JP2004222318A - Broadcast transmitting/receiving method - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a pay broadcast program mixed with CM in an individual mode to every viewer. <P>SOLUTION: A plurality of pay video programs, advertising information containing advertising animation data and a plurality of channels are prepared to transmit the advertising information while multiplexing it on a broadcasting signal. On a receiving side, the advertising information transmitted while being multiplexed on the broadcasting signal is extracted, and the animation data are stored in a storage part. On the receiving side, a degree of advertising allowance of an advertising information broadcast allowable for the viewer is set by an advertising allowance degree setting means and when a predetermined pay video program is designated by a user, before displaying the relevant designated pay video program, the animation data are read out of the storage part and according to the advertising allowance degree, the advertising animation is displayed. After the display of the advertising animation, the designated pay video program is displayed. <P>COPYRIGHT: (C)2004,JPO&NCIPI

Description

  The present invention relates to a broadcast transmitting / receiving method for providing a pay video program.

  Conventionally, television broadcasting programs in the VHF and UHF broadcasting frequency bands are retransmitted, and local independent broadcasting and satellite broadcasting are performed in the middle (mid band) and upper (super high band) frequency bands of the VHF television broadcasting frequency band. 2. Description of the Related Art There is known a CATV system that transmits a broadcast or a television program distributed by a communication satellite (CS) and distributes the program to a large number of subscribers through a transmission medium such as a coaxial cable.

  As shown in FIG. 11, receivers and transmitters for television broadcasting, satellite broadcasting, etc. are centrally arranged in a center station (head end) HE of a CATV system, and a large number of channels transmitted at appropriate levels are provided. Is distributed to each subscriber through a relay transmission line called a trunk system TRK and a distribution system in which a distributor (tap-off) TOF composed of passive elements is connected to the output of the high-output amplifier HLA. .

  As described above, in the CATV system, since signals of multiple channels are transmitted, a normal television receiver cannot receive all channels. For this reason, each subscriber leases or receives a receiving terminal (commonly called a cable box) CBX equipped with a tuner capable of receiving a large number of channels as described above in accordance with a contract with a CATV broadcasting company. The video signal and the audio signal are supplied to the television receiver TV using this cable box.

  In CATV, a fixed fee is paid every month irrespective of the number of viewing programs, a fixed-rate pay broadcast, so-called pay TV, a predetermined fee is paid for each program to be viewed, a pay-per-use pay-broadcast, so-called pay-per-view. Such pay broadcast programs are scrambled, and correspondingly, the cable box described above includes a descrambler.

  In this case, a subscriber database is prepared in the center station together with the video library server, and the ID of the cable box that has received the descrambling signal is registered.

  There is also an interactive (two-way) CATV system that allows communication between a subscriber and a center station via a public telephone line. In this case, a modem (digital-to-voice signal conversion) is used. A modem is mounted on the cable box and inserted between the telephone and the line. When the cable is bidirectional, communication is performed between the subscriber and the center station via the cable.

  In the interactive CATV system as described above, a so-called video-on-demand (Video) system which provides a desired video program (mainly a movie) at a desired time in response to each subscriber's request in the aforementioned pay-per-view. on Demand) service is also available.

  By the way, a general commercial broadcasting station broadcasts a commercial message (CM) of a company together with a broadcast program, so that a viewer can view a desired broadcast program free of charge.

  On the other hand, in a pay program such as the above-mentioned pay-per-view by the CATV system, for example, the program is broadcast without a commercial, so that the CM does not impair the viewer's impression.

  However, when viewing a pay program, the viewing fee that the viewer must pay is not necessarily inexpensive because the management of the pay program broadcasting station is thereby maintained. Therefore, some viewers want to reduce the viewing fee even with a certain amount of CM broadcast.

  However, when viewing a pay program, the viewing fee that the viewer must pay is not necessarily inexpensive because the management of the pay program broadcasting station is thereby maintained. Therefore, some viewers want to reduce the viewing fee even with a certain amount of CM broadcast.

