Doc Code: PA..
`
`PTO/AlA/82A (07-13)
`Approved for use through 11/30/2014. OMB 0651-0051
`Document Descrlptlon: Power Of Attorney
`U.S. Patent and Trademark Office; U.S. DEPARTMENT OF COMMERCE
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`TRANSMITTAL FOR POWER OF ATTORNEY TO ONE OR MORE
`
`REGISTERED PRACTITIONERS
`
`NOTE: This form is to be submitted with the Power of Attorney by Applicant form (PTO/AIA/82B) to identify the application to which the
`Power of Attorney is directed, in accordance with 37 CFR 1.5, unless the application number and filing date are identified in the Power of
`Attorney by Applicant form.
`If neither form PTO/AIA/82A nor form PTO/AIA82B identifies the application to which the Power of Attorney is
`directed, the Power of Attorney will not be recognized in the application.
`
`——
`
`Concurrently herewith
`
`First Named Inventor
`
`Milton Dlaz Perez
`
`SYSTEM FOR ADDRESSING ON-DEMAND TV PROGRAM CONTENT ON
`
`TV SERVICES PLATFORM OF A DIGITAL TV SERVICES PROVIDER
`
`——
`BBiTV-ClP1-D9 (07612/58)
`
`
`
`SIGNATURE of A- olicant or Patent Practitioner
`
`/Tzvi Hirshaut/
`
`2016-06-24
`
`Name
`
`Tzvi Hirshaut
`
`fiegiitration
`um er
`
`Title (if Applicant is a
`juristic entity)
`
`Applicant Name (if Applicant is a juristic entity)
`
`NOTE: This form must be signed in accordance with 37 CFR 1.33. See 37 CFR 1.4(d) for signature requirements and certifications. If
`more than one applicant, use multiple forms.
`
`*Total of ]
`
`forms are submitted.
`
`
`
`This collection of information is required by 37 CFR 1.131, 1.32, and 1.33. The information is required to obtain or retain a benefit by
`the public which is to file (and by the USPTO to process) an application. Confidentiality is governed by 35 U.S.C. 122 and 37 CFR
`1.11 and 1.14. This collection is estimated to take 3 minutes to complete, including gathering, preparing, and submitting the completed
`application form to the USPTO. Time will vary depending upon the individual case. Any comments on the amount of time you require
`to complete this form and/or suggestions for reducing this burden, should be sent to the Chief Information Officer, US. Patent and
`Trademark Office, US. Department of Commerce, PO. Box 1450, Alexandria, VA 22313-1450. DO NOT SEND FEES OR
`COMPLETED FORMS TO THIS ADDRESS. SEND TO: Commissioner for Patents, P.O. Box 1450, Alexandria, VA 22313-1450.
`BBiTV EX2172
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`If you need assistance in completing the form, call 1-800-PTO-9199 and select option 2.
`
`DISH V. BBiTV
`
`IPR2020-01267
`
`BBiTV EX2172
`DISH v. BBiTV
`IPR2020-01267
`
`

`

`Doc Code: PA..
`
`Document Descnptron: Power Of Attorney
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`PTOIAINSZB (07-13)
`Approved for use through 11/30/2014. OMB 0651-0051
`us. Patent and Trademark Ofiice; u.s. DEPARTMENT OF COMMERCE
`Under the Paperwork Reduction Ad of 1995, no persons are required to respond to a collection of information unless it displays a valid OMB control number
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`POWER OF ATTORNEY BY APPLICANT
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`I hereby revoke all previous powers of attorney given in the application identified in either the attached transmittal letter or
`the boxes below.
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`Application Number
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`Filing Date
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`(Note: The boxes above may be lefl blank if information is provided on form PTO/AlA/SZA.)
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`I hereby appoint the Patent Practitioner(s) associated with the following Customer Number as mylour attomey(s) or agent(s), and
`to transact all business in the United States Patent and Trademark Office connected therewith for the application referenced in
`the attached transmittal letter (form PTO/AlA/82A) or identified above:
`on
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`1912
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`I hereby appoint Practitioner(s) named in the attached list (form PTO/AlA/SZC) as mylour attomey(s) or agent(s), and to transact
`all business in the United States Patent and Trademark Office connected therewith for the patent application referenced in the
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`Please recognize or change the correspondence address for the application Identified In the attached transmittal
`letter or the boxes above to:
`The address associated with the above—mentioned Customer Number
`OR
`The address associated with Customer Number
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`OR
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`I am the Applicant (if the Applicant is a juristic entity, list the Applicant name in the box):
`
`Broadband iTV, Inc.
