JP7120909B2 - Transmission/reception system - Google Patents

Description

Embodiments of the present invention relate to transmitting and receiving systems.

2. Description of the Related Art In recent years, the viewing history of content via television and the Internet has been analyzed. From such analysis, it is possible to infer, for example, preferences of individual viewers. It is desired to utilize such analysis results in various fields.

By the way, pre-recorded contents such as recorded broadcast programs, movies and TV dramas stored in advance on optical discs and the like and sold include advertisements at the time of recording or the start of sales. . However, since the advertising activity needs to be done in a timely manner, there is no problem if the playback of the recorded content is soon after recording or sales start, otherwise the value of playing the advertisement has already disappeared. Sometimes.

WO2007/132899

The problem to be solved by the present invention is to distribute advertisements that are timely and suited to the tastes of viewers to specific audience groups when reproducing recorded contents.

A transmission/reception system according to an embodiment includes a recording medium storing advertisements based on user preferences analyzed from a viewing history, a playback device for playing back recorded content, and a reception device comprising a controller for controlling each section. and a transmission device that acquires the viewing history from the reception device, analyzes the preference, and transmits the advertisement to the reception device, wherein the controller of the reception device acquires the advertisement from the transmission device. and store it in the recording medium, reproduce the advertisement stored in the recording medium at a predetermined timing during reproduction of the recorded content by the reproduction device, and reproduce the advertisement insertion point information included in the recorded content. determining the predetermined timing, inserting the advertisement stored in the recording medium at the location indicated by the advertisement insertion point information and reproducing the content, and reproducing the content when the recorded content does not include an advertisement frame. The brightness of the entire screen is compared with a threshold value, and content reproduction is stopped at a point where it is determined that there is a high possibility of a scene change, and the advertisement is inserted.

FIG. 1 is a schematic diagram illustrating operation of the system according to the first embodiment. FIG. 2 is a diagram illustrating 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 hybridcast transmission line for transmitting broadcast signals according to the first embodiment. 4 is a diagram illustrating a configuration example of a receiver according to the first embodiment; FIG. 5 is a diagram illustrating a configuration example of a management server according to the first embodiment; FIG. 6 is a diagram illustrating a configuration example of a receiving device according to the first embodiment; FIG. FIG. 7 is a timing chart during playback of an addressable CM in the system according to the first embodiment. FIG. 8 is a flowchart illustrating an example of the procedure of addressable CM update processing according to the first embodiment. FIG. 9 is a flowchart illustrating an example of the procedure of addressable CM replacement processing according to the first embodiment. FIG. 10 is a flowchart of addressable CM update and replacement processing when recorded content is reproduced according to the modification of the first embodiment. FIG. 11 is a timing chart during playback of an addressable CM in the system according to the second embodiment. FIG. 12 is a flow diagram illustrating an example of the procedure of addressable CM insertion processing according to the second embodiment. FIG. 13 is a diagram illustrating a configuration example of a receiving device according to a third embodiment;

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

(Example of system operation)
FIG. 1 is a schematic diagram illustrating operation of the system according to the first embodiment. In the operation of the system of Embodiment 1, in a frame for general commercials that flow on broadcast waves, a CM (advertisement) that matches the preferences of a specific viewer, that is, an addressable CM that specifies the target viewer, is sent to a specific viewer. It will be delivered.

As shown in FIG. 1, the system of the first embodiment includes a receiver 5000 compatible with broadcasting and communication cooperation services such as Hybridcast, and a management server 3000 that manages the receiver 5000 . A receiver 5000 receives various broadcast programs and the like. The management server 3000 acquires viewing histories of broadcast programs and the like viewed by the viewer via the Internet via the receiver 5000 and analyzes the viewer's preference. For example, assume that the management server 3000 obtains information that a certain viewer who does not belong to the target layer "Y" regularly watches a broadcast program "a" targeting the layer "Y". Then, as a result of the analysis, it is assumed that there is a high probability that the viewer is interested in the product "m" to which the target layer "Y" is not normally interested.

Based on the above, the management server 3000 determines that the CM frame for 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.

