JP4436901B2 - 人口統計学的範疇についてのユーザー値を決定するための双方向テレビ番組ガイドシステム - Google Patents

人口統計学的範疇についてのユーザー値を決定するための双方向テレビ番組ガイドシステム Download PDF

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JP4436901B2
JP4436901B2 JP2000550275A JP2000550275A JP4436901B2 JP 4436901 B2 JP4436901 B2 JP 4436901B2 JP 2000550275 A JP2000550275 A JP 2000550275A JP 2000550275 A JP2000550275 A JP 2000550275A JP 4436901 B2 JP4436901 B2 JP 4436901B2
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ロバート エイ． ニ−，
スティーブン ジェイ． レイノルズ，
マイケル ディー． エリス，
ジョエル ジー． ハッセル，
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ユナイテッド ビデオ プロパティーズ， インコーポレイテッド
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    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/16—Analogue secrecy systems; Analogue subscription systems
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    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
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    • H—ELECTRICITY
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    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/23—Processing of content or additional data; Elementary server operations; Server middleware
    • H04N21/235—Processing of additional data, e.g. scrambling of additional data or processing content descriptors
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
    • H04N21/442—Monitoring of processes or resources, e.g. detecting the failure of a recording device, monitoring the downstream bandwidth, the number of times a movie has been viewed, the storage space available from the internal hard disk
    • H04N21/44213—Monitoring of end-user related data
    • H04N21/44222—Analytics of user selections, e.g. selection of programs or purchase activity
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
    • H04N21/4508—Management of client data or end-user data
    • H04N21/4532—Management of client data or end-user data involving end-user characteristics, e.g. viewer profile, preferences
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
    • H04N21/454—Content or additional data filtering, e.g. blocking advertisements
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
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    • H04N21/466—Learning process for intelligent management, e.g. learning user preferences for recommending movies
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    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/8106—Monomedia components thereof involving special audio data, e.g. different tracks for different languages
