WO2020125723A1 - Receiving device and method, transmitting device and method, and transceiving system - Google Patents

Abstract

Implementations of the present invention relate to a receiving device and method, a transmitting device and method, and a transceiving system. The receiving device according to the implementations is provided with an obtaining unit, a receiving unit, and an editing unit. The obtaining unit obtains advertisement segment information in which an association is established between advertisement segment identification information and a length of time of an advertisement segment, the advertisement segment identification information being identification information for determining, among advertisement segments, an advertisement segment of which advertisement content can be replaced, and the advertisement segment being a time of broadcasting advertisement content in a broadcast program. The receiving unit receives, from an external device, length-variable advertisement content capable of being played according to the advertisement segment information. The editing unit edits the length-variable advertisement content according to the length of time of the advertisement segment. According to the receiving device of the present invention, the case where a length of time of a CM segment in a broadcast program differs from a playback length of time of addressable CM can be reduced.

Description

Receiving device and receiving method, transmitting device and transmitting method, and receiving and sending system

This application requires a Japanese patent application filed on December 20, 2018 with the Japanese Patent Office, application number 2018-238929, and the invention titled "Receiving Device and Receiving Method"; on December 20, 2018, the Japanese Patent Office and application Japanese Patent Application No. 2018-238930, Invention Title "Transmission Device and Transmission Method"; and Japan filed with the Japanese Patent Office on December 20, 2018, Application No. 2018-238931, Invention Title "Receiver System" The priority of patent applications, the entire contents of which are incorporated by reference in this application.

Technical field

Embodiments of the present invention relate to a receiving device and a receiving method, a transmitting device and a transmitting method, and a transceiver system.

Background technique

In the past, broadcasting stations broadcast advertising content during the time spent on advertising among broadcast programs. In this case, the system of the broadcasting station combines a plurality of advertisement contents stored in advance so that the length of the advertisement time becomes the same as the length of the total playing time of the plurality of advertisement contents broadcast within the time of the advertisement .

In addition, in recent years, there has been a demand for displaying advertisement contents corresponding to viewers' preferences and attributes. When responding to such a demand, for example, a method of replacing the advertisement content distributed from the broadcasting station with an advertisement within the advertisement corresponding to the viewer's preferences and attributes stored in advance by the receiving device may be considered. In addition, such advertisement contents corresponding to the viewer's preferences and attributes are called addressable CM (Commercial Message: advertisement information).

Prior art literature

Patent Literature

Patent Document 1: Japanese Special Publication No. 2002-518946

Summary of the invention

However, in the prior art, there may be a difference between the length of time used for advertisements in broadcast programs and the length of the broadcast time of the addressable CM.

The receiving device according to the embodiment of the present invention includes an acquiring unit, a receiving unit, and an editing unit. The acquisition unit acquires the advertisement segment information that associates the advertisement segment identification information with the length of the advertisement segment. The advertisement segment identification information is for the time when the advertisement content is broadcast in the broadcast program, that is, in the advertisement segment, and can replace the advertisement content. The identification information of the advertisement segment is determined. The receiving unit receives variable length advertisement content that can be played according to the advertisement segment information from an external device. The editing section edits variable-length advertisement content according to the length of the advertisement segment.

A transmission device according to an embodiment of the present invention includes a receiving unit, a searching unit, and a transmitting unit. The receiving unit receives the advertisement segment identification information and the condition of the advertisement content that can be played in the advertisement segment from the receiving device that receives the broadcast program, wherein the advertisement segment identification information is identification information that specifies the advertisement segment that can replace the advertisement content on the receiving device side . The search unit searches for variable-length advertisement content that can be played in the advertisement segment. The transmitting unit transmits the variable-length advertisement content retrieved by the retrieval unit to the receiving device.

The transmission and reception system according to an embodiment of the present invention includes a transmission device and a reception device. The transmission device includes a first receiving unit, a searching unit, and a first transmitting unit. The first receiving unit receives the advertisement segment identification information and the condition of the advertisement content that can be played in the advertisement segment from the receiving device, and the advertisement segment identification information is identification information that specifies the advertisement segment that can replace the advertisement content on the receiving device side. The search unit searches for variable-length advertisement content that can be played in the advertisement segment. The first transmitting unit transmits the variable-length advertisement content retrieved by the retrieval unit to the receiving device. The receiving device includes an acquiring unit, a second receiving unit, and an editing unit. The acquisition unit acquires advertisement segment information that associates the advertisement segment identification information with the length of the advertisement segment. The second receiving unit receives variable-length advertisement content from the transmitting device. The editing section edits variable-length advertisement content according to the length of the advertisement segment.

BRIEF DESCRIPTION

1 is a schematic diagram illustrating the operation of the transmission and reception system of the first embodiment;

2 is a diagram showing an example of a schematic configuration of a transmission and reception system according to a first embodiment;

3 is a diagram showing an example of mainstream and information in a broadcast wave transmission path and a hybrid broadcast transmission path for transmitting broadcast signals according to the first embodiment;

4 is a diagram showing an example of the hardware configuration of the receiver of the first embodiment;

5 is a diagram showing an example of a functional configuration of the receiver of the first embodiment;

6 is a diagram showing an example of addressable CM segment information of the first embodiment;

7 is a diagram showing an example of attribute information of the addressable CM of the first embodiment;

8 is a diagram showing an example of segmentation position information of the addressable CM according to the first embodiment;

9 is a diagram showing an example of a change in the time length of the variable-length addressable CM of the first embodiment;

10 is a diagram showing an example of frame information for still images according to the first embodiment;

11 is a diagram showing an example of a combination of addressable CMs of the first embodiment;

12 is a diagram showing another example of a combination of addressable CMs of the first embodiment;

13 is a diagram showing an example of the functional configuration of the CM distribution server of the first embodiment;

14 is a diagram showing an example of a functional configuration of the management server of the first embodiment;

15 is a sequence diagram showing an example of the flow of the playback processing of the addressable CM according to the first embodiment;

16 is a diagram showing an example of a variable-length addressable CM of the second embodiment;

FIG. 17 is a diagram showing an example of the split position information of the addressable CM according to the second embodiment.

[Description of reference signs]

80, 80a～80f frame group

91 Addressable CM segment information

92 Attribute information of addressable CM

93 Addressable CM segmentation location information

94 Frame information for still images

95 Addressable CM segmentation location information

1000 Radio Station

3000 management server

3100 Reception Department

3200 Analysis Department

3300 Notification Department

3400 Storage Department

4000 CM release server

4100 Acquisition Department

4200 Reception Department

4300 Retrieval Department

4400 Sending Department

4500 Storage Department

5000 receiver

5001 Recording media

5002 monitor

5003 speaker system

5100 Acquisition Department

5200 Requirements Department

5300 Reception Department

5400 Editorial Department

5500 Play Control Department

5600 Sending Department

5800 Storage Department

6000CM management server

S transceiver system

detailed description

(First embodiment)

Hereinafter, the first embodiment will be described in detail with reference to the drawings.

(Operation example of transceiver system)

FIG. 1 is a schematic diagram illustrating the operation of the transmission and reception system S of this embodiment. In the operation of the transmission/reception system S of the present embodiment, the addressable CM is issued to a specific viewer in the CM segment (the period during which advertisements are broadcast), which is the time when the CM (Commercial Message) for the public is broadcast on the broadcast wave.

The addressable CM is a CM that matches the preferences of a specific viewer, that is, the CM that determines the target viewer. Furthermore, in the present embodiment, a CM that is not an addressable CM, that is, a public-facing CM that is transmitted from the broadcasting station 1000 together with a broadcast program is called a normal CM. In addition, the normal CM and the addressable CM are examples of advertisement content in this embodiment. Moreover, the CM segment is an example of the advertising segment in this embodiment.

As shown in FIG. 1, the transmission/reception system S of this embodiment includes a receiver 5000, a CM distribution server 4000, and a management server 3000.

The receiver 5000 is, for example, a television device corresponding to a broadcast communication cooperative service such as hybrid broadcasting, and is an example of a receiving device in this embodiment. Furthermore, the receiver 5000 may be a set-top box or a PC (Personal Computer) with a TV function, etc., or a BD (Blu-ray Disc) (registered trademark) recorder or DVD (Digital Versatile Disk) recorder, etc. Device.

