JP2020102725A - Transmission and reception system - Google Patents

Abstract

To distribute an advertisement that meets taste of a viewer to a specific audience layer in a timely manner when a recorded content is reproduced.SOLUTION: A transmission and reception system according to an embodiment includes a receiving device including a recording medium in which an advertisement based on a user preference analyzed from a viewing history is stored, a reproducing device that reproduces a recorded content, and a controller that controls each part, and a transmitting device that acquires the viewing history from the receiving device, analyzes the preference, and sends the advertisement to the receiving device, and the controller of the receiving device acquires the advertisement from the transmitting device, stores the advertisement in the recording medium, and reproduces the advertisement stored in the recording medium at a predetermined timing during reproduction of the recorded content by the reproducing device.SELECTED DRAWING: Figure 7

Description

Embodiments of the present invention relate to a transmission/reception system.

In recent years, analysis of a viewing history of content via television or the Internet has been performed. From such an analysis, it is possible to infer the preferences of individual viewers, for example. It is desired to utilize such analysis results in various fields.

By the way, recorded contents such as recorded broadcast programs and movies and TV dramas that have been pre-stored on optical discs and the like include advertisements at the time of recording or at the start of sales. .. However, since advertising activities need to be carried out in a timely manner, there is no problem if the recorded content is played back shortly after recording or sales start, but if not, the value of playing the advertisement is already gone. Sometimes.

WO2007/132899

The problem to be solved by the present invention is to deliver an advertisement that suits the taste of a viewer to a specific audience in a timely manner when reproducing recorded content.

A transmission/reception system according to an embodiment includes a recording medium that stores an advertisement based on a user's preference analyzed from a viewing history, a reproduction device that reproduces recorded content, and a controller that controls each unit. , A transmitting device that acquires the viewing history from the receiving device, analyzes the preference, and sends the advertisement to the receiving device, and the controller of the receiving device acquires the advertisement from the transmitting device. Then, the advertisement is stored in the recording medium, and the advertisement stored in the recording medium is reproduced at a predetermined timing during reproduction of the recorded content by the reproducing apparatus.

FIG. 1 is a schematic diagram illustrating the operation of the system according to the first embodiment. FIG. 2 is a diagram showing an example of the overall configuration including the system according to the first embodiment. FIG. 3 is a diagram showing main streams and information on a broadcast wave transmission line and a hybrid cast transmission line for transmitting a broadcast signal according to the first embodiment. FIG. 4 is a diagram illustrating a configuration example of the receiver according to the first embodiment. FIG. 5 is a diagram illustrating a configuration example of the management server according to the first embodiment. FIG. 6 is a diagram illustrating a configuration example of the receiving device according to the first embodiment. FIG. 7 is a timing chart at the time of addressable CM reproduction in the system according to the first embodiment. FIG. 8 is a flowchart illustrating an example of a procedure of an addressable CM update process according to the first embodiment. FIG. 9 is a flowchart illustrating an example of a procedure of the addressable CM replacement process according to the first embodiment. FIG. 10 is a flowchart of an addressable CM update and replacement process at the time of playing back recorded content according to the modification of the first embodiment. FIG. 11 is a timing chart during addressable CM reproduction in the system according to the second embodiment. FIG. 12 is a flowchart illustrating an example of a procedure of an addressable CM insertion process according to the second embodiment. FIG. 13 is a diagram illustrating a configuration example of the receiving device according to the third embodiment.

[Embodiment 1]
Hereinafter, Embodiment 1 will be described in detail with reference to the drawings.

(System operation example)
FIG. 1 is a schematic diagram illustrating the operation of the system according to the first embodiment. In the operation of the system of the first embodiment, a CM (advertisement) that suits a particular viewer's taste, that is, an addressable CM that specifies a target viewer, is provided to a specific viewer in a general-purpose CM frame that flows in a broadcast wave. be delivered.

As illustrated in FIG. 1, the system according to the first embodiment includes a receiver 5000 that supports a broadcast communication cooperation service such as hybrid cast, and a management server 3000 that manages the receiver 5000. The receiver 5000 receives various broadcast programs and the like. The management server 3000 acquires the viewing history of the broadcast program or the like viewed by the viewer via the Internet via the receiver 5000 and analyzes the viewer's preference. For example, it is assumed that the management server 3000 obtains information that a certain viewer who does not belong to the target layer “Y” regularly watches the broadcast program “a” targeted at the layer “Y”. Then, as a result of the analysis, it is assumed that the viewer has a high probability of being interested in the product “m” which the target layer “Y” does not usually show.

