio, es adquirido por el valor de la categoría demográfica para
el usuario, entonces el anuncio es mostrado al usuario mediante la
guía de programación.
Otro enfoque para dirigir anuncios a usuario,
puede ser llamado la aproximación de mejor ajuste, o aproximación
más próxima. En esta aproximación, la "cercanía" del valor
preseleccionado de las categorías demográficas para un anuncio, se
determina a partir de los valores de las categorías demográficas
para el usuario. Esta cercanía puede determinarse mediante, por
ejemplo, calcular la diferencia absoluta entre el valor
preseleccionado, y el valor del usuario para cada categoría
demográfica, y añadiendo después todas las diferencias absolutas.
También se puede usar la media cuadrática. La aproximación de mejor
ajuste, es particularmente útil cuando se desea seleccionar el
anuncio, o anuncios a ser mostrados, de entre muchos anuncios
transmitidos a la caja de conexión del usuario.
Debería notarse que los valores de las categorías
demográficas, pueden basarse en información de usuario desde una
fuente externa. Por ejemplo, si la renta anual del usuario se
determina desde información disponible públicamente, o desde un
formulario rellenado por el usuario, entonces esta información
puede ser transmitida a la caja de conexión y almacenada en la
memoria.
En el sistema de guía de programas 30
ilustrativo, de la figura 1, la caja de conexión 48 calcula valores
para las categorías demográficas, almacena los valores calculados y
otra información necesaria para calcular los valores, y después
compara los valores de las categorías demográficas relevantes para
el usuario, con los valores preseleccionados asociados con cada
anuncio, para determinar si el anuncio va a ser mostrado. El
sistema de guía de programas de la presente invención, puede ser
modificado de un modo evidente, por aquellas personas cualificadas
en el arte que lean la descripción contenida, de forma que
cualquiera de estas operaciones llevadas a cabo, de la caja de
conexión, puede ser llevada a cabo en su lugar, en la instalación
de distribución de televisión 38, o en la instalación principal 32,
o en cualquier otra ubicación (no mostrada en la figura 1).
Los pasos involucrados en la visualización de
anuncios, en base a la información demográfica, se muestran en la
figura 5. En el paso 66, la información de categoría demográfica
para el usuario se determina usando una técnica adecuada, como una
encuesta, u observando las acciones del usuario con la guía de
programas, y calculando la información de la categoría demográfica,
en base a la acciones del usuario y a la información
preseleccionada almacenada en la memoria. En el paso 68, la
información de categoría demográfica que es representativa del
perfil demográfico del usuario, es almacenada en el equipo de
televisión del usuario 44. En el paso 70, los anuncios con
información de categoría demográfica asociada (representativa de
las audiencias a las cuales los anunciantes desean dirigir los
anuncios), son distribuidos al equipo de televisión del usuario (por
ejemplo, mediante la transmisión desde cualquier instalación
principal 32, y la distribución por vía de la instalación de
distribución de televisión 38). En el paso 72, la guía de
programación determina qué anuncios han de ser mostrados al usuario,
comparando para ello la información de categoría demográfica
asociada con los anuncios, con la información de categoría
demográfica del usuario.
Lo precedente es meramente ilustrativo de los
principios de esta invención, y diversas modificaciones pueden ser
realizadas por aquellas personas cualificadas en el arte, sin
apartarse de la invención.
Claims (18)
1. Un sistema para dirigir acciones, a un usuario
de una guía de programación de televisión interactiva,
caracterizado por:
un equipo de televisión de usuario (44), en el
que es implementada la guía de programación de televisión
interactiva, donde el equipo de televisión del usuario (44) está
configurado para recibir una pluralidad de categorías demográficas,
asociadas con una pluralidad de acciones de la guía de
programación, estando los valores preseleccionados, asociados con
las categorías demográficas que están asociadas con cada acción de
la guía de programación, utilizar entradas del usuario a la guía de
programación de televisión interactiva, para determinar valores de
usuario para la pluralidad de categorías demográficas, almacenar
los valores del usuario, y comparar los valores preseleccionados
para las categorías demográficas asociadas con las acciones, con
los valores de usuario almacenados de las categorías demográficas
correspondientes, para determinar qué acciones deberían adoptarse en
la guía de programación de televisión interactiva.
2. El sistema de la reivindicación 1, donde el
equipo de televisión (44) del usuario comprende una memoria (64),
en la que son almacenados los valores de usuario.
3. El sistema de la reivindicación 1, o la 2,
donde el equipo de televisión del usuario (44) comprende un control
a distancia (54), con el que el usuario transmite las entradas de
usuario para la guía de programación de televisión interactiva, al
equipo de televisión (44).
4. El sistema de la reivindicación 1, la 2, o la
3, donde el equipo de televisión del usuario (44) comprende un
microprocesador (60), para determinar los valores del usuario con
los valores de usuario.
5. El sistema de cualquiera de las
reivindicaciones precedentes, donde el equipo de televisión del
usuario (44) está configurado, además, para usar datos de categorías
demográficas preseleccionados, asociados con cada canal y programa
de televisión, que está soportado en, al menos una de, la
pluralidad de categorías demográficas, en la determinación de los
valores de usuario.