The receiver 5000 receives various broadcast programs and so on. In addition, the CM distribution server 4000 and the management server 3000 are examples of external devices for the receiver 5000. Furthermore, the server for CM distribution 4000 is an example of the transmission device in this embodiment. Furthermore, the management server 3000 is an example of the management device in this embodiment. Furthermore, the transceiver system S may include a plurality of receivers 5000.

The management server 3000 is a server device that manages information related to CM. The management server 3000 uses the receiver 5000 to obtain the viewing history of broadcast programs and the like that the viewer has watched using the receiver 5000 via the Internet, and analyzes the viewer's preference. Here, "broadcast programs, etc." includes not only broadcast programs, but also normal CMs and addressable CMs. For example, the management server 3000 obtains the following information: a broadcast program such as "a" targeting a level "Y" is regularly watched by a viewer who does not belong to the target level "Y". Furthermore, as a result of analysis by the management server 3000, it is determined that the viewer is likely to be interested in a product such as "m" where the target level "Y" usually does not show interest.

Based on the above, the management server 3000 determines that the CM segment of the broadcast program "a" is suitable for the addressable CM segment targeted at a specific viewer. Here, the specific viewer is a viewer who is interested in the product "m" like the viewer described above.

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 the analysis result may be manually communicated to the broadcasting station 1000.

The advertising company AD obtains the analysis result of the management server 3000 from the broadcasting station 1000. In addition, the advertising company AD proposes to the advertiser of the product "m" (the client who commissioned the advertising company to create advertisements) MC whether to purchase the CM segment of the broadcast program "a" as the addressable CM segment. Agree, then exchange contracts between the two.

The advertising company AD places the CM about the product "m" to the broadcasting station 1000 based on the contract, and the broadcasting station 1000 transmits the CM to the CM distribution server 4000 for distribution of addressable CMs via the CM management server 6000 of its own. 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 CM distribution server 4000 is a server that stores the addressable CM sent from the CM management server 6000, and sends the addressable CM to the receiver 5000 according to the request from the receiver 5000.

In addition, the management server 3000 obtains the release performance of the addressable CM from the receiver 5000 based on the information of the addressable CM segment acquired from the broadcast station 1000, and provides it to the broadcast station 1000. The management server 3000 may have a function of automatically transmitting the posting results to the broadcasting station 1000, or the posting results may be manually communicated to the broadcasting station 1000.

The advertising company AD obtains the release results from the management server 3000 via the broadcasting station 1000, and communicates them to the advertiser MC as necessary.

(Outline structure of advertising transceiving system)

FIG. 2 is a diagram showing an example of a schematic configuration of the transmission and reception system S of this embodiment.

As shown in FIG. 2, the broadcasting station 1000 includes a security device 1200 and a broadcasting station server 1100 including a CM management server 6000. The broadcasting station 1000 transmits a broadcasting signal based on radio waves. The broadcast signal may include BS broadcast, CS broadcast, terrestrial digital broadcast and other signals. Also, the broadcasting station 1000 transmits digital broadcasting signals, application control information (AIT: Application Information Table), control information related to prompts made by cooperation of broadcasting and communication, and the like. In addition, broadcast signals based on radio waves are also called broadcast waves.

The application control information makes the receiver 5000 included in the transmission and reception system S aware of the application and the like linked to the broadcast program, and includes commands and control information for starting and ending.

The method of transmitting application control signals including application control information includes, for example, a dedicated ES (Elementary Stream) transmission method, a data carousel method that repeatedly transmits the same data, and a server that acquires a communication network The way to place the control signal file. The receiver 5000 corresponding to hybrid broadcast described below acquires an application program from a specified URL (Uniform Resource Locator) according to an instruction of an application control signal, and performs control of the application program 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, actors, 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 for realizing a broadcast communication function cooperation service in addition to a basic function of receiving digital broadcasting.

That is, the receiver 5000 has the following functions in addition to the broadband network connection function. According to the application control information transmitted by broadcasting, the function of executing an application, the function of presenting by cooperation between broadcasting and communication, etc.

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

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

In addition, the management server 3000 acquires information of the addressable CM segment from the broadcasting station 1000. The information includes, for example, a broadcast program in which the addressable CM segment is set, a period of the addressable CM segment, and the like. The management server 3000 obtains the release performance of the addressable CM based on the receiver 5000 based on the information of the addressable CM segment. As described above, the management server 3000 can automatically transmit the posting results to the broadcasting station 1000.

The system of this embodiment is mainly composed of a receiver 5000, a recording medium 5001, a display 5002, a speaker system 5003, and a management server 3000.

From the CM management server 6000 (see FIG. 1) owned by the broadcasting station 1000, the addressable CM delivered from the advertising company AD to the broadcasting station 1000 is sent to the CM distribution server 4000. The receiver 5000 receives a predetermined addressable CM among the addressable CMs held by the server 4000 for CM distribution.

Here, the flow and information in the transmission path will be described.

3 is a diagram showing an example of mainstream and information in the broadcast wave transmission path 2100 and the hybrid broadcast transmission path 2200 for transmitting broadcast signals according to the present embodiment. In each transmission path, video streams, audio streams, application control information, and service information are transmitted.

(Example of hardware configuration of receiver)

FIG. 4 is a diagram showing an example of the hardware configuration of the receiver 5000 of the present embodiment. As shown in FIG. 4, the receiver 5000 has a communication content processing unit 51001 and a broadcast content processing unit 53001. The communication content processing unit 51001 has a hybrid broadcast standard connected to the network. The connection destination of the network is, for example, the aforementioned management server 3000. The broadcast content processing unit 53001 receives broadcast waves.

The communication content processing unit 51001 includes an IP communication interface 5101. The stream received via 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 by the demultiplexer 5303. A DRAM (Dynamic Random Access Memory) processing unit 5104 is connected to the demultiplexer 5303. As an example, the DRAM processing unit 5104 includes processors such as DRAM and CPU. The DRAM processing unit 5104 can execute processes such as automatic downloading by running various programs.

The video stream separated by the demultiplexer 5303 is decoded by the video decoder 5311, the audio stream is decoded by the audio decoder 5312, and the subtitle stream is decoded by the subtitle decoder 5313.

The decoded video data and subtitle data are synthesized by the synthesizer 5501 and input to the display 5002. The decoded voice data is input to the speaker system 5003 via the synthesizer 5502.

The broadcast content processing unit 53001 includes a broadcast tuner 5301. The stream received and demodulated by the broadcast tuner 5301 is input to the descrambler 5302. In the descrambler 5302, the input stream is descrambled by the key from the CAS (Conditional Access System) module 5304. The stream descrambled by the descrambler 5302 is input to the demultiplexer 5303.

The demultiplexer 5303 outputs the data for data playback to the data playback reception processing unit 5330. The video stream separated by the demultiplexer 5303 is decoded by the video decoder 5311, the audio stream is decoded by the audio decoder 5312, and the subtitle stream is decoded by the subtitle decoder 5313. The decoded video data and subtitle data are synthesized by the synthesizer 5501 and input to the display 5002. The decoded voice data is input to the speaker system 5003 via the synthesizer 5502.

In addition, the data playback signal separated by the demultiplexer 5303 is received by the data playback reception processing unit 5330 and input to the data playback engine 5315. The display signal transmitted by data playback is input to the synthesizer 5501 and displayed on the display 5002.

In addition, the demultiplexer 5303 transmits the addressable CM segment information separated from the broadcast wave to the integrated controller 52001. The details of the addressable CM segment information will be described later.

As a mechanism for controlling the overall operation of the receiver 5000, an integrated controller 52001 is provided. As an example, the integrated controller 52001 includes a processor such as a CPU (Central Processing Unit) and a storage device such as a ROM (Read Only Memory) or RAM (Random Access Memory).

The integrated controller 52001 has an application control unit 5201 and a security management unit 5202. The application control unit 5201 controls various functional modules of the receiver 5000 based on various information and control information included in the application control information. The application control unit 5201 determines the display/non-display of auxiliary information such as CM or messages related to the CM in the application.

The security management unit 5202 manages application programs and implements security functions. For example, the security management unit 5202 has an application authentication function, and processes the authenticated application as a management application. In addition, the security management unit 5202 includes an access control function, a presentation function, an enforcement function, a revocation function for a management application other than broadcasting, and the like. It should be noted that 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 enables licensed applications to refer to broadcast resources such as video, audio, and metadata SI information, video and audio output of the receiver 5000, and receiver resources such as a network interface. Furthermore, the receiver API (Application Programming Interface) that can be accessed is limited according to the security level of the application program.

