WO2010044495A1

WO2010044495A1 - Advertisement output control system for iptv and method of the same

Info

Publication number: WO2010044495A1
Application number: PCT/KR2008/006035
Authority: WO
Inventors: Ki-Won Nam
Original assignee: Ki-Won Nam
Priority date: 2008-10-14
Filing date: 2008-10-14
Publication date: 2010-04-22

Abstract

An advertisement output control system for IPTV and a method of the same, which enable local advertisement data to be outputted in a manner that STB automatically extracts information on an output time of main advertisement data over the nationwide network based on IPTV and its advertisement information to transmit them to a remote management server, so that the server transmits local advertisement data registered in association with the main advertisement to the STB over the Internet network. The online advertisement output control system for IPTV and the method of the same in accordance with the present invention can perform automatic screen switching from nationwide network advertisement data in main broadcast data to local advertisement data by regions in response to a viewer's request, so that the viewer can easily get in contact with substantially necessary local advertisements. Also, the advertisers who provide local advertisements can offer the advertisements only to regions that substantially need them, thereby effectively offering the advertisements at relatively low costs.

Description

ADVERTISEMENT OUTPUT CONTROL SYSTEM FOR IPTV

AND METHOD OF THE SAME

Technical Field

[1] The present invention relates to an advertisement data output control system for

IPTV and a method of the same, and more particularly, to an advertisement data output control system for IPTV and a method of the same, which enable local advertisement data to be outputted in a manner that STB (Set Top Box) automatically extracts information on an output time of main advertisement data over the nationwide network based on IPTV and its advertisement information to transmit them to a remote management server, so that the server transmits local advertisement data registered in association with the main advertisement to the STB over the Internet network.

[2]

Background Art

[3] The present invention relates to an advertisement data output control system for

[4]

Disclosure of Invention Technical Problem

[5] It is, therefore, an object of the present invention to provide an advertisement output control system for IPTV and a method of the same, which enable local advertisement data to be outputted in a manner that STB automatically extracts information on an output time of main advertisement data over the nationwide network based on IPTV and its advertisement information to transmit them to a remote management server, so that the server transmits local advertisement data registered in association with the main advertisement to the STB over the Internet network.

[6] It is another object of the present invention to provide an advertisement data output control system for IPTV and a method of the same, which efficiently invite local advertisers and output local advertisements by allowing STB to automatically recognize information on an output time of advertisement data inserted in program data to connect to a remote management server preset in the advertisement output time zone, so that the STB is automatically switched to a local advertisement screen pre-registered by region where the STB is arranged.

[7] It is another object of the present invention to provide an advertisement data output control system for IPTV and a method of the same, which efficiently invite local advertisers and output local advertisements by allowing STB to be switched to a local advertisement screen pre-registered by region where the STB is arranged by a remocon's manual operation, with change information to a user- accessible remote management server being embedded in the STB.

[8] It is another object of the present invention to provide an advertisement data output control system for IPTV and a method of the same, which automatically output UCC advertisement data that has won an auction as local advertisement data by allowing UCC advertisement data manufactured by a user to be known to the public and by executing advertisement auction by categories of advertisers.

[9]

Technical Solution

[10] In accordance with one aspect of the present invention, there is provided an advertisement output control system for IPTV, including: a broadcast data transmission server for transmitting broadcast data including advertisement data to STBs (Set- Top Boxes) provided at each home over a broadcast access network; STBs for extracting an advertisement's unique code from the broadcast data transmitted from the broadcast data transmission server, and executing an automatic session setting to a pre- designated URL over the Internet network to transmit the unique code and an STB unique number to make a request for valid local advertisement data; and an advertisement output control server, in which, when a request for local advertisement data is received from plural advertiser terminals, the local advertisement data has been registered in advance, and the advertisement output control server receives the advertisement unique code and the STB unique number from the STBs and classifies its local band and extracts local advertisement data for transmission to the STBs.

[11] In accordance with another aspect of the present invention, there is provided an advertisement output control method for IPTV, including the steps of: (a) in an advertisement output control server, receiving local advertisement data to be inserted original advertisement data from an advertiser terminal and registering it; (b) in an STB, receiving broadcast data from a broadcast data transmission server and associating it with PVR to output the broadcast data to DTV; (c) monitoring, in the STB, whether the broadcast data outputted contains header information with advertisement data in a code form; (d) transmitting, in the STB, an STB unique number and an adver- tisement code stored therein to the advertisement output control server; (e) in the advertisement output control server, classifying a region where the STB is located based on the STB unique number, setting a local band to the region, determining which advertisement is being outputted through the DTV based on the advertisement code, and extracting local advertisement data pre-stored to match the advertisement code; (f) in the advertisement output control server, transmitting the local advertisement data to the STB; (g) outputting, in the STB, the local advertisement data in a pre-designated lower output region of the original advertisement data in a text insertion way; (h) monitoring, in the STB, if a broadcast program code is detected while the local advertisement is being outputted; (i) if the broadcast program code is detected by the STB, transmitting broadcast program start information to the advertisement output control server; and (J) interrupting, in the advertisement output control server, transmission of the local advertisement data to the STB.

Advantageous Effects

[12] As described above and set forth below, the online advertisement output control system for IPTV and method of the same in accordance with the present invention can perform automatic screen switching from nationwide network advertisement data in main broadcast data to local advertisement data by regions in response to a viewer's request, so that the viewer can easily get in contact with substantially necessary local advertisements. Also, the advertisers who provide local advertisements can offer the advertisements only to regions that substantially need them, thereby effectively offering the advertisements at relatively low costs. Brief Description of the Drawings

[13] The above and other objects and features of the present invention will become apparent from the following description of the preferred embodiments given in conjunction with the accompanying drawings, in which:

[14] Fig. 1 is a schematic diagram showing a conventional digital broadcast system for

IPTV;

[15] Fig. 2 is a schematic diagram showing the configuration of an advertisement output control system for IPTV in accordance with a first embodiment of the present invention;

[16] Fig. 3 is a data flow diagram showing transmission and reception status of advertisement control data being used by the advertisement output control system for IPTV in accordance with the first embodiment of the present invention;

[17] Fig. 4 is a diagram showing advertisement screen data being outputted through the advertisement output control system for IPTV in accordance with the first embodiment of the present invention; [18] Fig. 5 is a block diagram showing the configuration of the STB included in the advertisement output control system for IPTV in accordance with the first embodiment of the present invention;

[19] Fig. 6 is a block diagram showing the configuration of the advertisement output control server included in the advertisement output control system for IPTV in accordance with the first embodiment of the present invention;

[20] Fig. 7 is a flowchart showing a signal flow of the advertisement output control system for IPTV in accordance with the first embodiment of the present invention;

[21] Fig. 8 is a flowchart showing a signal flow associated with compensation for advertisement viewing through the advertisement output control system for IPTV in accordance with the first embodiment of the present invention;

[22] Fig. 9 is a flowchart showing a signal flow of an advertisement output control system for IPTV in accordance with a second embodiment of the present invention;

[23] Fig. 10 describes the structure of broadcast data being sent through the advertisement output control system for IPTV in accordance with the second embodiment of the present invention;

[24] Fig. 11 is a block diagram showing the configuration of the STB included in the advertisement output control system for IPTV in accordance with the second embodiment of the present invention;

[25] Fig. 12 is a block diagram showing the configuration of the advertisement output control server included in the advertisement output control system for IPTV in accordance with the second embodiment of the present invention;

[26] Fig. 13 is a flowchart showing a signal flow of the advertisement output control system for IPTV in accordance with the second embodiment of the present invention; and

[27] Fig. 14 is a flowchart showing another signal flow of the advertisement output control system for IPTV in accordance with the second embodiment of the present invention. Best Mode for Carrying Out the Invention

[28] Hereinafter, a first embodiment of the present invention will be described in detail with reference to the accompanying drawings.