Based on the above, the management server 3000 determines that the CM frame of the broadcast program “a” is suitable as an addressable CM frame for a specific viewer. Here, the specific viewer is, for example, a viewer who is interested in the product “m” like the viewer described above.

The management server 3000 provides the analysis result to the broadcasting station 1000. The management server 3000 may have a function of automatically transmitting the analysis result to the broadcasting station 1000, or the analysis result may be transmitted to the broadcasting station 1000 manually.

The advertising company AD acquires the analysis result of the management server 3000 from the broadcasting station 1000. Then, it proposes to the advertiser MC of the product "m" whether or not to purchase the CM frame of the broadcast program "a" as an addressable CM frame, and if the advertiser MC agrees to this, a contract is exchanged between them.

The advertising company AD submits a CM for the product "m" to the broadcasting station 1000 based on the contract, and the broadcasting station 1000 uses the CM management server provided therein to distribute the addressable CM to the CM distribution server. Send the CM to 4000. The CM of the CM distribution server 4000 is received by the viewer receiver 5000 described above and distributed to the viewers who are interested in the product “m”.

The management server 3000 acquires the delivery record of the addressable CM from the receiver 5000 based on the information of the addressable CM frame acquired from the broadcasting station 1000, and provides it to the broadcasting station 1000. The management server 3000 may have a function of automatically transmitting the distribution record to the broadcasting station 1000, or the distribution record may be transmitted to the broadcasting station 1000 manually.

The advertising company AD acquires the delivery record from the management server 3000 via the broadcasting station 1000, and informs the advertiser MC as necessary.

(Schematic configuration of system)
FIG. 2 is a diagram showing the overall configuration including the system according to the first embodiment.

As shown in FIG. 2, the broadcast station 1000 includes a broadcast station server 1100 including a CM management server, and a security device 1200. The broadcasting station 1000 transmits a broadcasting signal by radio waves. The broadcast signal may include signals such as BS broadcast, CS broadcast, and terrestrial digital broadcast. In addition, the broadcasting station 1000 transmits a digital broadcasting signal, application control information (AIT: Application Information Table), control information regarding presentation by cooperation of broadcasting and communication, and the like.

The application control information includes a command and control information for activating and terminating the application, which is well known to the receiver 5000 included in the system according to the first embodiment, as well as an application and the like that are associated with the broadcast program.

Regarding the transmission method of the application control signal including the application control information, for example, a transmission method by a dedicated ES (Elementary Stream), a data Kersel method for repeatedly transmitting the same data, a control signal placed on a server of the communication network There is a method to get the file. The hybrid cast-compatible receiver 5000 described below acquires an application from the specified URL according to the instruction of the application control signal, and executes control such as application boundary.

The broadcasting station 1000 operates a broadcasting station server 1100. The broadcast station server 1100 provides the receiver 5000 with metadata of a program title, a program ID, a program outline, a cast, a broadcast date and time, and other data.

The receiver 5000 can receive a broadcast signal to receive various broadcast programs and various service information. The receiver 5000 is provided with a function for realizing a broadcasting/communication function cooperation service, in addition to the basic function of receiving digital broadcasting.

That is, the receiver 5000 has the following functions in addition to the broadband network connection function. It has a function of executing an application in accordance with application control information sent by broadcasting, a function of presenting in cooperation with broadcasting and communication, and the like.

The receiver 5000 can be connected to a recording medium 5001 such as an HDD (Hard Disk Drive) or SSD (Solid State Drive) for recording and reproducing data, and can also be connected to a display unit 5002 and a speaker system 5003. is there. These may be included in the receiver 5000 in advance.

The management server 3000 manages the receiver 5000, acquires the viewing history from the receiver 5000, and analyzes the viewing history. As described above, the management server 3000 may automatically transmit the analysis result of the viewing history to the broadcasting station 1000.