The presentation control function determines whether to display the application of the broadcast moving image overlay, display area and size, and display/non-display based on the intention of the broadcast business department. In addition, in an emergency such as a disaster report, for example, the application or its associated display is temporarily set to be non-display, and the entire screen display of the broadcast program can be controlled.

The revocation function is a function that can invalidate a problematic application that harms the interests of broadcasters or users.

The application engine 5130 forms an environment for executing application programs. As the application engine 5130, for example, an HTML5 browser equipped with an extended API (Application Programming Interface) for hybrid broadcasting is used.

The terminal cooperation control unit 55001 is an interface that performs cooperation with an external cooperation terminal.

Here, in the recording medium 5001, the addressable CM acquired from the above-mentioned CM distribution server 4000 is stored. The integrated controller 52001 downloads the addressable CM among the addressable CMs held by the CM distribution server 4000 to the recording medium 5001, which is preferred by the viewer of the receiver 5000. The addressable CM held by the server for CM distribution 4000 is divided into a plurality of groups with tags such as "car", "sports", and "travel" indicating viewers' preferences. The integrated controller 52001 downloads the addressable CM group to which a tag matching the viewer's preference is given based on the information related to the viewer's preference of the receiver 5000 acquired from the management server 3000.

It should be noted that the addressable CM can be stored in the RAM and the like in the integrated controller 52001.

As an example, the addressable CM downloaded to the recording medium 5001 is temporarily stored in the DRAM processing unit 5104. Then, the addressable CM is separated by the demultiplexer 5303, the video stream is decoded by the video decoder 5311, the audio stream is decoded by the audio decoder 5312, and the subtitle stream is decoded by the subtitle decoder 5313.

The decoded video data and subtitle data are synthesized by the synthesizer 5501 and input to the display 5002. The decoded voice data is input to the speaker system 5003 via the synthesizer 5502. Thus, the addressable CM is output through the display 5002 and the speaker system 5003.

The application control unit 5201 controls each functional module of the receiver 5000 based on application control information related to playback of the addressable CM, and plays the addressable CM in a predetermined CM segment.

(Example of functional configuration of receiver)

FIG. 5 is a diagram illustrating an example of a functional configuration of the receiver 5000 of this embodiment. As shown in FIG. 5, the receiver 5000 includes an acquisition unit 5100, a request unit 5200, a reception unit 5300, an editing unit 5400, a playback control unit 5500, a transmission unit 5600, and a storage unit 5800.

The storage unit 5800 stores receiver ID, addressable CM segment information, addressable CM attribute information, addressable CM segmentation position information, frame information for still images, addressable CM dynamic image data, CM playback Performance information. The storage unit 5800 is realized by a recording medium 5001, for example.

In addition, the storage unit 5800 may be a storage device such as a DRAM in the DRAM processing unit 5104 and a RAM in the integrated controller 52001 that can temporarily record the cache. For example, the storage unit 5800 temporarily stores moving image data of the CM that can be addressed to the CM distribution server 4000 received by the reception unit 5300 described later in the integrated controller 52001, for example. Thereby, moving image data and the like addressable to the CM can be downloaded from the CM distribution server 4000 without being recognized by the user (viewer), and updated as necessary. Furthermore, the storage unit 5800 may be an external storage device provided outside the receiver 5000 and connectable to the receiver 5000.

The receiver ID is identification information that can identify the receiver 5000. The receiver ID is an example of the receiver identification information in this embodiment.

The addressable CM segment information is information that associates at least the advertisement segment identification information with the time length of the CM segment. The advertisement segment identification information determines the time when the CM is broadcast in the broadcast program, that is, in the CM segment. Replace the CM with the addressable CM segment. The addressable CM segment information is an example of advertisement segment information in this embodiment. Moreover, the replaceable CM segment is also called a CM segment capable of broadcasting addressable CM.

FIG. 6 is a diagram showing an example of the addressable CM segment information 91 of this embodiment. The addressable CM segment information 91 of the present embodiment is information that associates the CM segment ID, the type of CM that can be broadcast (Genre), the broadcast time, and the name of the broadcast station.

The CM segment ID is an ID that can identify the CM segment. In the addressable CM segment information 91, only the ID of the CM segment capable of replacing the normal CM with the addressable CM is registered. The CM segment ID is an example of advertisement segment identification information in this embodiment.

The type of CM that can be broadcast is the type of addressable CM that can be broadcast in the CM segment. The types of CMs that can be broadcast may be, for example, "program publicity (promotion of broadcast programs)", "cosmetics", and "cars", which are determined based on the advertising objects of the addressable CM, or may be based on "animals". The classification is determined by addressing the content displayed in the dynamic image of the CM. The type of CM that can be broadcast is an example of the conditions of the addressable CM that can be played in the CM segment, and conditions other than the type can be set.

The broadcast time is the time to broadcast the CM segment. As shown in FIG. 6, the broadcast time is defined according to the date and time when the CM segment is broadcast, the start broadcast time, and the end broadcast time. The time from the start broadcast time to the end broadcast time is the length of the CM segment.

The broadcasting station name is the name of the broadcasting station 1000 broadcasting the broadcasting program including the CM segment.

Returning to FIG. 5, the attribute information of the addressable CM is metadata of the addressable CM stored in the storage section 5800.

FIG. 7 is a diagram showing an example of the attribute information 92 of the addressable CM according to this embodiment. As shown in FIG. 7, the attribute information 92 of the addressable CM is information that associates CMID, CM length, broadcastable segment, and type of CM.

The CMID is identification information used to determine the addressable CM, and is also called advertisement identification information. The CMID registered in the attribute information 92 of the addressable CM is identification information of the moving image data of the addressable CM registered in the storage unit 5800. That is, three addressable CM moving image data of CMID “1” to “3” shown in FIG. 7 are registered in the storage unit 5800. The moving image data of the addressable CM registered in the storage unit 5800 and the attribute information 92 of the addressable CM are associated by the CMID.

The CM length is the time length of the addressable CM. Associate the CMID of a variable-length addressable CM with multiple CM lengths. In the example shown in FIG. 7, the CMID “1” is associated with four types of CM lengths of 5 seconds, 10 seconds, 15 seconds, and 30 seconds. Furthermore, the addressable CMs of CMID "2" and CMID "3" are both of fixed length, and are respectively associated with a type of CM length.

The broadcastable segment is a CM segment capable of broadcasting each addressable CM. In the attribute information 92 of the addressable CM, as information indicating a broadcastable segment, for example, a CM segment ID is registered. The CM segment in which each addressable CM can be broadcast is determined by, for example, the analysis processing of the management server 3000. Moreover, the type of CM is the type of each addressable CM.

Here, as an example of a variable-length addressable CM, there is an addressable CM capable of dividing moving image data of one addressable CM at a plurality of positions.

Returning to FIG. 5, the split position information of the addressable CM is information indicating the split position of the variable-length addressable CM that can be split at such a plurality of positions. Here, the division position in the addressable CM is defined according to the elapsed time from the start of the addressable CM before the variable length.

FIG. 8 is a diagram showing an example of the divided position information 93 of the addressable CM according to this embodiment. The CM-addressable division position information 93 is information that associates the CMID, detailed ID, CM length, and the first start time to the nth start time and the first end time to the nth end time of each division position. In the example shown in FIG. 8, there are cases where multiple parts can be extracted from the addressable CM before variable length, so the combination of the start time and the end time is registered in multiple groups, but the combination of the start time and the end time is also Can be 1 group.

The detailed ID is identification information capable of specifying the addressable CM after variable length. With respect to one CMID, a plurality of detailed IDs are associated with each case according to the CM length or division position.

Here, the detailed IDs “1-1” to “1-5” shown in FIG. 8 will be described using FIG. 9. FIG. 9 is a diagram showing an example of changes in the time length of the variable-length addressable CM according to this embodiment. As shown in FIG. 9, the total length of the moving image data 70a of the variable-length addressable CM is 30 seconds.

In the examples shown in FIGS. 8 and 9, the detailed ID “1-1” associated with the CMID “1” represents “10” from the beginning of the moving image data 70a of the addressable CM before variable length 5-second moving image data from the second position to the "15" second position. Further, the detailed ID "1-2" indicates the 5-second moving image data from the position of "25" seconds to the position of "30" seconds from the start of the moving image data 70a of the addressable CM. Further, the detailed ID "1-3" represents 15 seconds of moving image data from the position of "0" seconds to the position of "15" seconds from the start of the moving image data 70a of the addressable CM.