  Therefore, for example, a broadcast system that allows individual viewers to appropriately select a pay program broadcast with a certain amount of CM and a pay program broadcast without a CM at all is desired.

However, in the current pay program broadcasting system, there is no one that is designed to transmit a program in an individual manner to each viewer, and a television receiver on the viewer side also has a fee. It is not adapted to the situation where a program is transmitted from a program broadcasting station in an individual manner.
SUMMARY OF THE INVENTION In view of the above, an object of the present invention is to provide a broadcasting method that enables a pay broadcast program including a CM to be provided to individual viewers in an individual manner.

In order to solve the above-mentioned problems, a broadcast transmitting / receiving method according to the present invention includes:
On the broadcast side, prepare a plurality of pay video programs, advertisement information including animation data of advertisements, and a plurality of channels,
On the broadcast side, the pay video program is broadcast, and the advertisement information is multiplexed with a broadcast signal and transmitted.
On the receiving side, extract the advertisement information multiplexed and transmitted to the broadcast signal, store the animation data in a storage unit,
On the receiving side, an advertisement allowance of the advertisement information broadcast which the viewer can accept is set by an advertisement allowance setting means,
On the receiving side, when a predetermined pay video program is specified by the user, before the specified pay video program is displayed, the animation data is read from the storage unit, and is read according to the advertisement allowance. The animation of the advertisement is displayed, and after the animation of the advertisement is displayed, the designated pay video program is displayed.

  According to the present invention, it is possible to provide a pay broadcast program including a CM in an individual manner corresponding to the tolerance of each viewer.

  According to the present invention, since the CM is multiplexed with the broadcast signal and transmitted, there is no need to significantly change the facilities of the broadcast station and the configuration of the receiving device, which is advantageous in terms of cost. There is a merit to say.

  Hereinafter, an embodiment of a broadcast transmission / reception method according to the present invention will be described with reference to the drawings, taking an example in which the embodiment is applied to an interactive broadcast method.

[Interactive broadcasting system]
First, an example of an interactive broadcast system to which the present invention is applied will be described with reference to FIGS.

  In this example of the two-way broadcasting method, as shown in FIG. 1, a pay program broadcasting station B provides various broadcast services to a pay program broadcaster (viewer) A, At times, CM broadcasts are provided for each contract. In addition, the viewer pays a viewing fee for a pay program to the broadcasting station. However, this viewing fee is given a predetermined discount for each contract between the viewer and the broadcasting station.

  On the other hand, the pay program broadcasting station B obtains advertisement fee income from the advertising company C by broadcasting the CM, and the advertising company C promotes its product or service to viewers by the CM broadcasting. be able to.

  Then, in a contract between a viewer and a broadcasting station regarding CM broadcasting, from a level where no CM is exchanged, for example, one or more CMs per pay program (or per hour of broadcast of a pay program). Up to a plurality of levels, the discount rate of the viewing fee is determined so as to increase sequentially according to the frequency of the CM broadcast permitted by each viewer. The discount rate also takes into account the CM broadcast timing, such as when a pre-designated scene change occurs in a movie or drama.

  In the example of the two-way broadcasting system, in the case of the above-described video-on-demand, a CM library is prepared in the center station of the CATV system as shown by the broken line in FIG. Then, the processing as shown in FIG. 3 is sequentially performed between the subscriber side, the broadcasting station side, and between both sides.

  First, in step A, the subscriber selects a desired program title, such as SF, from a program menu as shown in FIG. 2A. In this menu, it is assumed that the menu information is constantly broadcast on a specific channel, for example, in which the program content of each channel of CATV is introduced on a multi-segment screen. Alternatively, menu information may be sent on a specific channel in response to a transmission request from a subscriber.

  In the next step B, the selected title and the identification number (ID) of the subscriber are transmitted to a broadcasting station via, for example, a telephone line, and a broadcast of the program of the selected title is requested. Usually, the ID of the cable box or the telephone number of the subscriber is used as the subscriber ID.