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`[:1 Inventor or Joint Inventor (title not required below)
`D Legal Representative of a Deceased or Legally Incapacitated Inventor (title not required below)
`Assignee or Person to Whom the Inventor is Under an Obligation to Assign (provide signer’s title if applicant is a juristic entity)
`[3 Person Who Otherwise Shows Sufficient Proprietary interest (e.g., a petition under 37 CFR 1.46(b)(2) was granted in the
`- citation or is concurrentl beino filed with this document
`- rovide si- ner’s title if a . licant is a 'uristic entit
`
`SIGNATURE of Applicant for Patent
` The undersigned (whose tit ,‘s supp! ;
`w ‘s authorized to act on behalf of the applicant (e.g.. where the applicant is a juristic entity).
`—mm1_ Date (Optional)—
`wm-—
`CEO, Broadband ’1'
`,rnc.
`NOTE: Signature - This form must be signed by the applicant in accordance with 37 CFR 1.33. See 37 CFR 1.4 for signature requirements
`and certifications. If more than one applicant, use multiple forms.
`
`forms are submitted.
`This collection of infonrraiion is required by 37 CFR 1.131. 1.32, and 1.33. The information is required to obtain or retain a benefit by the public which is to file (and by the
`USPTO to process) an application. Confidentiaiity is governed by 35 U.S.C. 122 and 37 CFR 1.11 and 1.14. This collection is estimated totake 3 minutes to complete.
`including gathering, preparing, and submitting the completed application form to the USPTO. Time will vary depending upon the rnfivrduat case. Any comments on the amount
`of time you require to complete this form and/or suggestions for reducing this burden, should be sent to the Chief Information Officer. U.S. Patent and Trademark Office, U.S.
`Department of Commerce, PO Box 1450, Alexandria, VA 22313-1460. DO NOT SEND FEES OR COMPLETED FORMS TO THIS ADDRESS. SEND TO: Commissioner
`for Patents, Po. Box 1450, Alexandria, VA 22313-1450.
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`Ifyou need assistance in completing the form, cell 1-800—PTO—9199 and select option 2.
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`
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`

`

`BBiTV-CIPI -D9 (07612/5 8)
`
`SYSTEM FOR ADDRESSING ON-DEMAND TV PROGRAM CONTENT ON TV
`
`SERVICES PLATFORM OF A DIGITAL TV SERVICES PROVIDER
`
`CROSS-REFERENCE TO RELATED APPLICATIONS
`
`[0001] This US. Patent Application is a continuation application and claims the benefit of
`
`copending US. Patent Application 14/827,090, filed on August 14, 2015, of the same inventor
`
`and entitled “METHOD FOR ADDRESSING ON-DEMAND TV PROGRAM CONTENT ON
`
`TV SERVICES PLATFORM OF A DIGITAL TV SERVICES PROVIDER”, which is a
`
`continuation application of US. Patent Application 12/632,745, filed on December 7, 2009, of
`
`the same inventor and entitled "METHOD OF ADDRESSING ON-DEMAND TV PROGRAM
`
`CONTENT ON TV SERVICES PLATFORM OF A DIGITAL TV SERVICES PROVIDER",
`
`and which issued as US. Patent 9,113,228 on August 18, 2015, which was a divisional
`
`application of US. Patent Application 11/685,188, filed on March 12, 2007, of the same
`
`inventor, entitled "METHOD FOR CONVERTING, NAVIGATING AND DISPLAYING
`
`VIDEO CONTENT UPLOADED FROM THE INTERNET TO A DIGITAL TV VIDEO-ON-
`
`DEMAND PLATFORM" and which issued as US. Patent 7,631,336 on December 8, 2009,
`
`which was a continuation-in-part application of US. Patent Application 10/909,192, filed on July
`
`30, 2004, of the same inventor, entitled "SYSTEM AND METHOD FOR MANAGING,
`
`CONVERTING AND DISPLAYING VIDEO CONTENT ON A VIDEO-ON-DEMAND
`
`PLATFORM, INCLUDING ADS USED FOR DRILL-DOWN NAVIGATION AND
`
`CONSIHVIER—GENERATED CLASSIFIED ADS", which issued as US. Patent 7,590,997 on
`
`September 15, 2009, each of which is hereby incorporated by reference as if fully set forth
`
`herein.