[29] Fig. 2 is a schematic diagram showing the configuration of an advertisement output control system for IPTV in accordance with a first embodiment of the present invention.

[30] Referring to Fig. 1, the advertisement output control system for IPTV of the first embodiment is a system which enable local advertisements to be outputted in a manner that STB automatically extracts information on an output time of main advertisement data over the nationwide network based on IPTV and its advertisement information to transfer them to a remote management server, so that the server transfers local advertisement data registered in association with the main advertisement to the STB over the Internet network.

[31] That is, the advertisement output control system for IPTV of the first embodiment automatically extracts local advertisement data, which is associated with specific main advertisement data and matches image or text data of the main advertisement data, over the nationwide network based on IPTV, and transfers it to the lower portion of the output screen of the main advertisement data to control the output thereof on a screen of user's DTV.

[32] For example, the advertisement output control system for IPTV of the first embodiment is a system which outputs, as a local advertisement, an advertisement related to a ΔΔ business office that is dependant upon a particular OO gas station group or a main office to the lower portion of a main screen of digital TVs 2a~2n while advertisement data about a main office of the OO gas station or on the entire group is being outputted on the main screen, in which differentiated local advertisement data are outputted by regions where the digital TVs 2a~2n are arranged. That is, if one of the digital TVs, e.g., 2a, is located in a region named ?? dong, the advertisement for the ΔΔ business office of the OO gas station is outputted as a local advertisement. Similarly, if one of the digital TVs, e.g., 2b, is located in a region named VV dong, the advertisement for the VV business office of the OO gas station is outputted as a local advertisement. Thus, the two advertisements as illustrated above are distinguished from each other.

[33] To this end, a broadcast data transmission server 8, which transmits broadcast data containing advertisement data to STBs 4a~4n provided at each home over a broadcast access network, also transfers, upon transmitting the advertisement data, its unique code together. The unique code contains information on the advertisement data, i.e., information on an advertiser or an advertisement company and advertisement output time.

[34] Here, the broadcast data transmission server 8 is a server, that is located at broadcast companies such as a local cable broadcast company, a terrestrial wave broadcast company, etc., which receives a satellite, cable or terrestrial wave broadcast signal and sends it to the STBs 4a~4n of each home.

[35] To be more specific, the advertisement output control system for IPTV of the first embodiment allows the broadcast data transmission server 8 to search and extract an advertisement unique code out of the broadcast data being transmitted, and the STBs 4a~4n to execute automatic session setting to a preset URL and to transfer the unique code and STB unique number over the Internet network to make a request for valid local advertisement data.

[36] In addition, the advertisement output control system for IPTV of the first embodiment further includes an advertisement output control server 10 which receives the advertisement unique code and STB unique number from the STBs 4a~4n to classify local bands, and extracts local advertisement data to transmit it to the STBs 4a~4n, with local advertisement data being registered in advance upon receipt of a request for local advertisement from plural advertiser terminals 14a~14n.

[37] Therefore, the advertisement output control system for IPTV of the first embodiment enables effective output of local advertisements by outputting local advertisement data that matches main advertisement data contained in the broadcast data as an advertisement while the main advertisement data is being outputted on the DTVs 2a~2n as main advertisement. In this case, even when the local advertisement is outputted through TV, the advertiser who posts the local advertisement bears a relatively low cost and enables more intensive advertisement in the related region, thereby improving advertisement effects.

[38] Fig. 3 is a data flow diagram showing transmission and reception status of advertisement control data being used by the advertisement output control system for IPTV in accordance with the first embodiment of the present invention. And, Fig. 4 is a diagram showing advertisement screen data being outputted through the advertisement output control system for IPTV in accordance with the first embodiment of the present invention.

[39] Referring to Figs. 3 and 4, the broadcast data transmission server 8 included in the advertisement output control system for IPTV of the first embodiment transmits different channel broadcast data in response to a channel request signal received from each home provided with a digital broadcast system for IPTV.

[40] If the same channel broadcast data is transmitted, the STBs 4a~4b of each home receive the same broadcast data and output it on their screens.

[41] At this time, when the advertisement output control system for IPTV of the first embodiment outputs particular main advertisement data on a broadcast screen 14 of each of the DTVs 2a~2n of each home as shown in Fig. 4, each of the DTVs 2a~2n transmits advertisement output information (i.e., an advertisement unique code and an STB unique number) to the advertisement output control server 10.

[42] Then, the advertisement output control server 10 determines whether which local advertisement is outputted based on the advertisement unique code, and classifies local bands based on the STB unique number. Also, the advertisement output control server 10 extracts local advertisement data (LAD) and transmits it to the STBs 4a~4n.

[43] Therefore, local advertisement data 18 being outputted to the DTVs 2a~2n through the STBs 4a~4n by regions are distinguishable from one another, by main adver- tisement data or by regions.

[44] Also, the advertisement output control system for IPTV of the first embodiment saves up an accumulated reserve fund using a compensation program for advertisement viewers. That is, the advertisement output control server 10 accumulates a reserve fund in response to an accumulation of viewer's remocon (not shown) confirmation key signal received through the STBs 4a~4n. The accumulated reserve fund may be paid to users who visited an advertisement company (e.g., a gas station) a certain number of times, or may be offered by lottery in a random manner. Alternatively, the accumulated reserve fund may be paid to a user who made a reservation for purchase.

[45] In other words, the user can transmit a confirmation key signal to the advertisement output control server 10 through the STBs 4a~4n while he or she is viewing local advertisement. Then, the advertisement output control server 10 can check data that is outputted from the STBs 4a~4n that applied the confirmation key signal and accumulate a reserve fund associated with the local advertisement data by local advertisements. For example, it can accumulate a different reserve fund such as 10 won or 100 won (Korean currency unit) per confirmation key signal. The confirmation key signal is to verify advertisement data's viewing and is similar to a click signal in the general Internet advertisement.

[46] In relation to ways of managing such accumulated reserve fund, plural applications have always been filed by this applicant, so they may also be applied as it is. In the drawing, reference numeral 20 that is not yet explained indicates information on an accumulated reserve fund.

[47] Fig. 5 is a block diagram showing the configuration of an STB included in the advertisement output control system for IPTV in accordance with the first embodiment of the present invention.

[48] Referring to Fig. 5, the STB 4 is provided at each home to control the output of IPTV broadcast to the DTVs 2a~2n, and is provided with a communication module 22, a remocon information receiver 24, a broadcast output controller 26, an advertisement output information searcher 28, an advertisement output controller 30, a data storage unit 32, and a controller 34.