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
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    • H04N5/00—Details of television systems
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    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
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    • H04N7/162—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing
    • H04N7/163—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing by receiver means only
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/16—Analogue secrecy systems; Analogue subscription systems
    • H04N7/173—Analogue secrecy systems; Analogue subscription systems with two-way working, e.g. subscriber sending a programme selection signal
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Description

【０００１】
（発明の背景）
本発明は、双方向テレビ番組ガイドに関し、そしてより詳細には、決定された値が特化された使用（例えば、広告を標的化するため）のために利用され得るように、人口統計学的範疇についてのユーザー値を決定するための双方向テレビ番組ガイドシステムに関する。
【０００２】
ケーブル、衛星、および放送テレビシステムは、多数のテレビチャンネルを視聴者に提供する（テレビ番組送達システムのプログラミング能力を増大させることに関する種々の論点に対する本質的な議論は、Ｈｅｎｄｒｉｃｋｓら、米国特許第５，５５９，５４９号に提供される）。視聴者は、伝統的には、印刷されたテレビ番組スケジュールを見て、特定の時間に放送される番組を決定する。より最近では、双方向電子テレビ番組ガイドが開発され、このことによって、テレビ番組情報を視聴者のテレビに表示することが可能になった。
【０００３】
双方向番組ガイドは、典型的には、セットトップボックスで実行される。このような番組ガイドは、ユーザーに異なる表示形式でテレビ番組リストを見せることを可能にする。例えば、ユーザーは、番組ガイドを指示して、チャンネル指定または時間指定リストに体系づけた番組リスト網を表示させ得る。ユーザーはまた、テーマ（例えば、映画、スポーツなど）またはタイトル（すなわち、アルファベット順に）によって番組リストを検索および選別し得る。ユーザーは、所望の番組リストに強調領域を設け、そして「ｉｎｆｏ」ボタンを押すことによって、番組についてのさらなる情報を獲得し得る。ユーザーは、番組リストに強調領域を設け、そして「ＯＫ」ボタンを押すことによって番組ガイドから有料番組を購入し得る。いくつかのシステムでは、ユーザーが番組リストに強調領域を設け、そして「ｒｅｃｏｒｄ」ボタンを押すことによって録画するための番組を選択することが可能である。
【０００４】
番組ガイドとのユーザーの対話は、ユーザーの興味の指標である。例えば、そのユーザーがペイパービュー映画を購入する場合、それを購入すると、そのユーザーがそのタイプの映画に興味があるということが示される。範疇「スポーツ」で番組リストを検索することは、そのユーザーがスポーツに興味を持っていることを示す。ユーザーの番組ガイドとの対話は、ユーザーの興味を示すが、これまでに公知の番組ガイドシステムは、この情報をモニターせず、使用しなかった。
【０００５】
１９９８年３月４日に出願された、同一人に譲渡され、同時係属中の米国特許出願第０９／０３４，９３９号（これは、本明細書中にその全体が参考として援用される）では、ユーザーの番組ガイドとの対話をモニターすることによってユーザーの興味を決定するための番組ガイドシステムが記載されている。’９３９出願はまた、ユーザーの興味を利用して、広告を提示するか、または番組ガイドにおいて行動を起こすことを記載する。
【０００６】
ユーザー情報を人口統計学的範疇に分類するための体系的アプローチを提供し得ることは望ましい。次いで、この人口統計学的範疇は、特化された目的のために（例えば、広告を標的化するためか、または番組ガイドにおいて特定の動作をおこすため）使用され得る。本願全体を通して使用されるように、「人口統計学的範疇」は、ユーザー情報（例えば、収入、年齢、趣味など）の分類を意味し、この情報は、識別および選択のための基本として働く。このような体系的アプローチにより提供される利点としては、特化された目的を達成するにおいて、より高い効率かつより少ないコストが挙げられる。例えば、広告を標的化するために、人口統計学的範疇の使用は、広告のより効率的な標的化、そして結果的にはより少ないコストを意味する。広告主は、人口統計学的範疇を選択して、その広告主が提供する製品またはサービスに興味を持っている可能性が最も高いユーザーに、広告を確実に標的し得る。
【０００７】