Further, the management server 3000 acquires information on the addressable CM frame from the broadcasting station 1000. This information includes, for example, information such as a broadcast program in which an addressable CM frame is set, a time zone of the addressable CM frame, and the like. The management server 3000 acquires the delivery record by the receiver 5000 of the addressable CM based on the information on the addressable CM frame. As described above, the management server 3000 may automatically transmit the distribution record to the broadcasting station 1000.

The system of the first embodiment is mainly configured by the receiver 5000, the recording medium 5001, the display device 5002, the speaker system 5003, and the management server 3000.

To the CM distribution server 4000, the CM management server owned by the broadcasting station 1000 (see FIG. 1) transmits the addressable CM submitted from the advertising company AD to the broadcasting station 1000. The receiver 5000 receives a predetermined addressable CM among the addressable CMs held by the CM distribution server 4000.

Here, the stream and information on the transmission path will be described.

FIG. 3 is a diagram showing main streams and information in the broadcast wave transmission line 2100 and the hybrid cast transmission line 2200 for transmitting the broadcast signal according to the first embodiment. A video stream, an audio stream, application control information, and service information are transmitted on each transmission path.

(Example of receiver configuration)
FIG. 4 is a diagram illustrating a configuration example of the receiver 5000 according to the first embodiment. As shown in FIG. 4, the receiver 5000 has a communication content processing unit 5100 and a broadcast content processing unit 5300. The communication content processing unit 5100 has a hybrid cast specification connected to the network. The connection destination of the network is, for example, the management server 3000 described above. The broadcast content processing unit 5300 receives a broadcast wave.

The communication content processing unit 5100 includes an IP communication interface 5101. The stream received via the IP communication interface 5101 is received by the streaming reception processing unit 5102, and the demodulated stream is restored to the original array state by the demultiplexer 5303. A DRAM processing unit 5104 is connected to the demultiplexer 5303, and the DRAM processing unit 5104 can operate a program and execute, for example, automatic download.

The video stream separated by the demultiplexer 5303 is decoded by the video decoder 5311, the audio stream is decoded by the audio decoder 5312, and the subtitle stream is decoded by the subtitle decoder 5313.

The decoded video data and subtitle data are combined by the combiner 5501 and input to the display 5002. The decoded audio data is input to the speaker system 5003 via the synthesizer 5502.

The broadcast content processing unit 5300 includes a broadcast tuner 5301. The stream received by the broadcast tuner 5301 and demodulated is input to the descrambler 5302. The descrambler 5302 descrambles the input stream with a key from a CAS (Conditional Access System) module 5304. The stream descrambled by the descrambler 5302 is input to the demultiplexer 5303. The demultiplexer 5303 outputs the data for data broadcasting to the data broadcasting reception processing unit 5330. The video stream separated by the demultiplexer 5303 is decoded by the video decoder 5311, the audio stream is decoded by the audio decoder 5312, and the subtitle stream is decoded by the subtitle decoder 5313. The decoded video data and subtitle data are combined by the combiner 5501 and input to the display 5002. The decoded audio data is input to the speaker system 5003 via the synthesizer 5502.

The data broadcast signal separated by the demultiplexer 5303 is received by the data broadcast reception processing unit 5330 and input to the data broadcast engine 5315. The display signal sent by data broadcasting is input to the combiner 5501 and displayed on the display 5002.

An integrated controller 5200 is provided as a means for controlling the overall operation of the receiver 5000. The integrated controller 5200 has an application control unit 5201 and a security management unit 5202. The application control unit 5201 controls each block of the receiver 5000 based on various information and control information included in the application control information. The application control unit 5201 determines whether or not to display auxiliary information such as CMs and messages related to CMs in the application.

The security management unit 5202 manages applications and realizes security functions. For example, the security management unit 5202 has an application authentication function and handles the authenticated application as a management application. The security management unit 5202 also includes an access control function, a presentation control function, an enforcement function, a revocation function for a management application other than broadcasting, and the like. Although the control of the security management unit 5202 and the control of the application control unit 5201 are described separately here, they may be controlled as one management unit without being divided.

The access control function makes it possible to refer to broadcast resources such as video, audio, and metadata SI information, video/audio output of the receiver 5000, and receiver resources such as a network interface, for applications whose use is permitted. Further, the receiver API (Application Programming Interface) that can be accessed is restricted according to the security class of the application.

