JP3988053B2 - Broadcast transmission / reception method - Google Patents

Description

  The present invention relates to a broadcast transmission / reception method for providing a pay video program.

  Conventionally, television broadcast programs in the VHF and UHF broadcast frequency bands are retransmitted, and in the middle (mid band) and upper (super high band) frequency bands of the VHF television broadcast frequency band, local independent broadcasting, satellite A CATV system is known in which a television program by broadcasting or communication satellite (CS) distribution is transmitted and distributed to a large number of subscribers through a transmission medium such as a coaxial cable.

  As shown in FIG. 11, a receiving device and a transmitting device such as a television broadcast and a satellite broadcast are concentrated on the center station (head end) HE of the CATV system, and a number of channels transmitted at appropriate levels. Are distributed to each subscriber through a relay transmission line called a trunk line 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-power amplifier HLA. .

  As described above, since a CATV system transmits multi-channel signals, an ordinary television receiver cannot receive all channels. Therefore, each subscriber leases or receives a receiving terminal (commonly referred to as a cable box) equipped with a tuner capable of receiving a number of channels as described above according to a contract with a CATV broadcasting company. The video signal and the audio signal are supplied to the television receiver TV using the cable box.

  In addition, CATV pays a fixed fee every month regardless of the number of viewing programs, flat-rate pay broadcasting, so-called pay TV, pay-per-use pay broadcasting, so-called pay-per-view, paying a predetermined fee for each program to be viewed. Such pay broadcast programs are scrambled, and correspondingly, the cable box includes a descrambler.

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

  There is also an interactive (bidirectional) CATV system capable of communication via a public telephone line between a subscriber and a center station. In this case, a modem (converting a digital signal to an audio signal) 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 this cable.

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

  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, for a pay program such as the above-mentioned pay-per-view by the CATV system, for example, the program is broadcast without CM, so 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 an inexpensive amount because the management of the pay program broadcasting station is thereby maintained. Therefore, some viewers desire to reduce the viewing fee even with some CM broadcast.

  Therefore, for example, a broadcasting system is desired in which individual viewers can appropriately select a pay program broadcast with a certain amount of CM and a pay program broadcast without any CM.

However, in the current pay program broadcasting system, there is no one that is designed to send a program to individual viewers in an individual manner, and a television receiver on the viewer side is also charged. It is not adapted to the situation where a program broadcast station sends out a program in an individual manner.
In view of the above points, an object of the present invention is to provide a broadcasting method in which a pay broadcast program including commercials can be provided to individual viewers in an individual manner.

In order to solve the above problems, a broadcast transmission / reception method according to the present invention provides:
On the broadcast side, for each program, a plurality of pay video programs capable of individually setting at least an aspect relating to the insertion frequency of advertisement information for the program are broadcast and added to the program information corresponding to each of the above aspects. Advertising information, including an identification code indicating advertising information, contract type information indicating a type of viewing contract, and advertising animation data multiplexed with a broadcast signal and transmitted,
When the receiving side extracts the advertising information multiplexed and transmitted on the broadcast signal with reference to the identification code, and the content of the contract type information included in the extracted advertising information matches the contract content Is stored in the storage unit the animation data included in the extracted advertising information,
When a predetermined pay video program is designated by the user on the receiving side, the animation data is read from the storage unit, and the advertisement information broadcast ad tolerance set by the viewer and allowed by the viewer is set. The animation of the advertisement is displayed for a predetermined time instead of the designated pay video program.

  According to the present invention, it is possible to provide a pay broadcast program with commercials in an individual manner corresponding to the tolerance of individual viewers.

  According to the present invention, since the CM is multiplexed and transmitted to the broadcast signal, it is not necessary to change the configuration of the broadcasting station and the receiving device significantly, 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 as an example a case of applying to a bidirectional broadcast method.

[Bidirectional broadcasting system]
First, an example of a bidirectional broadcasting system to which the present invention is applied will be described with reference to FIGS.