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

The advertising company AD acquires the analysis result of the management server 3000 from the broadcasting station 1000 . Then, the advertiser MC of the product "m" is proposed to purchase the CM frame of the broadcast program "a" as an addressable CM frame.

The advertising company AD submits a commercial for product "m" to the broadcasting station 1000 based on the contract, and the broadcasting station 1000, via its own CM management server, creates a CM distribution server used for distributing the addressable CM. Send the CM to 4000. The CM of the CM distribution server 4000 is received by the viewer's receiver 5000 and distributed to the viewers who are interested in the product "m".

The management server 3000 acquires the addressable CM distribution record from the receiver 5000 based on the addressable CM frame information 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 results to the broadcasting station 1000, or the distribution results 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 notifies it to the advertiser MC as necessary.

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

As shown in FIG. 2, the broadcasting station 1000 has a broadcasting station server 1100 including a CM management server, and a security device 1200 . A broadcasting station 1000 transmits a broadcasting signal by radio waves. Broadcast signals may include signals such as BS broadcasts, CS broadcasts, terrestrial digital broadcasts, and the like. The broadcasting station 1000 also sends out digital broadcasting signals, application control information (AIT: Application Information Table), control information related to presentation by cooperation between broadcasting and communication, and the like.

The application control information informs the receiver 5000 included in the system of the first embodiment of the application linked with the broadcast program, and includes commands and control information for activation and termination.

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 carsel method in which the same data is repeatedly transmitted, a control signal placed on a communication network server There is a method to get the file. A Hybridcast-compatible receiver 5000, which will be described later, acquires an application from the designated URL and executes control such as application boundaries according to the instruction of the application control signal.

A broadcasting station 1000 operates a broadcasting station server 1100 . The broadcasting station server 1100 provides the receiver 5000 with metadata such as program titles, program IDs, program summaries, performers, broadcast dates and times, and other data.

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

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

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

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

The management server 3000 also acquires information on addressable CM frames from the broadcasting station 1000 . This information includes, for example, information such as broadcast programs in which addressable CM frames are set, time periods of addressable CM frames, and the like. The management server 3000 acquires the delivery record of the addressable CM by the receiver 5000 based on the information of the addressable CM frame. As described above, the management server 3000 may automatically transmit the delivery record to the broadcast station 1000. FIG.

The system of Embodiment 1 is mainly configured by a receiver 5000 , a recording medium 5001 , a display device 5002 , a speaker system 5003 and a management server 3000 .

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

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

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

(Example of receiver configuration)
FIG. 4 is a diagram showing a configuration example of the receiver 5000 according to the first embodiment. As shown in FIG. 4, receiver 5000 has broadband content processing section 5100 and broadcast content processing section 5300 . Broadcast content processing unit 5100 has a Hybridcast specification to be connected to a network. The connection destination of the network is, for example, the management server 3000 described above. The broadcast content processing unit 5300 receives broadcast waves.

Broadcast content processing unit 5100 includes IP communication interface 5101 . A stream captured via the IP communication interface 5101 is received by the streaming reception processing unit 5102 , and the demodulated stream is restored to its 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 to execute automatic download, for example.

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 caption data are synthesized by the synthesizer 5501 and input to the display device 5002 . The decoded audio data is input to speaker system 5003 via synthesizer 5502 .

Broadcast content processing section 5300 includes broadcast tuner 5301 . A stream received and demodulated by broadcast tuner 5301 is input to descrambler 5302 . In descrambler 5302 , the input stream is descrambled with a key from Conditional Access System (CAS) module 5304 . The stream descrambled by descrambler 5302 is input to demultiplexer 5303 . Demultiplexer 5303 outputs data for data broadcasting to data broadcasting reception processing section 5330 . Also, 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 caption data are synthesized by the synthesizer 5501 and input to the display device 5002 . The decoded audio data is input to speaker system 5003 via synthesizer 5502 .

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

Integrated controller 5200 is provided as means for controlling the overall operation of receiver 5000 . The integrated controller 5200 has an application control section 5201 and a security management section 5202 . Application control section 5201 controls each block of receiver 5000 based on various types of information and control information included in application control information. The application control unit 5201 determines display/non-display of auxiliary information such as CMs and messages related to CMs in applications.

