(12) INTERNATIONAL APPLICATION PUBLISHED UNDER THE PATENT COOPERATION TREATY (PCT)
`
`(19) World Intellectual Property Organization
`International Bureau
`
`I||I||||I|III|IIIIIIIIIIIII||IIIIIIIIIIIII|I||I|II||I|II||I||III|I||||III||I|||I
`
`(43) International Publication Date
`28 June 2001 (28.06.2001)
`
`PCT
`
`(10) International Publication Number
`WO 01/47279 A2
`
`(51) International Patent Classification7:
`
`H04N 7/26
`
`(21) International Application Number:
`
`PCT/US00/34819
`
`(22) International Filing Date:
`19 December 2000 (19.12.2000)
`
`(25) Filing Language:
`
`(26) Publication Language:
`
`English
`
`English
`
`(30) Priority Data:
`60/171,829
`09/440,618
`
`21 December 1999 (21.12.1999)
`18 December 2000 (18.12.2000)
`
`US
`US
`
`(71) Applicant: TIVO, INC. [US/US]; 2160 Gold Street, P.O.
`Box 2160, Alviso, CA 95002 (US).
`
`(72) Inventor: BARTON, James, M.; 101 Sund Avenue, Los
`Gatos, CA 95032 (US).
`
`(74) Agents: GLENN, Michael et al.; Glenn Patent Group,
`3475 Edison Way, Suite L., Menlo Park, CA 94025 (US).
`
`(81) Designated States (national): AE, AL, AM, AT, AU, AZ,
`BA, BB, BG, BR, BY, CA, CH, CN, CR, CU, CZ, DE, DK,
`DM, EE, ES, FI, GB, GD, GE, GH, GM, HR, HU, ID, IL,
`IN, IS, JP, KE, KG, KP, KR, KZ, LC, LK, LR, LS, LT, LU.
`LV, MA, MD, MG, MK, MN, MW, MX, NO, NZ, PL, PT,
`RO, RU, SD, SE, SG, SI, SK, SL, TJ, TM, TR, TI‘, TZ, UA,
`UG, UZ, VN, YU, ZA, ZW.
`
`Designated States (regional): ARIPO patent (GH, GM,
`KE, LS, MW, MZ, SD, SL, SZ, TZ, UG, ZW), Eurasian
`patent (AM, AZ, BY, KG, KZ, MD, RU, TJ, TM), European
`patent (AT, BE, CH, CY, DE, DK, ES, FI, FR, GB, GR, IE,
`IT, LU, MC, NL, PI‘, SE, TR), OAPI patent (BF, BJ, CF,
`CG, CI, CM, GA, GN, GW, ML, MR, NE, SN, TD, TG).
`
`Published:
`
`Without international search report and to be republished
`upon receipt of that report.
`
`For two-letter codes and other abbreviations, refer to the ”Guid-
`ance Notes on Codes andAbbreviations " appearing at the begin-
`ning ofeach regular issue ofthe PCT Gazette.
`
`(54) Title: METHOD FOR ENHANCING DIGITAL VIDEO RECORDER TELEVISION ADVERTISING VIEWERSHIP
`
`01/47279A2
`
`(57) Abstract: A method for enhancing digital video recorder television advertising viewership provides a method wherein the first
`or last number of seconds of a commercial break are carefully authored to provide a "teaser" to entice the viewer to watch multiple
`commercials during the commercial break instead of skipping the commercial break using the fast forward or jump functions of the
`DVR. A bookending function displays an advertisement before and/or after a program that has been recorded on the DVR’s storage
`0 device is played to the viewer. The viewer selects a recorded program from the DVR’s storage device to playback. Before the
`program is played back, an advertisement is retrieved from the storage device and is displayed before the program is 111.11. Another
`advertisement is retrieved and then played after the program is over.
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`OPENTV EXHIBIT 2006
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`NETFLIX, INC. V. OPENTV, INC.
`IPR2014-00252
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`

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`WO 01/47279
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`PCT/US00/34819
`
`Method for Enhancing Digital Video Recorder
`
`Television Advertising Viewership
`
`BACKGROUND OF THE INVENTION
`
`TECHNICAL FIELD
`
`The invention relates to the storing and viewing of television program material in a
`
`computer environment. More particularly, the invention relates to increasing the
`
`visibility of television advertisements in a computer environment.