The presentation control function determines, based on the intention of the broadcasting division, whether to overlay the broadcast video, the display area and size, and the display method of the application such as display/non-display. Further, in an emergency such as a disaster report, for example, the application or its related display is temporarily hidden so that the full-screen display of the broadcast program can be controlled.

The revocation function is a function that can invalidate a problematic application that impairs the interests of broadcasters and users.

The application engine 5130 forms an environment for executing an application. As the application engine 5130, for example, an HTML5 browser equipped with an extended API for supporting hybrid cast is used.

The terminal cooperation control unit 5500 is an interface that executes cooperation with an external cooperation terminal.

Here, the recording medium 5001 stores the addressable CM acquired from the CM distribution server 4000 described above. Of the addressable CMs stored in the CM distribution server 4000, the integrated controller 5200 downloads to the recording medium 5001 those that the user (viewer) of the receiver 5000 may prefer. The addressable CMs owned by the CM distribution server 4000 are divided into a plurality of groups to which tags such as “car”, “sports”, “travel”, etc., which indicate the tastes of viewers, are attached. The integrated controller 5200 downloads the addressable CM group to which the tag suitable for the viewer's taste is added based on the information on the viewer's taste by the receiver 5000 acquired from the management server 3000.

The addressable CM downloaded to the recording medium 5001 is temporarily stored in the DRAM processing unit 5104. Thereafter, the addressable CM is separated by the demultiplexer 5303, the video stream is decoded by the video decoder 5311, the audio stream is decoded by the audio decoder 5312, and the subtitle stream is decoded by the subtitle decoder 5313.

The decoded video data and subtitle data are combined by the combiner 5501 and input to the display 5002. The decoded audio data is input to the speaker system 5003 via the synthesizer 5502. As a result, the addressable CM is output by the display device 5002 and the speaker system 5003.

The application control unit 5201 controls each block of the receiver 5000 based on the application control information regarding the reproduction of the addressable CM, and reproduces the addressable CM in a predetermined addressable CM frame.

(Example of management server configuration)
FIG. 5 is a diagram illustrating a configuration example of the management server 3000 according to the first embodiment. As shown in FIG. 5, the management server 3000 includes a storage unit 3100, an analysis unit 3200, and a notification unit 3300.

The storage unit 3100 stores the viewing history in the receiver 5000 managed by the management server 3000. The viewing history includes, for example, a program title, a program ID, a program summary, a performer, a broadcast date and time, and other data.

The analysis unit 3200 analyzes the viewer's preference and the like from the viewing history and the attribute information of the user (viewer) of the receiver 5000 managed by the management server 3000 thereof. The viewer attribute information is information obtained from the viewer through a questionnaire survey or the like in advance (for example, when the receiver is purchased). The viewer attribute information includes, for example, gender information and generation information about the members of the household.

From these pieces of information, for example, the viewer's preference by the receiver 5000 managed by the management server 3000 is estimated. For example, information such as car lovers, sports lovers, and travel lovers can be obtained from the viewing tendency of the viewer.

Further, for example, in a broadcast program “a” that targets the target layer “Y”, a CM about a product “n” that matches the taste of the target layer “Y” is flowing, and a target that is interested in the product “m”. It is assumed that the viewer belonging to the layer “X” is also found to be watching the broadcast program “a”.

In this case, for example, the analysis unit 3200 sets the CM frame for the product “n” as the addressable CM frame, and provides the addressable CM for the product “m” to the viewers belonging to the target layer “X”. May be determined to be suitable for.

In addition to this, an addressable CM frame is set for the parental group of households with children in the broadcast programs in the evening hours that the parents are likely to watch, and the addressable items related to children are addressed. It may be possible to provide a commercial.

The notification unit 3300 notifies the broadcasting station 1000 of these analysis results by the analysis unit 3200, for example. These analysis results are acquired by the advertising company AD via the broadcasting station 1000, and the advertiser MC of the target product purchases the addressable CM frame.

Further, the notification unit 3300 notifies the broadcasting station 1000 of the distribution record when the addressable CM is actually distributed in the purchased addressable CM frame. These distribution results are reported to the advertising company AD and the advertiser MC via the broadcasting station 1000.

Further, the notification unit 3300 notifies the receiver 5000 of the viewer's preference analyzed by the analysis unit 3200. Accordingly, the receiver 5000 can selectively acquire the addressable CM that matches the taste of the viewer when acquiring the addressable CM from the CM distribution server 4000.