  On the broadcast station side, in step C, the subscriber's contract type is retrieved from the broadcast station database using the ID of the subscriber who has requested the program as a key. Alternatively, as described later, the subscriber type may transmit the contract type information.

  Then, according to the subscriber's contract type, the presence / absence of CM broadcasting and, when broadcasting, CM time, number, type, and the like are set.

  In the next step D, a vacant channel for broadcasting the program of the requested title is searched, and the channel number is notified to the subscriber via the telephone line. In response to this notification, in step E, the tuner of the cable box on the subscriber side is switched to the channel of the notified number, and enters a state of waiting for the broadcast of the program of the requested title.

  Then, on the broadcast station side, in accordance with the setting described above, in step F, the CM corresponding to the requested title is transmitted to the channel notified, and in the subscriber side, in the next step G, as shown in FIG. The CM is received.

  As described above, since the subscriber is already in a state of waiting for the broadcast of the program of the requested title, the received CM can be surely viewed without so-called run-off.

  In step H, including the period when the CM is received by the subscriber, the broadcasting station prepares to broadcast the program of the requested title. In the next step J, the CM is broadcasted at the designated time. Then, the broadcast of the program of the requested title is started. In addition, the types and times of CMs actually broadcast are totaled, and are used as materials for discounts on viewing fees for subscribers and billing for advertising fees for advertising companies.

  Then, on the subscriber side, in step K, as shown in FIG. 1C, a program having a requested title, such as SF, is received.

  When the broadcast of the program ends, in step L, the broadcast station notifies the subscriber of the end of the broadcast via the telephone line. In response to the broadcast end notification, on the subscriber side, in step M, the tuner of the cable box is returned to the original channel before receiving the program of the requested title.

  In the case of the above-mentioned video-on-demand, the broadcast fee is increased depending on the frequency and timing of the CM broadcast, such as increasing the broadcast fee for CMs attached to popular titles. The level is set.

  In addition, the system configuration on the broadcast station side can be simplified by always broadcasting CMs on a plurality of free channels for video-on-demand, but in this case, similar to a normal CM broadcast, In addition, the broadcasting fee of the CM in a time zone where the frequency of access from the subscriber is high is set high.

  In the two-way broadcasting system as described above, commercials are transmitted to each viewer of a pay program broadcast according to the frequency permitted by the individual viewers, and the CMs are appropriately responded to the CM tolerances of the individual viewers. can do. When a CM is transmitted, the CM is received while the viewer is waiting for or broadcasting a desired program, so that the viewer can view the CM without fail.

[Configuration of Receiver]
Next, with reference to FIGS. 4 to 6, a description will be given of an example of a configuration in which a receiving device for bidirectional broadcasting is applied to a cable box. FIG. 4 shows an overall configuration of the receiving apparatus of this example, and FIG. 5 shows a configuration of a main part thereof.

  In FIG. 4, CBX is a cable box, 10 is its signal system, and 20 is its control system.

  A television broadcast signal from the incoming cable 1 is supplied to the tuner 11. The tuner 11 includes a video demodulator 12 and an audio demodulator 13, and demodulates a video signal and an audio signal. The video signal Sv and the audio signal Sa from the demodulators 12 and 13 are supplied to a video signal processing circuit 15 and an audio signal processing circuit 16 via a decoder 14, respectively. Machine 2.

  The tuner 11 is supplied with a channel selection control signal for channel switching from the control system 20, and the processing circuits 15 and 16 are also supplied with appropriate control signals for video and audio from the control system 20.

  The control system 20 includes a system control circuit (CPU) 21, a ROM 22, a DRAM 23, an SRAM 24, and a video RAM (VRAM) 25, each of which is connected to a system bus 26. The ROM 22 stores various control programs in addition to a menu data reception and acquisition processing program described later, and also stores font and graphic data used for display. The DRAM 23 is mainly used as a work area for calculation, and the SRAM 24 stores setting information and ID information of the receiving device itself.

