WO2020125702A1 - 接收装置和接收方法、发送装置及发送方法、收发系统 - Google Patents

接收装置和接收方法、发送装置及发送方法、收发系统 Download PDF

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Publication number
WO2020125702A1
WO2020125702A1 PCT/CN2019/126458 CN2019126458W WO2020125702A1 WO 2020125702 A1 WO2020125702 A1 WO 2020125702A1 CN 2019126458 W CN2019126458 W CN 2019126458W WO 2020125702 A1 WO2020125702 A1 WO 2020125702A1
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WIPO (PCT)
Prior art keywords
advertisement
user
recorded content
receiving device
recording medium
Prior art date
Application number
PCT/CN2019/126458
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English (en)
French (fr)
Inventor
鹈饲薰
Original Assignee
海信视像科技股份有限公司
东芝视频解决方案株式会社
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
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Publication date
Priority claimed from JP2018238913A external-priority patent/JP7117990B2/ja
Priority claimed from JP2018238912A external-priority patent/JP7120908B2/ja
Priority claimed from JP2018238914A external-priority patent/JP7120909B2/ja
Application filed by 海信视像科技股份有限公司, 东芝视频解决方案株式会社 filed Critical 海信视像科技股份有限公司
Priority to CN201980031591.XA priority Critical patent/CN112204987B/zh
Publication of WO2020125702A1 publication Critical patent/WO2020125702A1/zh

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    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/262—Content or additional data distribution scheduling, e.g. sending additional data at off-peak times, updating software modules, calculating the carousel transmission frequency, delaying a video stream transmission, generating play-lists

Definitions

  • Embodiments of the present invention relate to a receiving device and a receiving method.
  • recorded content such as content obtained by recording a broadcast program, or content previously stored on a disc or the like for sale, includes advertisements at the time of recording or sales start.
  • advertisements since the advertising campaign must be carried out in a timely manner, there is no problem if the recorded content is played shortly after the recording or sales start, otherwise the broadcast of the advertisement will lose value.
  • Patent Document 1 WO2007/132899 Gazette
  • the technical problem to be solved by the present invention is that, when playing back the recorded content, an advertisement that is timely and meets the preferences of the viewer (ie, the user who uses the broadcast receiving device) is released to a specific viewer layer.
  • the receiving device of the embodiment includes: a recording medium that stores advertisements based on user preferences of the device analyzed from the viewing history of the device; a playback device that plays recorded content; and a controller that controls each part, and the controller executes
  • the processing is as follows: acquiring the advertisement and storing it in the recording medium; and playing the advertisement stored in the recording medium at a predetermined time during the period when the recorded content is played by the playback device.
  • the transmission device and the transmission method provided by the present invention when playing the recorded content, publish an advertisement that is timely and meets the viewer's preference to a specific viewer layer.
  • the transmitting device of the embodiment obtains the viewing history of the user of the receiving device from the receiving device provided with the playing device that plays the recorded content; analyzes the user's preferences based on the viewing history; and plays the recorded with the playing device At a predetermined time related to the content, an advertisement corresponding to the preference is sent to the receiving device.
  • the transceiver system provided by the present invention when playing the recorded content, publishes advertisements that are timely and meet the viewer's preferences to a specific viewer layer.
  • the transmission and reception system of the embodiment includes: a receiving device, a recording medium that stores advertisements based on user's preferences analyzed from viewing history, a playback device that plays recorded content, and a controller that controls each unit; and a transmission device, from which The receiving device acquires the viewing history and analyzes the preferences, and sends the advertisement to the receiving device; the controller of the receiving device performs the following process: acquiring the advertisement from the receiving device and storing it in the In the recording medium, the advertisement stored in the recording medium is played at a predetermined time during the period in which the recorded content is played by the playback device.
  • FIG. 1 is a schematic diagram illustrating the operation of the system according to the first embodiment.
  • FIG. 2 is a diagram showing an example of the overall configuration including the system according to Embodiment 1.
  • FIG. 2 is a diagram showing an example of the overall configuration including the system according to Embodiment 1.
  • FIG. 3 is a diagram showing main streams and information in a broadcast wave transmission path and a hybrid broadcast transmission path for transmitting broadcast signals according to Embodiment 1.
  • FIG. 3 is a diagram showing main streams and information in a broadcast wave transmission path and a hybrid broadcast transmission path for transmitting broadcast signals according to Embodiment 1.
  • FIG. 4 is a diagram showing a configuration example of a receiver according to Embodiment 1.
  • FIG. 4 is a diagram showing a configuration example of a receiver according to Embodiment 1.
  • FIG. 5 is a diagram showing a configuration example of a management server according to Embodiment 1.
  • FIG. 5 is a diagram showing a configuration example of a management server according to Embodiment 1.
  • FIG. 6 is a diagram showing a configuration example of a receiving device according to Embodiment 1.
  • FIG. 6 is a diagram showing a configuration example of a receiving device according to Embodiment 1.
  • FIG. 7 is a sequence diagram at the time of addressable CM playback in the system according to the first embodiment.
  • FIG. 8 is a flowchart showing an example of the procedure of the update process of the addressable CM according to the first embodiment.
  • FIG. 9 is a flowchart showing an example of the procedure of the addressable CM replacement process according to the first embodiment.
  • FIG. 10 is a flowchart of update and replacement processing of the addressable CM during playback of recorded content according to a modification of Embodiment 1.
  • FIG. 10 is a flowchart of update and replacement processing of the addressable CM during playback of recorded content according to a modification of Embodiment 1.
  • FIG. 11 is a timing chart during addressable CM playback in the system according to the second embodiment.
  • FIG. 12 is a flowchart showing an example of the procedure of the addressable CM insertion process according to the second embodiment.
  • FIG. 13 is a diagram illustrating a configuration example of a receiving device according to Embodiment 3.
  • FIG. 13 is a diagram illustrating a configuration example of a receiving device according to Embodiment 3.
  • FIG. 1 is a schematic diagram illustrating the operation of the system according to the first embodiment.
  • a CM (advertisement) that matches the viewer’s preference, that is, the target viewer’s available content is released for a specific viewer Address CM.
  • the system of the first embodiment includes a receiver 5000 corresponding to a broadcast communication cooperative service such as hybrid broadcasting and a management server 3000 that manages the receiver 5000.
  • the receiver 5000 receives various broadcast programs and so on.
  • the management server 3000 acquires the viewing history of broadcast programs and the like that the viewer has watched through the receiver 5000 via the Internet, and analyzes the viewer's preference. For example, the management server 3000 obtains information that a certain viewer who does not belong to the target layer "Y" regularly watches the broadcast program "a" targeting the "Y" layer. Furthermore, it is clear from the analysis results that the viewer is highly likely to be interested in the product "m" which is generally not interested in the target layer "Y".
  • the management server 3000 is adapted to the addressable CM time period targeted for a specific viewer based on the CM time period determined as the broadcast program "a" described above.
  • the specific viewer refers to a viewer who is interested in the product "m” like the above-mentioned viewer, for example.
  • the management server 3000 provides the analysis result to the broadcasting station 1000.
  • the management server 3000 may have a function of automatically sending the analysis result to the broadcasting station 1000, or may manually transmit the analysis result to the broadcasting station 1000.
  • the advertising company AD obtains the analysis result of the management server 3000 from the broadcasting station 1000. Then, to the advertiser of the product "m" (referring to the client who commissioned the CM company 110 to make advertisements, etc.) MC advises whether to purchase the CM period of the broadcast program "a" as the addressable CM period, if the advertiser When MC agrees, the two parties exchange contracts.
  • the advertising company AD hands the CM about the product "m" to the broadcasting station 1000 based on the contract, and the broadcasting station 1000 sends the CM to the CM distribution server 4000 for distributing the addressable CM via its own CM management server.
  • the CM of the CM distribution server 4000 is received by the receiver 5000 of the above-mentioned viewer, and is distributed to viewers who are interested in the product "m".
  • the management server 3000 obtains the release performance of the addressable CM from the receiver 5000 based on the information of the addressable CM period obtained from the broadcast station 1000, and provides it to the broadcast station 1000.
  • the management server 3000 may have a function of automatically sending the broadcasting results to the broadcasting station 1000, or may manually deliver the broadcasting results to the broadcasting station 1000.