  In this example of the interactive broadcasting system, as shown in FIG. 1, various paid services are provided from a pay program broadcast station B to a pay program broadcast subscriber (viewer) A, and a pay program broadcast is provided. Sometimes, CM broadcasts by contract are provided. Also, the viewer pays the viewing fee for the pay program to the broadcasting station side. However, this viewing fee is discounted according to the contract between the viewer and the broadcasting station.

  On the other hand, the pay program broadcasting station B obtains advertising fee income from the advertising company C by broadcasting the CM, and the advertising company C advertises its products or services to viewers through the CM broadcasting. be able to.

  Then, in the contract between the viewer and the broadcasting station regarding CM broadcasting, from a level where no CM can be exchanged, for example, one pay program per one pay program (or one pay program broadcast per hour) Thus, the discount rate of the viewing fee is determined to increase sequentially according to the frequency of CM broadcasting allowed by each viewer. The discount rate also takes into account the CM broadcast timing, such as when the scene changes in advance, such as in a movie or drama.

  In the example of this interactive broadcasting system, in the case of the above-mentioned 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, processing as shown in FIG. 3 is sequentially performed on the subscriber side, the broadcasting station side, and both.

  First, on the subscriber side, in step A, a title of a desired program such as SF is selected from a program menu as shown in FIG. 2A. In this menu, for example, it is assumed that menu information is always broadcast on a specific channel that introduces the program content of each channel of CATV on a multi-divided 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 subscriber identification number (ID) are transmitted to the broadcasting station through, for example, a telephone line, and the program of the selected title is requested to be broadcast. Usually, as the subscriber ID, a cable box ID, a subscriber telephone number, or the like is used.

  On the broadcast station side, in step C, the subscriber contract type is retrieved from the broadcast station side database using the ID of the subscriber who requested the program as a key. Or, as will be described later, the contract type information may be transmitted from the subscriber side.

  Depending on the contract type of the subscriber, the presence / absence of CM broadcast and the time, number, type, etc. of CM are set when broadcasting.

  In the next step D, an empty channel for broadcasting the program of the requested title is searched, and the channel number is notified to the subscriber through 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 requested title program.

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

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

  In Step H, including the period during which the CM is received on the subscriber side, the broadcasting station side prepares to broadcast the program of the requested title. In the next Step J, the CM broadcast is performed at the designated time. At the end, broadcasting of the program of the requested title is started. In addition, the types and times of CMs that are actually broadcast are aggregated and used as data for viewing fee discounts for subscribers and billing for advertising fees to advertising companies.

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

  When the broadcast of this program ends, in step L, the broadcast end is notified to the subscriber through the telephone line from the broadcast station side. 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 video-on-demand as described above, depending on the frequency and timing of the CM's airing, such as increasing the airing fee for CMs attached to popular titles, there are multiple The level is set.

  Also, it is possible to simplify the system configuration on the broadcasting station side by always broadcasting commercials on a plurality of free channels for video-on-demand, but in this case, as with normal commercial broadcasting The broadcasting fee for the CM during a time period when the access frequency from the subscriber is high is set high.

  In the interactive broadcasting system as described above, CMs are sent to each viewer of pay program broadcasts according to the frequency permitted by each viewer, and the CM tolerance of each viewer is accurately handled. can do. When the CM is transmitted, the CM is received while the viewer is waiting for or broadcasting the desired program, so that the viewer can surely watch it.

[Receiver configuration]
Next, an example configuration in which a bidirectional broadcast receiving apparatus is applied to a cable box will be described with reference to FIGS. FIG. 4 shows the overall configuration of the receiving apparatus of this example, and FIG. 5 shows the configuration of the 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 lead-in 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 both the demodulators 12 and 13 are supplied to the video signal processing circuit 15 and the audio signal processing circuit 16 through the decoder 14, respectively, and the outputs of both the processing circuits 15 and 16 are received. Supplied to the machine 2.

  A tuning control signal for channel switching is supplied from the control system 20 to the tuner 11, and appropriate control signals for video and audio are supplied from the control system 20 to both the processing circuits 15 and 16.

