ES2230417T5 - Sistema de guia interactiva de programas de television, para determinar valores de usuario para categorias demograficas. - Google Patents
Sistema de guia interactiva de programas de television, para determinar valores de usuario para categorias demograficas. Download PDFInfo
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- ES2230417T5 ES2230417T5 ES02011429T ES02011429T ES2230417T5 ES 2230417 T5 ES2230417 T5 ES 2230417T5 ES 02011429 T ES02011429 T ES 02011429T ES 02011429 T ES02011429 T ES 02011429T ES 2230417 T5 ES2230417 T5 ES 2230417T5
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-
- 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 interactiva de programas de
televisión, para determinar valores de usuario para categorías
demográficas.
Esta invención se refiere a guías interactivas
de programas de televisión, y más en concreto a un sistema de guía
interactiva de programas de televisión para determinar valores de
usuario para categorías demográficas, de forma que los valores
determinados puedan ser utilizados para usos específicos, tales como
dirigir anuncios.
Los sistemas de televisión por cable, satélite y
radiodifusión proporcionan a los espectadores un gran número de
canales de televisión. (Una discusión fundamental sobre los diversos
aspectos relativos al incremento de la capacidad de programación de
los sistemas de distribución de programas de televisión, se
proporciona en la patente de EE.UU. 5 559 549 de Hendricks et
al.) Tradicionalmente, los espectadores han consultado horarios
impresos de la programación de televisión, para determinar los
programas que se está emitiendo en un momento concreto. Más
recientemente, se ha desarrollado guías interactivas de programación
de televisión que permiten que se muestre en la televisión del
espectador, la información de programación de televisión.
Las guías interactivas de programación están
típicamente implementadas sobre descodificadores de televisión.
Tales guías de programación permiten a los usuarios ver listados de
programas de televisión en diferentes formatos de visualización.
Por ejemplo, un usuario puede ordenar que la guía de programas
muestre una parrilla de listas de programación, organizada de forma
ordenada por canal, o una lista por orden temporal. Los usuarios
pueden también buscar y clasificar listas de programación por temas
(por ejemplo películas, deportes, etc.) o por título (es decir,
alfabéticamente). Un usuario puede obtener información adicional
para un programa, mediante situar una zona destacada sobre un
listado del programa deseado y presionar un botón de
"información". El usuario puede comprar un programa de pago
desde la guía de programación, mediante situar la zona destacada
sobre un listado de programas y apretar un botón de "Aceptar".
Algunos sistemas permiten al usuario seleccionar un programa para
su grabación, mediante situar la zona destacada sobre un listado de
programas, y apretar un botón de "grabar".
Las interacciones de los usuarios con la guía de
programas son indicativas de los intereses de los usuarios. Por
ejemplo, si el usuario compra una película de pago, efectuar tal
pago demuestra que el usuario esté interesado en películas de ese
tipo. Buscar listados de programa en la categoría de "deporte",
indica que el usuario esté interesado por los deportes. Si bien las
interacciones del usuario con la guía de programas indican los
intereses del usuario, los sistemas de guía de programas conocidos
previamente no monitorizan ni utilizan esta información.
En la aplicación de patente PCT de asignación
conjunta co-pendiente número WO 99/45 702,
presentada el 4 de marzo de 1998, se describe un sistema de guía de
programas para determinar los intereses de un usuario mediante
monitorizar las interacciones del usuario con la guía de programas.
La aplicación WO 99/45 702 describe además el uso de los intereses
del usuario para presentar anuncios, o adoptar acciones en la guía
de programas.
Sería deseable poder proporcionar un enfoque
sistemático para categorizar información de usuario en categorías
demográficas, que podrían entonces ser utilizadas con propósitos
concretos tales como dirigir anuncios o llevar a cabo ciertas
acciones en la guía de programación. Tal como se usa a lo largo de
toda la presente aplicación, "categorías demográficas"
significa categorías de información del usuario, tales como
ingresos, edad, aficiones, etc., que sirven como base para la
identificación y la selección. Las ventajas que se ofrecería
mediante tal enfoque sistemático incluyen mayor eficacia, y menor
coste para conseguir un objetivo concreto. Por ejemplo para dirigir
anuncios, el uso de categorías demográficas supone una
personalización más eficaz de los anuncios, y consiguientemente
costes más bajos. Los anunciantes podrían seleccionar categorías
demográficas para asegurar que los anuncios son dirigidos solo a
aquellos usuarios con mayor probabilidad de estar interesados en los
productos o servicios ofrecidos.
