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`SYSTEM AND METHOD FOR MANAGING, CONVERTING AND DISPLAYING
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`ADVERTISING VIDEO CONTENT ON A VIDEO-ON-DEMAND PLATFORM,
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`INCLUDING ADS USED FOR DRILL-DOWN NAVIGATION AND AND
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`PARTICULARLY CONSUMER-GENERATED CONTENT FOR CLASSIFIED ADS
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`SPECIFICATION
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`TECHNICAL FIELD
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`[0001]
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`This invention generally relates to the provision of interactive television services
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`through cable TV infrastructure, and more particularly, to a system and method for managing,
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`converting and displaying advertising video content on a video-on-demand platform, and
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`particularly, advertising displays used for drill-down navigation and displays of consumer-generated
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`sentent-for—classified ads on TV.
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`BACKGROUND OF INVENTION
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`[0002]
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`Cable television (CATV) systems are used to deliver television services to a vast
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`majority of TV-viewing homes in the U.S. and other technologically advanced countries. The
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`typical CATV system has a cable service provider head end equipped with video servers to transmit
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`CATV program signals through distribution lines to local nodes and from there to TV subscriber
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`homes. Within the subscriber homes, the CATV program signals are transmitted routed to one or
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`BBiTV EX2120
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`more customer-premises TVs which are which are coupled to external CATV supplied set_ top
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`boxes for channel tuning or which are equipped with internal cable channel tuners.
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`[0003]
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`Current CATV set-top boxes provide various functions for channel switching access
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`5 and program access between subscribers and the CATV head end. The more advanced digital set-
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`top boxes are individually addressable from the CATV head end, and also allow subscribers to input
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`via remote control units communicate their selection inputs for transmission on a back channel of
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`the connecting cable to the CATV head end, thereby enabling subscribers to access interactive
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`television services and other types of advanced digital premium CATV services. A primary type of
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`interactive television system is referred to generally, such as a "video-on-demand" (VOD) system,
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`wherein a viewer can enter a selection choice for a video program via the remote control unit to the
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`set-top box and have the desired video program delivered instantaneously for display on the TV.
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`Such VOD applications can include on-demand movies, documentaries, historic sports events, TV
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`programs, infomercials, advertisements, music videos, short-subjects, and even individual screen
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`displays of information. VOD-based interactive television services generally allows a viewer to use
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`the remote control to cursor through an on-screen menu and select from a variety of titles for pre
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`recorded stored video programs or segments for individual viewing on demandat any time.
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`Advanced remote control units include button controls with VCR-like functions that enable the
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`viewer to start, stop, pause, rewind, or replay a selected video program or segment. In the future,
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`VOD-based interactive television services may be integrated with or delivered with other advanced
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`interactive television services, such as webpage the functionality offered in CATV E',et top boxes is
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`expected to expand further to offer Internet browsing,_ capabilities, e mail, television purchase ("to-
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`commerce :1 transactions, advanced communications functions such as voice calls over Internet
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`(VoIP) and videoconferencing, and other forms of multimedia delivery.
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`[0004]
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`With the increasing interactive functionality and customer reach of interactive
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`television services, CATV systems, advertisers and content providers are find it will increasingly
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`attractive view the cable TV delivery platform as the platform of choice for to employ on-demand
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`delivering advertising, program content, and TV transactions for services to home TV viewers.
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`Cable TV delivery infrastructures are therefore VOD content delivery platforms are being designed
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`being designed to seamlessly and conveniently deliver a wide range of types of advertising, content,
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`5 and transaction services on demand to home TV viewers. An example of an advanced VOD
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`particular CATV platform delivery system of high interest is the delivery of advertising and
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`promotional video content on the VOD platform_. For example, is the advanced N-Band (TM)
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`system offered by Navic Systems, Inc., d/b/a Navic Networks, of Needham, MA. This is an
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`integrated system which -provides an application development platform for wherein third party
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`application developers to can develop new VOD service applications, viewer menu interfaces and
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`ancillary interactive services and advertising/promotions delivery applications for deployment on
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`VOD channels of CATV operators in cable service areas throughout the U.S. A detailed description
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`of the Navic N-Band system_
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`ample-of-an-advaneed-VOD-anplieation-devclopmant
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`platform, is contained provided in U.S. Patent Application 2002/066,106, filed on May 30, 2002,
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`which is incorporated herein by reference.