In addition, the detailed ID "1-4" indicates the position of the moving image data 70a of the addressable CM before variable length from the position of "10" seconds to the position of "15" seconds from the start and the position of "25" seconds from the start 10 seconds of moving image data combined from the position to the "30" second position. Furthermore, the detailed ID "1-5" represents the moving image data of the variable length addressable CM for the entire time length of 30 seconds.

In addition, a fixed-length addressable CM may be registered in the segmented position information 93 of the addressable CM. In this case, as in the CMID "2" shown in FIG. 8, only the time whose start time is "0" and the end time is the same as the entire length of the addressable CM is registered (the example shown in FIG. 8 is "15" ")'S 1 record. In addition, only the variable-length addressable CM may be registered in the divided position information 93 of the addressable CM.

Returning to FIG. 5, when any frame of the addressable CM can be used as a still image, the frame information for the still image is information indicating the frame.

FIG. 10 is a diagram showing an example of still image frame information 94 of this embodiment. As shown in FIG. 10, the frame information 94 for still images is information that associates the CMID with the position of the frame for still images that can be used as a still image among the frames included in the addressable CM identified by the CMID. The position of the frame for still images is defined according to the elapsed time from the start of the addressable CM.

In the example shown in FIG. 10, the frame of the 29th second from the start of the addressable CM with CMID "1" is a frame for still images.

Returning to FIG. 5, the CM playback performance information is information that associates the CMID of the addressable CM played by the playback control unit 5500 described later with the playback position. The playback position is a temporal position in the entire moving image data addressable CM that indicates the playback range. For example, in the case where the addressable CM of a variable length with a maximum time length of 30 seconds is played from the position of 10 seconds from the start time to the position of 15 seconds from the start time, the playback position becomes "10 ~15" seconds. In addition, even if the viewer changes the channel or the receiver 5000 is turned off during the broadcast of the addressable CM, the range of the broadcast before the channel is changed or the power is turned off becomes the actual CM broadcast performance.

In addition, the CM broadcast performance information may include not only the addressable CM but also the normal CM broadcast performance. In addition, the storage unit 5800 can store not only the CM broadcast actual performance information, but also the viewing history of the broadcast program that the viewer uses using the receiver 5000.

The acquisition section 5100 acquires the addressable CM segment information 91 from the broadcast wave. As an example, the acquisition unit 5100 acquires the addressable CM segment information 91 separated from the broadcast wave from the demultiplexer 5303. The acquisition unit 5100 stores the acquired addressable CM segment information 91 in the storage unit 5800.

Here, the broadcast wave may be not only a terrestrial wave, but also a satellite wave broadcasted by BS or CS. Moreover, the acquisition source of the addressable CM segment information 91 is not limited to broadcast waves. The acquisition part 5100 can acquire addressable CM segment information 91 from the IP broadcast distribution data transmitted via the Internet.

The request unit 5200 requests the CM distribution server 4000 for an addressable CM that can be played by the CM segment registered in the addressable CM segment information 91. In more detail, the request unit 5200 associates the receiver ID, the CM segment ID registered in the addressable CM segment information 91, and the addressable CM conditions that can be played in the CM segment specified by the CM segment ID, and It is sent to the server 4000 for CM distribution. The condition of the addressable CM that can be played by the CM segment registered in the addressable CM segment information 91 is, for example, the type of CM that can be broadcast registered in the addressable CM segment information 91.

The receiving unit 5300 receives a variable-length addressable CM or a fixed-length addressable CM from the CM distribution server 4000. The variable-length addressable CM or fixed-length addressable CM can be searched by The addressable CM played by the CM segment determined by the CM segment ID registered in the address CM segment information 91. More specifically, the receiving unit 5300 receives the addressable CM moving image data, the addressable CM attribute information 92, the addressable CM segmentation position information 93, and the still image frame that satisfy the conditions transmitted by the requesting unit 5200. Information 94. The receiving unit 5300 stores the received moving image data of various addressable CMs, attribute information 92 of the addressable CM, segmentation position information 93 of the addressable CM, and frame information 94 for still images in the storage unit 5800. In addition, the frame information 94 for still images is not essential information.

The editing section 5400 edits the variable-length addressable CM according to the time length of the CM segment included in the addressable CM segment information 91. In more detail, the editing unit 5400 extracts the portion to be played from the variable-length addressable CM based on the division position information 93 of the addressable CM described in FIGS. 8 and 9.

In addition, the editing unit 5400 compiles the CM registered in the addressable CM segment information 91 by combining one or more variable-length addressable CMs or one or more fixed-length addressable CMs A combination of addressable CMs with the same length of playback time as the length of the segment. The combination of addressable CMs is an example of an advertisement content group in this embodiment.

In more detail, according to each CM segment registered in the addressable CM segment information 91, the editing unit 5400 classifies the addressable CM of the type that can be broadcast in the CM segment and the attribute information 92 of the addressable CM. A plurality of addressable CMs registered with the CM segment ID of the CM segment are combined in the broadcast segment.

FIG. 11 is a diagram showing an example of an addressable CM combination 50a according to this embodiment. The combination of addressable CMs 50a shown in FIG. 11 is the combination of addressable CMs 50a played in the CM segment ID "AD1" shown in FIG. In the attribute information 92 of the addressable CM, two "AD1" registered in the broadcastable segment are the addressable CM whose CMID is "1" and the addressable CM whose CMID is "2". Moreover, the types of addressable CM with CMID "1" and addressable CM with CMID "2" are the types of CMs that can be broadcast in the CM segment ID "AD1", so these two addressable CMs can CM segment ID "AD1" is played.

In the example shown in FIG. 11, the editing section 5400 divides the addressable CM whose CMID is "1" (shown as "CM1" in FIG. 11) and the addressable CM whose CMID is "2" (in FIG. 11 Displayed as "CM2") combined in an alternate play.

The length of the CM segment ID "AD1" is 180 seconds, but the total length of the addressable CM with the CMID "1" is 30 seconds, and the length of the addressable CM with the CMID "2" is 25 seconds. In this case, a blank of 15 seconds is finally formed. Here, the addressable CM with a CMID of "1" has a variable length, so the editing unit 5400 changes the time length of an addressable CM with a CMID of "1" to 15 seconds and adds it to the addressable CM combination 50a At the end. For example, the editing unit 5400 retrieves the CM length from the segmentable position information 93 of the addressable CM that is the same as the blank time length, and based on the start time and the end time associated with the time length, from the CMID to In the moving image data of the addressable CM of “1”, the moving image data of the same length as the blank is extracted. As a result, the total playback time of the addressable CM combination 50a becomes 180 seconds which is the same as the time length of the CM segment ID "AD1".

In addition, when there are a plurality of addressable CMs that can be played in one CM segment, the editing unit 5400 combines the addressable CMs in such a manner that the addressable CMs with a long CM length are played first. If the remaining time of the CM segment decreases, it is difficult to play the addressable CM with a long CM length. Therefore, the editing unit 5400 ensures that the addressable CM with a long CM length is played by first playing from the addressable CM with a long CM length.

FIG. 12 is a diagram showing another example of the addressable CM combination 50b of this embodiment. In the following, when there is no particular distinction between the addressable CM combination 50a and the addressable CM combination 50b, it is simply referred to as the addressable CM combination 50.

The editing unit 5400 adds a still image to the end of the addressable CM combination 50b when the addressable CM combination 50b is shorter than the time length of the CM segment. In the example shown in FIG. 12, the total playback time of the combination of 30-second addressable CM1, 25-second addressable CM2, and 13-second addressable CMn is shorter than the time length of the CM segment ID "AD1" 2 seconds. Moreover, the addressable CM with a time length of 2 seconds is not stored in the storage unit 5800.

In this case, the editing unit 5400 determines the position of the still image frame in the addressable CM based on the still image frame information 94 stored in the storage unit 5800, and adds the still image frame to the combination of the addressable CM At the end of 50b. The editing unit 5400 can extract frames for still images from the last addressable CM played, for example.

In addition, the editing unit 5400 may add a still image only when the difference between the time length of the CM segment and the total playback time of the addressable CM combination 50b is equal to or less than a predetermined time length. The predetermined time length is set to 3 seconds, for example.