Por lo tanto, un objetivo de la presente
invención es proporcionar un sistema de guía de programas que
clasifique información obtenida a partir de la interacción de
usuario con la guía de programas, en categorías demográficas. Otro
objetivo de la invención es determinar valores de usuario para las
categorías demográficas. Otro objetivo más de la invención es
proporcionar un sistema de guía interactiva de programas de
televisión, que determine valores de usuario para las categorías
demográficas, de forma que los anunciantes puedan seleccionar
categorías demográficas específicas significativas, para asegurar
que los productos o servicios que ofrecen se anunciarán de forma
personalizada a aquellos usuarios que tengan mayor probabilidad de
estar interesados en comprar los productos o servicios.
De acuerdo con la presente invención, se
consigue este y otros objetivos de la invención mediante un sistema
y un método de guía interactiva de programas de televisión para
determinar valores de entrada del usuario para categorías
demográficas, tal como se definen las reivindicaciones 1 y 9. El
sistema incluye un equipamiento de televisión del usuario, que
tiene un receptor con la función de recibir información de la guía
de programas, para la guía interactiva de programas de televisión,
un receptor de entrada del usuario para recibir entradas del
usuario procedentes del interfaz de usuario, tal como un control
remoto, un microprocesador que utiliza la entrada de usuario
recibida al objeto de deter-
minar valores de usuario para categorías demográficas, y memoria para almacenar los valores de usuario determinados.
minar 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 interactiva de programas de
televisión, el receptor también recibe anuncios, teniendo los
anuncios valores preseleccionados para categorías demográficas
concretas. El equipo de televisión del usuario, preferentemente
utilizando un microprocesador, compara los valores preseleccionados
para las categorías demográficas específicas asociadas con los
anuncios, con valores de categorías demográficas correspondientes
almacenados en la memoria, para determinar qué anuncios debe
demostrarse. Así, se muestra aquellos anuncios que se determina son
susceptibles de ser mostrados basándose en la comparación.
Otras características de la invención, su
naturaleza y diversas ventajas, se harán más evidentes a partir de
los dibujos anexos y de la siguiente descripción detallada de
realizaciones preferidas.
La figura 1 es un diagrama de un sistema
ilustrativo, para dirigir anuncios a un usuario de una guía
interactiva de programas de televisión, de acuerdo con la presente
invención.
La figura 2 es una lista de diez categorías
demográficas a modo de ejemplo y sus valores, así como de valores
preseleccionados para los anuncios recibidos por el equipo de
televisión de la figura 1, de acuerdo con la presente
invención.
La figura 3 es una lista que muestra cuatro
entradas de usuario a modo de ejemplo, y sus valores ponderados
predeterminados para ser utilizados por el equipo de televisión de
la figura 1, al objeto de determinar valores para categorías
demográficas, de acuerdo con la presente invención.
La figura 4 es una lista que muestra categorías
demográficas a modo de ejemplo, y el valor preseleccionado y el
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, de acuerdo con la
presente invención.
La figura 5 es un diagrama de flujo, que muestra
etapas involucradas en la visualización de anuncios en base a
información demográfica, de acuerdo con la presente invención.
En la figura 1 se muestra un sistema ilustrativo
de guía de programación 30, para ser utilizado en la personalización
de anuncios para usuarios específicos, de acuerdo con la presente
invención. Aunque el propósito específico para cada información
demográfica de usuario a ser utilizada, se muestra de forma
ilustrativa en el caso de dirigir anuncios, para una persona
cualificada en el arte será evidente que la información demográfica
de usuario puede utilizarse también con otros propósitos
específicos.
Una instalación principal 32 incluye una base de
datos 34 de guía de programas, para almacenar información en la
guía de programas, tal como datos de listados de la guía de programa
de televisión, información de la contratación de programas de pago,
información promocional de programas de televisión, etcétera. La
instalación principal 32 incluye además una base de datos de
anuncios 36 para almacenar información publicitaria. La información
procedente de las bases de datos 34 y 36 puede ser transmitida a una
instalación 38 de distribución de televisión, a través de una
conexión de comunicaciones 40. Típicamente hay numerosas
instalaciones 38 de distribución de televisión a las que se
transmite en paralelo la información procedente de la instalación
principal 32 aunque, para evitar complicar en exceso los dibujos,
en la figura 1 se muestra solo una de tales instalaciones 38 de
distribución de televisión. La conexión 40 puede ser una conexión
por satélite, una conexión de red telefónica, una conexión por
cable o fibra óptica, una conexión de microondas, una combinación de
tales conexiones o cualquier otra vía adecuada de comunicaciones.
Si además de señales de datos, se desea transmitir señales de video
(por ejemplo para anuncios y videos promocionales) sobre la conexión
40, en general es preferible una conexión de ancho de banda
relativamente alto tal como una conexión por satélite, frente a una
conexión de ancho de banda relativamente bajo tal como una línea
telefónica.