`
`TECHNICAL FIELD
`
`[0002] This invention generally relates to the provision of video content to viewers through
`
`digital TV infrastructure, and more particularly, to converting, navigating and displaying video
`
`content uploaded from the Internet on a digital TV video-on-demand platform.
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`BACKGROUND OF INVENTION
`
`[0003] Cable television (CATV) systems are used to deliver television services to a vast majority
`
`of TV-viewing homes in the US. and other technologically advanced countries. The typical
`
`CATV system has a cable service provider head end equipped with video servers to transmit
`
`CATV program signals through distribution cable lines to local nodes and from there to TV
`
`subscriber homes. Within the subscriber homes, the CATV input TV line is connected to one or
`
`more customer-premises TVs which are coupled to external set-top boxes for channel tuning or
`
`are equipped with internal cable channel tuners. CATV service providers employ the spacious 1
`
`GHz bandwidth of the typical cable (RG—6) line to carry tens of analog TV channels in the
`
`portion of the cable bandwidth allocated to analog TV signals. With digital multiplexing
`
`methods such as QAM, hundreds of digital TV signals can be carried simultaneously in the
`
`portion of the cable bandwidth allocated to digital TV signals. Cable TV service providers have
`
`also allocated portions of the cable bandwidth for user (return) data, broadband data connection,
`
`and voice-over-IP (VolP) digital telephone service.
`
`[0004] Cable TV service providers generally offer subscribers to subscribe to any of several tiers
`
`of bundled TV services on a scale with increasing rates in accordance with signal quality, TV
`
`program offerings, and types of interactive services. Digital TV services are offered through
`
`advanced digital set-top boxes that are individually addressable from the CATV head end, and
`
`also allow subscribers various interactive functions with the CATV head end via inputs to the
`
`set-top box via the remote control unit for transmission on the return data path to the CATV head
`
`end.
`
`[0005] A recent type of interactive television service offered on digital TV systems is referred to
`
`generally as a "video-on-demand" (VOD) system, wherein a viewer can navigate through a
`
`program guide via the remote control unit and send a request via the set-top box for a desired
`
`video program to be addressed from the head-end to the subscriber's set-top box for display on
`
`the TV. Different types of VOD programs are typically bundled as a package and offered on
`
`different VOD "channels". For example, a VOD "channel" can offer on-demand movies and
`
`videos, replay sports events, infomercials, advertisements, music videos, short-subjects, and even
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`individual TV "pages". VOD-based interactive television services generally allow a viewer to
`
`use the remote control to cursor through an on-screen menu and select from a variety of titles for
`
`stored video programs for individual viewing on demand. Advanced remote control units
`
`include button controls with VCR— like functions that enable the viewer to start, stop, pause,
`
`rewind, or replay a selected video program or segment. In the future, VOD-based interactive
`
`television services may be integrated with or delivered with other advanced interactive television
`
`services, such as webpage browsing, e-mail, television purchase ("t-commerce") transactions,
`
`and multimedia delivery.
`
`[0006] Digital cable TV is currently the most prevalent system for offering digital TV services to
`
`home TV subscribers. However, other types of digital carriers offering broadband connections
`
`to subscriber homes have entered into competition with cable TV providers by offering digital
`
`TV services over their broadband connections. Examples of other broadband connections
`
`include DSL telephone lines, local area broadband networks, and wireless broadband networks.
`
`Digital television services offered on such broadband connections employ the TCP/IP data
`
`transport protocol and are referred to as Internet Protocol Television (IPTV). Instead of multi-
`
`casting all TV program signals into a cable line, the typical IPTV system will respond to a
`
`subscriber's request for a particular TV channel or video program by transmitting the video
`
`content individually to the subscriber's individually addressable, digital set top box at high
`
`speeds. IPTV and digital cable TV both transmit digital video in packetized data streams within
`
`closed, proprietary broadband systems, however, IPTV uses the Internet Protocol (IP) to
`
`structure, route and deliver the digital video packets within an IPTV system.