In addition, the editing section 5400 can combine not only one still image but also a plurality of still images. Further, the editing unit 5400 may combine a message, logo, illustration, or the like indicating that the still image is an advertisement on the screen of the still image. Messages, logos, illustrations, etc. combined on the screen of the static image may be dynamically changing images.

In addition, the editing unit 5400 may extract frames other than the frame defined by the frame information 94 for still images as a still image. For example, the editing unit 5400 can determine the frame that displays characters such as the product name or the frame that displays the face of the person from the moving image data of the addressable CM through image processing, and direct the determined frame to the addressable CM’s Combination 50b is added. Furthermore, the editing unit 5400 can extract the last frame closest to the last of the moving image data of the addressable CM among the frames in which the entire screen included in the moving image data of the addressable CM is not white or black as a still image. Moreover, the additional position of the still image may be a position other than the end of the addressable CM combination 50b.

In addition, the editing unit 5400 may not add the frame of the moving image data of the addressable CM to the combination 50b of addressable CMs, but may add the image data of the still image to the combination 50b of addressable CMs. As an example, the image data of the static image may be an image displaying a QR code (registered trademark) or URL. A QR code (registered trademark), URL, or the like is connected to a website or other link target of an addressable CM provider, for example. The viewer can notify the provider of the addressable CM by using the above-mentioned QR code (registered trademark) or URL.

In addition, the editing unit 5400 may add short moving image data of about 2 to 3 seconds to the addressable CM combination 50b instead of a still image. The above-mentioned image data of still images or short moving image data may be stored in the storage unit 5800 in advance, or may be transmitted from the CM distribution server 4000 or the management server 3000 to the receiver 5000.

In addition, the editing unit 5400 can associate the audio data of music, commentary, etc. with the addressable CM combination 50 within the time that the image data of the still image or short moving image data is displayed, so that the music or commentary can be played . The aforementioned audio data such as music and commentary may be stored in the storage unit 5800 in advance, or may be transmitted from the CM distribution server 4000 or the management server 3000 to the receiver 5000. Furthermore, the editing unit 5400 may not associate the time with the voice data during the time that the image data of the still image or the short moving image data is displayed, so that it becomes silent. The editing unit 5400 can determine whether to set to silent or to play voice based on the content of the image data of the still image or the short moving image data, or the type of the addressable CM that has just been played previously.

In addition, the editing unit 5400 compiles the addressable CM combination 50 at any time during the broadcast time of playing the CM segment of the addressable CM combination 50. In this case, each time the editing unit 5400 decides the addressable CM of the playback object from the beginning of the addressable CM combination 50, the addressable part included in the CM segment ID and the addressable CM combination 50 is addressed. The CMID or detailed ID of the CM is correlated and transmitted to the playback control unit 5500. Moreover, in the case where the acquisition unit 5100 has acquired addressable CM segment information 91 and the like before the start of the broadcast time of the CM segment, the editing unit 5400 can program a combination of addressable CMs before the start of the broadcast time of the CM segment 50. In this case, the editing unit 5400 associates the CM segment ID with the CMID or the detailed ID of the addressable CM included in the programmed addressable CM combination 50 and sends it to the playback control unit 5500.

In addition, the editing unit 5400 can change the CM length of the variable-length addressable CM to be the same as the CM segment when the CM length of any fixed-length addressable CM is the same time length as the CM segment In the case of a length of time, instead of combining multiple addressable CMs, one addressable CM can be selected as the playback object.

Returning to FIG. 5, the playback control section 5500 plays the addressable CM combination 50 at the broadcast time of the CM segment registered in the addressable CM segment information 91. Furthermore, the playback control unit 5500 associates the broadcasted addressable CM CMID with the broadcasted position and stores it in the storage unit 5800 as CM broadcast actual performance information. Furthermore, the broadcast control unit 5500 may store not only the broadcast performance of the addressable CM but also the normal CM broadcast performance as the CM broadcast performance information. In addition, the playback control unit 5500 can also store the viewing history of the broadcast program watched by the viewer using the receiver 5000 in the storage unit 5800.

The transmission unit 5600 associates the CM broadcast actual performance information stored in the storage unit 5800 with the receiver ID, and periodically transmits to the management server 3000. In addition, the transmission unit 5600 may transmit the playback performance of the playback control unit 5500 to the management server 3000 every time. In addition, the transmission unit 5600 may also transmit the viewing history of the broadcast program that the viewer has watched using the receiver 5000 to the management server 3000.

(Example of the configuration of CM distribution server and management server)

Next, the details of the CM distribution server 4000 and the management server 3000 will be described. CM release server 4000 and management server 3000 are equipped with CPU (Central Processing Unit, processor) and other control devices, ROM (Read Only Memory) or RAM (Random Access Memory) and other storage devices, HDD (Hard Disk Drive), SSD (Solid) State Drive) or CD drive device and other external storage devices, usually use the hardware structure of the computer.

(Example of functional configuration of CM distribution server)

FIG. 13 is a diagram showing an example of the functional configuration of the CM distribution server 4000 according to this embodiment. As shown in FIG. 13, the CM distribution server 4000 includes an acquisition unit 4100, a reception unit 4200, a search unit 4300, a transmission unit 4400, and a storage unit 4500.

The storage unit 4500 stores at least the moving image data of the variable-length addressable CM, the attribute information 92 of the addressable CM associated with the variable-length addressable CM, and the segmentation of the addressable CM Location information 93. In the example shown in FIG. 13, the storage unit 4500 stores variable-length or fixed-length addressable CM moving image data, addressable CM attribute information 92, addressable CM segment position information 93, static Image frame information 94. The storage unit 4500 is, for example, a storage device such as an HDD.

The storage unit 4500 stores more than the addressable CM moving image data, the addressable CM attribute information 92, the addressable CM segmentation position information 93, and the still image frame information 94 stored in the receiver 5000 described above. A large number of pieces of data.

The acquisition unit 4100 acquires variable-length or fixed-length addressable CM dynamic image data, addressable CM attribute information 92, and addressable CM segmentation position from a system of a broadcasting station 1000 or an advertising company AD, etc. Information 93 and frame information 94 for still images are stored in the storage unit 4500.

The receiving unit 4200 receives from the receiver 5000 the transmission request of the addressable CM that can be played back on the CM segment registered in the addressable CM segment information 91. In more detail, the receiving unit 4200 receives from the receiver 5000 the receiver ID of the receiver 5000, the CM segment ID registered in the addressable CM segment information 91, and the broadcastable CM segment identified by the CM segment ID The condition of the addressable CM (for example, the type of CM that can be broadcast). The receiving unit 4200 sends the CM segment ID and conditions received from the receiver 5000 to the searching unit.

The retrieval unit 4300 retrieves the addressable CM that can be played back from the CM segment registered in the addressable CM segment information 91 from the storage unit 4500. In more detail, the retrieval unit 4300 retrieves from the attribute information 92 of the addressable CM, the CM segment ID received by the receiving unit 4200 is registered as a broadcastable segment, and the type of the broadcastable CM received by the receiving unit 4200 is received. Addressable CM of suitable kind.

In addition, the search unit 4300 searches for the CMID of the addressable CM that satisfies the search condition among the addressable CMs registered in the attribute information 92 of the addressable CM from the segmentable position information 93 of the addressable CM. information. The retrieval unit 4300 transmits the retrieval result to the transmission unit 4400.

The transmission unit 4400 transmits the variable-length addressable CM retrieved by the retrieval unit 4300 to the receiver 5000. In more detail, the transmission unit 4400 compares the attribute information of the addressable CM that satisfies the search condition, the divided position information of the addressable CM, and the addressable address among the addressable CMs registered in the attribute information 92 of the addressable CM. The moving image data addressed to the CM is sent to the receiver 5000 determined by the receiver ID.

In addition, the transmission unit 4400 may transmit the frame information 94 for still images to the receiver 5000. Furthermore, the transmission unit 4400 may also transmit a still image including the two-dimensional code (QR code) (registered trademark) or URL of the provider of the addressable CM to the receiver 5000.

(Example of functional configuration of management server)

FIG. 14 is a diagram showing an example of a functional configuration of the management server 3000 of this embodiment. As shown in FIG. 14, the management server 3000 includes a receiving unit 3100, an analyzing unit 3200, a notification unit 3300, and a storage unit 3400.