[49] The communication module 22 is connected to the broadcast data transmission server

8 and the advertisement output control server 10 over a broadcast access network or Internet network to perform data communication between them and for protocol matching and filtering operations.

[50] The remocon information receiver 24 generates a viewer's request signal for reception of local advertisement, and receives a remocon signal for generating a viewer's confirmation signal of advertisement viewing. The broadcast output controller 26 is a known device which receives digital broadcast data from the broadcast data transmission server 8 and controls the output thereof through the DTVs 2a~2n. This broadcast output controller 26 has hardware and software configurations built in the ordinary STB 4. The general digital broadcast data is compressed in MPEG version and decompressed by a decoder (not shown) provided in the STB 4. However, these components are nothing but general IPTV ones, and the broadcast output controller 26 performs a typical broadcast output function by such hardware and OS, so a detailed description thereof will be omitted here.

[51] The advertisement output information searcher 28 searches for advertisement output information (advertisement unique code) contained in each packet of digital broadcast data received from the broadcast data transmission server 8 to identify advertisement data. Also, the advertisement output information searcher 28 checks whether advertisement data is contained in the broadcast channel data received from the STBs 4a~4n, and if any, whether it is what type of advertisement data.

[52] The advertisement output controller 30 inserts the local advertisement data transmitted from the advertisement output control server 10 in advertisement data of each channel outputted through the STBs 4a~4n, and outputs it on the screen. The advertisement data from the advertisement output controller 30 is edited in a text insertion way or a caption insertion way and provided on the lower portion of the main advertisement outputted on the screen of the DTVs 2a~2n.

[53] Meanwhile, the advertisement output controller 30 performs the insertion operation of the local advertisement data in the original advertisement data in a recording mode of the PVRs 6a~6n, and then outputs the same to the DTVs 2a~2n. That is, it can perform an editing function that inserts the local advertisement data received while recording the broadcast data applied to the STBs 4a~4n in the PVRs 6a~6n.

[54] The data storage unit 32 stores unique codes of the STBs 4a~4n and also stores an editing control routine of the original advertisement data and local advertisement data in advance.

[55] The controller 34 drives the advertisement output information searcher 28 in response to a request signal for outputting local advertisement received through the remocon information receiver 24, to retrieve the advertisement output information (advertisement unique code) in the digital broadcast data packet from the broadcast data transmission server 8. In addition, it establishes a session to the advertisement output control server 10 to transmit the advertisement output information, and controls the advertisement output controller 30 to insert the local advertisement data transmitted from the advertisement output control server 10 in the main advertisement data to output it on the screen.

[56] Therefore, the STBs 4a~4n, included in the advertisement output control system for

IPTV in accordance with the first embodiment of the present invention, receive broadcast data from the broadcast data transmission server 8, check whether advertisement data is included in the broadcast data, and if any, extract an output time of the advertisement data and information thereon to transmit them to the advertisement output control server 10. And then, they accept the local advertisement data transmitted from the advertisement output control server 10 and insert it in the original advertisement data to output the same on the screen after editing.

[57] Meanwhile, the advertisement output control system for IPTV in accordance with the first embodiment of the present invention may transmit broadcast programming information and advertisement output time information and advertisement information being outputted, transmitted from the broadcast data transmission server 8 through the STBs 4a~4n, to the advertisement output control server 10. Then, the advertisement output control server 10 checks whether the advertisement is from which advertisement company, is outputted through which channel, and is outputted in what time zone, and randomly extracts local advertisement data categorized by unique numbers of the STBs 4a~4n to transmit the same to the STBs 4a~4n so that they insert it in the original advertisement data.

[58] Fig. 6 is a block diagram showing the configuration of the advertisement output control server included in the advertisement output control system for IPTV in accordance with the first embodiment of the present invention.

[59] Referring to Fig. 6, the advertisement output control server 10 in the advertisement output control system for IPTV of the first embodiment includes a communication module 40, a local advertisement setting unit 42, an advertisement information management unit 44, an advertisement data management unit 46, an STB information management unit 48, an advertisement viewing accumulated amount management unit 50, a local advertisement database (DB) 12a, a by-channel advertisement information DB 12b, an STB information DB 12c, an advertisement viewing accumulated amount DB 12d, and a controller 52.

[60] The communication module 40 receives local advertisement data from the advertiser terminals 14a~14n over the Internet network, and receives advertisement information and STB unique number information from the STBs 4a~4n of each home, to transmit the local advertisement data to the STBs 4a~4n and for protocol matching and filtering operations.

[61] The local advertisement setting unit 42 associates the local advertisement data made in text form provided from the advertiser terminals 14a~14n with each advertiser information, and sets regions where the advertisement is to be outputted.

[62] The advertisement information management unit 44 is for managing advertisement information (advertisement codes containing advertisement contents) transmitted from the STBs 4a~4n of each home. The advertisement data management unit 46 associates the local advertisement data in a text form provided from the advertiser terminals 14a~14n with each advertisement information and advertisement output regions for management thereof.

[63] The STB information management unit 48 manages STB unique code information contained in the advertisement information transmitted from the STBs 4a~4n of each home, and transmits advertisement data to be outputted, differently by regions where the STBs exist. The advertisement viewing accumulated amount management unit 50 manages advertisement viewing confirmation information transmitted from the STBs 4a~4n of each home to be accumulated.

[64] The local advertisement DB 12a sorts the local advertisement data transmitted from the advertiser terminals 14a~14n over the Internet network by regions, and stores the same. The by-channel advertisement information database 12b stores advertisement information data contained in by-broadcast channel broadcast data.

[65] The STB information DB 12c stores STB unique numbers uniquely given by the

STBs 4a~4n of each home so as to classify region units based on them. The advertisement viewing accumulated amount DB 12d stores accumulated reserve fund information given in response to an advertisement viewing confirmation signal transmitted from the STBs 4a~4n of each home.

[66] The controller 52 receives information on the original advertisement data of broadcast channel and local advertisement data to be edited in the advertisement data from the advertiser terminals 14a~14n and registers them, detects by-broadcast channel advertisement data from the STBs 4a~4n of each home, and transmits local advertisement data categorized and registered in advance by regions to the STBs 4a~4n to provide a local advertisement insertion control signal.

[67] Therefore, through communication between the advertisement output control server

10 and the STBs 4a~4n, the original advertisement data information included in the broadcast channel is automatically classified and local advertisement data that matches the original advertisement data is inserted in the lower portion of the original advertisement data, thereby outputting local advertisement data distinguished from one another by regions on the screen of the DTVs 2a~2n.

[68] Now, a function and an operation of the advertisement output control system for

IPTV in accordance with the first embodiment of the present invention with the configuration as above will be described with reference to the accompanying drawings.

[69] Fig. 7 is a flowchart describing a signal flow of the advertisement output control system for IPTV in accordance with the first embodiment of the present invention.

[70] First, the advertisement output control system for IPTV of this embodiment is a system which detects output of original advertisement data and performs an editing process that inserts specific local advertisement data in the lower portion of the original advertisement data in a caption insertion manner or a text insertion manner to output it on the screen of the DTVs 2a~2n.

[71] Therefore, the advertisement output control system for IPTV of this embodiment first allows the advertisement output control server 10 to receive, from the advertiser terminals 14a~14n, local advertisement data to be inserted in the original advertisement data (ST-I).