従って、本発明の目的は、番組ガイドとのユーザーの対話から得られた情報を、人口統計学的情報に分類する番組ガイドシステムを提供することである。本発明の別の目的は、この人口統計学的範疇についてのユーザー値を決定することである。本発明のなお別の目的は、広告主が意味のある特定の人口統計学的範疇を選択して、その広告主が提供する製品またはサービスが、これらを購入することに興味がある可能性が最も高いユーザーに確実に標的化され得るように、この人口統計学的範疇についてのユーザー値を決定する双方向テレビ番組ガイドシステムを提供することである。
【０００８】
（発明の要旨）
本発明のこのおよび他の目的は、人口統計学的範疇についてのユーザー入力値を決定するための双方向テレビ番組ガイドシステムにより、本発明の原理に従って達成される。このシステムは、双方向テレビ番組ガイドについての番組ガイド情報を受信するための受信機、ユーザーインターフェイスからのユーザー入力を受信するためのユーザー入力受信機（例えば、リモートコントロール）、受信したユーザー入力を利用して、人口統計学的範疇についてのユーザー値を決定するマイクロプロセッサ、および決定されたユーザー値を格納するためのメモリを有するユーザーテレビ機器を含む。
【０００９】
この双方向テレビ番組ガイドのユーザーに広告を標的化するためのシステムの１つの例示的な使用において、その受信機はまた広告を受信し、ここで、この広告は、特化された人口統計学的範疇についての予め選択された値を有する。ユーザーテレビ機器は、好ましくは、マイクロプロセッサを使用して、広告と関連した特化された人口統計学的範疇についての予め選択された値と、メモリに格納された対応する人口統計学的範疇の値とを比較して、どの広告が表示されるべきかを決定する。次いで、比較に基づいて表示可能であると決定されたそれらの広告は、表示される。
【００１０】
本発明のさらなる特徴、その性質および種々の利点は、添付の図面および以下の好適な実施態様の詳細な説明から、より明らかになる。
【００１１】
（好ましい実施態様の詳細な説明）
本発明に従って、特定のユーザに対して広告を標的化することにおける使用のための例証的な番組ガイドシステム３０を、図１に示す。ユーザの人口統計学的情報がそのために利用される特定の目的が、広告を標的化するために例証的に示されるが、ユーザの人口統計学的情報はまた、他の特定化された目的のために使用され得ることは当業者に明らかである。
【００１２】
メイン設備３２は、番組ガイド情報（例えば、テレビ番組ガイド表データ、ペイパービュー（ｐａｙ−ｐｅｒ−ｖｉｅｗ）注文情報、テレビ番組プロモーション情報など）を格納するための番組ガイドデータベース３４を含む。メイン設備３２はまた、広告情報を記憶するための広告データベース３６を含む。データベース３４および３６からの情報は、通信リンク４０を介して、テレビ配信設備３８に伝達され得る。代表的には、メイン設備３２からの情報が並行して送信される多数のテレビ配信設備３８が存在するが、図面の過度の複雑化を避けるために、１つのこのようなテレビ配信設備３８のみが図１において示される。リンク４０は、衛星リンク、電話ネットワ−クリンク、ケーブルリンクもしくは光ファイバーリンク、マイクロ波リンク、このようなリンクの組み合わせ、または任意の他の適切な通信経路であり得る。データ信号に加えて、リンク４０を介してビデオ信号（例えば、広告用およびプロモーション用映像）を伝達することが所望される場合、比較的高い帯域幅のリンク（例えば、衛星リンク）が、比較的低い帯域幅のリンク（例えば、電話回線）よりも一般に好ましい。
【００１３】
テレビ配信設備３８は、テレビ信号をユーザに配信するための設備であり、例えば、ケーブルテレビの中継所、放送配信設備、または衛星テレビの配信設備である。
【００１４】
メイン設備３２によってテレビ配信設備３８に伝達される番組ガイド情報は、テレビ番組表データ（例えば、番組の時間、チャンネル、タイトル、説明など）を含む。送信される番組情報はまた、有料番組データ（例えば、個々の番組および加入チャンネルについての料金情報、番組およびチャンネルを注文するための時間ウィンドウ、衝動的に注文され得ない注文を出すための電話番号など）を含む。メイン設備３２からテレビ配信設備３８に送信される広告情報は、種々の製品およびサービスについてのテキスト、グラフィクス、ビデオおよび／またはその他（例えば、音声）による広告を含む。後にさらにより詳細に記載されるように、この広告情報はまた、各々の広告に関連する人口統計学的な範疇について、あらかじめ選択された値を含み得る。
【００１５】
所望される場合、いくつかの番組ガイドおよび広告情報は、メイン設備３２以外の設備でデータソースを使用して提供される。例えば、有料番組注文処理に関連するデータ（例えば、請求データなど）は、メイン設備３２から離れている、そしてテレビ配信設備３８から離れている、注文の処理および請求システムによって生成され得る。同様に、広告情報は、メイン設備３２およびテレビ配信設備３８から離れている広告設備によって生成され得る。
【００１６】
そのソースに関わらず、広告情報は、所望の場合、テレビ配信設備３８中のサーバー４２上に維持され得る。サーバー４２は、テキスト、グラフィクス、およびビデオを扱い得る。
【００１７】
テレビ配信設備３８は、通信経路４６を介して、番組ガイドおよび広告情報をユーザテレビ装置４４に配信する。ユーザテレビ装置は、所望される場合、セットトップボックスを含み得るか、または先進的なテレビ受信機もしくはパーソナルコンピュータテレビ（ＰＣ／ＴＶ）であり得る。各々の通信経路４６は、衛星リンク、電話ネットワ−クリンク、ケーブルリンクもしくは光ファイバーリンク、マイクロ波リンク、このようなリンクの組み合わせ、または任意の他の適切な通信経路であり得る。番組ガイドデータは、経路４６上の帯域外のチャンネル、帯域内デジタルチャンネル、または任意の他の適切な技術を介して配信され得る。広告情報は、多くの適切な技術のいずれかを用いて配信され得る。例えば、テキスト広告およびグラフィクス広告は、帯域外の変調器を使用して帯域外のチャンネルを介して配信され得る。ビデオ広告もまた、この様式で配信され得るが、大量のビデオ情報は、経路４６上の１つ以上のデジタルチャンネルを使用してより効率的に配信され得る。このようなデジタルチャンネルはまた、テキストおよびグラフィクスのためにも使用され得る。