The storage unit 3400 stores CM broadcast actual performance information of each receiver 5000. Furthermore, the storage unit 3400 is, for example, a storage device such as an HDD. Furthermore, the storage unit 3400 stores, in addition to the CM broadcast actual performance information, for example, the viewing history of the broadcast program that the viewer has watched using the receiver 5000.

The receiving unit 3100 receives the receiver ID and the CM broadcast actual performance information from the receiver 5000. The receiving unit 3100 associates the received receiver ID with the CM broadcast actual performance information, and stores it in the storage unit 3400. In addition, the receiving unit 3100 may receive the attribute information of the viewer from the receiver 5000 or the viewing history of the broadcast program watched by the viewer using the receiver 5000 and store it in the storage unit 3400. The attribute information of the viewer is information obtained from the viewer through a questionnaire in advance (for example, when the receiver is purchased, etc.). The attribute information of the viewer includes, for example, gender information, age group information, etc. about the members of the family.

The analysis unit 3200 analyzes the viewer's preference based on the CM broadcast actual performance information and the viewer's attribute information. The analysis unit 3200 sends the analysis result to the notification unit 3300.

The notification unit 3300 notifies the broadcasting station 1000 of the analysis result of the analysis unit 3200. The above analysis result is obtained by the advertising company AD via the broadcasting station 1000, and the addressable CM segment is purchased by the advertiser MC of the target product.

(Addressable CM playback processing)

Next, the flow of the playback processing of the addressable CM in the transceiver system S configured as described above will be described.

FIG. 15 is a sequence diagram showing an example of the flow of the addressable CM playback process according to this embodiment.

First, the broadcasting station 1000 transmits the addressable CM segment information 91 to the receiver 5000 through broadcast waves (S1). The acquisition unit 5100 of the receiver 5000 acquires the addressable CM segment information 91 from the broadcast wave, and stores it in the storage unit 5800.

Then, the request unit 5200 of the receiver 5000 requests the CM distribution server 4000 for an addressable CM that can be played back from the CM segment registered in the addressable CM segment information 91 (S2). The receiving unit 4200 of the CM distribution server 4000 receives the request transmitted from the receiver 5000. Furthermore, the search unit 4300 of the CM distribution server 4000 searches for the addressable CM that satisfies the request transmitted from the receiver 5000.

Next, the transmission unit 4400 of the CM distribution server 4000 transmits the addressable CM retrieved by the retrieval unit 4300 to the receiver 5000 (S3). That is, the transmission unit 4400 transmits the attribute information of the addressable CM that satisfies the condition, the segmentation position information of the addressable CM, and the moving image data of the addressable CM to the receiver 5000. In addition, the receiving unit 5300 of the receiver 5000 receives the addressable CM moving image data, the addressable CM attribute information 92, and the addressable CM division position from the CM distribution server 4000 that satisfy the conditions transmitted by the request unit 5200. Information 93.

Next, the editing unit 5400 of the receiver 5000 edits the variable-length addressable CM transmitted from the CM distribution server 4000 according to the time length of the CM segment included in the addressable CM segment information 91 (S4). Further, the editing unit 5400 combines one or more variable-length addressable CMs or one or more fixed-length addressable CMs to compile the CM registered in the addressable CM segment information 91 The combination of addressable CMs of the playback time of the same time length of the time length of the segment.

Then, the playback control section 5500 of the receiver 5000 plays the addressable CM combination 50 at the broadcast time of the CM segment registered in the addressable CM segment information 91 (S5). Furthermore, the playback control unit 5500 stores the CM playback actual performance information in the storage unit 5800.

Then, the transmission unit 5600 of the receiver 5000 associates the CM broadcast actual performance information stored in the storage unit 5800 with the receiver ID and transmits it to the management server 3000 (S6). The receiving unit 3100 of the management server 3000 associates the receiver ID received from the receiver 5000 with the CM broadcast actual performance information, and stores it in the storage unit 3400. Furthermore, the analysis unit 3200 of the management server 3000 analyzes the viewer's preferences and the like based on the CM broadcast actual performance information and the viewer's attribute information. The notification unit 3300 of the management server 3000 notifies the broadcast station 1000 of the analysis result of the analysis unit 3200. Here, the processing of this sequence diagram ends.

In the prior art, in order to make the length of the CM segment equal to the total playing time of a plurality of CMs broadcast through the CM segment, the system of the broadcasting station combines a plurality of CMs stored in advance. Since CMs of various lengths are stored in the system of the broadcasting station, the system of the broadcasting station can easily adjust the total playing time by combining them. On the other hand, the storage area of the receiving device such as a television device is smaller than the storage area of the system of the broadcasting station, so there is a limit to the number of addressable CMs that can be stored in advance. Therefore, there may be a difference between the length of the CM segment in the broadcast program and the length of the broadcast time of the addressable CM.

For example, in the case where the play time of the addressable CM is shorter than the time length of the CM segment, it causes a part of the usual CM that is broadcasted by broadcast waves to be broadcast after the addressable CM is played.

On the other hand, the receiver 5000 of this embodiment acquires the addressable CM segment information 91 that associates the CM segment ID with the CM segment time length, and according to the time of the CM segment registered in the addressable CM segment information 91 The length is used to edit the variable-length addressable CM received from the CM distribution server 4000, and the CM segment ID determines that the normal CM can be replaced with the addressable CM segment. According to the receiver 5000 of the present embodiment, one addressable CM can be changed to a plurality of time lengths to be played, so it is possible to reduce the difference between the time length of the CM segment in the broadcast program and the length of the playable time of the addressable CM Happening.

According to the receiver 5000 of the present embodiment, it is possible to reduce the occurrence of a situation where the broadcast time of the addressable CM is shorter than the time length of the CM segment and a part of the normal CM is broadcast, and therefore the quality of the CM broadcast can be improved.

In addition, according to the receiver 5000 of the present embodiment, since one addressable CM can be changed to a plurality of time lengths for playback, it is not necessary to separately save the moving image data of the addressable CMs with different time lengths in advance. Therefore, according to the receiver 5000 of this embodiment, the amount of data stored in the receiver 5000 can be reduced.

In addition, the variable-length addressable CM of this embodiment is moving image data that can be divided at multiple positions, and the receiver 5000 of this embodiment is based on the attribute information of the addressable CM received from the CM distribution server 4000 92. Extract the part to be played from the variable-length addressable CM. Therefore, according to the receiver 5000 of this embodiment, since the addressable CM of a variable length can be divided at an appropriate position, when the addressable CM is played, it is possible to reduce disharmony to the viewer Sense of situation.

In addition, the receiver 5000 of the present embodiment also receives a fixed-length addressable CM from the CM distribution server 4000 by combining one or more variable-length addressable CMs or one or more fixed-length addressable CMs. Address CM combination to program an addressable CM combination 50 of the same length of play time as the length of the CM segment. Therefore, according to the receiver 5000 of the present embodiment, the total playback time of a plurality of addressable CMs can be the same length as the time length of the CM segment, even if it is a long time when it is difficult to fill the time with one addressable CM CM segment can also play addressable CM.

In addition, when the playback time of the addressable CM combination 50 is shorter than the length of the CM segment, the receiver 5000 of the present embodiment adds a still image to the end of the addressable CM combination 50. Therefore, according to the receiver 5000 of the present embodiment, the time length is adjusted by the display of the still image, so that the broadcast time of the CM segment in the broadcast program and the addressable CM can be more reliably the same length.

In addition, the receiver 5000 of the present embodiment transmits to the management server 3000 CM broadcast performance information indicating the broadcast performance of one or more variable-length addressable CMs or one or more fixed-length addressable CMs. Therefore, according to the receiver 5000 of the present embodiment, the playback result of the addressable CM in the receiver 5000 can be used for analysis by the management server 3000.

In addition, the CM distribution server 4000 of the present embodiment receives from the receiver 5000 the CM segment ID registered in the addressable CM segment information 91 and the condition of the addressable CM that can be played back by the CM segment specified by the CM segment ID , Retrieve the variable-length addressable CM that can be played through the CM segment. The CM distribution server 4000 of the present embodiment transmits the retrieved variable-length addressable CM to the receiver 5000. Therefore, according to the CM distribution server 4000 of the present embodiment, the addressable CM that can be played by the receiver 5000 can be distributed. Furthermore, since the server for CM distribution 4000 of this embodiment distributes addressable CMs of variable length, by changing the time length of the addressable CM on the receiver 5000 side, the time length and availability of the CM segment in the broadcast program can be reduced The case where the length of the playback time of the CM is different.