  • the advertising company AD obtains the distribution results from the management server 3000 via the broadcasting station 1000, and transmits them to the advertiser MC as necessary.
  • FIG. 2 is a diagram showing the overall configuration including the system according to the first embodiment.
  • the broadcasting station 1000 includes a broadcasting station server 1100 including a CM management server and a security device 1200.
  • the broadcasting station 1000 transmits broadcasting signals by radio waves.
  • the broadcasting signal may include signals of BS broadcasting, CS broadcasting, terrestrial digital broadcasting, and the like.
  • the broadcasting station 1000 transmits digital broadcasting signals, application control information (AIT: Application Information Table, application information table), control information related to prompting based on cooperation of broadcasting and communication, and the like.
  • AIT Application Information Table, application information table
  • the application control information includes commands, control information, and the like for notifying the receiver 5000 included in the system of the first embodiment to start and end the application 5000 linked to the broadcast program.
  • the transmission method of application control signals including application control information includes, for example, a dedicated ES (Elementary Stream, elementary stream) transmission method, a data box method for repeatedly sending the same data, and obtaining control signals placed on a server of a communication network The way of documents.
  • the receiver 5000 supporting hybrid broadcasting described below acquires an application from a designated URL according to an instruction of an application control signal, and performs control of an application boundary and the like.
  • the broadcasting station 1000 operates a broadcasting station server 1100.
  • the broadcasting station server 1100 provides the receiver 5000 with the metadata of the program title, program ID, program summary, participants, broadcast date and time, and other data.
  • the receiver 5000 can receive broadcast signals and receive various broadcast programs and various service information.
  • the receiver 5000 has a function of implementing a broadcast communication function cooperative service in addition to a basic function of receiving digital broadcasting.
  • the receiver 5000 has the following functions. A function of executing an application according to application control information transmitted through broadcasting, a function of prompting based on cooperation of broadcasting and communication, and so on.
  • Receiver 5000 can be used with HDD (Hard Disk Drive) for data recording and playback
  • a recording medium 5001 such as an SSD (Solid State Drive) is connected, and a display 5002 and a speaker system 5003 can also be connected.
  • SSD Solid State Drive
  • the management server 3000 manages the receiver 5000, and acquires the viewing history from the receiver 5000 and analyzes it. As described above, the management server 3000 may automatically send the analysis result of the viewing history to the broadcasting station 1000.
  • the management server 3000 acquires information of the addressable CM period from the broadcasting station 1000.
  • This information includes, for example, information on a broadcast program in which an addressable CM time period is set, an addressable CM time period, and the like.
  • the management server 3000 obtains the release performance of the addressable CM through the receiver 5000 based on the information of the addressable CM period. As described above, the management server 3000 may automatically transmit the distribution results to the broadcasting station 1000.
  • the system of Embodiment 1 is mainly composed of a receiver 5000, a recording medium 5001, a display 5002, a speaker system 5003, and a management server 3000.
  • the addressable CM handed over from the advertising company AD to the broadcast station 1000 is sent from the CM management server (see FIG. 1) of the broadcast station 1000 to the CM distribution server 4000.
  • the receiver 5000 receives a predetermined addressable CM among the addressable CMs owned by the server 4000 for CM distribution.
  • FIG. 3 is a diagram showing main streams and information in the broadcast wave transmission path 2100 and the hybrid broadcast transmission path 2200 for transmitting broadcast signals according to the first embodiment.
  • video streams, audio streams, application control information, and service information are transmitted.
  • FIG. 4 is a diagram illustrating a configuration example of a receiver 5000 according to Embodiment 1.
  • the receiver 5000 has a communication content processing unit 5100 and a broadcast content processing unit 5300.
  • the communication content processing unit 5100 has a hybrid broadcast standard connected to the network.
  • the network connection destination is, for example, the management server 3000 described above.
  • the broadcast content processing unit 5300 receives broadcast waves.
  • the communication content processing unit 5100 includes an IP communication interface 5101.
  • the stream received through the IP communication interface 5101 is received by the stream reception processing unit 5102, and the demodulated stream is restored to the original arrangement state in the demultiplexer 5303.
  • the demultiplexer 5303 is connected to the DRAM processing unit 5104, and a program can be run in the DRAM processing unit 5104, for example, to perform automatic download.
  • the video stream separated in the demultiplexer 5303 is decoded in the video decoder 5311, the audio stream is decoded in the audio decoder 5312, and the subtitle stream is decoded in the subtitle decoder 5313.
  • the decoded video data and subtitle data are synthesized in the synthesizer 5501 and input to the display 5002.
  • the decoded audio data is input to the speaker system 5003 via the synthesizer 5502.
  • the broadcast content processing unit 5300 includes a broadcast tuner 5301.
  • the stream received and demodulated by the broadcast tuner 5301 is input to the descrambler 5302.
  • the input stream is descrambled using the key from the CAS (Conditional Access System) module 5304.
  • the stream descrambled in the descrambler 5302 is input into the demultiplexer 5303.
  • the demultiplexer 5303 outputs the data for data broadcasting to the data broadcasting reception processing section 5330.
  • the video stream separated in the demultiplexer 5303 is decoded in the video decoder 5311, the audio stream is decoded in the audio decoder 5312, and the subtitle stream is decoded in the subtitle decoder 5313.
  • the decoded video data and subtitle data are synthesized in the synthesizer 5501 and input to the display 5002.
  • the decoded audio data is input to the speaker system 5003 via the synthesizer 5502.
  • the data broadcast signal separated in the demultiplexer 5303 is received by the data broadcast reception processing section 5330 and input to the data broadcast engine 5315.
  • the display signal transmitted by the data broadcast is input to the synthesizer 5501, and displayed on the display 5002.
  • an integrated controller 5200 As a unit that controls the overall operation of the receiver 5000, an integrated controller 5200 is provided.
  • the integrated controller 5200 has an application control unit 5201 and a security management unit 5202.
  • the application control unit 5201 controls each module of the receiver 5000 based on various information and control information included in the application control information.
  • the application control unit 5201 determines whether to display or not display auxiliary information such as a CM or a message related to the CM in the application.
  • the security management unit 5202 manages applications and implements security functions.
  • the security management unit 5202 has an application authentication function, and processes the authenticated application as a management application.
  • the security management unit 5202 includes an access control function, a presentation control function, an execution function, a revocation function for management applications other than broadcasting, and the like.
  • the control of the security management unit 5202 and the control of the application control unit 5201 are described separately here, but they may be controlled as one management unit without being separated.
  • the access control function can refer to broadcast resources such as video, audio, and metadata SI information, or receiver resources such as the audio and video output of the receiver 5000 and a network interface for applications that are allowed to be used.
  • the receiver API Application Programming Interface
  • the access control function is restricted according to the security level of the application.
  • the presentation control function determines the display method of applications that can overlap with broadcast animation, display area and size, display/non-display, etc. according to the intention of the broadcast business department. Furthermore, in an emergency such as a disaster report, for example, it is possible to perform the control of displaying the broadcast program on the entire screen without temporarily displaying the application or its associated display.
  • the revocation function is a function that can invalidate a problematic application that harms the interests of broadcast operators or users.
  • the application engine 5130 forms an environment for executing applications.
  • an HTML5 browser equipped with an extension API for supporting hybrid broadcasting is used.
  • the terminal cooperation control unit 5500 is an interface that performs cooperation with an external cooperation terminal.
  • the addressable CM obtained from the above-mentioned CM distribution server 4000 is stored in the recording medium 5001.
  • the integrated controller 5200 downloads, to the recording medium 5001, the addressable CM preferred by the user (viewer) of the receiver 5000 in the addressable CM owned by the CM distribution server 4000.
  • the addressable CMs owned by the CM distribution server 4000 are divided into a plurality of groups with tags such as "car”, "sports", and "travel” indicating viewers' preferences.
  • the integrated controller 5200 downloads the addressable CM group to which a tag matching the viewer's preference is assigned based on the information obtained from the management server 3000 and related to the viewer's preference of the receiver 5000.
  • the addressable CM downloaded into the recording medium 5001 is temporarily stored in the DRAM processing section 5104. Then, the addressable CM is separated in the demultiplexer 5303, the video stream is decoded in the video decoder 5311, the audio stream is decoded in the audio decoder 5312, and the subtitle stream is decoded in the subtitle decoder 5313.