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`[0005]
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`AThe advanced digital set-top boxes also have provides the ability to collect data
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`such as a log of the-channels tuned to watched by and or video on demand programs watched
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`selections made by the viewer over time. The set top box can thus-be designed to collect and report
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`this data automatically information to the cable head end. At the head end location, theis viewer
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`data can be aggregated over many users with personally identifying data removed, and coupled with
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`other information, such as viewer demographics, and provided in reportage back to advertisers and
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`program sponsors for information f;o that they can in designing and targeting new ads and programs
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`for the indicated viewer preferences, thereby resulting in increased viewership, higher viewer
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`impressions per ad or program, and ultimately increased revenues for advertisers in relation to
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`advertising costs.
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`[0006]
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`Current However, current VOD ads and program offerings delivery and feedback to
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`advertier are only provided in aggregate, and \TOD adG and programs are generally produced for
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`mass audiences. It would be particularly desirable to adapt use a VOD delivery platform to deliver
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`ads, promotions, programs, and er-informational content by allowing viewers to navigate readily
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`5 and visually to specific items of interesttargeted to or requested by individual viewera. Such visual
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`navigation for one on one content delivery would be more likely
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`lileihood of
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`create a satisfying ing individual viewer experienceinterest, and also to engage motivating the
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`individual viewers to engage in on-demand TV services and transactions-. It would also be a
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`particularly desirable to adapt a VOD delivery platform to receive uploads of user ads from
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`individuals such as through an online network for search, navigation, and display to TV subscribers.
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`involving the subject matter advertised or promoted (referred to herein as "Drill Down Ads").
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`Conversely, it would be highly desirable to enable the individual user to upload advertising or
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`infofmati-oaaFc-ontent-to-a-C-A-TV-s-ystem-whieh-other-N4ewer-s-ma-y-find-of-inte
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`transactions involving the subject matter advertised or promoted (referred to herein as "Classified
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`AdsL),
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`SUMMARY OF THE INVENTION
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`[0007]
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`In accordance with a first objective of the present invention, a video-on-demand
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`(VOD) content delivery system for delivery templatized VOD content comprises:
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`(a) a VOD Application Server located at a Cable Head End which manages a
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`Database of templates for generating templatized VOD content in response to requests for specific
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`video content elements by viewer request signals transmitted from the TV equipment of a viewer to
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`the Cable Head End;
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`(b) a Video Server for storing video content encoded as video content elements and
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`for supplying a requested video content element in response to the VOD Application Server for
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`delivery to the TV equipment of the viewer, and
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`(c) an Application Data Center for creating and storing a plurality of different
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`templates ordered in a hierarchy for presentation of video content elements of different selected
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`5 types categorized in hierarchical order, wherein a template for display of a video content element in
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`a higher level of the hierarchy includes a link to one or more templates and video content elements
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`in a lower level of the hierarchy, said plurality of hierarchically-ordered templates and links being
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`stored in the Database managed by the VOD Application Server, and
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`wherein said VOD Application Server, in response to viewer request for a selected Formatted: Normal
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`video content element of a higher order in the hierarchy, retrieves the corresponding template from
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`said Database and corresponding video content element from said Video Server to provide a
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`templatized VOD content display on the viewer's TV equipment which includes one or more links
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`to video content elements in a lower order of hierarchy, and upon viewer request selecting a link
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`displayed in the templatized VOD content to a video content element in the lower order of
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`hierarchy, retrieves the corresponding template and video content element of lower order hierarchy
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`for display on the viewer's TV equipment, thereby enabling the viewer to use drill-down navigation
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`through TV displays of templatized VOD content.
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`[00081
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`In a preferred embodiment of the templatized VOD content delivery system, the
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`system employs the templatized content delivery to create a User Interface for the viewer to
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`navigate through progressively more specific template (display ad) types linked in series to reach an
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`end subject of interest to the viewer. Referred to herein as "Drill-Down Ads", the series of
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`progressively more specific display ad types allow the subscriber to navigate to an end subject of
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`interest while at the same time having a unique visual experience of moving visually through a
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`series of ads mirroring the viewer's path to the end subject of interest.