[72] At this time, the original advertisement data in the broadcast data and local advertisement data to be outputted on its lower side are not different in contents from each other, and thus should be registered in advance to match each other in the advertisement output control server 10 (ST-2).

[73] That is, while advertisement data about a specific OO gas station is being outputted on the main screen, an advertisement about a ΔΔ business office of the OO gas station should be registered in advance in the advertisement output control server 10 so that it is automatically outputted as local advertisement on its lower side.

[74] Therefore, the advertisement output control server 10 registers the local advertisement data to match the original advertisement data together with an advertisement company name and region information for advertisement.

[75] The broadcast data transmission server 8 inserts advertisement data between broadcast program data (ST-3). Here, the advertisement data has advertisement data information in its header information like a general digital data packet, and the advertisement information data is inserted in an advertisement code form. In addition, the broadcast data transmission server 8 can transmit by-broadcast channel program time information to the STBs 4a~4n together (ST-4).

[76] Therefore, the STBs 4a~4n receive broadcast streaming data from the broadcast data transmission server 8 and performs decompression and decoding thereon to restore original broadcast data.

[77] At this time, the STBs 4a~4n output broadcast data in association with the PVRs

6a~6n, and check whether there is header information of the advertisement data during output of the broadcast data (ST-5). That is, they check whether any advertisement code is detected (ST-6).

[78] When the STBs 4a~4n check that any advertisement code is detected during output of the broadcast data from the DTVs 2a~2n, they transmit STB unique numbers and advertisement codes stored therein to the advertisement output control server 10 (ST-7).

[79] Then, the advertisement output control server 10 classifies regions where the STBs

4a~4n exist based on the STB unique numbers, and sets local bands to them. And it judges whether which advertisement is being outputted through the DTVs 2a~2n depending on the advertisement codes and retrieves local advertisement data that is stored in advance to match the advertisement codes (ST-8).

[80] Also, the advertisement output control server 10 transmits the local advertisement data to the STBs 4a~4n, and the STBs 4a~4n output the local advertisement data in a preset output region underneath the original advertisement data in a text insertion manner (ST-9).

[81] Then, an advertiser who desires to do a local advertisement can progress the advertisement at small costs, and can inserts, in a text output form, an advertisement on a branch office or business office in a certain region of the lower side of the original advertisement data as the main advertisement data. Therefore, the advertiser can perform an advertisement on the branch office while using model and image, and moving image data of the original advertisement data at it is.

[82] Further, the STBs 4a~4n monitor whether any broadcast program code is detected during output of the local advertisement (ST-10). Similarly, since the digital broadcast data has the broadcast program information in a code form included in the header information at the stage where the advertisement data is finished and broadcast program is outputted, the STBs 4a~4n can monitor when the broadcast program starts.

[83] Therefore, when the STBs 4a~4n monitor the start of the broadcast program, they transmit broadcast program start information to the advertisement output control server 10 (ST-I l).

[84] Then, the advertisement output control server 10 interrupts transmission of the local advertisement data to the STBs 4a~4n (ST- 12). And, the STBs 4a~4n judge whether a power-off signal is applied (ST- 13), and if not, they return to the fifth step to continuously output the broadcast data.

[85] Fig. 8 is a flowchart showing a signal flow of a compensation for advertisement viewing being carried out by the advertisement output control system for IPTV in accordance with the first embodiment of the present invention.

[86] First, the advertisement output control system for IPTV of this embodiment allows plural viewers to receive accumulated reserve funds in a random lottery method or a product purchase reservation order, the accumulated reserve funds occurring when information indicating that they are viewing local advertisement provided from the advertisement output control server 10 through the STBs 4a~4n are sent to the advertisement output control server 10. Based on this, the system of the present invention can provide an environment where more viewers can participate in viewing local advertisement in the advertisement time zone that is made by the DTVs 2a~2n.

[87] More specifically, when the STBs 4a~4n receive the local advertisement transmitted from the advertisement output control server 10 and inserts it in the main advertisement data to output the same on the screen as shown in the ninth step ST-9 of Fig. 7, they notify local advertisement viewing through their remocons (not shown) and judges whether a viewing confirmation signal as an application signal desiring receipt of an accumulated reserve fund is inputted (ST-20, ST-21).

[88] Here, the viewing confirmation signal is composed of a remocon key signal, e.g., #1 or *1 , preset in the remocons and the STBs 4a~4n. Using this preset key signal makes it possible to input the viewing confirmation signal to the STBs 4a~4n. The STBs 4a~4n transmit the viewing confirmation signal to the advertisement output control server 10 with the STB unique numbers.

[89] Then, the advertisement output control server 10 calculates a sum of reserve funds given depending on the viewing confirmation signal transmitted from the STBs 4a~4n and updates an accumulated reserve fund, and judges whether a viewer meets a compensation requirement for receiving the accumulated reserve fund.

[90] That is to say, the accumulated reserve fund may be paid to a person who won following real-time drawing in a random way, and may be available if a product purchase is reserved, wherein the accumulated reserve fund is updated to 0 if it is already paid.

[91] To allow more viewers to view local advertisement, it is preferable that accumulated reserve fund information included in the local advertisement being outputted on the screen of the DTVs 2a~2n is made in nationwide unit, not in local unit, and the payment of accumulated reserve fund as a compensation for local advertisement viewing is made in local units.

[92] Hereinafter, a second embodiment of the present invention will be described in detail with reference to the accompanying drawings.

[93] A function and an operation of the advertisement output control system for IPTV having the configuration as above in accordance with the second embodiment of the present invention will be described with reference to the accompanying drawings.

[94] Fig. 9 is a data flow diagram showing a data flow of the advertisement output control system for IPTV in accordance with the second embodiment of the present invention, and Fig. 10 describes the structure of broadcast data being transmitted through the advertisement output control system for IPTV in accordance with the second embodiment of the present invention.

[95] Referring to the drawings, the advertisement output control system for IPTV of this embodiment is a system which efficiently invites local advertisers and outputs local advertisements by allowing STB to automatically recognize information on an output time of advertisement data inserted in program data to connect to a remote management server preset in the advertisement output time zone, so that the STB is automatically switched to a local advertisement screen pre-registered by region where the STB is arranged.

[96] Moreover, the advertisement output control system for IPTV of this embodiment is a system which efficiently invites local advertisers and outputs local advertisements by allowing STB to be switched to a local advertisement screen pre-registered by regions where the STBs exist by a remocon's manual operation, in a state where change information to a user- accessible remote management server is embedded in the STBs.

[97] That is, the general IPTV network has a broadcast access network and an Internet network configured, respectively, for the STBs 4a~4n. It may be configured to receive broadcast data transmitted through the Internet network. Thus, the STBs 4a~4n, with the broadcast access network included in the Internet network, are also already released.

[98] Therefore, the advertisement output control system for IPTV of this embodiment enables automatic switching to a specific URL that transmits local advertisement data upon detection of advertisement data included in the broadcast data by viewer's setting.