In the present embodiment, the broadcasting station server 1100 including the CM management server included in the broadcasting station 1000, the management server 3000, and the CM distribution server 4000 constitute an example of a transmission device.

(Content recording and playback)
FIG. 6 is a diagram illustrating a configuration example of the receiving device according to the first embodiment. The receiving device of this embodiment is, for example, a hard disk recorder, and includes a receiver 5000, a recording medium 5001, a recording/reproducing device 5004, and a disk drive 5005. The display device 5002 and the speaker system 5003 form a display device (for example, a television).

The recording/playback apparatus 5004 has a recording function and a playback function.

The recording function stores the broadcast program (content) received by the receiver 5000 in the recording medium 5001. Further, the recording function records the content stored in the recording medium 5001 on the optical disc via the disc drive 5005. The optical disc is, for example, a DVD (Digital Versatile Disc) or a BD (Blu-ray (registered trademark) Disc). The disk drive 5005 reads/writes data from/to the optical disk.

The reproduction function provides (reproduces) the content stored in the recording medium 5001 so that the content can be viewed via the display 5002 and the speaker system 5003. Further, the reproducing function causes the disc drive 5005 to reproduce the content recorded on the optical disc. The optical disk here may be one recorded by a recording function, or may be a ready-made product in which data such as movies and TV dramas are stored and sold.

(Replacement playback of addressable CM)
FIG. 7 is a timing chart at the time of addressable CM reproduction in the system according to the first embodiment. In the example of FIG. 7, it is assumed that the addressable CM that suits the viewer's taste by the receiver 5000 has already been downloaded to the recording medium 5001. Alternatively, the recorded content may be downloaded to the recording medium 5001 by asynchronous communication or the like during reproduction.

As shown in FIG. 7, in the system of the first embodiment, when the reproduction of the main part of the recorded content is started, the next CM frame is waited, and a little before (for example, a predetermined time such as 10 seconds) before the CM frame. The old CM included in the recorded content is replaced with the addressable CM, the addressable CM is reproduced at the timing of starting the CM frame, and the continuation of the main part is reproduced when the CM frame (or reproduction of the addressable CM) ends. Return to.

Also, in the case of a sold optical disk or the like, a CM frame may exist at the beginning, that is, before the main part. In this case, however, the addressable CM is replaced and reproduced in the CM frame at the beginning.

It should be noted that the main part and the CM frame may be distinguished from each other, for example, at a place where the sound is switched between monaural and stereo, as in the existing automatic chapter setting function.

(Update process and replacement process)
FIG. 8 is a flowchart illustrating an example of a procedure of an addressable CM update process according to the first embodiment.

As shown in FIG. 8, the integrated controller 5200 waits for a predetermined period (for example, one month or one week) from the previous acquisition of the addressable CM (No in step S01), and when the period elapses ( Yes in step S01), the storage area of the addressable CM is updated (step S02). In step S02, the integrated controller 5200 receives delivery of the addressable CM suitable for the viewing history of the receiver 5000 and the attribute information of the user from the CM delivery server 4000, and stores the addressable CM in the recording medium 5001.

FIG. 9 is a flowchart illustrating an example of a procedure of the addressable CM replacement process according to the first embodiment.

As shown in FIG. 9, after the integrated controller 5200 starts viewing the recorded content (step S11), the integrated controller 5200 waits for a predetermined time until the CM frame (No in step S12), and when the timing is reached (step S12). (Yes in S12), the old CM included in the recorded content is replaced with the addressable CM (step S13). When the reproduction of the addressable CM in step S13 is completed, the integrated controller 5200 returns the process to step S12 and waits for the next timing.

As described above, according to the present embodiment, recorded content such as a recorded program of a broadcast program or a movie or TV drama that has been stored in advance on an optical disc or the like at the time of recording or at the time of sales start. Even if an advertisement is included, when the recorded content is played back, a CM that is new and uses analysis results of viewer's tastes, purchasing behaviors, etc. is used instead of the advertisement that lost the value of playing over time. Can be replaced. Therefore, according to the present embodiment, it is possible to deliver an advertisement that matches the user's preference and attribute in a timely manner even when playing back recorded content.