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`As an example involving automobile advertising, the,
`[0007]
`It is therefore a primary objective of the present invention is to provide a system for controlling,
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`regueted by individual
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`a User Interface system that executes within the digital E',et top box supplied by the cable television
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`operator and enables the individual viewer to drill down in the selection of specific ad, program, or
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`5 informational content from a mass market presentation or "page" to a "local page" and down to an
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`"individual page" selected by the viewer (referred to herein as "Drill Down Ads").
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`User Interface can provide a hierarchical ordering of video display ads that starts with an Auto
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`Maker's ad displayed with links to Model ads. The viewer can select using the remote control unit
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`a specific Model ad whichis displayed with links to more specific levels of ads, such as "Custom
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`Packages", "Feature/Options", or "Color/Styling", etc., until it reaches an end subject of interest to
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`the subscriber. The viewer would thus be able to navigate to specific content of interest while
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`traversing through video ad displays of the Auto Maker, Models, Model A, Features, etc. Similarly,
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`the viewer can navigate to specific content of interest while traversing through video ad displays of
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`Local Dealers, Dealer A, Current Sales Promotions, etc. The templatized VOD ads are generated
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`dynamically by searching the VOD Application database with each current request by a viewer.
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`This enables the system to dynamically generate and display updated advertising content that
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`remains current. For example if the Auto Maker changes the Model types available or if Local
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`Dealer A changes its current sales promotions, that advertiser's ads can be updated with new
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`content and selection options on the system database, and the new templatized ads can be generated
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`dynamically, instead of new ads having to be filmed, produced, contracted, and installed with the
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`cable TV company. Many other types of ads, subjects, and other interactive TV applications can be
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`enabled with the use of the Drill-Down Navigation method. The selections or preferences exhibited
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`by viewer navigation paths through the Drill-Down Navigation can also be tracked, profiled, and/or
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`targeted as feedback
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`[0008]It is another primary objective of the present invention to enable the individual user to upload.
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`(Formatted: Bullets and Numbering
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`advertising or informational content to a CATV system. A related objective is to convert the
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`uploaded user content to VOD content that can be searched and viewed by other viewers who may
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`fmd it of interest to engage in tranaction involving the individual user content (referred to herein
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`[0009]In accordance with the first objective of the present invention, a video on demand (VOD) Formatted: Bullets and Numbering
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`content delivery system comprises:
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`5 (a) a VOD Application Server located at a Cable Head End which manages a
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`viewer request signal transmitted from the TV equipment of a viewer through the CATV system to
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`templatized \TOD content regueted in
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`the Cable Head End;
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`(b) a Video Server for storing video content segments encoded as video feeds to be
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`segment to the VOD Application Server to be framed within a selected template and delivered a;.}
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`templatized VOD content through the CATV system to the TV equipment of the viewer;
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`(c) an Application Data Center for creating templates for presentation of selected
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`advertising types, wherein a template includes a link to a given video content segment which is to
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`be framed within the template as templatized VOD content, and for downloading the templates for
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`storage in the database managed by the VOD Application Server;
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`(d) a Video Content Encoder for encoding video content segments as video feeds and
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`supplying the encoded video content segments to the Video Server,
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`wherein said VOD Application Server, in response to a viewer request for VOD
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`content indicated by the viewer request signal, retrieves the advertising template from its database
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`corresponding to the requested VOD content, and the linked video content segment from the Video
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`Server, in order to generate the corresponding templatized VOD content of the linked video content
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`segment framed in the template and deliver the templatized VOD content to be displayed on the TV
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`equipment of the viewer.
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`[0010][00091 In a preferred embodiment of the VOD content delivery system, the viewer's TV
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`equipment includes a digital set top box which presents a User Interface on the viewer's TV display.
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`The-Us-er-lffteFfac-e-eawdisplay-as-a-flfSt-page-a-Fnenu-of-topic-al-afeas-for---viewer-se-lec-tion-using-the
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`14N-Y--P-1-4BBTV-P 1 Formatted: Font: (Default) Times New Roman
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`remote control for the viewer's set top box. Upon selection of a topical area, the digital set top box
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`reguet signal to the \TOD Application Sener for a generalized
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`ubtopical areas.
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`Subtopical area, the digital E',et top box sends a subsequent viewer request signal to the VOD
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`5 Application Server for a subtopical video ad which may include links or buttons to drill down
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`viewer to navigate to specific information content of high interest to the viewer using the drill down
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`ads as a navigation tool. User profiling and aggregate data reporting and tracking systems can be
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`used-te-gather-viewing-Elata-fer-feeflhaek-data to advertisers for fine-tuning Drill-Down ad designs.