`
`DESCRIPTION OF THE PRIOR ART
`
`The introduction of Digital Video Recorders (DVR) have revolutionized the
`
`television recording industry. DVRs store program material onto a storage
`
`medium that is easily accessible, reusable, andthe recording does not degrade
`
`over time as with video tapes.
`
`DVRs give the viewer an unprecedented amount of control over how the viewer
`
`watches live and recorded television programs. One of the effects of the DVRs
`
`is that as viewers watch television programs stored on the DVR’s storage
`
`medium, they have a tendency to skip over the commercial breaks.
`
`Television broadcasters and advertisers have a negative viewpoint of
`
`the
`
`advent of the DVR. The feeling is that the DVR is destroying any purpose of
`
`advertising on the broadcast medium.
`
`Primetime no longer exists because
`
`viewers are not tied to the broadcaster’s schedule. DVRs allow the viewer to
`
`easily store all of his desired programs for later viewing.
`
`Broadcasters generate their revenue through the value of the commercial spots.
`
`Advertisers feel
`
`that
`
`they are losing their potential viewership “eyes.”
`
`If
`
`advertisers do not believe that there is any value in a primetime commercial spot,
`
`then the broadcasters lose large proportions of their revenue.
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`On the other hand, DVR service providers also generate revenue through
`
`commercials. There is an extremely large potential maiket
`
`for specialized
`
`advertising that is shown directly to the target audience. DVFls have the ability to
`
`evaluate the viewer’s viewing preferences and make inferences as to the
`
`viewer’s lifestyle. With this personal information the DVR service providers can
`
`directly target the correct audience for advertisers.
`
`It would be advantageous to provide a method for enhancing digital video
`
`recorder television advertising viewership that allows broadcasters to retain and
`
`improve the value of a certain portion of television commercial breaks.
`
`It would
`
`further be advantageous to provide a method for enhancing digital video recorder
`
`television advertising viewership that allows DVR service providers to present
`
`advertisements to viewers that do not usurp the broadcasters advertising space.
`
`SUMMARY OF THE INVENTION
`
`The invention provides a method for enhancing digital video recorder television
`
`advertising viewership.
`
`The system allows the broadcaster to retain and
`
`improve the value of a certain segment of television commercial breaks.
`
`In
`
`addition, the invention provides a system that allows the Digital Video Recorder
`
`(DVR) service provider to present advertisements to viewers that do not usurp
`
`the broadcaster’s advertising space.
`
`A client device, typified in Application Serial No. 09/126,071, owned by the
`
`Applicant, provides functionality typically associated with the present generation
`
`of DVRS, such as the storage of a large amount of video content, ability to
`
`choose and play this content on demand, and full “VCR-like" control of the
`
`delivery of the content.
`
`The invention provides a method wherein the first or last number of seconds of a
`
`commercial break are carefully authored to provide a "teaser" to entice the viewer
`
`to watch multiple commercials during the commercial break instead of skipping the
`
`commercial break using the fast forward or jump functions of the DVR. This
`
`teaser can be a set of images or logos that indicate a commercial relating to that
`
`advertiser is present or a menu or short sequence of animations to designed
`
`catch the viewer's attention and persuade him to watch the commercial break.
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`Further, advertisers can also place the more important content in the first or last
`
`number of seconds of their commercials.
`
`This content will get
`
`the desired
`
`message across to the viewer in those seconds.
`
`The
`
`invention
`
`also provides
`
`a bookending function
`
`that displays
`
`an
`
`advertisement before and/or after a program that has been recorded on the
`
`DVR’s storage device is played to the viewer. The viewer selects a recorded
`
`program from the DVR’s storage device to playback. Before the program is
`
`played back, an advertisement is retrieved from the storage device and is
`
`displayed before the program is run. Another advertisement is retrieved and
`
`then played afterthe program is over.
`
`The invention’s bookending allows any ad material that is loaded onto the system
`
`to be displayed before and/or after any program material. Since the DVR
`
`system knows the viewer’s program preferences (e.g., science fiction, police
`
`dramas) and, possibly,
`
`the viewer’s personal information (e.g., male, age 27,
`
`likes photography), ads can be selected based on this information and targeted
`
`to the specific audience that the viewer is a part of.