  • the decoded video data and subtitle data are synthesized in the synthesizer 5501 and input to the display 5002.
  • the decoded audio data is input to the speaker system 5003 via the synthesizer 5502.
  • the addressable CM is output through the display 5002 and the speaker system 5003.
  • the application control unit 5201 controls each block of the receiver 5000 according to application control information related to the playback of the addressable CM, and plays the addressable CM in a predetermined addressable CM period.
  • FIG. 5 is a diagram showing a configuration example of the management server 3000 according to the first embodiment.
  • the management server 3000 includes a storage unit 3100, an analysis unit 3200, and a notification unit 3300.
  • the storage unit 3100 stores the viewing history in the receiver 5000 managed by the management server 3000.
  • the viewing history includes, for example, program title, program ID, program summary, actors, broadcast date and time, and other data.
  • the analysis unit 3200 analyzes the viewer's preferences based on the viewing history and the attribute information of the user (viewer) of the receiver 5000 managed by the management server 3000.
  • the attribute information of the viewer is information obtained from the viewer through a questionnaire survey in advance (for example, when purchasing a receiver, etc.).
  • the attribute information of the viewer includes, for example, gender information, generation information, etc. about the members of the family.
  • the viewer's preference of the receiver 5000 managed by the management server 3000 can be inferred. For example, information such as car liking, sports liking, and travel liking can be obtained from the viewing tendency of the viewer.
  • the analysis unit 3200 may set the CM time period for the product "n” as the addressable CM time period, and determine that it is appropriate to provide the viewers belonging to the target layer "X" with the product "m". "Of the addressable CM.
  • the guardian layer for families with children can also be considered, and the addressable CM time period is set in the broadcast program that is considered to be the night time watched by the guardian to provide products related to the child Addressable CM, etc.
  • the notification unit 3300 notifies the broadcasting station 1000 of the analysis results of the analysis unit 3200, for example.
  • the advertising company AD obtains these analysis results via the broadcasting station 1000, and purchases the addressable CM time period through the advertiser MC of the target commodity.
  • the notification unit 3300 notifies the broadcasting station 1000 of the delivery performance when the addressable CM is actually delivered during the purchased addressable CM period, for example. These release results are reported to the advertising company AD or the advertiser MC via the broadcasting station 1000.
  • the notification unit 3300 notifies the receiver 5000 of the viewer's preference analyzed by the analysis unit 3200.
  • the receiver 5000 obtains the addressable CM from the CM distribution server 4000, it can selectively obtain the addressable CM in accordance with the viewer's preference.
  • the broadcast station server 1100 including the CM management server, the management server 3000, and the CM distribution server 4000 included in the broadcast station 1000 constitute an example of a transmission device.
  • FIG. 6 is a diagram showing a configuration example of a receiving device according to Embodiment 1.
  • the receiving device of this embodiment is, for example, a hard disk recorder, and includes a receiver 5000, a recording medium 5001, a video playback device 5004, and a disk drive 5005.
  • the display 5002 and the speaker system 5003 constitute a display device (for example, a television).
  • the video playback device 5004 has a video recording function and a playback function.
  • the recording function causes the broadcast program (content) received by the receiver 5000 to be stored in the recording medium 5001.
  • the recording function records the content stored in the recording medium 5001 to the optical disk via the disk drive 5005.
  • the optical disc is, for example, DVD (Digital Versatile Disc) or BD (Blu-ray (registered trademark) Disc).
  • the disk drive 5005 reads and writes data with respect to the optical disc.
  • the playback function provides (plays) the content stored in the recording medium 5001 via the display 5002 and the speaker system 5003 so that it can be viewed.
  • the playback function plays the content recorded in the optical disc through the disk drive 5005.
  • the optical disc here may be a disc recorded by a video recording function, or may be a ready-made product for sale that stores data such as movies or TV series.
  • FIG. 7 is a timing chart during CM playback during addressable time in the system according to Embodiment 1.
  • FIG. 7 it is assumed that the addressable CM that meets the viewer's preference of the receiver 5000 has been downloaded into the recording medium 5001. Alternatively, it may be downloaded to the recording medium 5001 through asynchronous communication or the like during the playback of the recorded content.
  • the playback of the original of the recorded content when the playback of the original of the recorded content starts, it waits for the next CM period, before it is slightly earlier than the CM period (for example, a predetermined time such as 10 seconds) , Perform the process of replacing the old CM contained in the recorded content with the addressable CM, play the addressable CM at the beginning of the CM time period, and end with the CM time period (or the play of the addressable CM), Return to the main article for subsequent play.
  • a predetermined time for example, a predetermined time such as 10 seconds
  • CM period before the beginning may be a CM period before the beginning, that is, the original, but in this case, the addressable CM is also played alternately in the beginning CM period.
  • the difference between the main story and the CM time period may be performed at a position where the sound is switched to mono and stereo, for example, as in the function of the existing automatic setting chapter.
  • FIG. 8 is a flowchart showing an example of the procedure of the update process of the addressable CM according to the first embodiment.
  • the integrated controller 5200 waits for a prescribed period (for example, 1 month or 1 week) since the last time the addressable CM was acquired (NO in step S01), and when this period has elapsed (step (Yes in S01), the storage area of the addressable CM is updated (step S02).
  • the integrated controller 5200 receives the addressable CM distribution suitable for the viewing history of the receiver 5000 or the user's attribute information from the CM distribution server 4000, and stores it in the recording medium 5001.
  • FIG. 9 is a flowchart showing an example of the procedure of the addressable CM replacement process according to the first embodiment.
  • step S11 after starting to watch the recorded content (step S11), the integrated controller 5200 waits for a predetermined time until the CM period (NO in step S12), and when this time is reached (step S12) "Yes" in the middle), replacing the old CM contained in the recorded content with the addressable CM (step S13). In addition, when the playback of the addressable CM in step S13 ends, the integrated controller 5200 returns the process to step S12 and waits for the next time.
  • the recorded content such as the content obtained by recording the broadcast program, or the content in which the movie or the TV drama is stored in the optical disc in advance for sale, etc.
  • the advertisement may be replaced with an advertisement that has lost its broadcasting value over time during the playback of the recorded content, and replaced with a new CM that effectively utilizes the analysis results of viewer's preferences or purchase behavior. Therefore, according to the present embodiment, when playing back the recorded content, it is possible to publish an advertisement that is timely and matches the user's preferences or attributes.
  • This modification is a modification of Embodiment 1, and therefore, the same reference numerals are used for the same parts, and detailed descriptions are omitted.
  • the processing of FIG. 10 is performed instead of the update processing of the addressable CM (FIG. 8) and the replacement processing of the addressable CM (FIG. 9) in the first embodiment.
  • FIG. 10 is a flowchart of update and replacement processing of the addressable CM during playback of recorded content according to this modification.
  • the integrated controller 5200 determines whether a predetermined period (e.g., one month or one week) has passed since the addressable CM was last acquired (step S22). When this period has elapsed (YES in step S22), the integrated controller 5200 updates the storage area of the addressable CM (step S23). In step S23, the integrated controller 5200 receives the addressable CM distribution suitable for the viewing history of the receiver 5000 or the user's attribute information from the CM distribution server 4000 and stores it in the recording medium 5001.
  • a predetermined period e.g., one month or one week
  • step S22 when a predetermined period has not passed since the last time the addressable CM was acquired (NO in step S22), the integrated controller 5200 skips step S23 and advances the process to step S24.
  • step S24 the integrated controller 5200 waits until the specified time is reached until the CM time period ("No" in step S24), and when this time is reached ("Yes” in step S24), the recorded content The contained old CM is replaced with the addressable CM (step S25). In addition, when the playback of the addressable CM in step S25 ends, the integrated controller 5200 returns the process to step S24 and waits for the next time.
  • the old addressable CM can be updated every time any recorded content is viewed.
  • Embodiment 2 will be described in detail with reference to the drawings.
  • This embodiment is a modification of Embodiment 1. Therefore, the same reference numerals are used for the parts already explained in Embodiment 1, and detailed descriptions are omitted.
  • Embodiment 2 is an example of the case where an addressable CM is inserted when the original content does not include the recorded content of the CM period.
  • the recorded content as described above, for example, there is a content in which a movie or a TV series is stored in an optical disc or the like in advance, and the like.