  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, and each is connected to a system bus 26. The ROM 22 stores various control programs in addition to a menu data reception / intake processing program, which will be 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. For the video RAM 25, a display control circuit (display controller) 25C is provided. The display control circuit 25C controls reading and writing of video data to 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, it is converted into the video signal Sv from the decoder 14. Superposed or switched to be combined.

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

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

  In FIG. 4, for the sake of simplicity, the input / output ports between the system bus 26 and each unit are not shown.

  In the receiving apparatus of this example, in order to separate the menu information as described above from the video signal Sv, a menu information separation circuit 31 is provided, and this separation 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 data communication modem 33 is provided in order to cope with the above-described interactive broadcasting program. The telephone line 3 is connected to the line connection terminal Line of the modem 33, and the telephone A 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 information transmitted from the broadcasting station side is taken into the control system 20 via the telephone line 3.

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

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

  Data such as channel selection and volume control is written to the non-volatile SRAM 24 for each operation. When the power is turned off and then turned on again, the same channel is watched at the same volume as immediately before the power is turned off. A so-called last memory function is realized.

  In this embodiment, the time data from the timer circuit 36 for notification of real time and occurrence of interruption for a predetermined time is input to the control system 20.

[Configuration of remote control transmitter]
As shown in FIG. 5, the remote control transmitter (commander) 34 in this example includes a power button 34p for controlling on / off of the power supply of the cable box and the receiver, and a cross for controlling channel selection and volume. A type seesaw button 34c and a determination button 34d for inputting the 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 (right side in FIG. 5), when the upper side or the lower side of the cross-shaped seesaw button 34c is pressed, the channel number of the tuner 11 increases or decreases sequentially. When the right or left side of the seesaw button 34c is pressed, the sound volume is controlled to increase or decrease gradually.

  Further, in the pointer mode in which the slide switch 34s is switched to the point side (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, the above-described FIG. The menu item of interest is controlled to move upward, and when the lower side is pressed, the menu item of interest is controlled to move downward. When the menu size is large and there are relatively many items of interest, the right side of the seesaw button 34c is controlled so that the menu item of interest moves to the right, and when the left side is pressed, the menu The item of interest is controlled to move leftward.

  In the pointer mode in which the slide switch 34s is on the point side, such a conversion of the function of the operation button is performed by setting a 1-bit flag and storing it in a ROM (not shown) built in the commander 34 according to this flag. This 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.

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

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

  Further, by simultaneously operating the button 34 cm and the seesaw button 34 c, the user can walk from the CM broadcast frequency level set in the DIP switch 27 to a level where no CM can be exchanged or the maximum CM broadcast frequency level. It can also be moved up and down progressively.

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

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

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

  First, in step 101, it is determined whether or not the 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 is an instruction to send a program menu. Determination is made (step 102). When requesting a program menu, program menu request information and subscriber identification information (ID) are transmitted to the broadcasting station side 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. If the menu information Dmn has arrived, the menu information Dmn is written into 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 receiver 2 receives the menu screen image 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 due to the viewer's re-operation, and it is determined in step 102 that the menu request is not made, the process proceeds to step 106, where it is determined whether or not the program is selected. If the program is not selected, it is determined in step 107 whether or not the program is to be canceled. If the program is not canceled, the process proceeds to a subroutine 108, and processing corresponding to the content of the remote control signal Drm, such as volume adjustment, is performed. .

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

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

  In the next step 114, as shown in step D of FIG. 3, the CH (channel) instruction information from the broadcast station side is awaited. When the CH instruction information arrives, the channel selection control signal from the CPU 21 The tuner 11 is switched to the designated CH 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 when the dip switch 27 is set so as to allow the CM broadcast, the receiver 2 shows in FIG. A CM as shown in the figure is received for a predetermined time, and following this CM, a program having a desired title as shown in FIG. 2C is received.

  When the dip switch 27 is set so as not to allow CM broadcasting, only a program having a 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, the process proceeds to step 108 through step 107, and the same as described above. Then, processing corresponding to the content of the remote control signal Drm is performed.