`
`Other aspects and advantages of the invention will become apparent from the
`
`following detailed description in combination with the accompanying drawings,
`
`illustrating, by way of example, the principles of the invention.
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`BRIEF DESCRIPTION OF THE DRAWINGS
`
`Fig. 1 is a block schematic diagram of a preferred embodiment of a digital video
`
`recording system according to the invention;
`
`Fig. 2 is a diagram of a screenshot of a user interface menu listing recorded
`
`programs according to the invention;
`
`Fig. 3 is a diagram of an exemplary remote input device according to the
`
`invenfion;
`
`Fig. 4 is a diagram of a screenshot of a program playback mode according to the
`
`invenflon;
`
`Fig. 5 is a block schematic diagram showing a viewer’s response to a commercial
`
`break within a program according to the invention;
`
`Fig. 6 is a block schematic diagram showing the important portions of a
`
`commercial break according to the invention;
`
`Fig. 7 is a block schematic diagram showing the important portions of a
`
`commercial according to the invention;
`
`Fig. 8 is a block schematic diagram of a preferred embodiment of the invention
`
`showing the bookending concept according to the invention; and
`
`Fig. 9 is a block schematic diagram of high level task viewpoint of a preferred
`
`embodiment of the invention implementing the bookending function according to
`
`the invention.
`
`DETAILED DESCRIPTION OF THE INVENTION
`
`The invention is embodied in a method for enhancing digital video recorder
`
`television advertising viewership in a computer environment.
`
`A system
`
`according to the invention allows the broadcaster to retain and improve the value
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`of a certain segment of television commercial breaks.
`
`in addition, the invention
`
`provides a system that allows the Digital Video Recorder
`
`(DVR)
`
`service
`
`provider
`
`to present advertisements
`
`to viewers
`
`that do not usurp the
`
`broadcaster’s advertising space.
`
`Referring to Fig. 1,
`
`time-shifting devices, or DVRS,
`
`take as input
`
`television
`
`broadcast signals from multiple signal sources. One such method is described "n
`
`Application No. 09/126,071 entitled “Multimedia Time Warping System” owned
`
`by the Applicant. The input Section 101 selects the input source and directs the
`
`signal to the Digital Encoder 102.
`
`If the signal source is analog,
`
`the Digital
`
`Encoder 102 converts the analog signal to a digital form, e.g., MPEG2.
`
`For
`
`digital signals such as digital satellite feeds, the Digital Encoder 102 can directly
`
`store the digital signal or convert the digital signal to a different sample rate.
`
`Digital signals are stored on a persistent storage device 103, e.g., a magnetic
`
`hard disk or RAM device. Multiple programs are stored on the storage device
`
`103 and are easily accessed by the viewer. The viewer selects the desired
`
`program stored on the storage device 103 through the Viewer Interface 104.
`
`The selected program is accessed from the storage device 103 and decoded
`
`into analog form for presentation onto a television set by the Decode module
`
`105.
`
`If the display is a digital monitor, for example, the Decode module 105
`
`converts the stored program into the proper digital format. The Output module
`
`106 presents the Decode modules 105 output into an acceptable signal format
`
`(analog or digital) to the viewer’s television or monitor.
`
`With respect to Figs. 2 and 3, the invention presents the viewer with a list 201 of
`
`the programs stored on the storage device. The viewer highlights the desired
`
`program using a remote input device 301. The program is then selected when
`
`the viewer presses the select button 302. Each program is randomly accessible,
`
`a program may be viewed and deleted irrespective of its recorded sequence.
`
`This is unlike video cassette tapes that do not give the viewer the convenience of
`
`easily accessing a particular recorded program on a tape or
`
`inserting new
`
`recordings amidst a populated tape.
`
`Referring to Fig. 4, DVRs allow the viewer to perform many trick play functions
`
`401 on the program being viewed. The viewer can fast fonNard and rewind at
`
`multiple speeds, pause, single step, slow play, etc.
`material.