【００１８】
各々のユーザは、受信機ユニットを有し、これは、代表的にはセットトップボックス４８であるが、本明細書中に記載されるようなセットトップボックスの機能が組み込まれた、他の適切なテレビ装置であり得る。番組ガイドデータは、定期的にセットトップボックス４８に配信される。テレビ配信設備３８はまた、特定の情報（例えば、有料番組口座情報すなわち局所的に生成された認証技術を使用して購入および視聴された番組に関する情報）について定期的にセットトップボックス４８をポーリングし得る。
【００１９】
各々のセットトップボックス４８は、代表的には、オプションのビデオカセットレコーダー５０に接続されて、その結果選択されたテレビ番組が録画され得る。このビデオカセットレコーダー５０は、テレビ５２に接続される。番組を録画するために、セットトップボックス４８は、特定のチャンネルに同調し、そしてビデオカセットレコーダー５０に、適切な時間に録画を開始および停止することをビデオカセットレコーダー５０に指示する制御信号を送る（例えば、赤外線送信機を使用して）。
【００２０】
双方向テレビ番組ガイドは、ユーザテレビ装置４４上で（例えば、セットトップボックス４８上で）実行される。セットトップボックス４８上で実行される双方向テレビ番組ガイドの使用の間、テレビ番組表は、テレビ５２上に表示され得る。各々のセットトップボックス４８、ビデオカセットレコーダー５０、およびテレビ５２は、１つ以上の遠隔制御５４または任意の他の適切なユーザ入力インタフェイス（例えば、ワイヤレスキーボード、マウス、トラックボール、専用ボタンのセットなど）によって制御され得る。
【００２１】
セットトップボックス４８は、マイクロプロセッサ６０、ユーザ入力受信機６２、およびメモリ６４を含む。番組ガイドを実行するために必要とされるセットトップボックスの他の要素は、本明細書中で具体的に記載されない。なぜなら、それらは本発明の一部ではないからである。ユーザ入力受信機６２は、遠隔制御５４または他のユーザ入力インタフェイスからのユーザ入力を受け取る。例えば、ユーザ入力が赤外線遠隔制御信号によって送信される場合、そのユーザ入力受信機は、赤外線信号受信機である。後により詳細に記載されるように、マイクロプロセッサ６０は、ユーザ入力受信機６２によって受け取られたユーザ入力信号を利用して、異なる人口統計学的な範疇についての値を計算する。
【００２２】
マイクロプロセッサ６０はまた、メモリ６４に格納されたユーザについての関連する人口統計学的な範疇の値と、セットトップボックス４８によって受け取られた各々の広告と関連するあらかじめ選択された値とを比較して、この広告がテレビ５２上に表示されるか否かを決定する。メモリ６４（これは、好ましくは不揮発性メモリである）は、ユーザについての人口統計学的な範疇の値を格納する。メモリ６４はまた、ユーザについての人口統計学的な範疇の値を計算するために必要な情報を格納する。例えば、メモリ６４は、ＥＳＰＮチャンネルを見ている視聴者が、スポーツのファンであることの可能性のような情報を格納し得る。このような情報はまた、マイクロプロセッサ６０に電気的に接続された別のメモリ中に格納され得る。
【００２３】
図２は、メモリ６４中に格納された人口統計学的な範疇およびユーザについての人口統計学的な範疇の値のサンプル表である。図２はまた、セットトップボックス４８によって受け取られた２つの広告についてあらかじめ選択された値を示す。人口統計学的な範疇の項目の下で、１０の例示的なあらかじめ規定された人口統計学的な範疇が示される。これらの範疇は：（１）スポーツファン、（２）ＳＦファン、（３）親、（４）愛犬家、（５）愛猫家、（６）年収２０，０００ドルより上、（７）年収３０，０００ドルより上、（８）年収５０，０００ドルより上、（９）年齢２０〜３０歳の女性、および（１０）年齢１８〜４０歳の男性である。
【００２４】
人口統計学的な範疇の各々についての値は、０〜１である。０は、そのユーザが人口統計学的な範疇に合致していないこと（または、そのユーザがその範疇に合致する確率が０であること）を示す。１は、そのユーザがその人口統計学的な範疇に完全に合致すること（または、そのユーザがその範疇に合致する確率が１であること）を示す。０と１との間の任意の値は、そのユーザが部分的にその人口統計学的な範疇に合致することを示し、より高い数値は、対応してより良好に合致することを示す。この範囲の選択は意味のあるものではなく、任意の他の範囲（例えば、１〜１０）または人口統計学的な情報の表示（例えば、コード、タグ、文字など）が、本発明の目的を実行するために使用され得る。人口統計学的な範疇の値の決定は、後に記載される。
【００２５】
図２の例示的なユーザについて、人口統計学的な範疇についての値は、ユーザが年齢１８〜４０歳のグループの男性であり、このユーザの年収は２０，０００ドルよりも上であるが、３０，０００より上ではなく、このユーザは純然たるスポーツファンであり、そしてこのユーザは愛犬家（０．５の値）というよりは愛猫家（０．７の値）であることを示す。
【００２６】