`
`[0007] With the increasing interactive functionality and customer reach of interactive television
`
`services, advertisers and content providers are find it increasingly attractive to employ on-
`
`demand advertising, on-demand program content, and on-demand TV transactions for home
`
`viewers. VOD content delivery platforms are being designed to seamlessly and conveniently
`
`deliver a wide range of types of advertising, video content, and transaction services on demand
`
`to home viewers. VOD content offerings are expected to increase dramatically from a few
`
`"channels" with a few score or hundred "titles" listed on each today to scores or hundreds of
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`channels with thousands if not millions of titles on each in the foreseeable future. The VOD
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`platform thus offers a gateway for greatly expanding TV viewing from a relatively small number
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`of studio-produced program channels to a large number of new commercial publishers and
`
`ultimately a vast number of self-publishers or so-called "citizen" content publishers. It is deemed
`
`desirable to find a way for such vast numbers of content publishers to transmit their programs to
`
`the home TV, and to enable home TV viewers to find something of interest for viewing among
`
`the vast numbers of new programs.
`
`SUMTVIARY OF THE INVENTION
`
`[0008] In accordance with the present invention, a method for converting, navigating and
`
`displaying video content via a video-on-demand (VOD) platform of a digital TV service provider
`
`comprises:
`
`(a)
`
`uploading video content in a digital video format via an online network to a Web-
`
`based content management server of the VOD platform of the digital TV service provider,
`
`along with a title and a hierarchical addressing tag of hierarchically-arranged categories and
`
`subcategories for categorizing the title for the video content;
`
`(b)
`
`converting the content uploaded to the Web-based content management server
`
`into a standard TV digital format and storing a "local instance" thereof at a video ID (VID)
`
`address in a video content database of the VOD platform, wherein the VID address is linked
`
`to the metadata title for the video content,
`
`(c)
`
`listing the title of the video content in an electronic program guide of the VOD
`
`platform following the same hierarchically-arranged categories and subcategories as the
`
`hierarchical addressing tag of the video content,
`
`(d)
`
`providing a TV subscriber, having a TV-connected set-top box addressable by the
`
`digital TV service provider, with access to the electronic program guide for navigating
`
`through the hierarchically-arranged categories and subcategories therein in order to find the
`
`title of the video content, and
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`(e)
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`upon the subscriber selecting, via a remote control unit in communication with the
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`set-top box, the title of the video content from the hierarchically-arranged categories and
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`subcategories of the electronic program guide, then transmitting a return request for the
`
`selected title to the VOD platform for retrieving the video content stored at the linked VID
`
`address in the video content database of the VOD platform, and transmitting the video
`
`content to the subscriber's set-top box for display on the subscriber's TV.
`
`[0009] By the method of the present invention, video content can be published for viewing on
`
`home TV with any digital TV service provider by uploading from any node or publishing site on
`
`the Internet to the provider's Web-based content management server. The title of the program
`
`becomes automatically listed in the electronic program guide (EPG) following the same
`
`hierarchical categorization addressing indicated by the publisher of the content. Typically, the
`
`publisher will select the categories and subcategories for categorizing the title of the video
`
`content from a standard categorization hierarchy used by the digital television service provider
`
`for listing titles to be offered on its VOD platform. With this method, vast numbers of content
`
`publishers anywhere on the Internet can upload their programs to digital television service
`
`providers for viewing on the home TV, and home TV viewers can readily find something of
`
`interest for viewing among the vast numbers of new programs by navigating through the
`
`hierarchical addressing scheme of the provider's EPG.
`
`[0010] In particular, the invention method provides a convenient and substantially automatic
`
`vehicle for bringing large numbers of new blogging and pod casting-like programs to TV
`
`viewing. Such a blogging or podcasting-like program is typically presented in the video content
`
`by a "host" or "celebrity" who has been identified, or can be voted on by viewers, as a popular
`
`"Host". The Host acts as a filter, reviewer, rater, and/or analyst to bring information of value to
`
`viewers from the plethora of content populating the viewing landscape. The Host can also serve
`
`to link the viewer to other Host programs or other VOD-listed programs, for example, by on-
`
`screen directing of the viewer to a menu of options selectable by corresponding option keys on
`
`the remote control unit. As an added feature, the EPG can be configured to enable a viewer to
`
`store bookmarks for desired VOD-listed TV programs for viewing again or with friends. The
`
`viewer's bookmarks can also be shared with other subscribers via an on-screen Contact List
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`maintained for each viewer, and/or shared with others online by the provider enabling
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`transmission of the bookmark data from the VOD platform to the viewer's email address or other
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`online address.