  The video RAM 25 is used for display. A display control circuit (display controller) 25C is provided for the video RAM 25. The display control circuit 25C controls reading and writing of video data to and from the video RAM 25, and converts the read video data into an analog video signal. Then, the analog video signal obtained from the display control circuit 25C is supplied to the video signal processing circuit 15 and, together with the control of the video signal processing circuit 15 from the control circuit 21, is converted into the video signal Sv from the decoder 14. They are superimposed or switched and synthesized.

  In this example, a dip switch 27 for setting a CM broadcast frequency or the like when a pay program is broadcast is provided in the control system 20 based on a contract between an individual viewer and a broadcast station as described above, Connected to bus 26. The dip switch 27 is, for example, a 4-bit switch as shown in the figure, and can correspond to 16 contract types.

  Note that the switch 27 is provided in the housing of the cable box, and the setting cannot be changed by the viewer. Further, instead of the dip switch 27, a switch by software may be stored in the SRAM 24.

  Also, in FIG. 4, for simplicity, illustration of input / output ports between the system bus 26 and each unit is omitted.

  In the receiving apparatus of this example, a menu information separating circuit 31 is provided to separate the above-described menu information from the video signal Sv, and the separating circuit 31 is connected to the bus 26 of the control system 20. Then, the separated menu information Dmn is taken into the control system 20.

  Further, in the receiving apparatus of this example, a modem 33 for data communication is provided to support the above-described interactive broadcast program, and the telephone line 3 is connected to a line connection terminal Line of the modem 33. The telephone 4 is connected to the terminal Tel. The modem 33 is connected to the system bus 26 of the control system 20, and various kinds of information sent from the broadcasting station via the telephone line 3 are taken into the control system 20.

  Further, for example, an infrared remote control signal from a remote control transmitter (commander) 34 is received by a remote control receiver 35, and is decoded by a decoding circuit included in the receiver 35 (not shown). Then, the decoded remote control signal Drm is taken into the control system 20.

  Then, the control according to the user's operation on the remote control transmitter 34 is performed by the CPU 21 according to the program in the ROM 22. For example, in the case of remote control operations such as channel selection and volume control, font data for displaying necessary characters and symbols is read from the ROM 22 and stored in the video RAM 25 at the same time as tuner channel selection and volume control are executed. Will be transferred. Then, the data in the video RAM 25 is supplied to the video signal processing circuit 15 and combined with the video signal Sv (for example, superimposed), so that the data is displayed on the screen of the receiver 2 for an appropriate time.

  Data such as channel selection and volume control are written in the nonvolatile SRAM 24 each time each operation is performed. When the power is once turned off and then turned on again, the same channel is viewed at the same volume as immediately before the power was turned off. That is, a so-called last memory function is realized.

  Further, in this embodiment, time data from the timer circuit 36 for real-time notification and interrupt generation for a predetermined time is input to the control system 20.

[Configuration of remote control transmitter]
As shown in FIG. 5, a remote control transmitter (commander) 34 in this example includes a power button 34p for controlling on / off of the power of the cable box and the receiver, and a cross button for controlling channel selection and volume. A model seesaw button 34c, a determination button 34d for inputting determination of the menu selection operation as described above, and a slide switch 34s are provided.

  In this embodiment, in the normal mode in which the slide switch 34s is on the normal side (the right side in FIG. 5), when the upper or lower side of the cross-shaped seesaw button 34c is pressed, the channel number of the tuner 11 is sequentially increased or decreased. When the right or left side of the seesaw button 34c is pressed, the sound volume is controlled so as to gradually increase or decrease in a stepwise manner.

  Further, in the pointer mode in which the slide switch 34s is switched to the point side (the left side in FIG. 5), when the function assigned to the button 34c is converted and the upper side of the seesaw button 34c is pressed, as shown in FIG. Such an item of interest in the menu is controlled to move upward, and when the lower side is pressed, the item of interest in the menu is controlled to move downward. When the size of the menu is large and the number of attention items is relatively large, when the right side of the seesaw button 34c is pressed, the attention item of the menu is controlled to move rightward. Is controlled so that the item of interest moves to the left.