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

The access control function allows the applications whose use is permitted to refer to broadcast resources such as video, audio, and metadata SI information, and receiver resources such as video and audio output of the receiver 5000 and network interfaces. Also, an accessible receiver API (Application Programming Interface) is restricted according to the security class of the application.

The presentation control function determines whether or not to overlay the broadcast video, the display area and size, and the display method of the application such as display/non-display based on the intention of the broadcast division. Furthermore, in an emergency such as a disaster report, for example, the application or its related display can be temporarily hidden to control the full-screen display of the broadcast program.

Revocation is a feature that can disable problematic applications that harm the interests of broadcasters and users.

The application engine 5130 forms an environment for executing applications. As the application engine 5130, for example, an HTML5 browser with an extended API for supporting Hybridcast 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 obtained from the CM distribution server 4000 described above. Of the addressable CMs held in the CM distribution server 4000 , the integrated controller 5200 downloads those that the user (viewer) of the receiver 5000 may like to the recording medium 5001 . The addressable CMs held by the CM distribution server 4000 are divided into a plurality of groups with tags such as "car," "sports," and "travel," which represent viewer preferences. The integrated controller 5200 downloads a group of addressable CMs to which tags matching the tastes of the viewers are attached based on the information about the tastes of the viewers obtained from the receiver 5000 obtained from the management server 3000 .

The addressable CM downloaded to the recording medium 5001 is temporarily stored in the DRAM processing unit 5104 . After that, 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 caption data are synthesized by the synthesizer 5501 and input to the display device 5002 . The decoded audio data is input to speaker system 5003 via synthesizer 5502 . Thereby, 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 reproduction of the addressable CM, and reproduces the addressable CM in a predetermined addressable CM frame.

(Management server configuration example)
FIG. 5 is a diagram showing a configuration example of the management server 3000 according to the first embodiment. As shown in FIG. 5 , the management server 3000 includes an accumulation section 3100 , an analysis section 3200 and a notification section 3300 .

The accumulation unit 3100 accumulates the viewing history in the receiver 5000 managed by the management server 3000 . The viewing history includes, for example, program titles, program IDs, program outlines, performers, broadcast dates and times, and other data.

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

Based on this information, for example, the receiver 5000 managed by the management server 3000 estimates the viewer's preference. For example, information such as whether the viewer likes cars, sports, or travel can be obtained from the viewing tendency of the viewer.

Also, for example, in a broadcast program “a” targeting a target layer “Y”, where a commercial about a product “n” that matches the tastes of the target layer “Y” is being played, a target interested in the product “m” Suppose it turns out that viewers belonging to tier "X" are also watching broadcast program "a".

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

In addition to this, for parents of households with children, we will set addressable commercial slots for programs that are likely to be watched by parents during the nighttime hours, and provide addressable commercials for child-related products. It is conceivable to provide commercials.

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

In addition, the notification unit 3300 notifies the broadcast station 1000 of the actual delivery record of the addressable CMs actually delivered in the purchased addressable CM frame, for example. These delivery results are reported to the advertising company AD and the advertiser MC via the broadcasting station 1000 .

In addition, the notification unit 3300 notifies the receiver 5000 of the viewer's preference analyzed by the analysis unit 3200 . As a result, the receiver 5000 can selectively acquire addressable CMs that match the preferences of viewers when acquiring addressable CMs from the CM distribution server 4000 .

In this embodiment, the broadcasting station server 1100 including the CM management server provided 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)
6 is a diagram illustrating a configuration example of a receiving device according to the first embodiment; FIG. The receiving device of this embodiment is, for example, a hard disk recorder, and includes a receiver 5000 , a recording medium 5001 , a recording/playback device 5004 and a disk drive 5005 . The display device 5002 and speaker system 5003 constitute a display device (for example, a television).