La instalación 38 de distribución de televisión
es una instalación para distribuir a los usuarios señales de
televisión, tal como un centro distribuidor por sistema de cable,
una instalación de distribución de emisión o una instalación de
distribución de televisión por satélite.
La información de guía de programas transmitida
por la instalación principal 32 a la instalación 38 de distribución
de televisión, incluye datos de listados de programas de televisión,
tales como horarios de programación, canales, títulos,
descripciones, etcétera. La información de programas transmitida
incluye también datos de programas de pago, tales como información
de los precios para programas concretos y canales de suscripción,
intervalos de tiempo para contratar programas y canales, números de
teléfono para dar órdenes que no pueden realizarse por impulsos,
etcétera. La información de anuncios transmitida por la estación
principal 32 a la instalación 38 de distribución de televisión
incluye anuncios de texto, gráficos, video y/u otros (por ejemplo
audio) para diversos productos y servicios. Como se describirá en
mayor detalle más abajo, la información de los anuncios puede
incluir también valores preseleccionados para categorías
demográficas asociadas con cada anuncio.
Si se desea, parte de la guía de programas y la
información de anuncios puede proporcionarse utilizando fuentes de
datos en instalaciones diferentes respecto de la instalación
principal 32. Por ejemplo, los datos relativos al procesamiento de
la contratación de un programa de pago (por ejemplo, los datos de
cobro y similares) puede generarse mediante un sistema de
procesamiento de la orden y de facturación, que está separado de la
instalación principal 32 y separado de la instalación 38 de
distribución de televisión. De forma similar, la información de
anuncios puede generarse mediante una instalación de anuncios que
está separada respecto de la instalación principal 32 y respecto de
la instalación 38 de distribución de televisión.
Si se desea, independientemente de su fuente la
información de anuncios puede mantenerse en un servidor 42 dentro
de la instalación 38 de distribución de televisión.
La instalación 38 de distribución de televisión
distribuye guías de programación e información de anuncios al
equipo de televisión 44 del usuario, a través de vías de
comunicación 46. El equipo de televisión del usuario puede incluir
un descodificador de televisión, o puede ser un receptor de
televisión avanzado o una televisión de ordenador personal (PC/TV),
si se desea. Cada vía de comunicaciones 46 puede ser una conexión
por satélite, una conexión de línea telefónica, una conexión de
cable o de fibra óptica, una conexión de microondas, una
combinación de tales conexiones o cualquier otra vía adecuada de
comunicaciones. Los datos de la guía de programación pueden
distribuirse sobre un canal sobre la vía 46, un canal digital en
banda o cualquier otra técnica adecuada. La información
publicitaria puede distribuirse utilizando cualquiera de una serie
de técnicas avanzadas. Por ejemplo, los anuncios de texto y
gráficos pueden distribuirse sobre un canal fuera de banda
utilizando un modulador fuera de banda. Los anuncios de video
pueden distribuirse también este modo, aunque las grandes
cantidades de información de video pueden distribuirse de modo más
eficiente utilizando uno o más canales digitales sobre la vía 46.
Tales canales digitales pueden ser utilizados también para
distribuir texto y gráficos.
Cada usuario tiene una unidad receptora que
típicamente es un descodificador de televisión 48, pero puede ser
cualquier otro equipo de televisión adecuado en el que haya sido
integrada la funcionalidad del descodificador de televisión tal
como se describirá aquí. Los datos de la guía de programación son
distribuidos periódicamente a los decodificadores de televisión 48.
La instalación 38 de distribución de televisión puede también
consultar periódicamente a los descodificadores de televisión 48,
para ciertas informaciones (por ejemplo, información sobre la
cuenta para programas de pago, o información relativa a programas
que han sido contratados y visualizados utilizando técnicas de
autorización generadas de forma local).
Cada descodificador de televisión 48 está
típicamente conectado a un grabador 50 de cintas de video, opcional,
de forma que puede grabarse los programas de televisión
seleccionados. El grabador 50 de cintas de video está conectado a
una televisión 52. Para grabar un programa, el descodificador de
televisión 48 sintoniza un canal concreto, y envía señales de
control al grabador 50 de cintas de video (por ejemplo, utilizando
un transmisor de infrarrojos), que dirigen el grabador 50 de cintas
de video para comenzar y detener la grabación en los horarios
apropiados.
Una guía interactiva de programas de televisión
es implementada sobre el equipo de televisión 44 (por ejemplo,
sobre el descodificador de televisión 48). Durante el uso de la guía
interactiva de programas de televisión implementada sobre el
descodificador de televisión 48 puede visualizarse, sobre la
televisión 52, listados de la programación de televisión. Cada
descodificador de televisión 48, grabador 50 de cintas de video y
televisión 52 pueden estar controlados mediante uno o más controles
remotos 54, o mediante cualquier otro interfaz adecuado de entradas
de usuario, tal como un teclado inalámbrico, un ratón, una bola de
control del cursor, conjuntos dedicados de botones, etcétera.