  In such a conversion of the function of the operation button, in the pointer mode in which the slide switch 34s is on the point side, a 1-bit flag is set and stored in a ROM (not shown) built in the commander 34 in accordance with the flag. The conversion is performed using the converted table. Then, the command received by the remote control receiver 35 is recognized by the CPU 21 as a menu selection command.

  Further, the remote control transmitter 34 of this embodiment is provided with an operation button 34 cm for changing the state of whether or not the CM broadcast can be received as described above. Normally, this button 34 cm is set to a state in which the setting of the dip switch 27 in the cable box CBX is maintained.

  When the viewer operates the button 34 cm, the cable box CBX can be switched to the CM image receiving prohibited state regardless of the setting of the dip switch 27.

  By simultaneously operating the button 34cm and the seesaw button 34c, the level of the CM broadcast frequency set on the DIP switch 27 can be reduced to a level at which no CM is exchanged or a level of the maximum CM broadcast frequency. It can also be raised and lowered progressively.

  The operation of the button 34 cm may be performed when requesting a desired program from the broadcasting side as shown in step B of FIG. When the level of the CM broadcast frequency is changed by operating the button 34 cm, the changed level is notified to the broadcasting side via the modem 33. Then, on the broadcast side, the discount rate of the viewing fee for the pay program is reduced or increased according to the changed level.

[Pay program receiving process]
Next, a process of receiving a desired pay program in the receiving apparatus of the example of FIG. 4 will be described with reference to FIG.

  6, reference numeral 100 denotes a video-on-demand processing routine of the embodiment shown in FIG.

  First, in step 101, it is determined whether or not a remote control signal Drm has arrived from the remote control receiver 35. If the remote control signal Drm has arrived, it is determined whether or not it indicates a program menu transmission request. A determination is made (step 102). When requesting the program menu, the request information of the program menu and the identification information (ID) of the subscriber are transmitted to the broadcast station via the modem 33 (step 103).

  In the next step 104, it is determined whether or not the menu information Dmn has arrived from the separation circuit 31, and if so, the menu information Dmn is written to the DRAM 23. Based on the menu information Dmn, an image of the menu screen is generated on the VRAM 24 from the font and graphic data stored in the ROM 22, so that the image is displayed on the receiver 2 as shown in FIG. A menu screen is displayed (step 105). Then, the process returns to step 101.

  When the remote control signal Drm arrives by the viewer's operation again, and it is determined in step 102 that the request is not a menu request, the process proceeds to step 106, where it is determined whether or not a program is selected. If it is not a program selection, it is determined in step 107 whether or not to cancel. If not, the process proceeds to a subroutine 108, where processing corresponding to the content of the remote control signal Drm, such as volume control, is performed. .

  On the other hand, if it is determined in step 106 that the program is selected, program selection processing is performed in step 111, and then the menu screen is deleted in step 112. This menu screen is erased by, for example, clearing the VRAM 24.

  Then, in step 113, information such as the desired title, the set value of the DIP switch 27 (CM broadcast frequency), and the subscriber ID is transmitted to the broadcast station via the modem 33.

  In the next step 114, as shown in step D of FIG. 3 described above, the system waits for the arrival of CH (channel) instruction information from the broadcast station side, and when the CH instruction information arrives, the channel selection control signal from the CPU 21 causes The tuner 11 is switched to the designated channel, and the reception flag is set to "1" (step 115).

  As described above, this state is a state of waiting for the broadcast of the program of the desired title, and if the DIP switch 27 is set to allow the CM broadcast, the receiver 2 will be in the state shown in FIG. A commercial as shown in the figure is received for a predetermined time, and a program with a desired title as shown in FIG. 2C is received following the commercial.

  When the dip switch 27 is set so as not to allow the CM broadcast, only the program of the desired title as shown in FIG. 2C is received.