In addition, the transmission/reception system S of the present embodiment includes the CM distribution server 4000 and the receiver 5000 having the above-described functions. This can reduce the difference between the length of the CM segment in the broadcast program and the length of the addressable CM broadcast time. Case.

In the present embodiment, the CM management server 6000, the CM distribution server 4000, and the management server 3000 have been described as different devices. However, some or all of these servers may be combined. For example, the CM distribution server 4000 and the management server 3000 may be configured as one server, and the CM management server 6000 and the CM distribution server 4000 may be configured as one server.

In addition, in the present embodiment, the transmission and reception system S includes the receiver 5000, the CM distribution server 4000, and the management server 3000, but it is not limited to this configuration. For example, the transceiver system S may include only the receiver 5000 and the server 4000 for CM distribution, or may include other devices. Furthermore, the transceiver system S may include the system of the broadcasting station 1000.

In addition, in the present embodiment, the receiver 5000 plays the addressable CM in the CM segment in the broadcast program transmitted from the broadcast station 1000 through broadcast waves or the like, but it may also play in the CM segment in the video-on-demand distribution data. Address CM. Furthermore, the receiver 5000 can play an addressable CM in the CM segment in the moving image data recorded on the BD, DVD, or built-in HDD.

In addition, in the present embodiment, the receiver 5000 acquires the addressable CM segment information 91 from broadcast waves, but the acquisition source of the addressable CM segment information 91 is not limited to broadcast waves. For example, the receiver 5000 may obtain the addressable CM segment information 91 from the distribution data of the video-on-demand, and may also obtain the addressable CM segment information 91 from the recorded information such as BD, DVD, or built-in HDD.

In addition, the types of CMs that can be broadcasted in the addressable CM segment information 91 described in FIG. 6 may be transmitted from the management server 3000 to the receiver 5000 instead of being transmitted by broadcast waves.

(Second embodiment)

In the above-described first embodiment, the variable-length addressable CM is moving image data that can be divided at multiple positions. In contrast, the variable-length addressable CM of the second embodiment is data that associates a plurality of dynamic image data that can be combined.

FIG. 16 is a diagram showing an example of a variable-length addressable CM according to this embodiment. As shown in FIG. 16, the variable-length addressable CM of the present embodiment is a group of frames 80a to 80f including a plurality of consecutive frames (hereinafter, referred to as a group of frames 80 unless otherwise distinguished) The data of the association relationship is established. Each frame group 80 is moving image data composed of a plurality of consecutive frames.

In addition, each frame group 80 includes a necessary frame group and a frame group that only needs to select at least one of a plurality of candidates.

In the example shown in FIG. 16, the editing unit 5400 of the receiver 5000 of the present embodiment extracts the first required frame group 80a, the second selected frame group 80c, and the second required frame group 80f from the frame groups 80a to 80f. The combination of the frame group is used as the addressable CM78 after variable length.

When the editing unit 5400 selects any one of the selected frame groups 80b to 80d, it preferentially selects the frame group 80 with a small number of playback times in the past.

In addition, instead of dividing the data according to each frame group 80, one moving image data may be divided into a plurality of frame groups, and the necessary frame group 80 and the selected frame group may be identified.

FIG. 17 is a diagram showing an example of the split position information 95 of the addressable CM according to this embodiment. In the example shown in FIG. 17, each frame group included in the variable-length addressable CM with a maximum time length of 30 seconds of CMID "1" uses the variable-length addressable CM from the start time The elapsed time from the beginning is defined.

The other structure of this embodiment is the same as that of the first embodiment.

According to the present embodiment, in addition to the effects of the first embodiment, the degree of freedom of editing of the addressable CM on the receiver 5000 side is improved, so that the change of the addressable CM that can be played back can be increased.

(Third Embodiment)

In the third embodiment, the receiver 5000 specifies the conditions of the addressable CM to be received by the server 4000 for CM distribution in order to avoid the imbalance of the CM length and type of the addressable CM stored in the storage unit 5800.

In addition to the functions of the first embodiment, the requesting unit 5200 of the receiver 5000 of the present embodiment requires one or more fixed-length searchable addresses to be received by the receiving unit 5300 when the addressable CM is required for the CM distribution server 4000 In the case of the address CM, the server 4000 for CM distribution requires a fixed-length addressable CM or a variable-length addressable CM whose CM length is different from the received CM length of the fixed-length addressable CM.

In addition, when requesting the addressable CM to the server 4000 for CM distribution, the requesting unit 5200 may request the server 4000 for CM distribution to have a fixed length different from the type of the addressable CM of the fixed length or variable length received. Variable length addressable CM.

The requesting unit 5200 determines the CM length of the fixed-length addressable CM that has been received in the past, or the fixed length or the fixed length that has been received in the past, for example, by referring to the time length or type registered in the attribute information 92 of the addressable CM of the storage unit 5800 Types of addressable CM of variable length.

In addition to the functions of the first embodiment, the search unit 4300 of the CM distribution server 4000 of the present embodiment also searches for searchable items that satisfy the conditions related to the CM length transmitted from the receiver 5000 or satisfy the conditions related to the category CM.

The other structure of this embodiment is the same as that of the first embodiment.

According to the receiver 5000 of the present embodiment, in addition to the effects of the first embodiment, by preventing the imbalance of the CM length or type, the addressable CM can be combined corresponding to CM segments of various time lengths.

(Fourth embodiment)

In this fourth embodiment, the receiver 5000 preferentially receives a specific CM length or a specific kind of addressable CM.

In more detail, in addition to the functions of the first embodiment, the request unit 5200 of the receiver 5000 of the present embodiment also requests the CM distribution server 4000 for a predetermined length of time or a fixed length of less than or equal to the predetermined length of time. CM. The predetermined time length is set to, for example, 15 seconds. When the receiver 5000 is applied to the CM segment, the time length is set to a time during which blanking is difficult to occur.

In addition, the requesting unit 5200 may request the CM distribution server 4000 to have a variable-length addressable CM that can be changed to a predetermined length of time or a predetermined length of time or less.

In addition, the request unit 5200 determines the type that should be prioritized according to the viewer's preference, and requests the CM distribution server 4000 of the variable-length or fixed-length addressable CM of that type.

The request unit 5200 determines, for example, based on the CM broadcast actual performance information stored in the storage unit 5800, which type should be prioritized according to the viewer's preference. Furthermore, the type that should be prioritized according to the viewer's preference can be acquired from the management server 3000 by the receiving unit 5300.

The other structure of this embodiment is the same as that of the first embodiment.

According to the receiver 5000 of the present embodiment, in addition to the effects of the first embodiment, the management server 3000 is requested to replace the addressable CM that is preferentially used, so that the CM segment can be used more efficiently.

As described above, according to the first to fourth embodiments, it is possible to reduce the difference between the broadcast time of the CM segment and the addressable CM in the broadcast program.

It should be noted that the addressable CM playback program executed by the receiver 5000 of each of the above-mentioned embodiments is provided in advance in a ROM or the like. The addressable CM player program can be a file that can be installed or executable in a CD-ROM, floppy disk (FD), CD-R, DVD (Digital Versatile Disk), or other computer-readable recording medium Provided by Zhonglai.

In addition, the addressable CM player program executed by the receiver 5000 of the above-described embodiments may be stored on a computer connected to a network such as the Internet, and provided by downloading via the network. Furthermore, the addressable CM player program executed by the receiver 5000 can be provided or distributed via a network such as the Internet.

The addressable CM playback program executed by the receiver 5000 of each of the above-mentioned embodiments becomes a module structure including the above-mentioned respective units (acquisition unit, request unit, receiving unit, editing unit, playback control unit, and transmission unit) as actual The CPU (processor) reads out the addressable CM player program from the ROM and executes it, thereby loading the above-mentioned parts onto the main storage device, and generating the acquisition part, the request part, the receiving part, Editing department, playback control department, sending department.

In addition, as an example, the CPU (processor) that executes the addressable CM playback program may be a CPU included in the integrated controller 52001, or may be a CPU included in the DRAM processing unit 5104.

In addition, the programs executed by the CM distribution server 4000 or the management server 3000 of the above-described embodiments are recorded in a file that can be installed or executed in a computer such as a CD-ROM, floppy disk, CD-R, DVD, etc. Provided in the recording medium.