[99] That is, the broadcast data 61 is composed of plural broadcast program data 62a and

62b, as shown in Fig. 10. Included in a packet header of each data are code information (e.g., 0002, 0003) indicating that it is a broadcast program, and included between the broadcast program data (62a and 62b) are plural advertisement data (60a, 60b, and 60c). And included in the packet header is code information (e.g., 0001) indicating broadcast data.

[100] Therefore, the STB 104 depicted in Fig. 9 receives the broadcast data transmitted from the broadcast data transmission server 8 and extracts a position of advertisement data included therein to automatically switch it to another data.

[101] For this, the advertisement output control system for IPTV of this embodiment is provided with the broadcast data transmission server 8 which transmits the broadcast data to the STB 104 of each home, and the STB 104 which receives the broadcast data from the broadcast data transmission server 8 and detects an advertisement position in a code form included in the broadcast data, and replaces the advertisement data with another data that is transmitted from the advertisement output control server 110 to output it on the screen.

[102] In addition, the advertisement output control system for IPTV of this embodiment is provided with the advertisement output control server 110, which has local advertisement data pre-established in DB by regions, receives a request signal for replacement of advertisement data included in the broadcast data and a unique number of the STB from the STB 104, classifies its related region, extracts the local advertisement data pre-established, and transmits it to the STB 104.

[103] Therefore, the STB 104 monitors each packet in the broadcast data transmitted from the broadcast data transmission server 8, and connects to the advertisement output control server 110 over the Internet network when its advertisement code is detected, to receive specific local advertisement data (e.g., 64a) differentiated depending on the position of the STB 104, among plural local advertisement data (64a, 64b, and 64c) pre-established, followed by outputting it on the screen.

[104] The STB 104 monitors each packet in the broadcast data while performing such automatic advertisement switching function, to determine whether the advertisement data contained in the broadcast data arrives at a completion time. Such determination can be done by detecting tail information of each packet indicating the completion of the advertisement data.

[105] Also, the STB 104 has a preset access routine inside because it extracts an advertisement code from the broadcast data and makes an automatic access to the advertisement output control server 110 over the Internet network. The access routine has preset URL information of the advertisement output control server 110 to be accessed. A technique of making an automatic session connection to a specific URL over the Internet network if a specific connection condition is satisfied is well known in the field of Internet, so more details thereof will be omitted here.

[106] Fig. 11 is a block diagram showing the configuration of each STB, e.g., 104, included in the advertisement output control system for IPTV in accordance with the second embodiment of the present invention.

[107] Referring to Fig. 11, the STB 104 provided in the advertisement output control system for IPTV of this embodiment is provided with a communication module 122, a remocon information receiver 124, a broadcast output controller 126, an advertisement output information searcher 128, an advertisement screen change access unit 130, a URL recording unit 131, a data storage unit 132, and a controller 134.

[108] The communication module 122 is connected to the broadcast data transmission server 8 and the advertisement output control server 110 over a broadcast access network or Internet network to perform data communication between them and for protocol matching and filtering operations.

[109] The remocon information receiver 124 generates a viewer's request signal for local advertisement reception and receives a remocon signal to generate a viewer's confirmation signal of advertisement viewing. The broadcast output controller 126 is a known device which receives the digital broadcast data from the broadcast data transmission server 8 and controls its output through the DTVs 2a~2n. This broadcast output controller 126 has hardware and software configurations built in the ordinary STB 104. The general digital broadcast data is compressed in an MPEG version and decompressed by a decoder (not shown) provided in the STB 104. However, since these components are nothing but general IPTV ones and the broadcast output controller 126 performs a typical broadcast output function by such hardware and OS, a detailed description thereof will be omitted here.

[110] The advertisement output information searcher 128 searches for advertisement output information (advertisement unique code) contained in each packet of the digital broadcast data received from the broadcast data transmission server 8 to identify a start time of the advertisement data. This advertisement output information searcher 128 checks whether advertisement data is contained in broadcast channel data received from the STB 104, and if any, automatically extracts its position.

[I l l] The advertisement screen change access unit 130 executes an automatic access routine to the advertisement output control server 110 over the Internet network to automatically switch advertisement data contained in each packet of the digital broadcast data to another data. The URL recording unit 131 records URL information of the advertisement output control server 110 to be accessed via the advertisement screen change access unit 130 in association with it.

[112] The data storage unit 132 stores a unique code of the STB 104 and also stores a screen change control routine of local advertisement data.

[113] The controller 134 drives the advertisement output information searcher 128 in a state where an advertisement screen change mode is set in response to a request signal for outputting the local advertisement received through the remocon information receiver 124, and checks whether advertisement data is contained in each packet of the digital broadcast data received from the broadcast data transmission server 8. If there is advertisement data, it controls the operation of establishing a session to the advertisement output control server 110 over the Internet network to receive the local advertisement data, thereby achieving screen change.

[114] Therefore, the STB 104, included in the advertisement output control system for IPTV of this embodiment, receives the broadcast data from the broadcast data transmission server 8, checks whether advertisement data is included in the broadcast data, and if any, extracts output time information of the advertisement data to transmit it to the advertisement output control server 110. Thereafter, they accept the local advertisement data transmitted from the advertisement output control server 110 and output the same on the screen.

[115] Fig. 12 is a block diagram showing the configuration of the advertisement output control server included in the advertisement output control system for IPTV in accordance with the second embodiment of the present invention.

[116] Referring to Fig. 12, the advertisement output control server 10 in the advertisement output control system for IPTV of this embodiment includes a communication module 140, a local advertisement setting unit 142, an advertisement information management unit 144, an automatic advertisement change management unit 146, a URL setting unit 147, an STB information management unit 148, an advertisement viewing accumulated amount management unit 150, a local advertisement DB 112a, a by-channel advertisement change information DB 112b, an STB information DB 112c, an advertisement viewing accumulated amount DB 112d, and a controller 152.

[117] The communication module 140 receives the local advertisement data from the advertiser terminals 14a~14n (see Fig. 2) over the Internet network, and receives the advertisement information and STB unique number information contained in the broadcast data from the STB 104 of each home, to transmit the local advertisement data to the STB 104 and for protocol matching and filtering operations.

[118] The local advertisement setting unit 142 associates the local advertisement data provided from the advertiser terminals 14a~14n with each advertiser information, and sets regions where the advertisement is to be outputted.

[119] The advertisement information management unit 144 manages the local advertisement data provided from the advertiser terminals 14a~14n in association with each advertisement information. The automatic advertisement change management unit 146 receives the advertisement information and STB unique number information contained in the broadcast data from the STB 104 of each home, and organizes local advertisement data and screen control data prestored therein in packet format in response to a request signal for advertisement screen switching, to transmit the same to the STB 104 of each home. The URL setting unit 147 is for setting URL information of the local advertisement DB pre-established.

[120] The STB information management unit 148 manages the STB unique code information contained in the advertisement information transmitted from the STB 104 of each home, and transmits the local advertisement data to be outputted, differently by regions where the STBs are arranged. The advertisement viewing accumulated amount management unit 150 manages advertisement viewing confirmation information transmitted from the STB 104 of each home so that it is accumulated.

[121] The local advertisement DB 112a sorts the local advertisement data transmitted from the advertiser terminals 14a~14n over the Internet network by regions and stores the same. The by-channel advertisement change information DB 112b stores history information associated with a change from the advertisement information data contained in by-broadcast channel broadcast data to the local advertisement data.