例示の目的のみのために、スポーツユーティリティービークル（ＳＵＶ）についてであると想定される広告番号１は、スポーツファン人口統計学的範疇については少なくとも０．５の値、そして年収３０，０００より上の人口統計学的範疇については１の値があらかじめ選択されている。図２は、実際のスポーツユーティリティービークルの広告主が、値または人口統計学的な範疇でさえもその点から選択するものを必ずしも示していないが、例示の目的には適切であることに留意されたい。スポーツファン範疇についてのあらかじめ選択された値である０．５は、この広告主が、少なくとも中程度にスポーツに興味を持つ人に広告番号１を標的化することを所望していることを示す。さらに、この広告主は、少なくとも年間３０，０００を得ている人に標的化することを所望している。図２の例におけるこのユーザは、収入の範疇に合致しないので、広告番号１は、このユーザのテレビ５２上には表示されない。
【００２７】
例示の目的のみのために、ビールについてであると想定される広告番号２は、スポーツファン人口統計学的範疇については少なくとも０．７の値、そして年齢１８〜４０のグループの男性の人口統計学的範疇については１の値があらかじめ選択されている。スポーツファン範疇についてあらかじめ選択された０．７の値は、この広告主が、少なくともかなり有意にスポーツに興味を持つ人に広告番号２を標的化することを所望していることを意味する。さらに、この広告主は、年齢１８〜４０のグループの男性である人に標的化することを所望している。図２におけるこのユーザは、値によって実証されたような両方の範疇に合致するので、広告番号２は、このユーザのテレビ５２上には表示される。
【００２８】
各々の人口統計学的な範疇についての値は、そのユーザの特徴を反映する。このような人口統計学的な範疇についての値を計算または決定するための多くの異なる方法が存在する。所望される場合、ユーザの人口統計学的な特徴を示す情報を生成するための任意の適切な技術が使用され得る。例えば、ユーザーの人口統計学的な情報は、調査（例えば、オンライン調査、電話調査、訪問調査、郵便調査、番組ガイドに基づく調査など）、または他の型の市場研究を用いて収集され得る。以下は、番組ガイドにおけるユーザの入力に基づく人口統計学的な範疇についての値を計算または決定するための１つの適切な技術を記載する。
【００２９】
ユーザ入力受信機６２によって受け取られたユーザ入力は、それらと関連するあらかじめ決められた重み値（ＷＶ）を有する。図３において、対応する重み値を有する、４つのこのような例示的なユーザ入力が示される（重み値についての０〜１の値の範囲の選択は、それ自体に、およびそれ自体の意味はない）：１．０の重み値を有する番組の録画；０．５の重み値を有する思い出させるための合図の設定；０．５の重み値を有する少なくとも５分間の番組への同調および視聴；ならびに０．２５の重み値を有する、番組に関する情報を収集すること。これらの重み値は、人口統計学的な範疇の値に対して、対応するユーザ入力が有する効果を示す。ユーザ入力の重み値が大きくなるほど、このようなユーザ入力に関連する人口統計学的な範疇の値が大きくなる。従って、図３の例に従って、番組を録画するユーザは、このユーザが同じ番組に関する情報を収集するよりも、関連する人口統計学的な範疇についてのより高い値を有する。このことは、番組を録画するという行為は、番組に関する情報を収集することよりも、一般的にその番組における興味のより高いレベルを示すからである。
【００３０】
少なくとも１つの人口統計学的な範疇に関連を有する各々のチャンネルおよび番組は、それに関連する各々の人口統計学的な範疇についてのあらかじめ選択された値（ＰＶ）を有し得る。このあらかじめ選択された値は、ユーザがどの程度人口統計学的範疇に合致するかのチャンネルまたは番組の表示である。例えば、図４に示されるように、ＥＳＰＮチャンネルは、スポーツファン人口統計学的範疇に関連する０．９５（０〜１の範囲の値から）のあらかじめ選択される値を有し得る。なぜなら、ＥＳＰＮの視聴者が視聴者がスポーツファンであるという非常に高い可能性が存在するからである。しかし、ＥＳＰＮチャンネルは、愛猫家人口統計学的な範疇と関連する０．５の値のあらかじめ選択された値を有し得る。なぜなら、その２つの間には強い関連はないようであるからである。あらかじめ選択された値は、研究、調査、世論調査、または他の信頼できる手段から決定され得る。再び、あらかじめ選択された値についての値の範囲０〜１の選択は、それ自体に、およびそれ自体の意味はないことに留意すべきである。
【００３１】
好ましくは、各々の人口統計学的な範疇について割り当てられたデフォルトの値が存在する。例えば、スポーツファン人口統計学的範疇は、０．５のデフォルト値を有し得る。このデフォルト値は、「代表的な」ユーザについての値を表し得、そして以下に議論されるように、ユーザについての人口統計学的範疇の値を計算することにおいて使用される。
【００３２】
各々の人口統計学的な範疇は、期間（Ｐ）を有し得る。これは、人口統計学的な範疇の値が意味があり、そしてユーザを反映していると見なされる前に必要とされるユーザ入力の最小数である。例えば、スポーツファンの人口統計学的な範疇は、５の期間を有し得る。
【００３３】
関連する人口統計学的範疇についてのあらかじめ選択された値を有する各々のチャンネルまたは番組は、あらかじめ決定された重み因子（ＷＦ）を有し得る。例えば、ＥＳＰＮチャンネルは、図４に示すように、スポーツファン人口統計学的範疇について２の重み因子を有し得る。重み因子は、人口統計学的範疇についての期間に対してチャンネルまたは番組の重要さを表す。
【００３４】
関連するチャンネルまたは番組を含む各々のユーザ入力について、人口統計学的範疇についての値は以下のようになる：
Ｖd（ｉ）＝（（ＷＶ＊ＷＦ＊ＰＶ）＋（（Ｐ−（ＷＶ＊ＷＦ））＊Ｖd（ｉ−１）））／Ｐ
Ｖd（ｉ−１）は、人口統計学的範疇についての以前の値、そしてｉはユーザ入力の数を表す。ｉ＝１（すなわち、関連するチャンネルまたは人口統計学的範疇に関連する番組を含む第１のユーザ入力）の場合、上記で使用されるこのＶd（ｉ−１）は、人口統計学的範疇についてのデフォルト値である。システムへユーザ入力に基づくユーザの興味を適切に反映する任意の他の等式または関数が、本発明に従う人口統計学的範疇についての値を決定するために使用され得ることに留意すべきである。