  If the remote control transmitter 34 is operated during the reception of the CM or the program of the desired title, the arrival of the remote control signal Drm is determined in step 116, and the process proceeds to step 107 and proceeds to the subroutine 108. , A process corresponding to the content of the remote control signal Drm is performed.

  When the broadcast of the program with the desired title ends, as described above, the program end information arrives from the broadcast station via the modem 33. Therefore, in step 117, the program waits for the program end information to arrive, and When the information arrives, the process proceeds to step 118, where the tuner 11 is returned to the original CH by the channel selection control signal from the CPU 21, the reception flag is set to "0", and the routine 100 ends.

  As described above, in the receiving apparatus of the example shown in FIG. 4, in the case of video-on-demand, the DIP switch in the cable box CBX depends on the subscriber's contract type, that is, the frequency permitted by individual viewers. 27 is set, and based on this setting, the presence / absence of CM broadcasting and, in the case of broadcasting, the frequency of CMs and the like are set on the broadcast station side. Can be selectively received.

[Embodiment of the interactive broadcasting method according to the present invention; multiplexed CM information]
In the above-described two-way broadcasting method, in the case of video-on-demand, a CM with a normal video signal is broadcast on the same channel specified by the broadcasting side prior to the broadcasting of the program of the title selected by the subscriber. However, it is also possible to always broadcast CM information in the form of text multiplex broadcast image information.

  As is well known, in text multiplex broadcasting, image information composed of text and graphics is multiplexed with a television signal in the form of a digital signal and transmitted, and this signal is decoded on the receiving side and transmitted to a television receiver. indicate.

  On the transmitting side, a text broadcast screen is produced by combining a character or graphic screen with an additional sound as necessary. Each teletext screen is encoded, and data specifying a program number, a page number, a display mode, and the like are added thereto, and the data is transmitted while being superimposed on the 14H to 16H and 21H during the vertical blanking period of the television signal. You.

  On the receiving side, the character signal is separated from the demodulated video signal, and the teletext data is decoded. According to this data, the pattern data and graphic data read from the character generator are written into the display memory, converted into video signals and displayed on the picture tube. Further, the electronic sound is reproduced from the speaker according to the additional sound data.

  As shown in FIG. 7, the CM information in the embodiment of the present invention includes CM animation data DCA for display, a CM data identification code DID, CM data length and consistency data DDL, contract type information DCT, It is configured by adding a CM data end code DED.

  The CM animation data DCA includes display procedure (program) data DPG, text data DTX, and data DAU such as fonts, graphics, and audio.

  The receiving device described below can output text data DTX and data DAU such as fonts, graphics, and audio in accordance with the display procedure data DPG, as a display of character strings, still images, animations, and the like, or output as additional sounds. The display is started at a predetermined timing.

  It should be noted that the display start timing may correspond to a preset specific operation such as switching to a channel specified by the broadcast station in the case of video-on-demand, for example.

  Also, as described above, when CM information is broadcast in the form of text multiplexed broadcast image information, the above-described video-on-demand menu information can also be sent in the text multiplexed format.

[Configuration of Receiving Device of Embodiment]
Next, an embodiment of the receiving apparatus in the embodiment of the interactive broadcasting method according to the present invention, which can support the multiplexed CM information as described above, will be described with reference to FIGS.

  FIG. 8 shows the overall configuration of the receiving apparatus of this embodiment. In FIG. 8, portions corresponding to FIG. 4 described above are denoted by the same reference numerals, and redundant description will be omitted.

  In the receiving apparatus of the example of FIG. 8, two changeover switches 17 and 18 are interposed between the decoder 14 of the signal system 10S and the video and audio signal processing circuits 15 and 16, and the video and audio signals are Sv and Sa are supplied to the corresponding signal processing circuits 15 and 16 through the respective p-side contacts of the switches 17 and 18 and the movable contacts.