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

The recording function stores broadcast programs (contents) received by the receiver 5000 in the recording medium 5001 . Also, the recording function records the content stored in the recording medium 5001 onto an optical disc via the disc drive 5005 . Optical discs are, for example, DVDs (Digital Versatile Discs) and BDs (Blu-ray (registered trademark) Discs). A disk drive 5005 reads and writes data on an optical disk.

The reproduction function provides (reproduces) content stored in the recording medium 5001 so that it can be viewed via the display 5002 and the speaker system 5003 . Also, the reproduction function reproduces the content recorded on the optical disk by the disk drive 5005 . The optical disk here may be one recorded by a recording function, or a ready-made product in which data such as a movie or a TV drama is stored and sold.

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

As shown in FIG. 7, in the system of Embodiment 1, when the main part of recorded content starts to be reproduced, the system waits for the next CM frame, and plays a little before the CM frame (for example, by a predetermined time such as 10 seconds). Then, the old CM included in the recorded content is replaced with the addressable CM, the addressable CM is reproduced at the timing of the start of the CM frame, and the continuation of the main part is reproduced at the end of the CM frame (or the reproduction of the addressable CM). back to

In the case of optical discs on the market, there may be a CM frame at the beginning, that is, before the main story.

Note that the distinction between the main part and the CM frame may be made, for example, at a point where the audio is switched between monaural and stereo, like an existing function for automatically setting chapters.

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

As shown in FIG. 8, the integrated controller 5200 waits for a predetermined period of time (for example, one month or one week) from the acquisition of the previous addressable CM (No in step S01). Yes in step S01), update the storage area of the addressable CM (step S02). In step S<b>02 , the integrated controller 5200 receives delivery of an addressable commercial suitable for the viewing history of the receiver 5000 and user attribute information from the commercial delivery server 4000 and stores it in the recording medium 5001 .

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

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

As described above, according to the present embodiment, prerecorded contents such as recorded broadcast programs, movies and TV dramas stored in advance on optical discs and the like and sold can be recorded at the time of recording or at the time of sales start. Even if advertisements are included, when playing back the recorded content, instead of advertisements that have lost the value of playback due to the passage of time, commercials that are new and that utilize analysis results such as viewer preferences and purchasing behavior are used. can be replaced. Therefore, according to the present embodiment, it is possible to distribute advertisements that match the user's tastes and attributes in a timely manner even during playback of recorded content.

[Modification]
Since this modification is a modification of Embodiment 1, the same reference numerals are used for the same parts, and detailed description thereof is omitted. In this modified example, 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 addressable CM update and replacement processing when recorded content is reproduced according to the present modification.

When starting to view the recorded content (step S21), the integrated controller 5200 determines whether a predetermined period of time (for example, one month or one week) has passed since the previous acquisition of the addressable CM (step S22). If the period has passed (Yes in step S22), the integrated controller 5200 updates the storage area of the addressable CM (step S23). In step S 23 , the integrated controller 5200 receives from the CM distribution server 4000 an addressable CM that is suitable for the viewing history of the receiver 5000 and the attribute information of the user, and stores it in the recording medium 5001 .

Further, in step S22, if the predetermined period has not elapsed since the acquisition of the previous 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). Replace with CM (step S25). Also, after completing the reproduction of the addressable CM in step S25, the integrated controller 5200 returns the process to step S24 and waits for the next timing.

According to such a modified example, it is possible to update an outdated addressable CM each 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 Embodiment 1, the same reference numerals are used for the portions already explained in Embodiment 1, and detailed explanations thereof are omitted.

Embodiment 2 is an example of inserting an addressable CM when reproducing recorded content that does not include a CM frame in the main story. As the recorded contents as described above, for example, there are movies and TV dramas stored in advance on an optical disk or the like and sold.

(insertion playback of addressable commercials)
FIG. 11 is a timing chart during playback of an addressable CM in the system according to the second embodiment. In the example of FIG. 11, as in the example of FIG. 7, the receiver 5000 may have already downloaded an addressable CM that matches the taste of the viewer to the recording medium 5001, or the recorded content may be reproduced. In the meantime, it may be downloaded to the recording medium 5001 by asynchronous communication or the like.