【００３５】
例として、３つのユーザ入力が与えられたスポーツファン人口統計学的範疇についての値の決定が記載される。３つのユーザ入力は、以下であると仮定してみる：（１）ＥＳＰＮでのスポーツイベントに関する情報を取り出す；（２）少なくとも５分間ＥＳＰＮに同調し、そしてこれを視聴する；そして（３）ＥＳＰＮからのスポーツイベントを録画する。上記および図３に提供される例において示される値を使用して、
Ｖスポーツファン（１）＝（（０．２５＊２＊０．９５）＋（（５−０．２５＊２）＊０．５））／５＝（０．４７５＋２．２５）／５＝０．５４５
Ｖスポーツファン（２）＝（（０．５＊２＊０．９５）＋（（５−０．５＊２）＊０．５４５））／５＝（０．９５＋２．１８）／５＝０．６２６
Ｖスポーツファン（３）＝（（１＊２＊０．９５）＋（（５−１＊２）＊０．６２６））／５＝（１．９＋１．８７８）／５＝０．７５５６
ＥＳＰＮを含む３人のユーザ入力の後、スポーツファンの人口統計学的な範疇の値は０．７５５６であり、これは、このユーザがかなりのスポーツファンであることを示す。しかし、受け取ったのが３つのみのユーザ入力であり、そしてスポーツファンの人口統計学的な範疇についてのあらかじめ規定された期間は５であるので、計算された値は、広告を標的化することの目的のためには十分には意味がないかもしれない（計算された値は、所望の場合、なお使用され得ることに注目のこと）。計算された値がこの理由のために使用されないならば、代わりにデフォルトの値が使用され得る。
【００３６】
最新のユーザ情報に基づいてユーザに広告を標的化することが好ましい。従って、本発明は、期間の基礎に基づいて（例えば、７日ごとに）またはユーザ入力の特定の数に基づいて、ユーザについての人口統計学的範疇の値を「リフレッシュする」ためにディケイ関数（ｄｅｃａｙ ｆｕｎｃｔｉｏｎ）を提供する。
【００３７】
例として、メモリ６４中に格納されたスポーツファン人口統計学的範疇についての値が０．８であり、そして、ディケイ関数がスポーツファン人口統計学的範疇についての値を７日（この７日の間は入力行為が受け取られない）ごとにリフレッシュすることを仮定してみる。スポーツファン人口統計学的範疇に影響を与える最後のユーザ入力が受け取られてから７日間であった場合、このディケイ関数は、スポーツファン人口統計学的範疇についての値をあらかじめ決定された値（例えば、人口統計学的範疇についてのデフォルトの値）にリフレッシュする。このディケイ関数はまた、異なる値／パラメータを用いて、ｖd（ｉ）について上記で与えられた式を使用する。マイクロプロセッサ６０にディケイ関数を実行させることが好ましいことに注目のこと。
【００３８】
図２において、ユーザに対して広告を標的化する限界アプローチと呼ばれ得るものが例示されている。すなわち、広告についての人口統計学的範疇のあらかじめ選択された値が、ユーザーについての人口統計学的範疇の値を満たす場合、その広告は、番組ガイドによってユーザに対して表示される。
【００３９】
ユーザに対して広告を標的化することの別のアプローチは、ベストフィットまたは最密アプローチと呼ばれ得る。このアプローチにおいて、広告についての人口統計学的範疇のあらかじめ選択された値の「最密性」が、ユーザの人口統計学的範疇の値から決定される。この最密性は、例えば、各々の人口統計学的範疇についてのあらかじめ決定された値とユーザ値との絶対差を計算すること、次いですべての絶対差を付加することによって決定され得る。平方自乗平均もまた、使用され得る。ベストフィットアプローチは、ユーザのセットトップボックスに送信された多くの広告の中から表示される広告を選択することが所望される場合に特に有用である。
【００４０】
人口統計学的範疇の値が、外部のソースからのユーザ情報に基づき得ることに留意すべきである。例えば、ユーザの年収が、公的に利用可能な情報またはユーザによって完全なものにされた形態から決定されるならば、この情報は、セットトップボックスに送信され、そしてメモリに格納され得る。
【００４１】
図１の例示的な番組ガイドシステム３０において、セットトップボックス４８は、各々の広告を表示するか否かを決定するために、人口統計学的範疇についての値を計算し、計算された値を格納し、そしてユーザについての関連する人口統計学的範疇の値を、その広告と関連するあらかじめ選択された値と比較する。本発明の番組ガイドシステムは、本明細書中の記載を読む当業者に明白な様式で改変され得、その結果、セットトップボックスの実行されたいずれかのこれらの操作は、テレビ配信設備３８またはメイン設備３２において、あるいは任意の他の位置（図１には示していない）において、代わりに実行され得る。
【００４２】
人口統計学的情報に基づく広告の表示に関与するステップを、図５に示す。ステップ６６において、ユーザについての人口統計学的範疇情報は、適切な技術（例えば、調査）を用いて、または番組ガイドとともにユーザの行為をモニタリングすること、ならびにユーザの行為およびメモリに格納されたあらかじめ選択された情報に基づいて人口統計学的範疇情報を計算することによって、決定される。ステップ６８において、ユーザの人口統計学的プロフィールを表す人口統計学的範疇の情報は、ユーザのテレビ装置４４において格納される。ステップ７０において、関連する人口統計学的範疇情報（広告主が広告を標的化することを所望する視聴者を表す）を伴う広告が、ユーザテレビ装置に配信される（例えば、メイン設備３２からの伝達およびテレビ配信設備３８を介する配信によって）。ステップ７２において、広告に関連する人口統計学的範疇情報をユーザの人口統計学的範疇情報と比較することによって、番組ガイドは、どの広告がユーザのために表示されるべきかを決定する。