El descodificador de televisión 48 incluye un
microprocesador 60, un receptor 62 de entradas de usuario y la
memoria 64. No se describe aquí otros componentes del descodificador
de televisión que son necesarios para implementar una guía de
programación, puesto que no forman parte de la presente invención.
El receptor 62 de entradas de usuario recibe entradas de usuario
desde el control remoto 54 u otros interfaces de entradas del
usuario. Por ejemplo, si las entradas de usuario han de ser
transmitidas mediante una señal de control remoto por infrarrojos,
entonces el receptor de entradas de usuario será un receptor de
señal de infrarrojos. Como se describe en mayor detalle más abajo,
el microprocesador 60 utiliza las señales de entrada del usuario
recibidas por el receptor de entradas de usuario 62, al objeto de
calcular valores para diferentes categorías 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 el descodificador de
televisión 48, al objeto de determinar si el anuncio ha de mostrarse
en la televisión 52. La memoria 64, que es preferentemente de
memoria no volátil, almacena valores de categorías demográficas para
el usuario. La memoria 64 puede también almacenar 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 de que un espectador que esté
mirando el canal ESPN sea un aficionado a los deportes. Tal
información puede también almacenarse en otra memoria,
eléctricamente acoplada con el microprocesador 60.
La figura 2 es una lista a modo de 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 los
anuncios recibidos por el descodificador de televisión 48. Bajo el
encabezado de categorías demográficas se muestra diez categorías
predefinidas a modo de ejemplo. Estas categorías son: (1) aficionado
los deportes, (2) aficionado a la ciencia-ficción,
(3) padres, (4) amante de los perros, (5) amante de los gatos, (6)
ingresos anuales por encima de 20000 \textdollar, (7) ingresos
anuales por encima de 30000 \textdollar, (8) ingresos anuales por
encima de 50000 \textdollar, (9) rango de edades femeninas de 20
- 35, y (10) rango de edades masculinas de 18 - 40.
El valor para cada una de las categorías
demográficas va de 0 a 1. Cero indica que el usuario no se ajusta a
la categoría demográfica (o que la probabilidad de que el usuario se
ajuste a la categoría es de cero). Un valor de uno indica que el
usuario se ajusta por completo a la categoría demográfica (o que la
probabilidad de que el usuario se ajuste a la categoría demográfica
es de uno). Cualquier valor entre 0 y 1 indica que el usuario se
ajusta parcialmente a la categoría demográfica, con un valor
superior indicando un ajuste proporcionalmente mejor. La selección
del rango no es significativa, y puede utilizarse cualquier otro
rango (por ejemplo 1 - 10) de representación de la información
demográfica (por ejemplo códigos, etiquetas, caracteres o similares)
para llevar a cabo los objetivos de la presente invención. La
determinación de los valores para las categorías demográficas se
describe más abajo.
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 18 - 40, sus ingresos anuales están por
encima de 20000 \textdollar pero no por encima de 30000
\textdollar, es un absoluto fan de los deportes, y es amante de
los gatos (valor 0,7) en mayor medida que los perros (valor
0,5).
El anuncio #1, que solo por razones de
ilustración se asumirá que es para un vehículo de instalación
deportiva, tiene valores preseleccionados de al menos 0,5 para la
categoría demográfica de aficionado a los deportes, y 1 para la
categoría demográfica de ingresos globales por encima de 30000
\textdollar. Nótese que la figura 2 no es necesariamente
indicativa de lo que seleccionaría un verdadero anunciante de
vehículos para instalaciones deportivas, en términos de valores o
incluso de categorías demográficas, sino que es adecuado para el
propósito de la ilustración. El valor preseleccionado de 0,5 para
la categoría de aficionado a los deportes, significa que el
anunciante desea dirigir el anuncio #1 a alguien que esté interesado
al menos de forma moderada. Adicionalmente, el anunciante desea
dirigirse a cualquiera que gane al menos 30000 \textdollar al año.
Puesto que el usuario del ejemplo 2 no se ajusta a la categoría de
ingresos, el anuncio #1 no se muestra en la televisión 52 del
usuario.