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`[00111100101 In accordance with the a second objective of the invention, a TV classified ad system.
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`for managing, converting and displaying individual consumer generated advertising content on a
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`vvideo-on-demand (VOD) content delivery system for managing, converting and displaying
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`consumer-generated classified ads on TV comprises:
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`(a) a web based Content Management Website System for enabling au-individual
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`users to upload classified ad content via on an online network connection from their remote
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`computers, a web browser for a consumer generated video ad, said uploaded classified ad content
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`including associated meta data for identifying the ad content by title and classifying the video ad by
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`topical and subtopical areas;
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`(b) a Content Screening Component for System receiving the classified ad content
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`uploaded to the Content Management Website and for screening the content input by the individual
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`user to the Content Management System by performing an automatic search for objectionable text,
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`audio, video and/or images in the content_ and for rejecting said the content if objectionable text,
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`audio, video and/or images are found;
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`(c) a Content Feed CSystem omponent for performing automatically transferring the
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`of consumer generated classified ad content screened by through from the Content Screening
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`ComponentSystem with the associated meta data and supplying them it-to a Content Conversion
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`System Component;
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`14N-Y--P-1-4BBTV-P 1 Formatted: Font: (Default) Times New Roman
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`(d) a Content Conversion Component System for automatically converting the
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`transferred classified ad content consumer generated content supplied from by the Content Feed
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`Component System into a video video ad data format compatible with the VOD content delivery
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`system, and for automatically indexing the converted classified ad consumer generated video ad
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`5 content in a Video Server database according to inte-elassiffed-title and topical and-subtopieal-area
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`ass specified in accordance with the corresponding content meta data supplied from the Content
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`Management System; and
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`(e) a the VOD Application Server, operatively connected between said Content
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`Conversion Component and a Cable Head End connected via cable connection to the TV equipment
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`of viewers, for delivering from the Cable Head End classified ad title and topical area listings data
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`generated from the meta data for the classified ad content to be displayed on the TV equipment of
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`viewers to enable their searching for classified ads of interest and, in response to a viewer request
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`signal requesting a specific classified ad of interest transmitted via the TV equipment to the Cable
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`Head End for retrieving the requested classified ad from the Video Server database and
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`transmitting it to be displayed to the viewer on their TV
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`delivery
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`configured for presenting a menu to classified ads on the TV displays of TV equipment of viewers
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`linked to the indexing of consumer generated video ads maintained by the Content Conversion
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`System, and for delivering a video ad to a viewer's TV equipment in accordance with the viewer's
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`selection of the video ad from the displayed menu to classified ads.
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`[00121100111 In a preferred embodiment of the TV classified ads system, the individual individual 4
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`users can upload input-classified ad content data-via their web browser, including as well as upload
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`text, audio, graphics, video and/or image video files in industry-standard_iz-e4-file formats„ to the
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`Content Management WebsiteSystem. The Content Screening CSystem has component is
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`configured tos for parse the input ing-for objectionable text words in the text files, detecting
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`objectionable audio words in audio files, and and for optically recognize tion of objectionable
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`images in the graphics or video files. The Content Feed Component automatically transmits System
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`sele-ets-classified ad content that has been appropriately contracted for display (paid for, and within
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`p1ls,IY--P-1-4BBTV-P 1 ▪ Formatted: Font: (Default) Times New Roman
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`the contracted time period) frem-the-C—enterft-klanagement-Syste-m-for—transfer—to the Content
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`Conversion Component System and the
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`Delivery
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` Server
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`database. The VOD Application Server responds to requests input by viewers Content Conversion
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`System links viewer selections via the remote control and retrieves the requested classified ads
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`5 indexed by their titles and topical areas from the Video Server database to be displayed on the
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`viewer's TVfrom topical and subtopical options displayed on the TV menu to the indexed video ad
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`and supplies the selected video ad to the VOD delivery system. The Content Management Website
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`System can also include functions fors: (a) Account Management for the management of user
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`transaction accounts on the web based content management system; (b) Content Classification to
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`facilitate user designation of titles and topical areas to uniquely and attractively identify their
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`classified adsed Content Management for organizing consumer generated content as individual list
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`items within topical categories; (c) Bulletin Board Content Management for the creation and
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`management of consumer-generated content related to announcements and other items of general
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`interest to be displayed to viewers in subsidiary displaysand organized by groups, organizations or
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`topics; and (d) Transaction Processing for the processing the payment of user fees, changes, and
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`refunds in the for use of the system.