【００４３】
前述の事項は、単に本発明の原理の例示にすぎず、種々の改変が、本発明の範囲および精神から逸脱することなく、当業者によってなされ得る。
【図面の簡単な説明】
【図１】 図１は、本発明に従う、双方向テレビの番組ガイドのユーザーに広告を標的化するための例示的なシステムの模式図を表す。
【図２】 図２は、本発明に従う、１０個の例示的な人口統計学的範疇およびそれらの値、ならびに図１のユーザーのテレビ機器により受信された２つの広告についての予め選択された値の列挙である。
【図３】 図３は、本発明に従って、人口統計学的範疇についての値を決定するために、図１のユーザーのテレビ機器により利用される４つの例示的なユーザー入力およびそれらの予め決定された重み値を示す表である。
【図４】 図４は、本発明に従って、人口統計学的範疇についての値を決定するために、図１のユーザーのテレビ機器により利用される各チャンネルについての例示的な人口統計学的範疇および予め選択された値ならびに重み因子を示す表である。
【図５】 図５は、本発明に従って、人口統計学的情報に基づく広告の表示に関与するステップを示すフローチャートである。

Claims (18)

  1. 双方向テレビ番組ガイドのユーザーに広告を標的化するシステム（３０）であって、
    前記双方向テレビ番組ガイドのための複数の広告のデータベース（３６）を有するメイン設備（３２）であって、各広告は、複数のカテゴリのうちの少なくとも１つに分類されており、各広告には、前記複数のカテゴリのうちの少なくとも１つに対して、各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された値が割り当てられている、メイン設備（３２）と、
    前記双方向テレビ番組ガイドが実装されているユーザーテレビ機器（４４）と
    を含み、
    前記ユーザーテレビ機器は、
    前記複数の広告と、対応する複数の予め決定された値とを前記メイン設備（３２）から受信することであって、前記対応する複数の予め決定された値のそれぞれは、各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す、ことと、
    前記複数のカテゴリに対する複数の値を計算するために、前記双方向テレビ番組ガイドに対するユーザー入力を利用することであって、前記ユーザー入力は、どのテレビ番組が前記ユーザーによって選択されたかという履歴を含み、どのテレビ番組が前記ユーザーによって選択されたかという履歴は、番組に対して前記双方向テレビ番組ガイドの機能をユーザーが作動させたことを含み、前記双方向テレビ番組ガイドの前記機能のタイプは、予め決定された重み値に関連付けられており、前記複数のカテゴリに対する複数の値は、前記ユーザーによって作動された前記双方向テレビ番組ガイドの前記機能の前記タイプに関連付けられている前記予め決定された重み値に基づいて計算される、ことと、
    前記複数のカテゴリに対して前記計算された複数の値を格納することと、
    各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された複数の値と、対応する複数のカテゴリに対して前記格納された複数の値との間の対応の度合いを決定することにより、どの広告が前記双方向テレビ番組ガイド内で表示されるべきであるかを決定することと、
    各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された複数の値と、対応する複数のカテゴリに対して前記格納された複数の値との間において決定された少なくとも１つの対応の度合いに基づいて、前記双方向テレビ番組ガイド内に広告を表示することと
    を実行するように構成されている、システム。
  2. 前記ユーザーテレビ機器（４４）は、前記複数のカテゴリに対して前記計算された複数の値を格納するメモリ（６４）を含む、請求項１に記載のシステム。
  3. 前記ユーザーテレビ機器（４４）は、リモートコントロール（５４）を含み、前記ユーザーは、前記リモートコントロール（５４）を用いて、前記双方向テレビ番組ガイドに対するユーザー入力を前記ユーザーテレビ機器（４４）に送信する、請求項１に記載のシステム。
  4. 前記ユーザーテレビ機器（４４）は、マイクロプロセッサ（６０）を含み、前記マイクロプロセッサ（６０）は、前記ユーザー入力から前記複数のカテゴリにに対する前記複数の値を計算し、各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された複数の値と、対応する複数のカテゴリに対して前記格納された複数の値との間の対応の度合いを決定する、請求項１に記載のシステム。
  5. 前記ユーザーテレビ機器（４４）は、前記複数のカテゴリに対する前記複数の値を計算する際に前記複数のカテゴリのうち少なくとも１つとの関連を有する各テレビチャンネルおよび番組に関連付けられている予め決定されたカテゴリデータを用いるようにさらに構成されている、請求項１に記載のシステム。
  6. 前記ユーザーテレビ機器（４４）によって受信される各ユーザー入力は、前記テレビ番組を選択するための複数のタイプの命令を含み、各タイプの命令は、前記複数のカテゴリに対する前記複数の値を計算する際に用いられる対応する重み値を有する、請求項１に記載のシステム。
  7. 前記ユーザーテレビ機器（４４）は、前記複数のカテゴリに対する前記複数の値を計算するときに前記複数のカテゴリに対して予め決定された複数の値を用いるようにさらに構成されている、請求項１に記載のシステム。