El anuncio #2, que solo por razones ilustrativas
se asume que es de cerveza, tiene valores preseleccionados de al
menos 0,7 para la categoría demográfica de aficionado los deportes,
y de 1 para los varones en la categoría demográfica de grupo de
edad de 18 - 40. El valor 0,7 preseleccionado para la categoría de
aficionados a los deportes, significa que el anunciante desea
dirigir el anuncio #2 a cualquiera que tenga al menos un interés
considerable por los deportes. Adicionalmente, el anunciante desea
dirigirse a cualquiera que sea un varón en el grupo de edad de 18 -
40. Puesto que el usuario en la figura 2 satisface ambas categorías
según demuestran los valores, el anuncio #2 se mostraría en la
televisión 52 del usuario.
El valor para cada categoría demográfica refleja
las características del usuario. Hay muchas formas diferentes para
calcular y determinar valores para tales categorías demográficas.
Puede utilizarse, si se desea, cualquier técnica adecuada para
generar información representativa de las características
demográficas del usuario. Por ejemplo, la información demográfica
sobre los usuarios puede reunirse utilizando encuestas (en línea,
telefónicas, puerta a puerta, por correo, basadas en la guía de
programación, etc.), u otro tipo de investigación de mercados. Lo
que sigue describe una técnica adecuada para calcular o determinar
los valores para las categorías demográficas, en base a entradas de
usuario a la guía de programación.
Las entradas de usuario recibidas por el
receptor 62 de entradas de usuario, tienen asociados valores
ponderados (WV, weight values) predeterminados. En la figura 3 se
muestra cuatro de tales entradas de usuario, con correspondientes
valores ponderados (la selección del rango de valores 0 - 1 para los
valores ponderados, no es significativa por sí misma): grabar un
programa, con un valor ponderado de 1,0; poner un recordatorio, con
un valor ponderado de 0,5; sintonizar un programa y mirarlo durante
al menos cinco minutos, con un valor ponderado de 0,5; y recibir
información sobre un programa, con un valor ponderado de 0,25. Los
valores ponderados son indicativos del efecto que las
correspondientes entradas de usuario tienen sobre los valores de las
categorías demográficas. Cuanto mayor es el valor ponderado de una
entrada de usuario, mayores son los valores de las categorías
demográficas asociados con tal entrada de usuario. Por lo tanto, de
acuerdo con el ejemplo de la figura 3 un usuario que grabe un
programa tendrá valores para las categorías demográficas
predeterminadas, mayores de los que tendrá recibiendo información
sobre el mismo programa. Esto se debe al hecho de que grabar un
programa indica generalmente un mayor nivel de interés por el
programa, que limitarse a recibir información del programa.
Cada canal y cada programa que tienen relevancia
en al menos una de las categorías demográficas, puede tener un
valor preseleccionado (PV) para cada categoría demográfica asociada
con este. Este valor preseleccionado significa la indicación del
canal, o del programa, sobre 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 (de
entre el rango de valores de 0 - 1) asociado con la categoría
demográfica de aficionado a los deportes 5, 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 amante de los gatos, puesto que no hay una conexión
fuerte entre ambos. Los valores preseleccionados pueden
determinarse a partir de investigaciones, encuestas, votaciones o
cualesquiera otros medios fiables. De nuevo, debe observarse que la
selección del rango de valores 0 - 1 para los valores
preseleccionados, no es significativa por si misma.
Preferentemente hay un valor por defecto
asignado a cada categoría demográfica. Por ejemplo, la categoría
demográfica de aficionados a los deportes puede tener un valor por
defecto de 0,5. El valor por defecto puede representar el valor
para un usuario "típico", y se utiliza para calcular el valor
de la categoría demográfica para el usuario, como se discute más
abajo.
Cada categoría demográfica puede tener un
período (P), que es el número mínimo de entradas de usuario
necesarias antes de que se considere que el valor de la categoría
demográfica es significativo y representativo del usuario. Por
ejemplo, la categoría demográfica de aficionado a los deportes puede
tener un período de cinco.
Cada canal o programa que tiene un valor
preseleccionado para una categoría demográfica asociada, puede tener
un factor de ponderación (WF, weight factor) predeterminado. Por
ejemplo, el canal ESPN puede tener un factor de ponderación de 2
para la categoría demográfica de aficionado los deportes, como se
muestra la figura 4. El factor de ponderación representa la
significación del canal o del programa, en relación con el período
para la categoría demográfica.
Para cada entrada de usuario que involucra un
programa o canal relevantes, el valor para una categoría demográfica
es el siguiente:
V_{d}(i - 1) es el valor previo para la
categoría demográfica, e i representa el número de entradas de
usuario. Cuando i = 1 (es decir, la primera entrada de usuario que
involucra un canal o programa relevantes, asociados con la
categoría demográfica), el V_{d}(i - 1) utilizado arriba es
el valor por defecto para la categoría demográfica. Debe observarse
que se puede utilizar cualquier ecuación o función que refleje
apropiadamente los intereses del usuario, en base a entradas de
usuario al sistema, al objeto de determinar valores para categorías
demográficas, de acuerdo con la presente invención.