  • FIG. 11 is a timing chart during CM playback during addressable time in the system according to Embodiment 2.
  • FIG. 11 as in the example of FIG. 7, the addressable CM that meets the preference of the viewer of the receiver 5000 may have been downloaded to the recording medium 5001, or the content may be recorded Is downloaded to the recording medium 5001 through asynchronous communication or the like during the playback.
  • the above-mentioned CM insertion point is suitable for a position where the CM is inserted during broadcasting, for example, in the case where the recorded content is a content that is recorded in a TV series broadcast in the past on an optical disc or the like.
  • information indicating the time when the CM can be inserted may be added to the optical disc or the like in advance to prepare for the operation as described above.
  • the above-mentioned CM insertion point is suitable for a position where it can be determined that the scene is likely to be switched, for example, when the recorded content is content sold by recording a movie on an optical disc or the like.
  • a position where it can be determined that the scene is likely to be switched for example, a position where the screen becomes black (or white) can be cited.
  • the determination of whether the screen becomes black (or white) can be performed, for example, by comparing the brightness of the entire screen with a predetermined threshold. In the case of such an operation, the information of the position determined to be likely to switch the scene is processed as the advertisement insertion point information.
  • step S31 is a flowchart showing an example of the procedure of the addressable CM insertion process according to the second embodiment.
  • the integrated controller 5200 waits for a predetermined time until the CM insertion point (NO in step S32), and when this time is reached (step S32) (Yes in the middle), temporarily stop playing the original of the recorded content, and perform the insert play of the addressable CM (step S33).
  • step S33 the integrated controller 5200 returns the process to step S32 and waits for the next time.
  • Embodiment 3 will be described in detail with reference to the drawings.
  • This embodiment is a modification of Embodiment 1 and Embodiment 2. Therefore, the same reference numerals are used for the parts already explained in Embodiment 1 and Embodiment 2, and detailed descriptions are omitted.
  • Embodiment 3 is an example of a case where a playback device 5006 is provided instead of the video playback device 5004 in Embodiment 1 and Embodiment 2.
  • FIG. 13 is a diagram illustrating a configuration example of a receiving device according to Embodiment 3.
  • 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 disk drive 5005.
  • the playback device 5006 has a playback function.
  • the playback function provides (plays) the content stored in the recording medium 5001 via the display 5002 and the speaker system 5003 so that it can be viewed.
  • the playback function plays the content recorded in the optical disc through the disk drive 5005.
  • the optical disc here may be a disc recorded by a video recording function, or may be a ready-made product for sale that stores data such as movies or TV series.
  • the addressable CM can be played instead of the old CM or the addressable CM can be played at the insertion point of the CM when the recorded content stored in the optical disc is played.
  • the addressable CM may be released after a predetermined period (e.g., one year) has elapsed since the content stored on the optical disc sold as described above is started to be viewed.
  • the playback time of the interrupted addressable CM is not limited to just after restarting the playback of the recorded content, but may be an appropriate time during the full-length playback.
  • the advertisement (addressable CM) is replaced/inserted when the recorded content is played.
  • the content other than the advertisement may be replaced/inserted.
  • the recorded content the content obtained by the user recording a broadcast program or the like using a home device, or the content stored in a disc on a movie or TV series, etc. are exemplified.
  • the recorded content can also be VOD (Video On Demand: video on demand). That is, in the VOD, for the content including the old CM, the above-described embodiment can also be applied to replace the old CM with a new addressable CM. Alternatively, the addressable CM may be inserted at any time during viewing of the VOD.
  • the addressable CM downloaded to the recording medium 5001 of the receiver 5000 in advance is played, but the CM distribution server may be provided to the CM according to MPEG-DASH (MPEG Dynamic Adaptive Streaming over HTTP)
  • MPEG-DASH MPEG Dynamic Adaptive Streaming over HTTP
  • the TV broadcast program and the like are taken as examples of the recorded content.
  • the content obtained by appropriately storing the content distributed via the Internet may be processed as the recorded content and played back.
  • the addressable CM is replaced/inserted to play.
  • the recording medium 5001 is shown as a magnetic disk. However, the recording medium 5001 is not limited to HDDs and media during implementation.
  • the recording medium 5001 may be a volatile memory such as a DRAM or a cache memory.
  • the addressable CM may also be stored in volatile memory or cache memory instead of HDD or media.
  • the addressable CM uses the storage capacity that the user is not aware of, downloads it from the CM distribution server 4000 without being aware of the user, and updates as necessary.
  • the user is not required to manage the addressable CM and may worry about the remaining HDD and media. Therefore, in this case, it is possible to prevent the user from giving a negative impression that the storage capacity at the user's disposal is occupied by the addressable CM.
  • the addressable CM acquisition source is the CM distribution server 4000
  • the implementation is not limited to this, for example, it may be obtained from data stored in the recording medium 5001, optical disc, etc. CM as addressable CM.
  • the CM addressable CM for example, the recorded data of the TV broadcast program in which the CM is inserted in the original content may be considered. Able to obtain the metadata of CM contained in the recording data.
  • the integrated controller 5200 may obtain the CM metadata included in the recording data in the storage medium 5001 in advance and save it in a predetermined storage area, and refer to the CM element stored in the predetermined storage area when the content is played Data, select the CM that matches the viewing history or attribute information, and use it as an addressable CM.
  • the method of providing the content to the receiver 5000 is a ground wave or a satellite wave has been described, but the implementation is not limited to this, and the method of providing the content to the receiver 5000 may be, for example, IP broadcasting.
  • the receiver 5000 receives the IP broadcast via the communication content processing unit 5100 (see FIG. 4 ), for example.
  • the server is divided into a broadcasting station server 1100 including a CM management server, a management server 3000, and a CM distribution server 4000 included in the broadcasting station 1000.
  • these servers 1100 , 3000, 4000 actually do not need three, for example, one server can realize the functions of all servers 1100, 3000, 4000, or it can be configured to use a server group composed of more than four to realize the server 1100, 3000, 4000 functions.
  • each component shown in the above embodiment may be realized by a program installed in a memory such as a hard disk device of a computer.
  • the program may be stored in a computer-readable electronic medium in advance.
  • the computer reads the program from the electronic medium, so that the computer realizes the functions of the present invention.
  • Examples of electronic media include recording media such as CD-ROM, flash memory, and removable media.
  • it can also be achieved by distributing and storing constituent elements in different computers connected via a network, and communicating between the computers that make each constituent element function.