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`[0018]
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`The foregoing and other objects, features and advantages of the invention are
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`described in further detail below in conjunction with the accompanying drawings.
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`BRIEF DESCRIPTION OF THE DRAWINGS
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`[0019]
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`FIG. 1A is a diagram of an overall system architecture for a VOD Ceontent ▪ Formatted: Font: Bold
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`Ddelivery Ssystem in accordance with ing to the present invention yIG. 1B shows an example of ▪ Formatted: Font: Bold
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`Drill-Down Ad navigation, andfIG. 1C shows an example of the templatized ad display model. Formatted: Font: Bold
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`11N-Y--P-1-4BBTV-P 1 Formatted: Font: (Default) Times New Roman
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`[0022] [0020]
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`FIG. 2A is a process flow diagram of the overall architecture of a consume
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`Formatted: Font: Bold
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`generated Classified Ad application for the VOD Content Delivery System, FIG. 2B illustrates a
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`Content Management Web site for the Classified Ad application, FIG. 2C illustrates a Content
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`5 Screening ing the cComponent of the system and IG. 2D illustrates a step-s-anfl-pfec-esse-s-o-f-tlie
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`Content Feed and Conversion Components of the Ser-e-eiling-Syste-fa-o-f-a-T-V-elas-siffe-€1-a€1-system
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`according to the present invention.
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`Formatted: No bullets or numbering
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`Formatted: Font: Bold
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`[0021]
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`FIG. 3 is a process flow diagram illustrating the component steps and processes of
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`the Content Conversion System of the TV classified ad system.
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`DETAILED DESCRIPTION OF INVENTION
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`0022]10021] Referring to FIG. IA, an overall system architecture for a VOD content delivery Formatted: Bullets and Numbering
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`system includes a VOD Application Server 10 located at a Cable Head End The VOD Application
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`Server 10 which manages a Dclatabase 11 of templates and video content segments from Video
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`Server 12 for generating templatized VOD content. The VOD content is generated in response to
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`requested in accordance with a viewer request signal transmitted from the Digital Set Top Box 21
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`TV equipment 20 of a viewer's TV equipment through the Digital Cable Television System 13
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`CATV system to the VOD Application Server 10 at the Cable Head End. The VOD Application
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`Server 10 may be of the type which enables any compatibly-developed developed VOD
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`applications to be loaded on and operated on the server. An example of such a VOD Application
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`Server is the Navic N-Band(TM) server as previously described. The VOD Application Server 10
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`is connected to a Video Server 12 for storing video content segments encoded as video feeds. The
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`VOD Application Server is also connected to receive downloads of ad Ttemplates for displaying
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`VOD content are created at an Application Data Center 30 and stored in the Database 11 for use by
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`the operative VOD application. The templates may be designed, for example, to present video ad
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`14N-Y--P14BBTV-P 1 Formatted: Font: (Default) Times New Roman
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`content displays in a logo frame or to provide navigation buttons and viewer selection options in a
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`frame around currently displayed video content. In the preferred embodiment described in greater
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`detail below, the templates are used to provide navigation aids in a series of progressively more
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`focused ad display types. for presentation of video ads of selected advertising types. A template
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`5 can include a link to a given video content segment which i to be framed within the template a
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`templatized VOD content. The downloaded templates are stored in the database 11 managed by the
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`VOD Application Server 10. A Video Content Encoder 31 is used to encode raw video feeds into
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`formatted receives video content segments compatible with the VOD platform and supply them
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`through a Video Content Distribution Network 14 to be used in the video ad and encodes them a
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`10
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`video feeds supplied to the Video Server 12.