Como ejemplo, se describe la determinación del
valor para la categoría demográfica de aficionado a los deportes,
dadas tres entradas de usuario. Se asume que las tres entradas de
usuario son las siguientes: (1) recibir información sobre un
acontecimiento deportivo sobre ESPN; (2) sintonizar y ver ESPN
durante al menos cinco minutos; y (3) grabar un evento deportivo de
ESPN. Utilizando los valores indicados en los ejemplos
proporcionados arriba y en la figura 3, se tiene
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\vskip1.000000\baselineskip
Tras las tres entradas de usuario que involucran
ESPN, el valor de la categoría demográfica de aficionado a los
deportes es de 0,7556, lo que indica que el usuario es muy
aficionado a los deportes. Sin embargo, debido a que solo se ha
recibido tres entradas de usuario y el período predefinido para la
categoría demográfica de aficionado en los deportes es de cinco, el
valor calculado puede no ser lo suficientemente significativo para
dirigir anuncios (nótese que aún así, el valor calculado puede ser
utilizado si se desea). Si el valor calculado no va a ser utilizado
por este motivo, entonces en su lugar puede utilizarse el valor por
defecto.
Es preferible dirigir anuncios a los usuarios,
en base a información actual del usuario. Por tanto la presente
invención proporciona una función de extinción, al objeto de
"refrescar" los valores de las categorías demográficas para el
usuario, sobre una base periódica tal como por ejemplo cada siete
días, o en base a un número especificado de entradas de
usuario.
Como ejemplo, asúmase que el valor para la
categoría demográfica de aficionado a los deportes, almacenado en
la memoria 64, es de 0,8 y que la función de extinción refresca el
valor para la categoría demográfica de aficionado a los deportes,
cada siete días durante los que no se haya recibido ninguna acción
de entrada. Si han transcurrido siete días desde que se ha recibido
la última entrada de usuario que afecta a la categoría demográfica
de aficionado los deportes, la función de extinción refresca 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 extinción puede también utilizar la
fórmula dada más arriba para V_{d}(i), con diferentes
valores/parámetros. Nótese que es preferible que el microprocesador
60 lleve a cabo la función de extinción.
En la figura 2 se ilustra lo que puede
denominarse el enfoque de umbral para la personalización de
publicidad para los usuarios, es decir, si los valores
preseleccionados de una categoría demográfica para un anuncio son
satisfechos por el valor de la categoría demográfica para el
usuario, entonces se muestra el anuncio del usuario mediante la
guía de programación.
Otro enfoque de personalización de publicidad a
los usuarios puede denominarse el enfoque del mejor ajuste, o más
próximo. En este enfoque, se determina la "proximidad" de los
valores preseleccionados de las categorías gráficas para un
anuncio, a partir de los valores de las categorías demográficas para
el usuario. Esta proximidad puede determinarse, por ejemplo,
mediante calcular la diferencia absoluta entre el valor
preseleccionado y el valor del usuario para cada categoría
demográfica, y después añadir la totalidad de las diferencias
absolutas. También puede utilizarse la raíz cuadrática media. El
enfoque del mejor ajuste es especialmente útil cuando se desea
seleccionar el anuncio o los anuncios a ser mostrados, de entre
muchos anuncios transmitidos al descodificador de televisión del
usuario.
Debe notarse que los valores de las categorías
demográficas pueden basarse en la información de usuario procedente
de una fuente externa. Por ejemplo, si los ingresos anuales del
usuario se determinan a partir de información de disponibilidad
pública o a partir de un formulario rellenado por el usuario,
entonces esta información puede ser transmitida al descodificador
de televisión, y almacenada en la memoria.
En el sistema ilustrativo de guía de
programación 30 de la figura 1, el descodificador de televisión 48
calcula valores para las categorías demográficas, almacena los
valores calculados y otra información necesaria para calcular los
valores, y compara los valores de las categorías demográficas
relevantes del usuario con los valores preseleccionados asociados
con cada anuncio, para determinar si el anuncio ha de ser
visualizado. El sistema de la guía de programación de la presente
invención, puede ser modificado de forma evidente para aquellas
personas cualificadas en el arte que lean la descripción aquí
contenida, de modo que cualquiera de estas operaciones llevadas a
cabo por el descodificador televisión puede, en su lugar, ser
desempeñada por una instalación 38 de distribución de televisión o
por la instalación principal 32, o en cualquier otro emplazamiento
(no mostrado en la figura 1).