  8. 各カテゴリは、閾値に関連付けられており、前記閾値は、各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された複数の値と、対応する複数のカテゴリに対して前記格納された複数の値との間の対応の度合いの決定に基づいて、どの広告が前記双方向テレビ番組ガイド内で表示されるべきであるかを決定するために、特定のカテゴリに対して前記双方向テレビ番組ガイドに入力されるのに必要なユーザー入力の最小数である、請求項１に記載のシステム。
  9. 前記ユーザーテレビ機器（４４）は、前記複数のカテゴリのうちの特定のカテゴリに関連するテレビ番組を前記ユーザーが選択しない予め決定された期間の後に、前記特定のカテゴリに対する前記値を前記特定のカテゴリに対する前記予め決定された値にリセットするようにさらに構成されている、請求項７に記載のシステム。
  10. 双方向テレビ番組ガイドのユーザーに広告を標的化する方法（６６、６８、７０、７２）であって、
    前記双方向テレビ番組ガイドが実装されているユーザーテレビ機器（４４、７０）を用いて、前記双方向テレビ番組ガイドのための複数の広告を受信するステップであって、各広告は、複数のカテゴリのうちの少なくとも１つに分類されており、各広告には、前記複数のカテゴリのうちの少なくとも１つに対して、各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された値が割り当てられている、ステップと、
    前記双方向テレビ番組ガイドに対するユーザー入力を受信するステップ（６６）と、
    前記双方向テレビ番組ガイドに対する前記ユーザー入力を用いて、前記複数のカテゴリに対して複数の値を計算するステップ（６６）であって、前記ユーザー入力は、どのテレビ番組が前記ユーザーによって選択されたかという履歴を含み、どのテレビ番組が前記ユーザーによって選択されたかという履歴は、番組に対して前記双方向テレビ番組ガイドの機能をユーザーが作動させたことを含み、前記双方向テレビ番組ガイドの前記機能のタイプは、予め決定された重み値に関連付けられており、前記複数のカテゴリに対する複数の値は、前記ユーザーによって作動された前記双方向テレビ番組ガイドの前記機能の前記タイプに関連付けられている前記予め決定された重み値に基づいて計算される、ステップ（６６）と、
    前記複数のカテゴリに対して前記計算された複数の値を格納するステップ（６８）と、
    前記双方向テレビ番組ガイドに表示されるべき前記広告を選択する際に、各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された複数の値と、対応する複数のカテゴリに対して前記格納された複数の値との間の対応の度合いを決定するステップ（７２）と、
    各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された複数の値と、対応する複数のカテゴリに対する前記格納された複数の値との間において決定された少なくとも１つの対応の度合いに基づいて、前記双方向テレビ番組ガイド内に広告を表示するステップと
    を含む、方法。
  11. 前記複数のカテゴリに対して前記計算された複数の値を格納するステップ（６８）は、前記ユーザーテレビ機器（４４）におけるメモリに前記複数のカテゴリに対する前記計算された複数の値を格納するステップ（６４）を含む、請求項１０に記載の方法。
  12. リモートコントロール（５４）を用いて、前記双方向テレビ番組ガイドに対する前記ユーザー入力を前記ユーザーテレビ機器（４４）に送信するステップをさらに含む、請求項１０に記載の方法。
  13. 前記複数のカテゴリに対して前記複数の値を計算するステップは、前記ユーザーテレビ機器（４４）のマイクロプロセッサ（６０）を用いて、前記ユーザー入力を用いて前記複数のカテゴリに対して前記複数の値を計算し、各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された複数の値と、対応する複数のカテゴリに対して前記格納された複数の値との間の対応の度合いを決定するステップを含む、請求項１０に記載の方法。
  14. 前記複数のカテゴリに対して前記複数の値を計算するステップ（６６）は、前記複数のカテゴリのうちの少なくとも１つとの関連を有する各テレビチャンネルおよび番組に関連付けられている予め決定されたカテゴリデータを用いるステップを含む、請求項１０に記載の方法。
  15. 前記ユーザーテレビ機器（４４）によって受信された各ユーザー入力は、前記テレビ番組を選択するための複数のタイプの命令を含み、前記複数のカテゴリに対して前記複数の値を計算するステップ（６６）は、各タイプの命令に対応する重み値を用いるステップを含む、請求項１０に記載の方法。
  16. 前記複数のカテゴリに対して前記複数の値を計算するステップ（６６）は、前記複数のカテゴリに対する複数の値を計算するときに、前記複数のカテゴリに対して予め決定された複数の値を用いるステップを含む、請求項１０に記載の方法。
  17. 前記複数のカテゴリに対して前記複数の値を計算するステップ（６６）は、各広告と前記複数のカテゴリのうちの少なくとも１つとの関連性を示す予め決定された複数の値と、対応する複数のカテゴリに対して前記格納された複数の値との間の対応の度合いの決定に基づいて、前記双方向テレビ番組ガイド内で表示されるべき広告を選択するために、特定のカテゴリに対して前記双方向テレビ番組ガイドに入力されるのに必要なユーザー入力の最小数を用いるステップを含む、請求項１０に記載の方法。
  18. 前記複数のカテゴリのうちの特定のカテゴリに関連するテレビ番組を前記ユーザーが選択しない予め決定された期間の後に、前記特定のカテゴリに対する前記値を前記特定のカテゴリに対する予め決定された値にリセットするステップ（６６）をさらに含む、請求項１６に記載の方法。
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