  In addition, in the receiving apparatus of the example of FIG. 8, a multiplexed information separating circuit 37 and a multiplexed information decoding circuit 38 are provided and an additional sound generating circuit 39 is provided to cope with the multiplexed CM information as described above. .

  The video signal Sv is supplied to the multiplexed information separating circuit 37 in common with the p-side contact of the switch 17, and the output of the separating circuit 37 is supplied to the multiplexed information decoding circuit 38 to decode the multiplexed information Dmp. The information Dmp is taken into the control system 20.

  On the other hand, the additional sound generation circuit 39 is connected to the system bus 26 of the control system 20, the output of the additional sound generation circuit 39 is supplied to the c-side contact of the switch 18, and the output of the display control circuit 25C is connected to the switch 17 of the switch 17. Supplied to the side contact. A switch control signal is supplied from the control system 20 to the switches 17 and 18. Other configurations are the same as those in FIG.

[Reception processing and display processing of multiplexed CM information]
Next, the reception process of the multiplexed CM information in the receiving device of the example of FIG. 8 will be described with reference to FIGS. 9 and 10.

  9, reference numeral 200 denotes a reception processing routine for multiplexed CM information in the receiving apparatus of the example shown in FIG. In FIG. 10, reference numeral 210 denotes a display processing routine of multiplexed CM information in the receiving apparatus in the example of FIG.

  First, in step 201 of FIG. 9, the multiplexed information separating circuit 37 separates the video signal Sv from the video signal Sv and waits for the multiplexed information Dmp decoded by the multiplexed information decoding circuit 38. Proceeding to 202, it is determined whether or not the multiplexed information Dmp that has arrived is CM information as shown in FIG. 7 based on the identification code DID.

  When the CM information as shown in FIG. 7 arrives, the process proceeds to the next step 203, and based on the contract type information DCT, is the CM information of the same type as the contract for the cable box CBX in the example of FIG. If it is determined that the incoming CM information is of the same contract type, in the next step 204, the CM animation data DCA is stored in the SRAM 24, and the process returns to step 201.

  If the CM animation data DCA already exists in the SRAM 24, the new data is overwritten with the old data, and the CM animation data DCA is updated.

  Then, in step 211 of FIG. 10, the control waits for the remote control signal Drm from the receiver 35. When the remote control signal Drm arrives, the process proceeds to step 212, where the incoming remote control signal Drm is transmitted from the broadcast station, for example. It is to instruct a predetermined specific operation such as switching to a designated channel, and it is determined whether a CM animation should be displayed.

  If the CM animation needs to be displayed, a CM image is generated on the video RAM (VRAM) 25 according to the CM animation data DCA stored on the SRAM 24 in the next step 213. In this case, when audio data is included in the CM animation data DCA, an audio signal corresponding to the audio data is generated in the additional sound generation circuit 39.

  In the next step 214, the movable contacts of the switches 17, 18 are connected to the c-side contacts as shown in the figure by the switching control signal from the control system 20. Then, the CM image read from the video RAM 25 is converted into an analog video signal by the display control circuit 25C, and is supplied to the video signal processing circuit 15 through the c-side contact and the movable contact of one of the switches 17 to receive the image. A commercial CM image is displayed in almost all or part of the screen of the device 2 in a mode usually using a raster as a background (step 215).

  The CM image by the animation is formed by sequentially rewriting part or all of the image on the video RAM 25 in accordance with the display procedure data DPG of the CM animation data DCA.

  When audio data is included in the CM animation data DCA, an audio signal from the additional sound generation circuit 39 is supplied to the audio signal processing circuit 16 through the c-side contact and the movable contact of the other switch 18, and Additional sound is output from a speaker (not shown) of the receiver 2.

  In step 216, the system waits for the CM animation to be displayed until the specified time elapses. When the specified time elapses, the process proceeds to the next step 217, where the switch 17 is switched by the switching control signal from the control system 20. , 18 are switched to p-side contacts, respectively, contrary to the illustration.