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Abstract

本发明提供的接收装置和接收方法，在播放已记录内容时，向特定的收看者层发布适时且符合收看者喜好的广告。实施方式的接收装置具备：存储基于从本装置中的收看历史分析出的本装置的用户的喜好的广告的记录介质；播放已记录内容的播放装置；以及控制各部的控制器，所述控制器执行如下处理：获取所述广告并存储在所述记录介质中；在利用所述播放装置播放所述已记录内容的期间内的规定的时刻，播放存储在所述记录介质中的所述广告。

Description

接收装置和接收方法、发送装置及发送方法、收发系统
本申请要求在2018年12月20日提交日本专利局、申请号为2018-238912、发明名称为“接收装置及接收方法”的日本专利申请；在2018年12月20日提交日本专利局、申请号为2018-238913、发明名称为“发送装置及发送方法”的日本专利申请；以及在2018年12月20日提交日本专利局、申请号为2018-238914、发明名称为“收发系统”的日本专利申请的优先权，其全部内容通过引用结合在本申请中。
技术领域
本发明的实施方式涉及接收装置和接收方法。
背景技术
近年来，正在对通过电视或互联网的内容收看历史进行分析。
根据这样的分析，例如能够推测出各个收看者(即使用广播接收装置的用户)的喜好等。期望在各种领域中灵活运用该分析结果。
但是，在对广播的节目进行录像而得到的内容、或者预先将电影或电视剧存储在光盘等中进行销售的内容等已记录内容中，包含录像时或开始销售时的广告。然而，由于广告活动必须及时进行，因此，若已记录内容的播放是录像或开始销售后不久则没有问题，否则该广告的播放将失去价值。
【现有技术文献】
专利文献1：WO2007/132899号公报
发明内容
发明所要解决的技术问题
本发明所要解决的技术问题在于，在已记录内容的播放时，对特定的收看者层发布适时且符合收看者(即使用广播接收装置的用户)喜好的广告。
用于解决问题的技术方案
实施方式的接收装置具备：存储基于从本装置中的收看历史分析出的本装置的用户喜好的广告的记录介质；播放已记录内容的播放装置；以及控制各部的控制器，所述控制器执行如下处理：获取所述广告并存储在所述记录介质中；在利用所述播放装置播放所述已记录内容的期间内的规定的时刻，播放存储在所述记录介质中的所述广告。
本发明提供的发送装置和发送方法，在播放已记录内容时，向特定的收看者层发布适时且符合收看者的喜好的广告。实施方式的发送装置从具备播放已记录内容的播放装置的接收装置获取该接收装置的用户的收看历史；根据所述收看历史分析所述用户的喜好；在与所述播放装置播放所述已记录内容相关的规定的时刻，向所述接收装置发送与所述喜好对应的广告。
本发明提供的收发系统，在播放已记录内容时，向特定的收看者层发布适时且符合收看者喜好的广告。实施方式的收发系统具备：接收装置，具备存储基于从收看历史分析出的用户的喜好的广告的记录介质、播放已记录内容的播放装置、以及控制各部的控制器；和发送装置，从所述接收装置获取所述收看历史并分析所述喜好，并向所述接收装置发送所述广告；所述接收装置的所述控制器执行如下处理：从所述接收装置获取所述广告并存储在所述记录介质中；在利用所述播放装置播放所述已记录内容的期间内的规定的时刻，播放存储在所述记录介质中的所述广告。
附图说明
图1是对实施方式1涉及的系统的运用进行说明的简图。
图2是表示包括实施方式1涉及的系统的整体构成的一例的图。
图3是表示实施方式1涉及的用于传递广播信号的广播波传输路径和混合广播传输路径中的主要的流和信息的图。
图4是表示实施方式1涉及的接收机的构成例的图。
图5是表示实施方式1涉及的管理服务器的构成例的图。
图6是表示实施方式1涉及的接收装置的构成例的图。
图7是实施方式1涉及的系统中的可寻址CM播放时的时序图。
图8是表示实施方式1涉及的可寻址CM的更新处理的步骤的一例的流程图。
图9是表示实施方式1涉及的可寻址CM的替换处理的步骤的一例的流程图。
图10是实施方式1的变形例涉及的已记录内容的播放时的可寻址CM的更新和替换处理的流程图。
图11是实施方式2涉及的系统中的可寻址CM播放时的时序图。
图12是表示实施方式2涉及的可寻址CM的插入处理的步骤的一例的流程图。
图13是表示实施方式3涉及的接收装置的构成例的图。
(附图标记说明)
1000…广播站、1100…广播站服务器、3000…管理服务器、4000…CM发布用服务器、5000…接收机、5001…记录介质、5002…显示器、5003…扬声器系统、5004…录像播放装置、5005…磁盘驱动器、5006…播放装置、5200…综合控制器(控制器)
具体实施方式
[实施方式1]
以下，参照附图对实施方式1详细进行说明。
图1是对实施方式1涉及的系统的运用进行说明的简图。在实施方式1的系统的运用中，在以广播波播放的面向公众的CM时间段中，针对特定的收看者发布符合该收看者的喜好的CM(广告)、即特定了对象收看者的可寻址CM。
如图1所示，实施方式1的系统具备与例如混合广播等的广播通信协作服务对应的接收机5000和管理接收机5000的管理服务器3000。接收机5000接收各种广播节目等。管理服务器3000获取收看者通过接收机5000并经由互联网收看过的广播节目等的收看历史，并分析收看者的喜好。例如，管理服务器3000获得了不属于目标层“Y”的某一收看者定期收看以“Y”层为目标的“a”这一广播节目的信息。并且，从分析的结果明确得知，该收看者对于目标层“Y”通常不感兴趣的“m”这一商品感兴趣的可能性高。
管理服务器3000基于上述判定为广播节目“a”的CM时间段适于以特定的收看者为对象的可寻址CM时间段。在此，特定的收看者是指例如如上述收看者那样对商品“m”感兴趣的收看者。
管理服务器3000将该分析结果提供给广播站1000。管理服务器3000可以具有向广播站1000自动发送分析结果的功能，或者，也可以人工将分析结果传送给广播站1000。
广告公司AD从广播站1000获取管理服务器3000的分析结果。然后，向商品“m”的广告主(是指委托CM公司110进行广告制作的客户等)MC建议是否要购入广播节目“a”的CM时间段作为可寻址CM时间段，若广告主MC同意，则两者之间互换合同。
广告公司AD基于合同将关于商品“m”的CM交给广播站1000，广播站1000经由自身所具备的CM管理服务器，将该CM发送给用于发布可寻址CM的CM发布用服务器4000。CM发布用服务器4000的CM被上述收看者的接收机5000接收，从而发布给对商品“m”感兴趣的收看者。
管理服务器3000根据从广播站1000获得的可寻址CM时间段的信息，从接收机5000获取可寻址CM的发布实绩，并提供给广播站1000。管理服务器3000可以具有向广播站1000自动发送发布实绩的功能，或者，也可以人工将发布实绩传送给广播站1000。
广告公司AD经由广播站1000获取来自管理服务器3000的发布实绩，并根据需要传送给广告主MC。
图2是表示包含实施方式1涉及的系统的整体构成的图。
如图2所示，广播站1000具备包含CM管理服务器的广播站服务器1100和安全装置1200。广播站1000通过电波发送广播信号。广播信号可以包括BS广播、CS广播、地面数字广播等的信号。另外，广播站1000发送数字广播信号、应用控制信息(AIT：Application Information Table、应用信息表)、与基于广播和通信的协作的提示相关的控制信息等。
应用控制信息包括用于将与广播节目联动的应用等通知给实施方式1的系统所包含的接收机5000，并使其起动和结束的命令、控制信息等。
关于包含应用控制信息的应用控制信号的传输方法，例如有利用专用的ES(Elementary Stream、基本流)的传输方式、反复发送同一数据的数据盒方式、获取放置于通信网络的服务器上的控制信号文件的方式。后述的支持混合广播的接收机5000按照应用控制信号的指示，从所指定的URL获取应用，并执行应 用边界等的控制。
广播站1000运营广播站服务器1100。广播站服务器1100向接收机5000提供节目标题、节目ID、节目概要、参演人员、广播日期时间、其他数据的元数据。
接收机5000可以接收广播信号并接收各种广播节目和各种服务信息。接收机5000除了具备作为基本功能的数字广播的接收功能之外，还具备用于实现广播通信功能协作服务的功能。
即，除了宽带网络连接功能之外，接收机5000还具有以下功能。根据通过广播发送来的应用控制信息执行应用的功能、进行基于广播与通信的协作的提示的功能，等等。
接收机5000能够与数据记录播放用的HDD(Hard Disk Drive：硬盘驱动器)