As shown in FIG. 11, in the system of Embodiment 2, when the main part of the recorded content starts to be reproduced, the system waits for the next CM insertion point, and waits for a predetermined time such as 10 seconds after the CM insertion point. ), preparatory processing for inserting the addressable CM is performed, and when the CM insertion point is reached, the addressable CM is reproduced.

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

Also, if the recorded content is a movie recorded on an optical disk or the like and sold, for example, it is appropriate that the above-mentioned CM insertion point be a place where it can be determined that there is a high possibility that it is a scene change. is. For example, a portion where the screen is blacked out (or whited out) can be cited as a portion where it can be determined that there is a high possibility that it is a scene change. Whether the screen is blacked out (or whited out) can be determined, for example, by comparing the brightness of the entire screen with a predetermined threshold. In the case of such operation, the information of the portion where it is judged that there is a high possibility that the scene is changed is treated as the above-mentioned advertisement insertion point information.

FIG. 12 is a flow diagram illustrating an example of a procedure of addressable CM insertion processing according to the second embodiment.

As shown in FIG. 12, after starting viewing of recorded content (step S31), the integrated controller 5200 waits for a predetermined period of time until the commercial insertion point (No in step S32). If Yes in step S32), the reproduction of the recorded content is paused and the addressable CM is inserted and reproduced (step S33). Also, after completing the reproduction of the addressable CM in step S33, the integrated controller 5200 returns the process to step S32 and waits for the next timing.

[Embodiment 3]
The third embodiment will be described in detail below with reference to the drawings. Since this embodiment is a modification of Embodiments 1 and 2, the same reference numerals are used for parts that have already been described in Embodiments 1 and 2, and detailed description thereof is omitted.

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

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

The playback device 5006 has a playback function. The reproduction function provides (reproduces) content stored in the recording medium 5001 so that it can be viewed via the display 5002 and the speaker system 5003 . Also, the reproduction function reproduces the content recorded on the optical disk by the disk drive 5005 . The optical disk here may be one recorded by a recording function, or a ready-made product in which data such as a movie or a TV drama is stored and sold.

According to such a configuration, it is possible to reproduce an addressable CM in place of an old CM or to reproduce an addressable CM at a CM insertion point when reproducing recorded contents stored in an optical disc.

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

In addition, in the case of sales of devices that operate in this manner, or optical discs that store data such as movies and TV dramas and are sold, there is a method of selling at a lower price on the assumption that addressable commercials will be viewed. Conceivable. Furthermore, after a predetermined period of time (for example, one year) has elapsed from the start of viewing of the content contained in the optical disk sold in such a manner, the insertion of the addressable CM may be canceled.

Further, in each of the above-described embodiments, if the viewer performs an operation to stop the playback of the recorded content during the playback of the addressable CM, when the same recorded content is played next time, the previous playback will be stopped. The interrupted addressable CM may be preferentially used. Also, in this case, the playback timing of the interrupted addressable CM is not limited to immediately after resuming the playback of the recorded content, but may be an appropriate timing during playback of the main content. Also, if the interrupted addressable CM has already been reproduced in a predetermined proportion or more of the entire CM at the time of interruption, it may be determined that it will not be prioritized when the reproduction is resumed next time.

In addition, in each of the above-described embodiments, advertisements (addressable CM) are replaced/inserted and reproduced when reproducing recorded contents. I do not care.

Further, in each of the above-described embodiments, examples of recorded contents include broadcast programs recorded by the user with home equipment, and movies, TV dramas, etc. stored in optical discs. Alternatively, the recorded content may be VOD (Video On Demand). That is, even in VOD, the above-described embodiment may be applied to content including old CMs to replace the old CMs with new addressable CMs. Alternatively, an addressable CM may be inserted at any timing during VOD viewing.

Further, in each of the above-described embodiments, the addressable CM downloaded in advance to the recording medium 5001 of the receiver 5000 is reproduced. , the addressable CM may be stream-played.

In each of the above-described embodiments, a television broadcast program or the like is used as an example of recorded content. , the addressable CM may be replaced/inserted and reproduced.