`
`through the program
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`The invention of time-shifting devices for television programs has also created
`
`the opportunity for
`
`television viewers to fast-fon/vard through commercial
`
`advertisements if the viewer is watching a recorded program, or a live, cached
`
`program where the current viewing position is delayed from the current real-time
`
`television broadcast.
`
`Since there is little economic incentive for viewers to watch commercials in those
`
`cases, the value of the space made available for advertising drops precipitously.
`
`However,
`
`in examining the behavior of viewers,
`
`it
`
`is apparent that a newly
`
`valuable advertising space has been created at the beginning or ending of a
`
`commercial break.
`
`With respect to Fig. 5, a preferred embodiment of the invention provides a
`
`method for enhancing the viewership of television ads on a DVR by taking into
`
`account the viewer's interaction with the inherent operation of the DVR. Whether
`
`the technique is a visual fast-forvvard (TiVo) or fixed—time (e.g., 30 seconds) skip
`
`function (FteplayTV), there is a delay from when the viewer realizes 502 that the
`
`program material has ended and advertising has begun 501, and when the
`
`viewer starts skipping the commercial using the remote input device 503.
`
`Several factors are involved in the viewer’s response time. The viewer must first
`
`recognize 502 that the program material has ended 501. Once the viewer
`
`realizes that the event has occurred, he must then press a button 503 on the
`
`remote input device.
`
`Often, the time span 507 from the end of the program 501 to the point where the
`
`viewer has pressed the button 503 is tens of seconds long. Thus, the first few
`
`seconds of any commercial break become extremely valuable as an opportunity
`
`to get the viewer to NOT skip the commercial break. Advertisers will pay
`
`additional money for the opportunity to occupy this space in the commercial
`
`breaks.
`
`Similarly, when fast—fon/varding or skipping,
`
`it is typical that the viewer will not be
`
`able to precisely skip to the beginning of the program material 505. When
`
`examining viewer behavior, most viewers will skip forward 506, then back up
`
`504 into the preceding commercial break a few seconds in order to view all of the
`
`program material from the point where it starts 505. Therefore, the last few
`
`seconds of a commercial break 508 become extremely valuable, since it
`
`is an
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`opportunity to persuade the viewer to rewind into the commercial break and view
`
`advertisements.
`
`Referring to Fig. 6,
`
`the invention provides a method wherein the first few
`
`seconds 601 or last few 602, are carefully authored to provide a "teaser" to
`
`entice the viewer to watch multiple commercials during the break 603. This teaser
`
`might be a set of images or logos that indicate a commercial relating to that
`
`advertiser is present or a menu or short sequence of animations to designed
`
`catch the viewer's attention and persuade him to watch the commercial break.
`
`With respect to Fig. 7, advertisers can also place the more important content ‘n
`
`the first 702 or last 703 number of seconds of their commercials 701. This
`
`content will be able to get the desired message across to the viewer in those
`
`seconds. Given this model, content providers are able to charge advertisers a
`
`higher rate to place their commercials at the beginning or the end of a commercial
`
`break.
`
`Further, one can imagine using the CC tagging technology as described in
`
`Application No. 09/665,921 entitled “Closed Caption Tagging System” owned
`
`by the Applicant, or similar technology such as ATVEF or Wink, to automatically
`
`pause the program being watched immediately at the beginning (or end) of the
`
`commercial break, with the frame being displayed containing a menu of
`
`the
`
`advertisements in the commercial break. The viewer might simply skip forward,
`
`or choose a particular commercial via a menu-like overlay on top of the broadcast
`
`image using the on screen display (OSD).
`
`Another method used is described in Application No. 09/187,967 entitled
`
`"Analog Video Tagging and Encoding System.” The network content provider
`
`authors an invisible tag at the beginning of the "pod" (the sequence of ad avails)
`
`that
`
`tells a decoder (such as TiVo’s Time Warping System) what
`
`all
`
`the
`
`commercials in the pod are, thereby allowing the decoder to display an instant
`
`menu of ads.
`
`Further, it is possible using the CC tagging technology, or similar techniques, to
`
`cause an "auto-pause" capability. For example, instead of presenting a menu, a
`
`short "teaser" image or multi-frame video could introduce an advertisement, and
`
`then automatically pause. The viewer might hit ''play'' to watch the advertisement
`
`or fast-forward to skip to the next advertisement, which would present a similar
`
`teaser and then pause. With a just few button presses, the viewer could skip the
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`commercial break and start the program, or watch one or more advertisements ‘n
`
`the break.