或SSD(Solid State Drive：固态硬盘)等的记录介质5001连接，并且还能够连接显示器5002、扬声器系统5003。
这些有时预先包含在接收机5000中。
管理服务器3000管理接收机5000，并且从接收机5000获取收看历史并对其进行分析。如上所述，管理服务器3000也可以将收看历史的分析结果自动发送至广播站1000。
另外，管理服务器3000从广播站1000获取可寻址CM时间段的信息。该信息中例如包含设定了可寻址CM时间段的广播节目、可寻址CM时间段的时间段等的信息。管理服务器3000根据可寻址CM时间段的信息，获取可寻址CM通过接收机5000的发布实绩。如上所述，管理服务器3000也可以将发布实绩自动发送给广播站1000。
实施方式1的系统主要由接收机5000、记录介质5001、显示器5002、扬声器系统5003以及管理服务器3000构成。
从广播站1000所具有的CM管理服务器(参照图1)向CM发布用服务器4000发送从广告公司AD交给广播站1000的可寻址CM。接收机5000接收CM发布用服务器4000所拥有的可寻址CM中的规定的可寻址CM。
在此，对传输路径中的流和信息进行说明。
图3是表示实施方式1涉及的用于传递广播信号的广播波传输路径2100和混合广播传输路径2200中的主要的流和信息的图。在各传输路径中，传输视频流、音频流、应用控制信息以及服务信息。
图4是表示实施方式1涉及的接收机5000的构成例的图。如图4所示，接收机5000具有通信内容处理部5100和广播内容处理部5300。通信内容处理部5100具有与网络连接的混合广播规格。网络的连接目的地例如为上述管理服务器3000。广播内容处理部5300接收广播波。
通信内容处理部5100具备IP通信接口5101。通过流接收处理部5102接收经由IP通信接口5101取入的流，解调后的流在解复用器5303中被复原为原来的排列状态。解复用器5303与DRAM处理部5104连接，能够在该DRAM处理部5104中运行程序，例如执行自动下载。
在解复用器5303中被分离的视频流在视频解码器5311中被解码，音频流在音频解码器5312中被解码，字幕流在字幕解码器5313中被解码。
解码后的视频数据和字幕数据在合成器5501中被合成，并被输入显示器5002中。解码后的音频数据经由合成器5502被输入扬声器系统5003中。
广播内容处理部5300具备广播调谐器5301。通过广播调谐器5301接收并 解调后的流被输入解扰器5302中。在解扰器5302中，利用来自CAS(Conditional Access System：条件接收系统)模块5304的密钥对输入流进行解扰。在解扰器5302中被解扰的流被输入解复用器5303中。解复用器5303将数据广播用的数据输出至数据广播接收处理部5330。另外，在解复用器5303中被分离的视频流在视频解码器5311中被解码，音频流在音频解码器5312中被解码，字幕流在字幕解码器5313中被解码。解码后的视频数据和字幕数据在合成器5501中被合成，并被输入显示器5002中。解码后的音频数据经由合成器5502被输入扬声器系统5003中。
另外，通过数据广播接收处理部5330接收在解复用器5303中被分离的数据广播信号，并输入数据广播引擎5315中。通过数据广播发送来的显示用信号被输入合成器5501，并被显示在显示器5002中。
作为控制接收机5000的整体动作的单元，设置有综合控制器5200。综合控制器5200具有应用控制部5201和安全管理部5202。应用控制部5201根据应用控制信息中包含的各种信息和控制信息来控制接收机5000的各模块。应用控制部5201决定应用中CM或与CM相关联的消息等的辅助信息的显示/不显示等。
安全管理部5202管理应用，实现安全功能。例如，安全管理部5202具有应用认证功能，将认证后的应用作为管理应用进行处理。另外，安全管理部5202具备访问控制功能、提示控制功能、执行功能、以广播以外的管理应用为对象的撤销功能等。此外，此处将安全管理部5202的控制和应用控制部5201的控制分开进行记载，但也可以不分开而作为一个管理部进行控制。
访问控制功能能够针对被允许利用的应用而参照视频、音频、元数据SI信息等的广播资源、或者接收机5000的音视频输出、网络接口等的接收机资源。 另外，根据应用的安全等级来限制可访问的接收机API(Application Programming Interface：应用编程接口)。
提示控制功能根据广播事业部的意图来决定可否与广播动画重叠、显示区域及大小、显示/不显示等的应用的显示方法。进而，在灾害报道等的紧急时，能够进行例如暂时不显示应用或其关联显示，而在整个画面显示广播节目的控制。
撤销功能是能够使有损广播运营商或利用者的利益的、存在问题的应用无效化的功能。
应用引擎5130形成用于执行应用的环境。作为应用引擎5130，使用搭载有用于支持混合广播的扩展API的例如HTML5浏览器。
终端协作控制部5500是执行与外部的协作终端的协作的接口。
在此，记录介质5001中存储有从上述CM发布用服务器4000获得的可寻址CM。综合控制器5200将CM发布用服务器4000所拥有的可寻址CM中该接收机5000的用户(收看者)喜好的可寻址CM下载到记录介质5001中。CM发布用服务器4000所拥有的可寻址CM被分为赋予了表示收看者的喜好的“车”、“体育”、“旅行”等标签的多个组。综合控制器5200根据从管理服务器3000获得的、与该接收机5000的收看者的喜好相关的信息，下载被赋予了与收看者的喜好相符的标签的可寻址CM组。
下载至记录介质5001中的可寻址CM被临时存储在DRAM处理部5104中。然后，可寻址CM在解复用器5303中被分离，视频流在视频解码器5311中被解码，音频流在音频解码器5312中被解码，字幕流在字幕解码器5313中被解码。
解码后的视频数据和字幕数据在合成器5501中被合成，并被输入显示器 5002中。解码后的音频数据经由合成器5502被输入扬声器系统5003中。由此，可寻址CM通过显示器5002和扬声器系统5003被输出。
应用控制部5201根据与可寻址CM的播放相关的应用控制信息来控制接收机5000的各块，并在规定的可寻址CM时间段中播放可寻址CM。
图5是表示实施方式1涉及的管理服务器3000的构成例的图。如图5所示，管理服务器3000具备存储部3100、分析部3200以及通知部3300。
存储部3100存储该管理服务器3000所管理的接收机5000中的收看历史。收看历史包括例如节目标题、节目ID、节目概要、参演人员、广播日期时间以及其他数据。
分析部3200根据收看历史和该管理服务器3000所管理的接收机5000的用户(收看者)的属性信息分析收看者的喜好等。收看者的属性信息是通过事先(例如购买接收机等时)的问卷调查等从收看者得到的信息。
收看者的属性信息包括例如关于该家庭的构成人员的性别信息、世代信息等。
根据这些信息，例如可以推断出该管理服务器3000所管理的接收机5000的收看者的喜好。例如，可以从收看者的收看倾向得到喜欢车、喜欢运动、喜欢旅行这样的信息。
另外，例如得知在以目标层“Y”为目标的广播节目“a”中，正在播放关于符合目标层“Y”的喜好的商品“n”的CM，而属于对商品“m”感兴趣的目标层“X”的收看者也正在收看广播节目“a”。
该情况下，例如分析部3200也可以将关于产品“n”的CM时间段设定为可寻址CM时间段，并判定为适于向属于目标层“X”的收看者提供关于产品“m” 的可寻址CM。
另外，除此之外，还可以考虑到面向有小孩的家庭的监护人层，在认为是监护人收看的夜晚的时间段的广播节目中设定可寻址CM时间段，提供与小孩相关联的商品的可寻址CM，等等。
通知部3300例如将分析部3200的这些分析结果通知给广播站1000。广告公司AD经由广播站1000获取这些分析结果，通过对象商品的广告主MC购买可寻址CM时间段。
另外，通知部3300例如将在所购买的可寻址CM时间段中实际发布可寻址CM时的发布实绩通知给广播站1000。这些发布实绩经由广播站1000报告给广告公司AD或广告主MC。
另外，通知部3300将分析部3200分析出的收看者的喜好通知给接收机5000。由此，接收机5000能够在从CM发布用服务器4000获取可寻址CM时，选择性地获取符合收看者的喜好的可寻址CM。
此外，在本实施方式中，广播站1000所具备的包含CM管理服务器的广播站服务器1100、管理服务器3000、CM发布用服务器4000构成发送装置的一例。