  When the program of the desired title is finished, the program end information arrives from the broadcast station side via the modem 33 as described above. In step 117, the program end information is awaited and the program ends. 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 and the reception flag is set to “0”, and the routine 100 ends.

  As described above, in the receiving apparatus of the example of FIG. 4, in the case of video-on-demand, the dip switch in the cable box CBX depends on the contract type of the subscriber, that is, the frequency permitted by each viewer. 27 is set, and on the basis of this setting, the presence / absence of CM broadcast and the frequency of CM in the case of broadcasting are set on the broadcasting station side. Can be selectively received.

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

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

  On the sending side, a text broadcasting screen is produced by combining additional screens with letters and graphics as needed. Each teletext screen is encoded, data specifying a program number, a page number, a display mode, etc. is added, and is transmitted superimposed on the 14th to 16th and 21st H during the vertical blanking period of the television signal. The

  On the receiving side, the character signal is separated from the demodulated video signal, and the character broadcast data is decoded. In accordance with this data, 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. In addition, electronic sound is reproduced from the speaker in accordance with 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, CM data identification code DID, CM data length and consistency data DDL, contract type information DCT, A CM data end code DED is added to the configuration.

  The CM animation data DCA is composed of display procedure (program) data DPG, text data DTX, and data DAU such as font, graphic, and sound.

  Then, the receiving device as described below can output text data DTX and data DAU such as fonts, graphics, and voices as display or additional sounds such as character strings, still images, and animations according to display procedure data DPG. Data is displayed, and display is started at a predetermined timing.

  Note that the display start timing can be made to correspond to a specific operation set in advance, such as switching to a channel designated by the broadcast station in the case of video on demand.

  In addition, as described above, when CM information is broadcast in the form of text information of text multiplex broadcasting, the above-described video on-demand menu information can also be sent in text multiplex format.

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

  The overall configuration of the receiving apparatus of this embodiment is shown in FIG. In FIG. 8, parts corresponding to those in FIG. 4 are given the same reference numerals and redundant description is 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 inserted. Sv and Sa are supplied to the corresponding signal processing circuits 15 and 16 through the p-side contacts and the movable contacts of the switches 17 and 18, respectively.

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

  The multiplexed signal separation circuit 37 is supplied with the video signal Sv in common with the p-side contact of the switch 17, the output of the separation circuit 37 is supplied to the multiplexed information decoding circuit 38, and the multiplexed information Dmp is decoded. 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, and 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 25 C is the c 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. The rest of the configuration is the same as in FIG.

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

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

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

  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 related to the cable box CBX in the example of FIG. If the incoming CM information is of the same contract type, the CM animation data DCA is stored in the SRAM 24 in the next step 204, and the process returns to step 201.

  When 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.

  10 waits for the remote control signal Drm from the receiver 35 to arrive, and if the remote control signal Drm arrives, the process proceeds to step 212 where the incoming remote control signal Drm is received from the broadcast station side, for example. It is determined whether or not a predetermined operation for switching to a designated channel is instructed and a CM animation should be displayed.

  When the CM animation needs to be displayed, a CM image is generated on the video RAM (VRAM) 25 in accordance with the CM animation data DCA stored on the SRAM 24 in the next step 213. In this case, when the CM animation data DCA includes audio data, 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 and 18 are connected to the c-side contact as shown in the figure by a 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 supplied to the video signal processing circuit 15 through the c-side contact and the movable contact of one switch 17 to receive the image. A CM image by animation is displayed on almost the whole area or a part of the screen of the machine 2 in a mode in which the raster is usually used as a background (step 215).

  A CM image by this animation is formed by sequentially rewriting part or all of the image on the video RAM 25 according to the display procedure data DPG in the CM animation data DCA.

  When the CM animation data DCA includes audio data, the audio signal from the additional sound generating 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. Additional sound is output from a speaker (not shown) of the receiver 2.

  In step 216, it 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, and the switch 17 is switched by the switching control signal from the control system 20. , 18 are respectively switched to p-side contacts, contrary to the illustration.