`
`As noted above, the invention stores program material on a storage medium. A
`
`viewer accesses the programs through a user menu. The viewer selects the
`
`desired program by highlighting the appropriate program and pressing the select
`
`button. Once the program is selected, it is then displayed.
`
`Referring to Fig. 8, “bookending” concerns the display of the program material
`
`802. The program 802 is indexed and retrieved from the Storage Device 801.
`
`Before the program 802 is displayed an ad 803 is first displayed before the
`
`program is run. Another ad 804 is then played after the program is over. The
`
`invention’s bookending allows any ad material that is loaded onto the system to
`
`be displayed before and/or after any program material. The ads and program
`
`material 805 are displayed to the viewer 806.
`
`The ads are stored on the Storage Device 801, indexed and, optionally, stored
`
`along with the characteristics of each ad. The choice is up to the DVR system or
`
`provider as to whether an ad is played before, after, or both before and afier any
`
`program material.
`
`With respect to Fig. 9, the invention stores program material and ads on the
`
`storage device 903. The Viewer Interface module 901 displays the list of stored
`
`programs to the viewer and accepts the viewer program selections.
`
`The
`
`Playback Program module 902 finds and extract the selected program from the
`
`Storage Device 903.
`
`Bookending ads are selected by the Bookend Program module 904.
`
`The
`
`Bookend Program module 904 decides whether to display an ad before and/or
`
`afterthe program material - configurable by the DVR service provider. Each ad
`
`is selected from the Storage Device 903 by the Bookend Program module 904.
`
`The Playback Program module 902 makes a request to the Bookend Program
`
`module 904 for an ad to display. The request is made before and after the
`
`Playback Program module 902 displays the program material.
`
`If an ad is passed
`
`to the Playback Program module 902 by the Bookend Program module 904,
`
`then it is displayed. Otherwise, the Playback Program module 902 continues on
`
`without displaying an ad.
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`Since the DVR system knows the viewer’s program preferences (e.g., science
`
`fiction, police dramas) and, possibly,
`
`the viewer’s personal
`
`information (e.g.,
`
`male, age 27,
`
`likes photography), ads can be selected by the Bookend
`
`Program module 904 based on this information. The Bookend Program module
`
`904 selects ads targeted to the specific audience that the viewer is a part of. This
`
`allows the DVR service provider to charge advertisers for targeted advertising
`
`which is much more valuable than shotgun advertising that occurs in normal
`
`television commercial breaks.
`
`Ads are downloaded onto the Storage Device 903 via a modern, Ethernet,
`
`recorded at a predetermined time from an input source, etc. by the Download
`
`Ads module 905. The DVR can request ads from a central server or record
`
`certain groups of ads for the viewer’s target audience.
`
`Although the invention is described herein with reference to the preferred
`
`embodiment, one skilled in the art will readily appreciate that other applications
`
`may be substituted for those set forth herein without departing from the spirit and
`
`scope of the present invention. Accordingly,
`
`the invention
`
`should only be
`
`limited by the Claims included below.
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`CLAIMS
`
`1.
`
`A process for enhancing the viewership of television advertisements in a
`
`digital video recorder (DVR) environment, comprising the steps of:
`
`partitioning the beginning and end of each commercial break in a program
`
`segment;
`
`wherein each partition is of a predetermined length of time; and
`
`wherein said beginning and end partitions are carefully authored to
`
`provide a teaser to entice the viewer to watch multiple commercials during the
`
`break.
`
`2.
`
`The process of claim 1, wherein said teaser is a set of images or logos
`
`that indicate a commercial relating to a particular advertiser is present.
`
`3.
`
`The process of claim 1, wherein said teaser is a menu or short sequence
`
`of animations designed to catch the viewer's attention and persuade him to watch
`
`the commercial break.
`
`4.
`
`A process for enhancing the viewership of television advertisements in a
`
`digital video recorder (DVR) environment, comprising the steps of:
`
`partitioning the beginning and end of a television advertisement;
`
`wherein each partition is of a predetermined length of time; and
`
`wherein said beginning partition and said end partition contain the more
`
`important content designed to get the desired message across to the viewer ‘n
`
`the predetermined length of time.