In each of the above-described embodiments, the recording medium 5001 is shown as a magnetic disk. I don't mind.

Also, the addressable CM may be stored in a volatile memory or cache instead of the HDD or media. In such a case, the addressable CM uses a storage capacity unnoticed by the user, is downloaded from the CM distribution server 4000 unnoticed by the user, and is updated as necessary. With such a configuration, the HDD and media, which the user manages and cares about the remaining capacity, are not used for addressable CM. Therefore, in this case, it is possible to prevent the addressable CM from giving the user a negative impression that the memory capacity controlled by the user is being eroded.

Further, in each of the above-described embodiments, the CM distribution server 4000 is the acquisition source of the addressable CM, but the implementation is not limited to this. You may acquire CM as. In this case, as a CM to be an addressable CM, for example, recorded data of a television broadcast program in which the CM is inserted in the main content can be considered. CM metadata included in the recorded data can be obtained. Therefore, for example, the integrated controller 5200 acquires the CM metadata included in the recording data in the storage medium 5001 and stores it in a predetermined storage area, and when the content is played back, the CM metadata stored in the predetermined storage area is acquired. By referring to the data, it is possible to select CMs that match the viewing history and attribute information and use them as addressable CMs.

Further, in each of the above-described embodiments, an example in which the means for providing content to the receiver 5000 is terrestrial waves or satellite waves has been described. , for example IP broadcasting. In this case, the receiver 5000 receives IP broadcast via, for example, the broadband content processing section 5100 (see FIG. 4).

In each of the above-described embodiments, the servers are divided into the broadcasting station server 1100 including the CM management server provided in the broadcasting station 1000, the management server 3000, and the CM distribution server 4000. The number of servers 1100, 3000, and 4000 does not need to be actually three. The server group of the configuration may be configured to realize the functions of the servers 1100, 3000, and 4000. FIG.

While embodiments of the invention have been described, the embodiments have been presented by way of example and are not intended to limit the scope of the invention. This novel embodiment can be embodied in various other forms, and various omissions, replacements, and modifications can be made without departing from the scope of the invention. These embodiments and their modifications are included in the scope and gist of the invention, and are included in the scope of the invention described in the claims and equivalents thereof.

Further, each component shown in the above embodiment may be implemented by a program installed in a storage such as a hard disk device of a computer. The functions of the present invention may be realized by a computer by causing the computer to read from the medium. Electronic media include, for example, recording media such as CD-ROMs, flash memories, removable media, 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 operate each constituent element.

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

Claims (5)

a receiving device comprising: a recording medium storing advertisements based on user preferences analyzed from viewing history; a reproducing device for reproducing recorded content; and a controller for controlling each section;
a transmitting device that acquires the viewing history from the receiving device, analyzes the preference, and sends the advertisement to the receiving device;
with
The controller of the receiving device,
acquiring the advertisement from the transmission device and storing it in the recording medium;
playing back the advertisement stored in the recording medium at a predetermined timing during playback of the recorded content by the playback device;
judging the predetermined timing based on advertisement insertion point information included in the recorded content;
inserting and reproducing the advertisement stored in the recording medium at the location indicated by the advertisement insertion point information;
If the recorded content does not include an advertisement frame, the brightness of the entire screen is compared with a threshold value when the content is played back, and the playback of the content is stopped at a point where it is determined that there is a high possibility of a scene change . make an inset,
sending and receiving system. The controller is
setting the start timing of the general advertisement included in the recorded content as the predetermined timing;
replacing the general advertisement with the advertisement stored in the recording medium and reproducing the advertisement;
The transmitting/receiving system according to claim 1. The controller is
2. The transmitting/receiving system according to claim 1, wherein the advertisement is acquired and stored in the recording medium when playback of the recorded content is started. The controller is
2. The transmitting/receiving system according to claim 1, wherein the advertisement is acquired and stored in the recording medium after a predetermined period of time has elapsed since the previous acquisition of the advertisement. 2. The transmitting/receiving system according to claim 1, wherein said reproducing device is a recording and reproducing device having a function of recording a broadcast program that is broadcasted by a broadcast wave and making it a recorded content.

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