`
`[0011] The capability for Internet uploading and automatic listing in any VOD EPG opens VOD
`
`programming to a greatly expanded field of non-studio TV program publishers. The digital TV
`
`service provider can charge program placement fees that are paid by the publisher, advertiser,
`
`and/or sponsor. With future expansion of VOD "channel" capacity, the system can be opened to
`
`"citizen" publishers and paid for by program advertisers or sponsors and/or by viewer "Premium
`
`(VOD) Services" fees.
`
`[0012] The foregoing and other objects, features and advantages of the invention are described in
`
`further detail below in conjunction with the accompanying drawings.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`[0013] FIG. 1A is a diagram of an overall architecture for a VOD Content Delivery System in
`
`accordance with the present invention, FIG. 1B shows an example of templatized Drill-Down
`
`Ad navigation, and FIG. 1C shows an example of the templatized ad display model.
`
`[0014] FIG. 2A is a process flow diagram of the overall architecture of a Classified Ad
`
`application for the VOD Content Delivery System, FIG. 2B illustrates a Content Management
`
`Website for the Classified Ad application, FIG. 2C illustrates a Content Screening Component
`
`of the system, and FIG. 2D illustrates a Content Feed and Conversion Components of the
`
`system.
`
`[0015] FIG. 3 is a diagram of a VOD Content Delivery System adapted to Internet Protocol TV
`
`(IPTV) system.
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`[0016] FIG. 4 is a diagram illustrating a process flow for enabling content publishers on the
`
`Internet to upload video content to digital television service providers for viewing on the home
`
`TV.
`
`[0017] FIG. 5 is a diagram illustrating an example of a blogging or podcasting-like program
`
`presented by a "Host" with layered topics and links to other programs.
`
`[0018] FIG. 6 is a diagram illustrating the logic flow for using an EPG to enable a viewer to
`
`store TV bookmarks for desired VOD-listed TV programs.
`
`[0019] FIG. 7 is a diagram illustrating an example of sharing TV bookmarks with other TV
`
`subscribers via an on-screen Contact List maintained for the viewer.
`
`[0020] FIG. 8 is a diagram illustrating an example of sharing TV bookmarks with others on the
`
`Internet by transmission of bookmark data to the viewer's email address.
`
`DETAILED DESCRIPTION OF INVENTION
`
`[0021] The following description describes one preferred embodiment for implementation of the
`
`invention in which the digital television service provider is one employing cable TV
`
`infrastructure. However, it is to be understood that the principles of the invention are equally
`
`applicable to other types of digital television service providers offering digital TV services over
`
`other broadband connections such as DSL telephone lines, local area broadband networks, and
`
`wireless broadband networks. Similarly, certain examples of VOD applications are described
`
`herein, e.g., advertisements that are navigated in "drill-down" fashion, and the uploading of
`
`consumer-generated classified ads to be viewed as TV classified ads. However, many other
`
`types of video content may be used in programming with this system.
`
`[0022] Referring to FIG. 1A, an overall system architecture for a VOD content delivery system
`
`includes a VOD Application Server 10 located at a Cable Head End. The VOD Application
`
`Server 10 manages a Database 11 of templates and video content segments from Video Server 12
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`for generating templatized VOD content. The VOD content is generated in response to a viewer
`
`request signal transmitted from the Digital Set Top Box 21 of a viewer's TV equipment through
`
`the Digital Cable Television System 13 to the VOD Application Server 10 at the Cable Head
`
`End. The VOD Application Server 10 may be of the type which enables any compatibly-
`
`developed VOD applications to be loaded on and operated on the server. An example of such a
`
`VOD Application Server is the Navic N—Band(TM) server, offered by Navic Systems, Inc., d/b/a
`
`Navic Networks, of Needham, MA. This is an integrated system which provides an application
`
`development platform for third party application developers to develop new VOD service
`
`applications, viewer interfaces, and ancillary interactive services for deployment on VOD
`
`channels of CATV operators in cable service areas throughout the US. A detailed description of
`
`the Navic N—Band system is contained in US. Patent Application 2002/066, 106, filed on May
`
`30, 2002, which is incorporated herein by reference.