图6是表示实施方式1涉及的接收装置的构成例的图。本实施方式的接收装置例如是硬盘录像机，包括接收机5000、记录介质5001、录像播放装置5004以及磁盘驱动器5005。显示器5002和扬声器系统5003构成显示装置(例如电视)。
录像播放装置5004具有录像功能和播放功能。
录像功能使接收机5000接收到的广播节目(内容)存储至记录介质5001中。另外，录像功能将记录介质5001所存储的内容经由磁盘驱动器5005记录 至光盘中。光盘例如是DVD(Digital Versatile Disc)或BD(Blu-ray(注册商标)Disc)。磁盘驱动器5005相对于光盘进行数据的读写。
播放功能经由显示器5002和扬声器系统5003提供(播放)记录介质5001所存储的内容，以便能够收看。另外，播放功能通过磁盘驱动器5005播放光盘中记录的内容。此处的光盘既可以是通过录像功能记录而成的盘，也可以是存储电影或电视剧等的数据进行销售的现成品。
图7是实施方式1涉及的系统中的可寻址时CM播放时的时序图。在图7的例子中，假设符合该接收机5000的收看者的喜好的可寻址CM已被下载到记录介质5001中。或者，也可以在已记录内容的播放期间，通过非同步通信等下载到记录介质5001中。
如图7所示，在实施方式1的系统中，当已记录内容的正篇的播放开始时，等待下一个CM时间段，在比CM时间段稍早(例如10秒等的规定时间)之前，进行将已记录内容中包含的旧的CM替换为可寻址CM的处理，在CM时间段开始的时刻播放可寻址CM，随着CM时间段(或者可寻址CM的播放)结束，返回正篇的后续的播放。
另外，如果是销售的光盘等，则有时在开头、即正篇之前存在CM时间段，但该情况下，也在开头的CM时间段中对可寻址CM进行替换播放。
此外，正篇与CM时间段的区别例如也可以如现有的自动设定章节的功能那样，在声音切换为单声道和立体声的位置等处进行。
图8是表示实施方式1涉及的可寻址CM的更新处理的步骤的一例的流程图。
如图8所示，综合控制器5200从上次获取可寻址CM起等待经过规定期间(例如1个月或1周)(步骤S01中为“否”)，当经过了该期间时(步骤S01中 为“是”)，更新可寻址CM的存储区(步骤S02)。在步骤S02中，综合控制器5200从CM发布用服务器4000接收适于该接收机5000的收看历史或用户的属性信息的可寻址CM的发布，并存储至记录介质5001中。
图9是表示实施方式1涉及的可寻址CM的替换处理的步骤的一例的流程图。
如图9所示，综合控制器5200在开始收看已记录内容(步骤S11)之后，等待规定时间的时刻直到CM时间段为止(步骤S12中为“否”)，当到达该时刻时(步骤S12中为“是”)，将已记录内容中包含的旧的CM替换为可寻址CM(步骤S13)。另外，当步骤S13中的可寻址CM的播放结束时，综合控制器5200使处理返回到步骤S12并等待下一个时刻。
以上，根据本实施方式，即使在对广播的节目进行录像而得到的内容、或者预先将电影或电视剧存储在光盘等中进行销售的内容等的已记录内容中，包含录像当时或开始销售当时的广告，在该已记录内容的播放时，也可以代替随着时间的经过而失去了播放价值的广告，替换为有效利用了收看者的喜好或购买行为等的分析结果的新的CM。因此，根据本实施方式，在播放已记录内容时，也可以发布适时且符合用户的喜好或属性的广告。
[变形例]
本变形例是实施方式1的变形例，因此，对于相同部分使用相同的附图标记，并省略详细的说明。在本变形例中，代替实施方式1中的可寻址CM的更新处理(图8)和可寻址CM的替换处理(图9)，进行图10的处理。
图10是本变形例涉及的已记录内容的播放时的可寻址CM的更新和替换处理的流程图。
综合控制器5200在开始收看已记录内容时(步骤S21)，判断从上次获取可 寻址CM起是否经过了规定期间(例如1个月或1周)(步骤S22)。在经过了该期间的情况下(步骤S22中为“是”)，综合控制器5200更新可寻址CM的存储区(步骤S23)。在步骤S23中，综合控制器5200从CM发布用服务器4000接收适于该接收机5000的收看历史或用户的属性信息的可寻址CM的发布，并将其存储至记录介质5001中。
另外，在步骤S22中，从上次获取可寻址CM起未经过规定期间的情况下(步骤S22中为“否”)，综合控制器5200跳过步骤S23，使处理进入步骤S24。
在步骤S24中，综合控制器5200等待达到规定时间的时刻直到CM时间段为止(步骤S24中为“否”)，当到达该时刻时(步骤S24中为“是”)，将已记录内容中包含的旧的CM替换为可寻址CM(步骤S25)。另外，当步骤S25中的可寻址CM的播放结束时，综合控制器5200使处理返回到步骤S24并等待下一个时刻。
根据这样的变形例，每次收看任何已记录内容时，都能够更新旧的可寻址CM。
[实施方式2]
以下，参照附图对实施方式2详细进行说明。本实施方式是实施方式1的变形例，因此，对于实施方式1中已说明过的部位使用相同的附图标记，并省略详细的说明。
实施方式2是在正篇中不包含CM时间段的已记录内容的播放时，插入可寻址CM的情况的例子。作为上述那样的已记录内容，例如有预先将电影或电视剧存储在光盘等中销售的内容等。
图11是实施方式2涉及的系统中的可寻址时CM播放时的时序图。在图11 的例子中，与图7的例子同样地，既可以是符合该接收机5000的收看者的喜好的可寻址CM已被下载到记录介质5001中，或者，也可以在已记录内容的播放期间通过非同步通信等下载到记录介质5001中。
如图11所示，在实施方式2的系统中，当已记录内容的正篇的播放开始时，等待下一个CM插入点，并在比CM插入点稍早(例如10秒等的规定时间)之前，进行插入可寻址CM的准备处理，当到达CM插入点时，播放可寻址CM，随着可寻址CM的播放结束，返回到正篇的后续的播放。
上述CM插入点例如在已记录内容是将过去广播的电视剧记录在光盘等中销售的内容的情况下，适合为广播时插入CM的位置。另外，也可以预先在光盘等中加入表示可插入CM的时刻的信息(广告插入点信息)，以备上述那样的运用。
另外，上述CM插入点例如在已记录内容是将电影记录在光盘等中销售的内容的情况下，适合为可判断为场景很有可能发生切换的位置。作为可判断为场景很有可能发生切换位置，例如可以举出画面变黑(或变白)的位置。画面是否变黑(或变白)的判断例如可以通过将画面整体的亮度与规定的阈值进行比较来进行。在这样的运用的情况下，将判断为场景很有可能发生切换的位置的信息作为上述广告插入点信息进行处理。
图12是表示实施方式2涉及的可寻址CM的插入处理的步骤的一例的流程图。如图12所示，综合控制器5200在开始收看已记录内容(步骤S31)之后，等待规定时间的时刻直到CM插入点为止(步骤S32中为“否”)，当到达该时刻时(步骤S32中为“是”)，暂时停止播放已记录内容的正篇，而进行可寻址CM的插入播放(步骤S33)。另外，当步骤S33中的可寻址CM的播放结束时，综合控制器5200使处理返回到步骤S32，等待下一个时刻。
[实施方式3]
以下，参照附图对实施方式3详细进行说明。本实施方式是实施方式1和实施方式2的变形例，因此，对于在实施方式1和实施方式2中已说明过的部位使用相同的附图标记，并省略详细的说明。
实施方式3是代替实施方式1和实施方式2中的录像播放装置5004而具备播放装置5006的情况的例子。
图13是表示实施方式3涉及的接收装置的构成例的图。本实施方式的接收装置例如是BD播放器(或者DVD播放器)，包括接收机5000、记录介质5001、播放装置5006以及磁盘驱动器5005。
播放装置5006具备播放功能。播放功能经由显示器5002和扬声器系统5003提供(播放)记录介质5001所存储的内容，以便能够收看。另外，播放功能通过磁盘驱动器5005播放光盘中记录的内容。此处的光盘既可以是通过录像功能记录而成的盘，也可以是存储电影或电视剧等的数据进行销售的现成品。
根据这样的构成，在存储于光盘中的已记录内容的播放时，能够代替旧的CM而播放可寻址CM、或者在CM插入点播放可寻址CM。
[其他实施方式]
在上述各实施方式(实施方式1及其变形例以及实施方式2)中，不限于CM时间段的替换或者在适当的位置插入CM，例如也可以在每当播放了规定时间(例如30分钟)正篇内容时便插入可寻址CM。
此外，在进行上述运用的装置、或者存储有电影或电视剧等的数据进行销售的光盘的销售时，可以考虑到以将可寻址CM的收看作为前提的低价销售等的方法。进而，也可以在从开始收看上述那样销售的光盘中存储的内容起经过了 规定期间(例如1年)之后，解除可寻址CM的插入。