[Modification]
Since this modification is a modification of the first embodiment, the same reference numerals are used for the same parts, and detailed description thereof will be omitted. In the present modification, the process of FIG. 10 is performed instead of the addressable CM update process (FIG. 8) and the addressable CM replacement process (FIG. 9) in the first embodiment. FIG. 10 is a flowchart of the update and replacement process of the addressable CM at the time of reproducing the recorded content according to this modification.

When the integrated controller 5200 starts viewing the recorded content (step S21), the integrated controller 5200 determines whether a predetermined period (for example, one month or one week) has elapsed since the last acquisition of the addressable CM (step S22). When the period has elapsed, the integrated controller 5200 updates the storage area of the addressable CM (Yes in step S22) (step S23). In step S23, the integrated controller 5200 receives distribution of the addressable CM suitable for the viewing history of the receiver 5000 and the attribute information of the user from the CM distribution server 4000, and stores the addressable CM in the recording medium 5001.

In step S22, when the predetermined period has not elapsed since the last acquisition of the addressable CM (No in step S22), the integrated controller 5200 skips step S23 and advances the process to step S24.

In step S24, the integrated controller 5200 waits until the CM frame reaches a predetermined time (No in step S24), and when the timing is reached (Yes in step S24), the old CM included in the recorded content is addressed. Replace with CM (step S25). When the reproduction of the addressable CM in step S25 is completed, the integrated controller 5200 returns the process to step S24 and waits for the next timing.

According to such a modified example, an old addressable CM can be updated every time some recorded content is viewed.

[Embodiment 2]
The second embodiment will be described in detail below with reference to the drawings. Since this embodiment is a modification of the first embodiment, the same reference numerals are used for the parts already described in the first embodiment, and detailed description thereof will be omitted.

The second embodiment is an example in which an addressable CM is inserted at the time of reproducing recorded content that does not include a CM frame in the main part. Examples of the recorded contents as described above include those in which movies and TV dramas are stored in advance on optical discs and sold.

(Insertion playback of addressable CM)
FIG. 11 is a timing chart during addressable CM reproduction in the system according to the second embodiment. In the example of FIG. 11, as in the example of FIG. 7, the addressable CM that suits the viewer's taste by the receiver 5000 may be already downloaded to the recording medium 5001, or the recorded content is reproduced. Alternatively, it may be downloaded to the recording medium 5001 by asynchronous communication or the like.

As shown in FIG. 11, in the system of the second embodiment, when the reproduction of the main part of the recorded content is started, the system waits for the next CM insertion point and waits for a little less than the CM insertion point (for example, a predetermined time such as 10 seconds). ) Before, the preparation process for inserting the addressable CM is performed, the addressable CM is reproduced when the CM insertion point is reached, and the reproduction is continued from the main part when the reproduction of the addressable CM is completed.

For example, if the recorded content is a TV drama that was broadcast in the past recorded on an optical disc or the like and sold, the CM insertion point is a portion where the CM was inserted at the time of broadcasting. Appropriate. In addition, in preparation for such an operation, information indicating the timing at which a CM can be inserted (advertisement insertion point information) may be inserted into an optical disc or the like in advance.

In addition, the above-mentioned CM insertion point is appropriate as a place where it can be determined that there is a high possibility that the scene is switched if the recorded content is a movie recorded on an optical disc or the like and sold. Is. An example of a place where it can be determined that there is a high possibility that the scene has changed is a place where the screen is blacked out (or whited out). The determination as to whether the screen is blackout (or whiteout) can be made by, for example, comparing the brightness of the entire screen with a predetermined threshold value. In the case of such an operation, the information of the portion that is determined to be highly likely to be a scene change is treated as the above-mentioned advertisement insertion point information.

FIG. 12 is a flowchart illustrating an example of a procedure of an addressable CM insertion process according to the second embodiment.

As shown in FIG. 12, after the integrated controller 5200 starts viewing the recorded content (step S31), the integrated controller 5200 waits for a predetermined time until the CM insertion point (No in step S32), and when the timing is reached (No in step S32). (Yes in step S32), the main part reproduction of the recorded content is temporarily stopped and the insertable reproduction of the addressable CM is performed (step S33). When the reproduction of the addressable CM in step S33 is completed, the integrated controller 5200 returns the process to step S32 and waits for the next timing.