In addition, the program executed by the CM distribution server 4000 or the management server 3000 may be stored on a computer connected to a network such as the Internet, and provided by downloading via the network. Furthermore, the above-mentioned program may be provided or distributed via a network such as the Internet, or may be provided by being previously installed in a ROM or the like.

The program executed by the CM distribution server 4000 or the management server 3000 of each of the above-mentioned embodiments becomes the above-mentioned respective parts (acquisition part, receiving part, search part, sending part) or includes each part (receiving part, analysis part, notification part) The module structure of the CPU is as actual hardware, and the CPU (processor) reads out the program from the storage medium and executes it, thereby loading the above-mentioned parts onto the main storage device, and generating the acquisition part, the receiving part, and the search on the main storage device Department, sender, or receiver, analysis, and notification.

Although several embodiments of the present invention have been described, these embodiments are presented as examples and do not limit the scope of the invention. These new embodiments can be implemented in other various forms, and various omissions, substitutions, and changes can be made without departing from the gist of the invention. These embodiments and modifications are included in the scope or gist of the invention, and are included in the invention described in the claims and the scope of equivalents thereof.

Claims (26)

1. A receiving device, including:

   The acquiring unit is used to acquire advertisement segment information that associates the advertisement segment identification information with the length of the advertisement segment, and the advertisement segment identification information determines the advertisement segment that can replace the advertisement content in the advertisement segment Identification information, the advertisement segment is the time when the advertisement content is broadcast in the broadcast program;

   A receiving unit for receiving variable length advertisement content that can be played according to the advertisement segment information from an external device; and

   The editing unit is configured to edit the variable-length advertisement content according to the length of the advertisement segment.
2. The receiving device according to claim 1, wherein

   The variable-length advertisement content is moving image data that can be divided at multiple positions,

   The receiving unit also receives division position information indicating the division position of the variable-length advertisement content from the external device,

   The editing unit extracts a part to be played from the variable-length advertisement content based on the divided position information.
3. The receiving device according to claim 1, wherein

   The variable-length advertisement content is data that associates multiple dynamic images that can be combined,

   The editing unit selects one or more moving images from the plurality of moving images.
4. The receiving device according to any one of claims 1 to 3, wherein

   The receiving section also receives fixed-length advertisement content from the external device,

   The editing unit compiles one or more of the variable-length advertisement content or one or more of the fixed-length advertisement content to compose a play time of the same length as the length of the advertisement segment Ad content group.
5. The receiving apparatus according to claim 4, wherein

   When the playing time of the advertisement content group is shorter than the length of the advertisement segment, the editing unit adds a still image to the end of the advertisement content group.
6. The receiving device according to claim 4 or 5, wherein

   The receiving device further includes:

   A playback control unit, which plays the advertisement content group in the advertisement segment; and

   The transmission unit transmits the broadcast performance of one or more of the variable-length advertisement contents or one or more of the fixed-length advertisement contents to other external devices.
7. The receiving device according to any one of claims 1 to 6, wherein

   The receiving device further includes a request unit that requests the external device for the advertisement content that can be played in the advertisement segment.
8. The receiving device according to claim 7, wherein

   The requesting section, when the receiving section has received one or more fixed-length advertisement contents, requests the external device to the fixed-length advertisement contents or the Variable-length advertisement content: The length of time is different from the length of time that one or more of the fixed-length advertisement contents that have been received.
9. The receiving device according to claim 7, wherein

   The requesting section also requests fixed-length advertisement content of a predetermined length of time to the external device.
10. A receiving method, including:

    Obtain the advertisement segment information that associates the advertisement segment identification information with the length of the advertisement segment. The advertisement segment identification information is identification information for identifying the advertisement segment in the advertisement segment that can replace the advertisement content. The advertising segment is the time when advertising content is broadcast in a broadcast program;

    Receiving variable length advertisement content that can be played according to the advertisement segment information from an external device; and

    The variable-length advertisement content is edited according to the length of the advertisement segment.
11. A transmission device, including:

    A receiving unit that receives advertisement segment identification information and conditions for advertisement content that can be played in the advertisement segment from a receiving device that receives a broadcast program, wherein the advertisement segment identification information is an advertisement that can replace the advertisement content on the receiving device side Identification information for the segment;

    A retrieval section that retrieves variable-length advertisement content that can be played in the advertisement segment; and

    The transmitting unit transmits the variable-length advertisement content retrieved by the retrieval unit to the receiving device.
12. The transmission device according to claim 11, wherein

    The receiving unit also receives receiving device identification information capable of identifying the receiving device from the receiving device,

    The sending unit sends the variable-length advertisement content to the receiving device identified by the receiving device identification information.
13. The transmission device according to claim 11 or 12, wherein

    The variable-length advertisement content is moving image data that can be divided at multiple positions.
14. The transmission device according to claim 11 or 12, wherein

    The variable-length advertisement content is data that associates multiple dynamic images that can be combined.
15. The transmission device according to any one of claims 11 to 14, wherein

    The transmitting unit also transmits frame information for still images to the receiving device, where the frame information for still images indicates a position of a frame for still images that can be used as a still image among frames included in the advertisement content .
16. The transmission device according to any one of claims 11 to 15, wherein

    The sending unit also sends a still image including the QR code or URL of the provider of the advertisement content to the receiving device.
17. A sending method, including:

    Conditions for receiving advertisement segment identification information and advertisement content that can be played in the advertisement segment from the receiving device that receives the broadcast program, wherein the advertisement segment identification information is determined for the advertisement segment that can replace the advertisement content on the receiving device side Identification information

    Retrieve variable length advertisement content that can be played in the advertisement segment; and

    Sending the variable-length advertisement content obtained by the search to the receiving device.
18. A transceiver system, including a sending device and a receiving device,

    The sending device includes:

    The first receiving unit receives the advertisement segment identification information and the condition of the advertisement content that can be played in the advertisement segment from the receiving device, and the advertisement segment identification information is performed on the advertisement segment that can replace the advertisement content on the receiving device side Identified identification information;

    A retrieval section that retrieves variable-length advertisement content that can be played in the advertisement segment; and

    A first transmitting unit that transmits the variable-length advertisement content retrieved by the retrieval unit to the receiving device,

    The receiving device includes:

    An acquisition unit, which acquires advertisement segment information that associates the advertisement segment identification information with the length of the advertisement segment;

    A second receiving unit that receives the variable-length advertisement content from the sending device; and

    The editing section edits the variable-length advertisement content according to the length of the advertisement segment.
19. The transceiver system according to claim 18, wherein

    The variable-length advertisement content is a moving image that can be divided at multiple positions,

    The second receiving unit also receives division position information indicating the division position of the variable-length advertisement content from the transmission device,

    The editing unit extracts a part to be played from the variable-length advertisement content based on the divided position information.
20. The transceiver system according to claim 18, wherein

    The variable-length advertisement content is data that associates multiple dynamic images that can be combined,

    The editing unit selects one or more moving images from the plurality of moving images.
21. The transceiver system according to any one of claims 18 to 20, wherein

    The second receiving unit also receives fixed-length advertisement content from the sending device,

    The editing unit compiles one or more of the variable-length advertisement content or one or more of the fixed-length advertisement content to compile a play of the same length as the length of the advertisement segment Ad content group for time.
22. The transceiver system according to claim 21, wherein

    When the playing time of the advertisement content group is shorter than the length of the advertisement segment, the editing unit adds a still image to the end of the advertisement content group.
23. The transceiver system according to claim 21 or 22, wherein

    The transceiver system further includes a management device that manages information related to the advertisement content,

    The receiving device further includes:

    A playback control unit, which plays the advertisement content group in the advertisement segment; and

    The second transmission unit transmits the performance of one or more of the variable-length advertisement contents or one or more of the fixed-length advertisement contents to the management device.
24. The transceiver system according to any one of claims 18 to 23, wherein

    The receiving device further includes a request unit that requests the sending device for the advertisement content that can be played in the advertisement segment.
25. The transceiver system according to claim 24, wherein

    When the second receiving unit has received one or more fixed-length advertisement contents, the requesting section requests the sending apparatus to the fixed-length advertisement contents or the Variable-length advertising content: The length of time is different from the time length of one or more of the fixed-length advertising content that has been received.
26. The transceiver system according to claim 24, wherein

    The requesting unit also requests fixed-length advertisement content of a predetermined length of time to the transmission device.

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