另外，在上述各实施方式中，也可以在可寻址CM的播放期间，在收看者进行了停止播放已记录内容的操作的情况下，在下一次播放相同的已记录内容时，优先使用上次中断播放的可寻址CM。另外，该情况下，上述中断的可寻址CM的播放时刻不限于刚重新开始播放已记录内容之后，也可以是正篇播放期间的适当时刻。另外，也可以进行如下判断：若被中断的可寻址CM在中断时例如已播放了CM整体的规定比例以上，则不作为下一次重新开始播放时的优先对象，等等。
另外，在上述各实施方式中，在播放已记录内容时，对广告(可寻址CM)进行替换/插入播放，但在实施时，也可以对广告以外的内容进行替换/插入播放。
另外，在上述各实施方式中，作为已记录内容，例示了用户利用家庭的设备录制广播节目等而得到的内容、或者将电影或电视剧等存储在光盘中的内容，但在实施时，例如已记录内容也可以是VOD(Video On Demand：视频点播)。即，在VOD中，对于包含旧的CM的内容，也可以应用上述实施方式，将旧的CM替换为新的可寻址CM。或者，也可以在收看VOD期间的任意时刻插入可寻址CM。
另外，在上述各实施方式中，对于预先下载到接收机5000的记录介质5001中的可寻址CM进行播放，但也可以根据MPEG-DASH(MPEG Dynamic Adaptive Streaming over HTTP)，对CM发布用服务器4000上的可寻址CM进行流播放。
另外，在上述各实施方式中，将电视广播的节目等作为已记录内容的例子，但除此以外，也可以将适当保存通过互联网发布的内容而得到的内容作为已记录内容进行处理，在播放该内容时，对可寻址CM进行替换/插入播放。
另外，在上述各实施方式中，将记录介质5001图示为磁盘，但实施时记录介质5001不限于HDD、介质，记录介质5001也可以是例如DRAM等的易失性存储器或高速缓冲存储器。
另外，也可以将可寻址CM存储在易失性存储器或高速缓冲存储器中而不是HDD或介质中。在这种情况下，可寻址CM使用用户未意识到的存储容量，在用户未意识到的情况下从CM发布用服务器4000下载，并根据需要进行更新。在这样的构成的情况下，不会为了可寻址CM而使用用户进行管理并可能担心余量的HDD、介质。因此，在该情况下，能够防止给用户带来用户支配的存储容量被可寻址CM占用这样的负面印象。
另外，在上述各实施方式中，说明了可寻址CM的获取源是CM发布用服务器4000的情况，但实施时不限于此，例如，也可以从记录介质5001、光盘等所存储的数据获得作为可寻址CM的CM。该情况下，作为可寻址CM的CM，例如可以考虑正篇内容中夹入了CM的电视广播节目的录像数据。能够获得录像数据中包含的CM的元数据。因此，例如，综合控制器5200可以预先获取存储介质5001内的录像数据所包含的CM的元数据并保存在规定的存储区中，在内容播放时，参照保存在规定的存储区中的CM元数据，选出与收看历史或属性信息相符的CM，并作为可寻址CM进行利用。
另外，在上述各实施方式中，说明了向接收机5000提供内容的方法是地面波或卫星波的例子，但实施时不限于此，向接收机5000提供内容的方法例如也可以是IP广播。该情况下，接收机5000例如经由通信内容处理部5100(参照图4)接收IP广播。
而且，在上述各实施方式中，将服务器分为广播站1000所具备的包含CM 管理服务器的广播站服务器1100、管理服务器3000、CM发布用服务器4000进行了说明，但在实施时，这些服务器1100、3000、4000实际上不需要3台，例如既可以由1台服务器实现全部服务器1100、3000、4000的功能，或者，也可以构成为利用由4台以上的多台构成的服务器群来实现服务器1100、3000、4000的功能。
对本发明的实施方式进行了说明，但该实施方式是作为例子而提示的，并非旨在限定发明的范围。该新的实施方式能够以其他各种方式实施，在不脱离发明的主旨的范围内，能够进行各种省略、替换、变更。这些实施方式及其变形包含在发明的范围、主旨中，并且包含在权利要求书所记载的发明及其等效的范围内。
另外，也可以通过安装于计算机的硬盘装置等的存储器中的程序来实现上述实施方式所示的各构成要素，另外，也可以将上述程序预先存储在计算机可读取的电子介质中，通过使计算机从电子介质读取程序，从而由计算机实现本发明的功能。作为电子介质，包括例如CD-ROM等的记录介质、闪存、可移动介质等。进而，也可以通过将构成要素分散存储在经由网络连接的不同的计算机中，并在使各构成要素发挥功能的计算机之间进行通信来实现。

Claims (17)

  1. 一种接收装置，包括：
    记录介质，用于存储基于所述接收装置中的收看历史分析出的所述接收装置的用户喜好的广告；
    播放装置，用于播放已记录内容；以及
    控制器，用于执行如下处理：
    获取用户喜好的广告并存储在所述记录介质中；
    在利用所述播放装置播放所述已记录内容期间内的规定时刻，播放存储在所述记录介质中的所述用户喜好的广告。
  2. 根据权利要求1所述的接收装置，所述控制器，用于将所述已记录内容所包含的面向公众的广告的开始时刻设为所述规定时刻，并将所述面向公众的广告替换为存储在所述记录介质中的所述用户喜好的广告并进行播放。
  3. 根据权利要求1所述的接收装置，
    所述控制器，用于根据所述已记录内容所包含的广告插入点信息判断所述规定时刻，并在所述广告插入点信息所表示的位置插入存储在所述记录介质中的所述用户喜好的广告并进行播放。
  4. 根据权利要求1至3中任一项所述的接收装置，
    所述控制器，用于在开始播放所述已记录内容时，进行所述用户喜好的广告的获取和向所述记录介质的存储。
  5. 根据权利要求1至4中任一项所述的接收装置，
    所述控制器，用于在从上次获取所述广告起经过规定时间段时，进行所述用户喜好的广告的获取和向所述记录介质的存储。
  6. 根据权利要求1至5中任一项所述的接收装置，所述播放装置，还具有对于通过广播波播放的广播节目进行录像并作为已记录内容的录像功能。
  7. 一种接收方法，包括：
    获取基于收看历史分析出的用户喜好的广告；和
    在已记录内容的播放期间的规定时刻播放所述用户喜好的广告。
  8. 一种发送方法，
    从具备播放已记录内容的播放装置的接收装置获取该接收装置的用户的收看历史；
    根据所述收看历史分析所述用户的喜好；
    在与所述播放装置播放所述已记录内容相关的规定时刻，向所述接收装置发送与所述喜好对应的广告。
  9. 根据权利要求8所述的发送装置，当从所述接收装置收到表示进行所述广告的更新的信号时，认为到达所述规定时刻，从而向该接收装置发送所述广告。
  10. 根据权利要求8所述的发送装置，将在所述播放装置中开始播放所述已记录内容之后至开始播放所述广告之前的期间设为所述规定时刻，并向所述接收装置发送所述广告。
  11. 一种发送方法，包括：
    获取收看历史；
    根据所述收看历史分析用户的喜好；以及
    在与已记录内容的播放相关的规定时刻，发送与所述喜好对应的广告。
  12. 一种收发系统，包括：
    接收装置，包括存储基于收看历史分析出的用户喜好的广告的记录介质、播放已记录内容的播放装置、以及控制各部的控制器；和
    发送装置，从所述接收装置获取所述收看历史并分析所述喜好，并向所述接收装置发送所述用户喜好的广告；
    所述接收装置的所述控制器执行如下处理：
    从所述接收装置获取所述用户喜好的广告并存储在所述记录介质中；
    在利用所述播放装置播放所述已记录内容的期间内的规定时刻，播放存储在所述记录介质中的所述用户喜好的广告。
  13. 根据权利要求12所述的收发系统，
    所述控制器，用于将所述已记录内容所包含的面向公众的广告的开始时刻设为所述规定时刻，并将所述面向公众的广告替换为存储在所述记录介质中的所述用户喜好的广告并进行播放。
  14. 根据权利要求12所述的收发系统，
    所述控制器，用于根据所述已记录内容所包含的广告插入点信息判断所述规定的时刻，并在所述广告插入点信息所表示的位置插入存储在所述记录介质中的所述用户喜好的广告并进行播放。
  15. 根据权利要求12至14中任一项所述的收发系统，
    所述控制器，用于在开始播放所述已记录内容时，进行所述用户喜好的广告的获取和向所述记录介质的存储。
  16. 根据权利要求12至15中任一项所述的收发系统，
    所述控制器，用于在从上次获取所述用户喜好的广告起经过规定期间时，进行所述用户喜好的广告的获取和向所述记录介质的存储。
  17. 根据权利要求12至16中任一项所述的收发系统，
    所述播放装置，还具备对于以广播波播放的广播节目进行录像并作为已记录内容的录像功能。
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