[Third Embodiment]
Hereinafter, Embodiment 3 will be described in detail with reference to the drawings. Since this embodiment is a modification of the first and second embodiments, the same reference numerals are used for the parts already described in the first and second embodiments, and detailed description thereof will be omitted.

The third embodiment is an example in which a reproducing apparatus 5006 is provided instead of the recording/reproducing apparatus 5004 in the first and second embodiments.

FIG. 13 is a diagram illustrating a configuration example of the receiving device according to the third embodiment. The receiving device of this embodiment is, for example, a BD player (or a DVD player), and includes a receiver 5000, a recording medium 5001, a reproducing device 5006, and a disc drive 5005.

The playback device 5006 has a playback function. The reproduction function provides (reproduces) the content stored in the recording medium 5001 so that the content can be viewed via the display 5002 and the speaker system 5003. Further, the reproducing function causes the disc drive 5005 to reproduce the content recorded on the optical disc. The optical disk here may be one recorded by a recording function, or may be a ready-made product in which data such as movies and TV dramas are stored and sold.

With such a configuration, when reproducing the recorded content stored in the optical disc, it is possible to reproduce the addressable CM instead of the old CM or reproduce the addressable CM at the CM insertion point.

[Other Embodiments]
In each of the above-described embodiments (Embodiment 1 and its modifications and Embodiment 2), not only the replacement of the CM frame or the insertion of the CM into an appropriate place, but for example, every time the main content is reproduced for a predetermined time (for example, 30 minutes). You may make it insert an addressable CM in.

In order to sell a device that performs such an operation, or an optical disc in which data such as movies and TV dramas are stored and sold, there is a method such as selling at a low price on the assumption that the addressable CM is viewed. Conceivable. Furthermore, the insertion of the addressable CM may be canceled after a predetermined period (for example, one year) has elapsed from the start of viewing the content stored in the optical disc sold in such a manner.

Further, in each of the above-described embodiments, when the viewer performs an operation of stopping the reproduction of the recorded content during the reproduction of the addressable CM, the previous reproduction is performed when the same recorded content is reproduced next time. The interrupted addressable CM may be preferentially used. Further, in this case, the reproduction timing of the interrupted addressable CM is not limited to immediately after the reproduction of the recorded content is restarted, and may be an appropriate timing during the main part reproduction. Further, it may be determined that the interrupted addressable CM is not prioritized at the time of resuming the next reproduction if the interrupted addressable CM has been reproduced at a predetermined ratio or more of the entire CM, for example.

Further, in each of the above-described embodiments, the advertisement (addressable CM) is replaced/inserted and reproduced when the recorded content is reproduced. However, in the embodiment, contents other than the advertisement may be replaced/inserted and reproduced. I do not care.

Further, in each of the above-described embodiments, as the recorded content, an example in which the user recorded a broadcast program or the like with a home device, or a movie or a TV drama stored on an optical disc was illustrated. The recorded content may be VOD (Video On Demand). That is, also in VOD, the above-described embodiment may be applied to the content including the old CM to replace the old CM with the new addressable CM. Alternatively, the addressable CM may be inserted at any timing during the VOD viewing.

Further, in each of the above-described embodiments, the addressable CM previously downloaded to the recording medium 5001 of the receiver 5000 is reproduced, but on the CM distribution server 4000 based on MPEG-DASH (MPEG Dynamic Adaptive Streaming over HTTP). The addressable CM may be streamed and reproduced.

Further, in each of the above-described embodiments, the program broadcasted on television is taken as an example of the recorded content, but in addition to this, a content appropriately stored from the Internet is treated as the recorded content, and When reproducing, the addressable CM may be replaced/inserted and reproduced.

Further, in each of the above-described embodiments, the recording medium 5001 is illustrated as a magnetic disk. However, the recording medium 5001 is not limited to the HDD or the medium when the recording medium 5001 is used. For example, a volatile memory such as a DRAM or a cache is the recording medium 5001. It doesn't matter.

Further, the addressable CM may be stored in a volatile memory or a cache instead of the HDD or the medium. In such a case, the addressable CM uses a storage capacity that is transparent to the user, is downloaded from the CM distribution server 4000 without being aware of the user, and is updated as necessary. With such a configuration, the HDD and the medium which the user manages and may care about the remaining amount are not used for the addressable CM. Therefore, in this case, it is possible to prevent the user from being given a negative image that the storage capacity controlled by the user is eroded by the addressable CM.