[122] The STB information DB 112c stores the STB unique number uniquely given by the STB 104 of each home so as to classify a region unit based on it. The advertisement viewing accumulated amount DB 112d stores accumulated reserve fund information given in response to an advertisement viewing confirmation signal transmitted from the STB 104 of each home.

[123] The controller 152 controls the operations that receive the local advertisement data from the advertiser terminals 14a~14n and registers it, detects by-broadcast channel advertisement data from the STB 104 of each home, extracts local advertisement data categorized in advance by region where the STB 104 is arranged, for automatic screen switching, followed by transmitting it.

[124] Therefore, the advertisement output control system for IPTV of this embodiment can perform automatic screen switching from the nationwide advertisement data in the broadcast data to the local advertisement data by regions in response to a viewer's request, so that the viewer can easily come in contact with substantially necessary local advertisement. Also, the advertiser who provides the local advertisement can provide the advertisement only to regions that substantially need it, thereby offering effective advertisement at relatively low costs.

[125] Fig. 13 is a flowchart showing a signal flow of the advertisement output control system for IPTV in accordance with the second embodiment of the present invention.

[126] First, the advertisement output control system for IPTV of this embodiment allows the advertisement output control server 110 to receive and register, from the advertiser terminals 14a~14n, the local advertisement data, and to receive region information for advertisement from the advertiser terminals 14a~14n to create URLs classified by regions, followed by registering the local advertisement data in association with the URLs (ST-30).

[127] In this state, the advertisement output control server 110 receives a setting key signal that is a viewer's request signal for automatic advertisement screen change and STB unique number from the STB 104 and registers it, classifies a region where the STB 104 is arranged, and extracts URL information, from the local advertisement DB, which is classified by regions and registered in advance, to transmit it to the STB 104 (ST-31).

[128] Then, the STB 104 registers the URL information (ST-32).

[129] In this state, the STB 104 checks whether advertisement data is in the broadcast data transmitted from the broadcast data transmission server 8 while receiving the advertisement data and outputting it on the screen (ST-33). The advertisement data includes code information indicating that it is just advertisement data in its header information, and therefore, the STB 104 monitors the existence of advertisement code in real time (ST-34).

[130] Also, in this state, when the STB 104 extracts an advertisement code from the broadcast data, it executes an automatic access to the URLs in the local advertisement DB pre-established over the Internet network, and the advertisement output control server 110 identifies a local band based on the unique number of the STB 104 (ST-36).

[131] Further, the advertisement output control server 110 retrieves local advertisement data classified suitably for the local band from the local advertisement DB 112a and transmits the same to the STB 104 (ST-37).

[132] Then, the STB 104 temporarily interrupts advertisement data contained in the broadcast data while outputting the local advertisement data on the screen (ST-38). [133] In this state, the STB 104 monitors the broadcast data being consecutively received in streaming format to determine whether a broadcast program start code is searched (ST-39). If the broadcast program start code is searched, the STB 104 interrupts the local advertisement data transmitted from the advertisement output control server 110 and performs the control of making an automatic change to a broadcast reception mode (ST-40).

[134] Fig. 14 is a flowchart showing another signal flow of the advertisement output control system for IPTV in accordance with the second embodiment of the present invention.

[135] That is, Fig. 14 shows a signal flow that controls an advertisement screen by the STB 104 in a push way in manager mode of the advertisement output control server 110.

[136] First, the advertisement output control system for IPTV of this embodiment allows the advertisement output control server 110 to receive the local advertisement data from the advertiser terminals 14a~14n and register it, and to receive region information for advertisement from the advertiser terminals 14a~14n to create URLs classified by regions, followed by registering the local advertisement data in association with the URLs (ST-50).

[137] In this state, the advertisement output control server 110 receives a setting key signal which is a viewer's request signal for manager's advertisement screen change mode and STB unique number from the STB 104 (ST-51), and registers them.

[138] In this state, the advertisement output control server 110 classifies a region of the STB 104 who requested the manager screen change mode, and establishes an access path to change the advertisement data in a push way (ST-52).

[139] Next, the STB 104 transmits broadcast channel information to the advertisement output control server 110 in real time.

[140] Then, the advertisement output control server 110 receives the broadcast channel information and STB unique number from the STB 104, and updates and registers it in real time, so that the monitors monitor their respective broadcast channel screens (ST-53).

[141] Thereafter, the monitors manipulate a change key to change the screen of the STB registered as viewing a corresponding broadcast channel when a particular channel screen is changed to an advertisement screen while monitoring whether the advertisement screen is to be outputted during monitoring of the broadcast channel screens (ST-54).

[142] Then, the advertisement output control server 110 extracts the local advertisement data classified and registered in advance by regions, and establishes a session to the STB that views the corresponding channel and transmits the local advertisement data thereto (ST-55, ST-56, ST-57). [143] The STB 104 receives the local advertisement data and outputs it on the screen of the DTV (ST-58). In addition, the monitors continuously monitor the broadcast cannel screens with the naked eye to know whether the advertisement screen is completed and the broadcast program starts.

[144] If the broadcast program has started, a broadcast reception mode return signal is issued to interrupt access to the STB 104 and the local advertisement DB 112a (ST-59). Then, the STB 104 again receive broadcast data of the corresponding channel and output it on the screen.

[145] Meanwhile, although not shown, the advertisement output control system for IPTV of this embodiment includes a system which controls the operations that release UCC advertisement data manufactured by the user, perform advertisement auction by categories of advertisers, and automatically output UCC advertisement data that has won an auction as local advertisement.

[146] That is to say, the advertisement output control system for IPTV of this embodiment releases UCCs that are contents manufactured by the user, and perform an auction on received UCCs for advertisers through the advertisement output control server 110 so as to support advertisers local advertisements.

[147] The auction is done in a manner that a successful bidder is decided in a high order of advertisement costs. Advertisement viewers should be given a certain ratio of advertisement costs as a reserve fund that is in proportion to advertisement costs. The advertisement cost is decided differently depending on a size of region.

[148] That is, if the number of the STB 104 supplied in OO dong is 10,000 and an advertisement cost per STB is 10 won (currency in Korea), it is regarded that an advertiser who desires to do local advertisement in the OO dong presents an advertisement cost of 100,000 won (10,000 won x 10 won), and an auction process is performed.

[149] At this time, the advertisement cost is arbitrarily presented by the advertiser. Therefore, the more the number of the STB 104 with high costs and supplied by regions is large, the more successful probability in auction bid becomes high.

[150] Moreover, it is preferable that the local advertisement in the advertisement output control system for IPTV in accordance with the embodiments of the present invention does not allow plural advertisements for the same industrial classification by the same region. Therefore, the auction for local advertisement is done by industrial classification and by UCC. As a result, an industrial classification with the highest cost is successful first, and a particular UCC designated by a single company of the industrial classification is provided as a local advertisement of the company.

[151] It is to be understood that the advertisement output control system for IPTV and the method of the same in accordance with the embodiments of the present invention are not limited to the above-mentioned embodiments and that various changes and modi- fications may be made without departing from the technical scope of the invention.