  Then, the video / audio signals Sv and Sa from the tuner 11 are supplied to the corresponding signal processing circuits 15 and 16 through the respective p-side contacts and the movable contacts of the switches 17 and 18, and are supplied to the screen of the receiver 2. , A video of a program with a title selected by the subscriber is displayed, and the sound of the program is reproduced from a speaker (not shown) of the receiver 2.

  In the next step 218, the video RAM 25 is cleared, and the process returns to step 211.

  In the example of FIG. 8, the receiving apparatus is made to correspond to the above-described multiplexed CM information. Therefore, although the image quality of the CM is inferior to that of the embodiment of FIG. The transmission system to the user does not necessarily need to be wired, and can be applied to ordinary broadcasting by terrestrial broadcasting and satellite broadcasting. In this case, the viewer only needs to have a system equivalent to a teletext broadcast tuner, and the system configuration on the broadcast side can be simplified, which is advantageous in terms of the cost of the broadcast-based structural base. .

  Considering that video-on-demand is limited by the number of usable channels, it can be said that CM animation by data transmission is more realistic than CM by normal video signals.

  As described above, according to the present invention, the broadcasting side prepares a plurality of pay video programs, broadcasts them at any time according to the selection of the specific receiving side, and broadcasts the pay video programs selected by the receiving side. Prior to this, a predetermined CM is broadcast according to the tolerance of each viewer, so that the CM tolerance of each viewer can be accurately handled. Also, when a CM is transmitted, it is surely viewed.

  On the other hand, the receiving side sets tolerance setting means provided in the receiver according to the tolerance of each viewer, and transmits this setting information to the broadcasting side through the communication means when a pay video program is selected. Therefore, individual viewers can selectively receive a CM according to the tolerance, and the viewing fee is reduced according to the frequency of receiving the CM.

FIG. 3 is a conceptual diagram for describing an example of an interactive broadcast system. FIG. 1 is a conceptual diagram illustrating a configuration of an example of an interactive broadcast system. FIG. 9 is a sequence diagram for explaining an example of an operation of the interactive broadcast system. It is a block diagram which shows the structure of an example of the receiver of an interactive broadcast. FIG. 5 is a front view illustrating a configuration of a main part of the receiving device in the example of FIG. 4. 5 is a flowchart for explaining the operation of the receiving device in the example of FIG. 4. FIG. 2 is a conceptual diagram for describing a configuration of an example of a broadcast transmission / reception method according to the present invention. FIG. 2 is a block diagram illustrating a configuration of an example of a receiving device used in a broadcast transmitting / receiving method according to the present invention. 9 is a flowchart for explaining the operation of the receiving device in the example of FIG. 8. 9 is a flowchart for explaining the operation of the receiving device in the example of FIG. 8. It is a conceptual diagram for explaining this invention.

Explanation of reference numerals

  10, 10S: signal system, 11 tuner (tuning means), 20: control system, 21: system control circuit (CPU), 27: dip switch (CM tolerance setting means), 33: modem (communication means), 34 ... Remote control transmitter (commander), 34 cm ... CM control button (CM allowance control means), 100 ... Pay program reception processing routine, 200 ... Reception processing routine of multiplexed CM information, 210 ... Display processing routine of multiplexed CM information , CBX ... cable box

Claims (1)

On the broadcast side, prepare a plurality of pay video programs, advertisement information including animation data of advertisements, and a plurality of channels,
On the broadcast side, the pay video program is broadcast, and the advertisement information is multiplexed with a broadcast signal and transmitted.
On the receiving side, extract the advertisement information multiplexed and transmitted to the broadcast signal, store the animation data in a storage unit,
On the receiving side, an advertisement allowance of the advertisement information broadcast which the viewer can accept is set by an advertisement allowance setting means,
On the receiving side, when a predetermined pay video program is specified by the user, before the specified pay video program is displayed, the animation data is read from the storage unit, and is read according to the advertisement allowance. A broadcast transmission / reception method, comprising displaying an animation of an advertisement, and displaying the specified pay video program after displaying the animation of the advertisement.

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