`
`5.
`
`A process for enhancing the viewership of television advertisements in a
`
`digital video recorder (DVR) environment, comprising the steps of:
`
`providing a storage device;
`
`recording television program material onto said storage device;
`
`receiving advertisements from an extemal source;
`
`storing said advertisements on said storage device;
`
`selecting an advertisement from said storage device;
`
`playing back said television program material from said storage device to
`
`the viewer; and
`
`wherein said playing back step displays said advertisement to the viewer
`
`before and/or after said television program material is played back to the viewer.
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`6.
`
`The process of claim 4, wherein said selecting step selects said
`
`advertisement based on the viewer’s viewing preferences and/or personal data.
`
`7.
`
`The process of
`
`claim 4, wherein said selecting step selects
`
`an
`
`advertisement to be displayed after said television program material is played
`
`back to the viewer that is different than the advertisement displayed before said
`
`television program material is played back to the viewer.
`
`8.
`
`An apparatus for enhancing the viewership of television advertisements "n
`
`a digital video recorder (DVR) environment, comprising:
`
`a storage device;
`
`a module for recording television program material onto said storage
`
`device;
`
`a module for receiving advertisements from an external source;
`
`a module for storing said advertisements on said storage device;
`
`a module for selecting an advertisement from said storage device;
`
`a module for playing back said television program material
`
`from said
`
`storage device to the viewer; and
`
`wherein said playing back step displays said advertisement to the viewer
`
`before and/or after said television program material is played back to the viewer.
`
`9.
`
`The process of claim 7, wherein said selecting module selects said
`
`advertisement based on the viewer’s viewing preferences and/or personal data.
`
`10.
`
`The process of claim 7, wherein said selecting module selects an
`
`advertisement to be displayed after said television program material is played
`
`back to the viewer that is different than the advertisement displayed before said
`
`television program material is played back to the viewer.
`
`11.
`
`A program storage medium readable
`
`by
`
`a computer,
`
`tangibly
`
`embodying a program of instructions executable by the computer to perform
`
`method steps for enhancing the viewership of television advertisements in a
`
`digital video recorder (DVR) environment, comprising the steps of:
`
`providing a storage device;
`
`recording television program material onto said storage device;
`
`receiving advertisements from an extemal source;
`
`storing said advertisements on said storage device;
`
`selecting an advertisement from said storage device;
`
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`playing back said television program material from said storage device to
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`the viewer; and
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`wherein said playing back step displays said advertisement to the viewer
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`before and/or after said television program material is played back to the viewer.
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`12.
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`The method of claim 10, wherein said selecting step selects said
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`advertisement based on the viewer’s viewing preferences and/or personal data.
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`13.
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`The method of
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`claim 10, wherein said selecting step selects an
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`advertisement to be displayed after said television program material is played
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`back to the viewer that is different than the advertisement displayed before said
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`television program material is played back to the viewer.
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`Pae 13 of22
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`WO 01/47279
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`PCT/US00/34819
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`\ Now Showing
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`The Simpsons
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`V
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`The Simpsons
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`Fri
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`Fri
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`7/9
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`7/9
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` *Ml%”‘*"‘j”‘MM‘”'”E:WF”"‘
`Y 0 Inside Washington
`® The Mask of Zorro
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`9 ufe of Bxian
`Neil Simon's me Odd Cou‘ le :1
`Radio Days
`‘X
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`Y
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`Pae 15 of22
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`F‘HlL.|PSF‘HlL.|PSF‘HlL.|PS
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`wo 01/47279
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`Program
`Material
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`Commercial
`Break
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`Program
`Material
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`Pae 18 of22
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`wo 01/47279
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`Program
`Material
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`Commercial
`Break
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`Program
`Material
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`603
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`Pae 19 of22
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`wo 01/47279
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`60 seconds
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`Commercial Program Material
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`Pae 20 of 22
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`W0 01/47279
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`PCT/US00/34819
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`Pae 21 of22
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`wo 01/47279
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`PCT/US00/34819
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`Storage
`Device
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`Playback
`Program
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`Bookend
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`Program
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`Pae 22 of 22