`
`[0023] Templates for displaying VOD content are created at an Application Data Center 30 and
`
`stored in the Database 11 for use by the operative VOD application. The templates may be
`
`designed, for example, to present video ad content displays in a logo frame, or to provide
`
`navigation buttons and viewer selection options in a frame around currently displayed video
`
`content. In the preferred embodiment described in greater detail below, the templates are used to
`
`provide navigation aids in a series of progressively more focused ad display types. A Video
`
`Content Encoder 31 is used to encode raw video feeds into formatted video content segments
`
`compatible with the VOD platform and supply them through a Video Content Distribution
`
`Network 14 to the Video Server 12.
`
`[0024] In operation, the VOD Application Server 10 operates a VOD application for the CATV
`
`system, for example, "automobile infomercials on demand". The viewer sends a request for
`
`selected VOD content, such as to see an infomercial on a specific model type made by a specific
`
`auto manufacturer, by actuating a viewer request signal by a key press on the viewer's remote
`
`control unit transmitting an IR signal to the Set Top Box 21 that is sent on a back channel of the
`
`Digital Cable Television System 13 to the VOD Application Server 10 at the Cable Head End.
`
`In response to the signal, the VOD Application Server 10 determines the VOD content being
`
`requested and retrieves the infomercial ad display template from the Template Database 11 and
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`video content segment from the Video Server 12, in order to generate the corresponding
`
`templatized VOD content. In the invention, the templates are of different types ordered in a
`
`hierarchy, and display of content in a template of a higher order includes links the viewer can
`
`select to content of a lower order in the hierarchy. Upon selecting a link using the remote
`
`control, the VOD Application Server 10 retrieves the template and video content of lower order
`
`and displays it to the viewer. Each successive templatized display may have further links to
`
`successively lower levels of content in the hierarchy, such that the viewer can use the series of
`
`linked templatized VOD displays as a "drill down navigation" method to find specific end
`
`content of interest.
`
`[0025] Referring to FIG. 1B, a preferred embodiment of the templatized VOD content delivery
`
`system is shown providing a User Interface using Drill-Down Navigation through display ads,
`
`such as for automobile infomercials. When the viewer selects a VOD application (channel), such
`
`as "Wheels-On-Demand", the viewer's TV displays a Main Menu with buttons inviting the
`
`viewer to "Select Category". The viewer can select an "Auto" category, and the TV then
`
`displays an "Auto" menu with buttons inviting the viewer to "Select Make", such as Make A,
`
`Make B, etc. When the viewer makes a selection, such as Make A, the viewer's TV displays a
`
`further menu that is a Gateway into templatized VOD content delivery which enables Drill-
`
`Down Navigation by templatized display ads. Through the Gateway, the VOD Application
`
`leaves the Menu mode and enters the Drill Down Navigation mode for successively displays of
`
`hierarchically-ordered video content which allow the viewer to navigate to progressively more
`
`focused content. In this example, the highest level of the hierarchy includes categories for
`
`Model, Local Dealer, Sales Events, and/or Inventory. When the viewer selects a category such
`
`as "Model" from the Gateway, for example, the VOD Application creates a templatized ad
`
`display showing video content generic to all models by that automaker framed in a frame which
`
`has links (buttons or choices) for a list of the specific models made by that automaker. When the
`
`viewer selects the link to a specific model, "Model A" for example, the VOD Application creates
`
`a templatized ad display showing video content for Model A, and the viewer can then choose to
`
`run a long-form infomercial of the Model A video. Alternatively, the Drill-Down Navigation
`
`can continue with further levels of specificity, such as "Custom Packages", "Options",
`
`"Colors/Stylings", etc. Similarly, the selection of the "Local Dealer" category from the Gateway
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`BBiTV-CIPl -D9 (07612/5 8)
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`can bring up a templatized ad for local dealers with links to specific local dealers in the viewer's
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`cable service area, and a click on a specific "Dealer A" can bring up a templatized ad for Dealer
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`A with further links to more specific content pertaining to Dealer A, such as "Current Sales
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`Promotions", etc.