Las etapas involucradas en la visualización de
anuncios en base a la información demográfica, se muestran en la
figura 5. En la etapa 66 se determina la información de categoría
demográfica para el usuario utilizando una técnica adecuada tal
como una encuesta, o mediante monitorizar las acciones del usuario
con la guía de programación y calcular la información de categoría
demográfica, en función de las acciones del usuario y de
información preseleccionada almacenada en la memoria. En la etapa
68, la información de categoría demográfica que es representativa
del perfil demográfico del usuario, es almacenada en el equipo 44 de
televisión del usuario. En la etapa 70 se distribuye anuncios con
información de categoría demográfica asociada (representativa de
las audiencias a las que los anunciantes desean dirigir los
anuncios), al equipo de televisión de usuario (por ejemplo,
mediante la transmisión desde la instalación principal 32 y su
distribución a través de la instalación 38 de distribución de
televisión). En la etapa 72, la guía de programación determina qué
anuncios han de ser mostrados al usuario, mediante comparar 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 las personas cualificadas en el
arte pueden realizar diversas modificaciones sin salirse de la
invención.
\vskip1.000000\baselineskip
La lista de referencias citadas por el
solicitante es solo para comodidad del lector. No forma parte del
documento de Patente Europea. Incluso aunque se ha tomado especial
cuidado en recopilar las referencias, no puede descartarse errores
u omisiones y la EPO rechaza toda responsabilidad a este
respecto.
\bullet US 5 559 549 A [0002]
\bullet WO 9 945 702 A [0005] [0005].
Claims (16)
1. Un sistema para dirigir acciones a un usuario
de una guía de televisión interactiva, caracterizado por:
- un equipo de televisión del usuario (44), sobre el que está implementada la guía interactiva de programación de televisión, en el que el equipo de programas 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, habiendo valores preseleccionados asociados con las categorías demográficas que están asociadas con cada acción de la guía de programación;
- utilizar entradas de usuario a la guía interactiva de programación de televisión, para determinar valores de usuario para la pluralidad de categorías demográficas, 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 las correspondientes categorías demográficas, al objeto de determinar qué acción debe ser adoptada en la guía interactiva de programación de televisión, donde cada entrada de usuario que es recibida por el equipo de televisión de usuario (44) tiene un correspondiente valor ponderado que se utiliza para determinar los valores de usuario.
2. El sistema de la reivindicación 1, en el que
el equipo de televisión del usuario (44) comprende una memoria (64)
en la que se almacena los valores de usuario.
3. El sistema de la reivindicación 1 o la 2, en
el que el equipo de televisión del usuario (44) comprende un control
remoto (54), con el que el usuario transmite la entrada del usuario
en la guía interactiva de programación de televisión, al equipo de
televisión del usuario (44).
4. El sistema de la reivindicación 1, la 2 o la
3, en el que el equipo de televisión del usuario (44) comprende un
microprocesador (60) para determinar los valores de usuario, con los
valores de usuario.
5. El sistema de cualquier reivindicación
precedente, en el que el equipo de televisión de usuario (44) está
además configurado para utilizar datos de categorías demográficas
preseleccionadas asociadas con cada canal de televisión y cada
programa que tiene relación con al menos una de la pluralidad de
categorías demográficas, para determinar los valores de
usuario.
6. El sistema de cualquier reivindicación
precedente, en el que el equipo de televisión de usuario (44) está
además configurado para utilizar valores por defecto asociados con
las categorías demográficas, cuando determina valores de
usuario.
7. El sistema de cualquier reivindicación
precedente, en el que cada categoría demográfica está asociada con
un periodo, donde el período es un número mínimo de entradas de
usuario necesarias antes de que el valor de usuario determinado por
el equipo de televisión de usuario (44) para tal categoría
demográfica, se estime como significativo y representativo del
usuario.
8. El sistema de cualquier reivindicación
precedente, en el que el equipo de televisión del usuario (44) está
además configurado para refrescar periódicamente los valores de
usuario para las categorías demográficas, con un valor de refresco
predeterminado.
9. Un método para dirigir acciones a un usuario
de una guía interactiva de programación de televisión, implementado
en un equipo de televisión de usuario (44), caracterizado
por:
- recibir una pluralidad de categorías demográficas asociada con una pluralidad de acciones de la guía de programación;
- los valores preseleccionados estando asociados con las categorías demográficas que están asociadas con cada acción de la guía de programación;
- recibir entradas de usuario para la guía interactiva de programación de televisión;
- determinar valores de usuario para la pluralidad de categorías demográficas, utilizando la entrada de usuario a la guía interactiva 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 las correspondientes categorías demográficas, para seleccionar las acciones a ser visualizadas en la guía interactiva de programación de televisión, donde la determinación de los valores de usuario comprende utilizar valores ponderados que corresponden a las entradas de usuario.