6. El sistema de cualquiera de las
reivindicaciones precedentes, donde cada entrada de usuario que se
recibe por el equipo de televisión (44), tiene un valor
correspondiente, que es empleado para determinar los valores de
usuario.
7. El sistema de cualquiera de las
reivindicaciones precedentes, donde el equipo de televisión del
usuario (44) está, además, configurado para usar valores por
detecto, asociados con las categorías demográficas del usuario,
cuando se determina los valores de usuario.
8. El sistema de cualquiera de las
reivindicaciones precedentes, donde cada categoría demográfica está
asociada con un periodo, donde el periodo es un número mínimo de
entradas de usuario, necesario antes de que se considere que, el
valor de usuario determinado por el equipo de televisión de usuario
(44) para esa categoría demográfica, es significativo y constituye
un reflejo del usuario.
9. El sistema de cualquier reivindicación
precedente, donde el equipo de televisión del usuario (44), está
configurado para refrescar periódicamente los valores de usuario
para las categorías demográficas, a un valor de refresco
predeterminado.
10. Un método para dirigir acciones, a un usuario
de una guía de programación de televisión interactiva implementada
en un equipo de televisión (44), caracterizado por:
recibir una pluralidad de categorías
demográficas, asociadas con una pluralidad de acciones de la guía
de programación;
estando los valores preseleccionados, asociados
con las categorías demográficas que están asociadas con cada acción
de la guía de programación;
recibir entradas de usuario para la guía de
programación de televisión;
determinar valores de usuario, para la pluralidad
de categorías demográficas, empleando las entradas del usuario a la
guía de programación de televisión;
almacenar los valores de usuario; y
comparar los valores preseleccionados para las
categorías demográficas asociadas con las acciones, con los valores
de usuario almacenados de categorías demográficas correspondientes,
en la selección de las acciones a ser mostradas en la guía de
programación de televisión interactiva.
\newpage
11. El método de la reivindicación 10, donde el
almacenamiento de los valores de usuario, comprende almacenar
valores de usuario en una memoria (64) en el equipo de televisión
del usuario (68).
12. El método de la reivindicación 10, o la 11
caracterizado, además, por usar un control a distancia (54),
para transmitir las entradas de usuario para la guía de programación
de televisión interactiva, al equipo de televisión (44).
13. El método de la reivindicación 10, la 11 o la
12, donde la determinación de los valores de usuario comprende
emplear un microprocesador (60) en el equipo de televisión del
usuario (44), para determinar los valores de usuario empleando la
entrada de usuario, y para comparar los valores preseleccionados
con los valores de usuario.
14. El método de cualquiera de las
reivindicaciones 10 a 13, donde la determinación de los valores de
usuario, comprende emplear datos de categoría demográfica
preseleccionados, asociados con cada canal y programa de televisión
que tiene un soporte en, al menos una de, la pluralidad de
categorías demográficas.
15. El método de cualquiera de las
reivindicaciones 10 a 14, donde la determinación de los valores de
usuario, comprende emplear valores de ponderación que corresponden a
entradas de usuario.
16. El método de cualquiera de las
reivindicaciones 10 a 15, donde la determinación de los valores de
usuario comprende emplear valores por detecto asociados con las
categorías demográficas.
17. El método de cualquiera de las
reivindicaciones 10 a 16, donde la determinación de los valores de
usuario, comprende emplear un periodo asociado con cada una de las
categorías demográficas, donde el periodo es indicativo de un
número mínimo de entradas de usuario, necesario antes de que se
considere que el valor de usuario, es significativo y constituye un
reflejo del usuario.
18. El método de cualquiera de las
reivindicaciones 10 a 17 caracterizado, además, por
refrescar periódicamente los valores de usuario para las categorías
demográficas, a un valor de refresco predeterminado.
Applications Claiming Priority (4)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| US8575098P | 1998-05-15 | 1998-05-15 | |
| US85750P | 1998-05-15 | ||
| US09/139,777 US20020095676A1 (en) | 1998-05-15 | 1998-08-25 | Interactive television program guide system for determining user values for demographic categories |
| US139777 | 1998-08-25 |
Publications (2)
| Publication Number | Publication Date |
|---|---|
| ES2230417T3 true ES2230417T3 (es) | 2005-05-01 |
| ES2230417T5 ES2230417T5 (es) | 2008-05-01 |
Family
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Family Applications (2)
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| ES99924223T Expired - Lifetime ES2184454T3 (es) | 1998-05-15 | 1999-05-13 | Sistema interactivo de guia de programas de television para determinar los valores del usuario de categorias demograficas. |
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| ES99924223T Expired - Lifetime ES2184454T3 (es) | 1998-05-15 | 1999-05-13 | Sistema interactivo de guia de programas de television para determinar los valores del usuario de categorias demograficas. |
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- 1999-05-13 KR KR1020007012802A patent/KR20010043634A/ko not_active Application Discontinuation
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2001
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2004
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2009
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2010
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2015
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