Further, in each of the above-described embodiments, the acquisition source of the addressable CM has been described as the CM distribution server 4000. However, the implementation is not limited to this, and for example, the addressable CM may be acquired from data stored in the recording medium 5001 or an optical disc. May be acquired. In this case, as the CM to be the addressable CM, for example, recorded data of a television broadcast program in which the CM is sandwiched between the main contents is conceivable. The CM metadata included in the recorded data can be acquired. Therefore, for example, the integrated controller 5200 acquires the CM metadata included in the recorded data in the storage medium 5001 and holds it in a predetermined storage area, and the CM meta held in the predetermined storage area during content reproduction. It is possible to refer to the data and select a CM that matches the viewing history or attribute information and use it as an addressable CM.

Further, in each of the above-described embodiments, an example in which the means for providing the content to the receiver 5000 is a terrestrial wave or a satellite wave has been described, but the embodiment is not limited to this, and the means for providing the content to the receiver 5000 is not limited to this. For example, it may be IP broadcasting. In this case, the receiver 5000 receives the IP broadcast via the communication content processing unit 5100 (see FIG. 4), for example.

In each of the above-described embodiments, the server is divided into the broadcasting station server 1100 including the CM management server included in the broadcasting station 1000, the management server 3000, and the CM distribution server 4000. It is not necessary that the number of servers 1100, 3000, 4000 is actually three, for example, one server may realize the functions of all the servers 1100, 3000, 4000, or a plurality of four or more servers. The configured server group may be configured to realize the functions of the servers 1100, 3000, and 4000.

Although the embodiment of the present invention has been described, this embodiment is presented as an example and is not intended to limit the scope of the invention. The novel embodiment can be implemented in various other forms, and various omissions, replacements, and changes can be made without departing from the gist of the invention. These embodiments and modifications thereof are included in the scope and the gist of the invention, and are also included in the invention described in the claims and an equivalent range thereof.

Further, each component shown in the above embodiment may be realized by a program installed in a storage such as a hard disk device of a computer, or the above program may be stored in a computer-readable electronic medium to store the program in an electronic form. The functions of the present invention may be implemented by the computer by causing the computer to read the medium. Examples of the electronic medium include a recording medium such as a CD-ROM, a flash memory, a removable medium, and the like. Further, it may be realized by distributing and storing the constituent elements in different computers connected via a network and communicating between the computers that function the respective constituent elements.

1000... Broadcasting station, 1100... Broadcasting station server, 3000... Management server, 4000... CM distribution server, 5000... Receiver, 5001... Recording medium, 5002... Display device, 5003... Speaker system, 5004... Recording/reproducing apparatus, 5005 ... disk drive, 5006... playback device, 5200... integrated controller (controller).

Claims (6)

A receiving device including a recording medium in which an advertisement based on a user's preference analyzed from a viewing history is stored, a reproducing device for reproducing recorded content, and a controller for controlling each unit,
A transmitting device that acquires the viewing history from the receiving device, analyzes the preference, and sends the advertisement to the receiving device;
Equipped with
The controller of the receiving device,
Acquiring the advertisement from the transmitting device and storing it in the recording medium,
Reproducing the advertisement stored in the recording medium at a predetermined timing during reproduction of the recorded content by the reproducing device,
Transmission and reception system. The controller is
The start timing of the public advertisement included in the recorded content is the predetermined timing,
The public advertisement is replaced with the advertisement stored in the recording medium and reproduced.
The transmission/reception system according to claim 1. The controller is
Judge the predetermined timing by the advertisement insertion point information included in the recorded content,
The advertisement stored in the recording medium is inserted and reproduced at a location indicated by the advertisement insertion point information,
The transmission/reception system according to claim 1. The controller is
The transmission/reception system according to claim 1, wherein when the reproduction of the recorded content is started, the advertisement is acquired and stored in the recording medium. The controller is
The transmission/reception system according to any one of claims 1 to 4, wherein when a predetermined period has passed since the previous acquisition of the advertisement, the advertisement is acquired and stored in the recording medium. The transmission/reception system according to any one of claims 1 to 5, wherein the reproduction device is a recording/reproduction device that also has a recording function of recording a broadcast program flowing in a broadcast wave to obtain recorded content.

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