10. El método de la reivindicación 9, en el que
el almacenamiento de los valores de usuario comprende almacenar los
valores de usuario en una memoria (64), en el equipo de televisión
de usuario (68).
11. El método de la reivindicación 9 o la 10,
además caracterizado por utilizar un control remoto (54) para
transmitir la entrada de usuario para la guía interactiva de
programación de televisión, al equipo de televisión del usuario
(44).
12. El método de la reivindicación 9, la 10 o la
11, en el que la determinación de los valores de usuario comprende
utilizar un microprocesador (60) en el equipo de televisión de
usuario (44), para determinar los valores de usuario utilizando las
entradas de usuario, y para comparar los valores preseleccionados
con los valores de usuario.
13. El método de cualquiera de las
reivindicaciones 9 a 12, en el que la determinación de los valores
de usuario comprende utilizar datos de categorías demográficas
preseleccionadas, asociados con cada canal y cada programa de
televisión que tiene relación con un al menos una de la pluralidad
de categorías demográficas.
14. El método de cualquiera de las
reivindicaciones 9 a 13, en el que la determinación de los valores
de usuario comprende utilizar valores por defecto asociados con las
categorías demográficas.
15. El método de cualquiera de las
reivindicaciones 9 a 14, en el que la determinación de los valores
de usuario comprende utilizar un período asociado con cada una de
las categorías demográficas, donde el período es indicativo de un
número mínimo de entradas de usuario necesarias antes de que se
considere que el valor de usuario es significativo y representativo
del usuario.
16. El método de cualquiera de las
reivindicaciones 9 a 15, además caracterizado por refrescar
periódicamente los valores de usuario para las categorías
demográficas, con un valor de refresco predeterminado.
Applications Claiming Priority (4)
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|---|---|---|---|
| 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 |
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| Publication Number | Publication Date |
|---|---|
| ES2230417T3 ES2230417T3 (es) | 2005-05-01 |
| ES2230417T5 true ES2230417T5 (es) | 2008-05-01 |
Family
ID=26773044
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| Application Number | Title | Priority Date | Filing Date |
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| ES02011429T Expired - Lifetime ES2230417T5 (es) | 1998-05-15 | 1999-05-13 | Sistema de guia interactiva de programas de television, para determinar valores de usuario para categorias demograficas. |
| 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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| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| 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. |
Country Status (19)
| Country | Link |
|---|---|
| US (5) | US20020095676A1 (es) |
| EP (1) | EP1078525B1 (es) |
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- 1999-05-13 JP JP2000550275A patent/JP4436901B2/ja not_active Expired - Lifetime
- 1999-05-13 ES ES02011429T patent/ES2230417T5/es not_active Expired - Lifetime
- 1999-05-13 WO PCT/US1999/010586 patent/WO1999060789A1/en not_active Application Discontinuation
- 1999-05-13 IL IL13967799A patent/IL139677A0/xx unknown
- 1999-05-13 NZ NZ508281A patent/NZ508281A/en unknown
- 1999-05-13 AU AU40775/99A patent/AU749116B2/en not_active Expired
- 1999-05-13 CA CA 2331302 patent/CA2331302C/en not_active Expired - Lifetime
- 1999-05-13 CN CNA2004100078854A patent/CN1531344A/zh active Pending
- 1999-05-13 KR KR1020007012802A patent/KR20010043634A/ko not_active Application Discontinuation
- 1999-05-13 PL PL34415399A patent/PL344153A1/xx unknown
- 1999-05-13 CA CA2775730A patent/CA2775730C/en not_active Expired - Lifetime
- 1999-05-13 ES ES99924223T patent/ES2184454T3/es not_active Expired - Lifetime
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- 1999-05-13 AT AT99924223T patent/ATE224626T1/de not_active IP Right Cessation
- 1999-05-13 DE DE1999619761 patent/DE69919761T3/de not_active Expired - Lifetime
- 1999-05-13 BR BR9911056A patent/BR9911056A/pt not_active IP Right Cessation
- 1999-05-13 RU RU2000131275/09A patent/RU2000131275A/ru not_active Application Discontinuation
- 1999-05-13 AT AT02011429T patent/ATE274774T1/de not_active IP Right Cessation
- 1999-05-13 DE DE69903019T patent/DE69903019T2/de not_active Expired - Lifetime
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2001
- 2001-08-10 HK HK03101575.8A patent/HK1051105A1/zh unknown
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2004
- 2004-08-20 US US10/923,263 patent/US7634786B2/en not_active Expired - Lifetime
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2005
- 2005-11-09 JP JP2005325289A patent/JP2006101543A/ja active Pending
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2009
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2010
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2015
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