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`[00231100221 In operation, the VOD Application Server 10 operates a VOD application for the Formatted: Bullets and Numbering
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`CATV system, for example, "automobile infomercials on demand". The receives-a-viewer sends a
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`request for a-selected given VOD content, such as to see an infomercial on a specific model type
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`made by a specific auto manufacturer, as indicated by actuating athe viewer request signal by a key
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`press transmitted from on the viewer's use of the remote control unit transmitting an IR signal to the
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`S et Ttop Bbox 21 that is sent on a for a menu selection through the back channel ofte the Digital
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`Cable Television System 13 to the VOD Application Server 10 at the Cable Head End. In response
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`to the signal, tThe VOD Application Server 10 determines the VOD content being requested and
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`retrieves the infomercial ad display template from the Template Dits-clatabase 11 corresponding to
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`the requested VOD content, and also retrieves any linked video content segment from the Video
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`Server 12, in order to generate the corresponding templatized VOD content. In the invention, the
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`templates are of different types ordered in a hierarchy, and display of content in a template of a
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`higher order includes links the viewer can select to content of a lower order in the hierarchy. Upon
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`selecting a link using the remote control, the VOD Application Server 10 retrieves the template and
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`video content of lower order and displays it to the viewer. Each successive templatized display may
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`have further links to successively lower levels of content in the hierarchy, such that the viewer can
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`use the series of linked templatized VOD displays as a "drill-down navigation" method to find
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`14N-Y--P-1-4BBTV-P 1 Formatted: Font: (Default) Times New Roman
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`specific end content of interesttypical templatized
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` the-video-c-ent-ent-se-gment4s
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`the advertiser, and/or any topical information associated with the requested ad. The template frame
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`can also include one or more buttons that presents the user with further menu options to "drill
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`[002/1]100231 Referring to FIG. 1B, a In the preferred embodiment of the templatized VOD
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`Formatted: Bullets and Numbering
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`content delivery system is shown providing a User Interface using Drill-Down Navigation through
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`Formatted: Font: Bold
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`display ads such as for automobile infomercials. When the viewer selects a VOD application
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`(channel), such as "Wheels-On-Demand", the , the viewer's TV equipment includes a digital set top
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`box 21 which presents a User Interface on the viewer's TV displays a Main Menu with buttons
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`inviting the viewer to "Select Category". The viewer can select an "Auto" category, and the TV
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`then displays an "Auto" menu with buttons inviting the viewer to "Select Make", such as Make A,
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`Make B, etc. When the viewer makes a selection, such as Make A, the viewer's TV displays a
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`further menu that is a Gateway into templatized VOD content delivery which enables Drill-Down
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`Navigation by templatized display ads. Through the Gateway, the VOD Application leaves the
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`Menu mode and enters the Drill Down Navigation mode for successively displays of hierarchically-
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`ordered video content which allow the viewer to navigate to progressively more focused content. In
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`this example, the highest level of the hierarchy includes categories for Model, Local Dealer, Sales
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`Events, and/or Inventory. When the viewer selects a category such as "Model" from the Gateway,
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`for example, the VOD Application creates a templatized ad display showing video content generic
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`to all models by that automaker framed in a frame which has links (buttons or choices) for a list of
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`the specific models made by that automaker. When the viewer selects the link to a specific model,
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`"Model A" for example, the VOD Application creates a templatized ad display showing video
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`content for Model A, and the viewer can then choose to run a long-form infomercial of the Model A
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`video. Alternateively, the Drill-Down Navigation can continue with further levels of specificity,
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`such as "Custom Packages", "Options", "Colors/Stylings", etc. Similarly, the selection of the
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`"Local Dealer" category from the Gateway can bring up a templatized ad for local dealers with
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`—{ Formatted: Font: (Default) Times New Roman
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`links to specific local dealers in the viewer's cable service area, and a click on a specific "Dealer A"
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`can bring up a templatized ad for Dealer A with further links to more specific content pertaining to
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`Dealer A, such as "Current Sales Promotions", etc.
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`5 [0024]
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`In this manner, the templatized VOD content delivery system allows the viewer to
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`—{ Formatted: Bullets and Numbering
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`navigate to specific content of high interest to the viewer using the Drill-Down ads as a navigation
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`tool, while at the same time having a unique visual experience of moving through a series of ads
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`mirroring the viewer's path to the subject of interest. The templatized VOD ads are generated
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`dynamically by searching the Content/Template database with each request by a viewer, enabling
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`the system to display updated navigation choices and content simply by updating the database with
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`updated links and video content. For example, if the Auto Maker changes the Model types of autos
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`currently available, or if Local Dealer A changes its current sales promotions for autos currently
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`available that advertiser's ads can be updated with new template frame navigation links and
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`content instead of entirely new ads or screen displays having to be shot produced contracted
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`delivered, and programmed