Claims

[1] An advertisement output control system for IPTV, comprising: a broadcast data transmission server for transmitting broadcast data including advertisement data to STBs (Set-Top Boxes) provided at each home over a broadcast access network;

STBs for extracting an advertisement's unique code from the broadcast data transmitted from the broadcast data transmission server, and executing an automatic session setting to a pre-designated URL over the Internet network to transmit the unique code and an STB unique number to make a request for valid local advertisement data; and an advertisement output control server, in which, when a request for local advertisement data is received from plural advertiser terminals, the local advertisement data has been registered in advance, and the advertisement output control server receives the advertisement unique code and the STB unique number from the STBs and classifies its local band and extracts local advertisement data for transmission to the STBs.

[2] The system of claim 1, wherein the advertisement data being transmitted from the broadcast data transmission server to the STBs contains data packets composed of information on an advertiser or advertisement company and advertisement output time information as the unique code.

[3] The system of claim 1, wherein the broadcast data transmission server is a server located at any one of a local cable broadcast company and a terrestrial broadcast company that receive a broadcast signal, including satellite, cable, or terrestrial waves, and transmit it to the STBs.

[4] The system of claim 1, wherein the local advertisement data being provided by the advertisement output control server is an advertisement offered by a company that depends upon a main advertisement company, which are transmitted from the broadcast data transmission server and outputted on the screen of DTVs, and is advertisement data classified by region units and inserted in the lower portion of the main advertisement data in a text insertion way.

[5] The system of claim 1, wherein each of the STBs includes: a communication module, connected to the broadcast data transmission server and the advertisement output control server over a broadcast access network or Internet network, for performing data communication with them and protocol matching and filtering operations; a remocon information receiver for generating a viewer's request signal for local advertisement reception and receiving a remocon signal for generating a viewer's advertisement viewing confirmation signal; a broadcast output controller for receiving digital broadcast data from the broadcast data transmission server and controlling the output of the data through DTVs; an advertisement output information searcher for searching for advertisement output information (advertisement unique code) contained in each packet of the digital broadcast data received from the broadcast data transmission server to identify advertisement data; an advertisement output controller for inserting local advertisement data transmitted from the advertisement output control server in the advertisement data of each channel outputted from the STBs to output it on the screen; a data storage unit for storing unique codes of the STBs and further storing an editing control routine of original advertisement data and local advertisement data; and a controller, in response to a request signal for the output of local advertisement received from the remocon information receiver, which controls operations of driving the advertisement output information searcher to extract advertisement output information (advertisement unique code) contained in the digital broadcast data received from the broadcast data transmission server, establishing a session connection to the advertisement output control server to transmit the advertisement output information, and inserts the local advertisement data transmitted from the advertisement output control server in the main advertisement data by the advertisement output controller to output it on the screen.

[6] The system of claim 1, wherein the advertisement output control server includes: a communication module for receiving local advertisement data from an advertiser terminal over the Internet network, together with advertisement information and STB unique number information from the STB of each home, and transmitting the local advertisement data to the STB of each home and performing protocol matching and filtering operations; a local advertisement setting unit for associating the local advertisement data in a text form, provided from the advertiser terminal, with each advertiser information, and setting advertisement output regions; an advertisement information management unit for managing advertisement information (advertisement code containing advertisement contents) transmitted from the STB of each home; an advertisement data management unit for associating the local advertisement data in a text form, provided from the advertiser terminal, with each advertiser information and advertisement output regions, and managing them; an STB information management unit for managing STB unique number information contained in advertisement information transmitted from the STB of each home, and performing management, such as transmitting the advertisement data to be outputted, differently by region where the STB is arranged; an advertisement viewing accumulated amount management unit for performing an accumulation process based on advertisement viewing confirmation information transmitted from the STB of each home; a local advertisement database for sorting and storing the local advertisement data transmitted from the advertiser terminal over the Internet network by regions; a by-channel advertisement information database for storing advertisement information data contained in by-broadcast channel broadcast data; an STB information database for storing STB unique numbers uniquely given by the STB of each home, through which region units are classified; an advertisement viewing accumulated amount database for storing accumulated reserve fund information given by the advertisement viewing confirmation signal transmitted from the STB of each home; and a controller for receiving information on the original advertisement data of each broadcast channel from the advertiser terminal and local advertisement data to be edited in the advertisement data and registering them, and detecting by-broadcast channel advertisement data from the STB of each home to receive information transmitted, and transmitting the local advertisement data that has been classified and registered in advance by regions to the STB to provide a local advertisement insertion control signal.

[7] An advertisement output control method for IPTV, comprising the steps of:

(a) in an advertisement output control server, receiving local advertisement data to be inserted original advertisement data from an advertiser terminal and registering it;

(b) in an STB, receiving broadcast data from a broadcast data transmission server and associating it with PVR to output the broadcast data to DTV;

(c) monitoring, in the STB, whether the broadcast data outputted contains header information with advertisement data in a code form;

(d) transmitting, in the STB, an STB unique number and an advertisement code stored therein to the advertisement output control server;

(e) in the advertisement output control server, classifying a region where the STB is located based on the STB unique number, setting a local band to the region, determining which advertisement is being outputted through the DTV based on the advertisement code, and extracting local advertisement data stored in advance to match the advertisement code;

(f) in the advertisement output control server, transmitting the local advertisement data to the STB;

(g) outputting, in the STB, the local advertisement data in a pre-designated lower output region of the original advertisement data in a text insertion way;

(h) monitoring, in the STB, if a broadcast program code is detected while the local advertisement is being outputted;

(i) if the broadcast program code is detected by the STB, transmitting broadcast program start information to the advertisement output control server; and

(J) interrupting, in the advertisement output control server, transmission of the local advertisement data to the STB.

[8] The method of claim 7, wherein the step (a) includes the step of matching, in the advertisement output control server, the local advertisement data received from the advertiser terminal with the main advertisement data, an advertisement company name, and information on a region where the advertisement is to be outputted, and registering them.

[9] The method of claim 7, wherein the step (b) includes the step of inserting, in the broadcast data transmission server, advertising data between the broadcast program data, and further inserting, in its header information, information in a unique code form indicating an advertising company and that it is an advertisement, or the step of including by-broadcast channel program time information together.

[10] The method of claim 7, wherein the step (g) includes of:

(gl) determining, in the STB, whether a local advertisement viewing confirmation signal is received from a remocon;

(g2) transmitting, in the STB, the viewing confirmation signal to the advertisement output control server, together with the STB unique number; (g3) saving up, in the advertisement output control server, a reserve fund given by the viewing confirmation signal transmitted from the STB and updating an accumulated reserve fund;

(g4) determining, in the advertisement output control server, whether the viewer satisfies a condition that can receive the compensation for accumulated reserve fund; and

(g5) processing, in the advertisement output control server, the transfer of the accumulated reserve fund by region.

[11] The method of claim 10, wherein the local advertisement viewing confirmation signal is composed of a preset remocon key signal, which is recognizable by both the remocon and the STB, so that the STB can recognize that it is the local adver- tisement viewing confirmation signal.

[12] The method of claim 10, wherein the condition that can receive the compensation for accumulated reserve fund is that a winner is decided in a random lottery way in real time, or if a purchase of product is reserved, its cost is set to make the accumulated reserve fund payable.