  The video / audio signals Sv and Sa from the tuner 11 are supplied to the corresponding signal processing circuits 15 and 16 through the p-side contacts and the movable contacts of the switches 17 and 18, respectively. The video of the program with the title selected by the subscriber is displayed, and the audio of the program is reproduced from the 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, since the receiving apparatus is adapted to the above-described multiplexed CM information, the CM image quality is inferior to that of the embodiment of FIG. The transmission system to the user is not necessarily wired, and can be applied to normal broadcasting by terrestrial waves and satellite broadcasting. In this case, the viewer side only needs to have a system equivalent to a text multiplex broadcast tuner, and the system configuration on the broadcast side can be simplified, which is advantageous in terms of the cost of the broadcasting system infrastructure. .

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

  As described above, according to the present invention, on the broadcast side, a plurality of pay video programs are prepared and broadcast at any time according to the selection of a specific receiving side, and the pay video program selected on the receiving side is broadcast. Prior to this, since a predetermined CM is broadcast according to the tolerance of individual viewers, the CM tolerance of individual viewers can be handled accurately. In addition, when a CM is transmitted, it is surely viewed.

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

It is a conceptual diagram for demonstrating an example of a bidirectional | two-way broadcast system. It is a conceptual diagram which shows the structure of an example of a bidirectional | two-way broadcast system. It is a sequence diagram for demonstrating operation | movement of an example of a bidirectional | two-way broadcast system. It is a block diagram which shows the structure of an example of the receiver of a bidirectional | two-way broadcast. It is a front view which shows the structure of the principal part of the receiver of the example of FIG. 6 is a flowchart for explaining the operation of the receiving apparatus in the example of FIG. It is a conceptual diagram for demonstrating the structure of the example of the broadcast transmission / reception method by this invention. It is a block diagram which shows a structure of an example of the receiver used for the broadcast transmission / reception method by this invention. 9 is a flowchart for explaining the operation of the receiving apparatus in the example of FIG. 8. 9 is a flowchart for explaining the operation of the receiving apparatus in the example of FIG. 8. It is a conceptual diagram for demonstrating this invention.

Explanation of symbols

  DESCRIPTION OF SYMBOLS 10,10S ... Signal system, 11 tuner (channel selection 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 tolerance control means), 100 ... pay program reception processing routine, 200 ... reception processing routine for multiplexed CM information, 210 ... display processing routine for multiplexed CM information , CBX ... cable box

Claims (2)

On the broadcast side, for each program, a plurality of pay video programs capable of individually setting at least an aspect relating to the insertion frequency of advertisement information for the program are broadcast and added to the program information corresponding to each of the above aspects. Advertising information, including an identification code indicating advertising information, contract type information indicating a type of viewing contract, and advertising animation data multiplexed with a broadcast signal and transmitted,
When the receiving side extracts the advertising information multiplexed and transmitted on the broadcast signal with reference to the identification code, and the content of the contract type information included in the extracted advertising information matches the contract content Is stored in the storage unit the animation data included in the extracted advertising information,
When a predetermined pay video program is designated by the user on the receiving side, the animation data is read from the storage unit, and the advertisement information broadcast ad tolerance set by the viewer and allowed by the viewer is set. A broadcast transmission / reception method, wherein the animation of the advertisement is displayed for a predetermined time instead of the designated pay video program. For each program, while receiving a plurality of pay video programs that can individually set an aspect related to at least the frequency of insertion of advertisement information for the program,
Advertisement information added to program information corresponding to each of the above aspects, including an identification code indicating advertisement information, contract type information indicating a type of viewing contract, and animation data of advertisement Receive broadcast signals multiplexed with advertising information,
When the advertisement information multiplexed and transmitted on the broadcast signal with reference to the identification code is extracted, and the content of the contract type information included in the extracted advertisement information matches the contract content, Store the animation data included in the extracted advertisement information in the storage unit,
When a predetermined pay video program is designated by the user, the animation data is read out from the storage unit, and the advertisement is broadcast according to the advertisement admissibility of the advertisement information broadcast permitted by the viewer set by the viewer. A broadcast receiving method, wherein the animation is displayed for a predetermined time instead of the designated pay video program.

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