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`[0026] In this manner, the templatized VOD content delivery system allows the viewer to
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`navigate to specific content of high interest to the viewer using the Drill-Down ads as a
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`navigation tool, while at the same time having a unique visual experience of moving through a
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`series of ads mirroring the viewer's path to the subject of interest. The templatized VOD ads are
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`generated dynamically by searching the Content/Template database with each request by a
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`viewer, enabling the system to display updated navigation choices and content simply by
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`updating the database with updated links and video content. For example, if the Auto Maker
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`changes the Model types of autos currently available, or if Local Dealer A changes its current
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`sales promotions for autos currently available, that advertiser's ads can be updated with new,
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`template frame navigation links and content, instead of entirely new ads or screen displays
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`having to be shot, produced, contracted, delivered, and programmed with the cable TV company.
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`Many other types of layered or in depth ads, subjects, and interactive TV applications can be
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`enabled with the use of the Drill-Down Navigation method. The selections or preferences
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`exhibited by viewer navigation paths through the Drill-Down Navigation can also be tracked,
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`profiled, and/or targeted as feedback data to advertisers for fine-tuning Drill-Down Navigation
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`designs.
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`[0027] In FIG. 1C, an example illustrates how a templatized VOD display is generated in layers.
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`A Background screen provides a basic color, logo, or graphical theme to the display. A selected
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`Template (display frame) appropriate to the navigation level the intended display resides on is
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`layered on the Background. The Template typically has a frame in which defined areas are
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`reserved for text, display image(s), and navigation links (buttons). Finally, the desired content
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`constituted by associated Text, Image & Buttons is retrieved from the database and layered on
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`the Template. The resulting screen display shows the combined background logo or theme,
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`navigation frame, and text, video images, and buttons.
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`[0028] Referring again to FIG 1A, a Tracking System 15 of conventional type can be installed at
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`the Cable Head End to aggregate non-personal data on what channels and programs viewers
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`watch. For the Drill Down Navigation method, the Tracking System 15 can include tracking of
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`the navigation paths viewers use to find subjects of interest in a VOD Application. The
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`aggregation of viewer navigation data can indicate what subjects are most popular, whether some
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`subjects are of greater interest to viewers at certain times of day, of certain demographics, or in
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`relation to certain products or services. The VOD Application Server 10 can export the
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`aggregated viewer navigation data to an external Profiling System 16, such as a non-biased or
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`unrelated firm applying profile analysis methods. The results of the Profiling System 16 can be
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`communicated to a Targeting System 17, such as a template design firm or content production
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`company, to fine-tune the presentation of the templatized VOD content consistent with viewer
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`preferences or interests. The feedback from the Targeting System can be supplied as feedback to
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`the VOD Application Server to modify the Content/Template Database 11.
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`[0029] Another application for the templatized VOD content delivery system can be developed
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`to support video advertisements which link national to local market ad campaigns in "drill-
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`down" fashion. Advertisers, both national and local, can pay for placement of their video
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`advertisements on the system. When the VOD Application is run, the national ads are displayed
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`as a Gateway to linking to the local market ads. In this manner, national ads can be used to
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`transition viewers from general interest in a product to finding specific information about the
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`product available locally.
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`[0030] The templatized VOD content delivery system can also support "traffic building" videos,
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`including music videos, that may not generate direct revenue. Once a video is encoded and
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`registered into the system, the management and distribution of the video is conducted through
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`software systems and automated controls. The User Interface provides the user with the ability
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`to navigate and find desired video content. Selection of a category presents the user with a list of
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`video titles available for playback. Categories and title lists can be generated using real-time
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`database queries, allowing for database-driven management of content within the User Interface.
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`The User Interface can also support a search interface which allows the user to search the video
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`content database to generate a list of video titles with specific characteristics.
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`BBiTV-CIPl -D9 (07612/5 8)
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`[0031] As another aspect of the present invention, a VOD content delivery system may be
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`adapted to offer consumer-generated classified ads on TV. The VOD content delivery system is
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`provided with a Content Management frontend to receive consumer input and convert it to video
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`display ads maintained in the system database. Referring to FIG. 2A, a system for managing,
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`converting and displaying indivi