[13] The method of claim 10, wherein the advertisement output control server transmits nationwide accumulated reserve fund information to the STB as the accumulated reserve fund, and the payment of accumulated reserve fund as a compensation for local advertisement viewing is made at an amount of local unit.

[14] An advertisement output control system for IPTV, comprising: a broadcast data transmission server for transmitting broadcast data to an STB of each home; the STB for extracting an advertisement location in a code form from the broadcast data transmitted from the broadcast data transmission server, and replacing advertisement data with another data transmitted from an advertisement output control server to output it on its screen; and the advertisement output control server, in which local advertisement data has been established in a database by regions in advance, and, when a request signal for replacement of the advertisement data contained in the broadcast data and a unique number of the STB are received from the STB, the advertisement output control server classifies its region and extracts pre-established local advertisement data for transmission to the STB.

[15] The system of claim 14, wherein the STB is accessible to the advertisement output control server over the Internet network, and URL information of a particular local advertisement database is set to be accessible within the STB in advance.

[16] The system of claim 14, wherein the STB includes: a communication module, connected to the broadcast data transmission server and the advertisement output control server over a broadcast access network or

Internet network, for performing data communication with them and protocol matching and filtering operations; a remocon information receiver for generating a viewer's request signal for local advertisement reception setting and receiving a remocon signal for generating a viewer's advertisement viewing confirmation signal; a broadcast output controller for receiving digital broadcast data from the broadcast data transmission server and controlling the output of the data through the DTV; an advertisement output information searcher for searching for advertisement output information (advertisement unique code) contained in each packet of the digital broadcast data received from the broadcast data transmission server to identify a start time of advertisement data; an advertisement screen change access unit for executing an automatic access routine to access the advertisement output control server over the Internet work for automatic switching from the advertisement data contained in each packet of the digital broadcast data to another data; a URL storage unit associated with the advertisement screen change access unit, in which URL information of the advertisement output control server to be accessible by the advertisement screen change access unit is stored ; a data storage unit which stores an STB 's unique code and a screen change control routine for the local advertisement data; and a controller, in which, when a request signal for the output of local advertisement is received from the remocon information receiver, an advertisement screen replacement mode is set, and the controller drives the advertisement output information searcher to check whether advertisement data is contained in each packet of the digital broadcast data received from the broadcast data transmission server, and when there is advertisement data, establishing a session to the advertisement output control server over the Internet network to receive the local advertisement data for screen change.

[17] The system of claim 14, wherein the advertisement output control server includes: a communication module for receiving local advertisement data from an advertiser terminal over the Internet network, together with advertisement information and STB unique number information contained in the advertisement data from the STB of each home, and transmitting the local advertisement data to the STB of each home and performing protocol matching and filtering operations; a local advertisement setting unit for associating the local advertisement data, provided from the advertiser terminal, with each advertiser information, and setting a region where the advertisement is to be outputted; an advertisement information management unit for associating the local advertisement data provided from the advertiser terminal with each advertiser information, and managing them; an automatic advertisement change management unit for receiving advertisement information and STB unique number information contained in the broadcast data transmitted from the STB of each home, and, in response to an advertisement screen switching request signal, organizing pre-stored local advertisement data and screen control data in packet format to transmit it to the STB of each home; a URL setting unit for setting URL information of a pre-established local advertisement database; an STB information management unit for managing the STB unique number information in the advertisement information transmitted from the STB of each home, and performing management, such as transmitting the local advertisement data to be outputted, differently by region where the STB is arranged; an advertisement view accumulated amount management unit for performing an accumulation process based on the advertisement viewing confirmation information transmitted from the STB of each home; a local advertisement database for sorting and storing local advertisement data transmitted from the advertiser terminal over the Internet network by regions; a by-channel advertisement change information database for storing history information related to changing the advertisement information data contained in by-broadcast channel the broadcast data to local advertisement data; an STB information database for storing STB unique numbers uniquely given by the STB of each home, through which region units are classified; an advertisement viewing accumulated amount database for storing accumulated reserve fund information given by the advertisement viewing confirmation signal transmitted from the STB of each home; and a controller for controlling operations which perform receiving the local advertisement data from the advertiser terminal and registering it, and detecting by- broadcast channel advertisement data from the STB of each home to extract and transmit the local advertisement data that has been classified and registered in advance by regions of the STB for automatic screen switching from the advertisement data of the broadcast to the local advertisement data.

[18] An advertisement output control method for IPTV, comprising the steps of:

(a) receiving, in an advertisement output control server, local advertisement data and information on a region where the advertisement is to be outputted from an advertiser terminal, and classifying and registering them as the local advertisement data, and generating URL classified by regions and associating and registering them in a local advertisement database;

(b) receiving, in the advertisement output control server, a setting key signal as a viewer's request signal for automatic advertisement screen change and STB unique number information from an STB;

(c) extracting URL information of the local advertisement database which has been classified and registered in advance by region of the STB to transmit it to the STB; (d) registering and setting, in the STB, the URL information;

(e) receiving, in the STB, broadcast data from a broadcast data transmission server to output it on its screen;

(f) determining whether advertisement data exists in the broadcast data;

(g) in the STB, when the advertisement data is detected from the broadcast data, executing an automatic access to the URL of the local advertisement database pre-established over the Internet network;

(h) retrieving, in the advertisement output control server, the local advertisement data from the local advertisement database which has been classified suitably for a corresponding local band to transmit it to the STB;

(i) temporarily interrupting, in the STB, advertisement data contained in the broadcast data while outputting the local advertisement data on the screen; (j) monitoring, in the STB, broadcast data consecutively transmitted in streaming format to determine whether a broadcast program start code is searched from it; and

(k) when the broadcast program start code is searched, in the STB, interrupting the local advertisement data transmitted from the advertisement output control server and controlling an operation of allowing an automatic change to broadcast reception mode.

[19] An advertisement output control method for IPTV, comprising the steps of:

(a) receiving, in an advertisement output control server, local advertisement data and information on a region where the advertisement is to be outputted from an advertiser terminal and registering them as the local advertisement data, and generating URL classified by region, and associating and registering them;

(b) receiving, in the advertisement output control server, a setting key signal as a viewer's request signal for advertisement screen change mode and STB unique number information from the STB and registering them;

(c) in the advertisement output control server, classifying a region of an STB which makes a request for a manager screen change mode, and establishing an access path to change advertisement data in a push way;

(d) determining, in the advertisement output control server, whether a local advertisement data change signal of specific channel is received from monitors;

(e) retrieving, in the advertisement output control server, the local advertisement data which has been classified and registered in advance by regions;

(f) establishing, in the advertisement output control server, a session to the STB that views a specific channel, from which the local advertisement data change signal is generated, and transmitting the local advertisement data to the STB;

(g) receiving, in the STB, the local advertisement data to output it on a screen of DTV;

(h) receiving, in the advertisement output control server, a broadcast data return signal;

(i) releasing, in the advertisement output control server, the session establishment between the STB and a local advertisement database; and (J) again receiving, in the STB, broadcast data of a corresponding channel to output it on the screen.

[20] The method of claim 19, further comprising, among the steps (d) through (g), the step of, in the advertisement output control server, receiving information on the broadcast channel being received by the STB in real time and updating it.