`HAMILTON, BROOK, SMITH & REYNOLDS, P.C.
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`gal/7%?”
`
`PROVISIONAL APPLICATION FOR PA TENT COVER SHEET
`This is a request for filing a PROVISIONAL APPLICATION FOR PATENT under 37 C.F.R. 1.53(c)
`
`Ea
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`EEE:
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`E3: '
`5 rd
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`
`: 3
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`Express Mail Label Number
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`EL552571109US
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`Docket Number
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`2657.2008-000
`
`Given Name
`(first and middle (if any))
`
`Family Name or Surname
`
`Residence
`(Street Address, city and either state or Foreign Country)
`
`O:r m z:D!:1<(D
`
`--
`
`69 Homestead Street, Newton, MA 02468
`
`INVENTOR(S)
`
`[ x a...
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`Additional inventors are being named on the separately numbered Sheet(s) attached hereto
`
`TITLE OF THE INVENTION (280 characters max)
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`O
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`I!II!
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`PROMOTION SERVER USING VIDEO ON DEMAND CHANNEL
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`.-.0pl
`2%35 ”ll
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`CORRESPONDENCE ADDRESS
`
`
`
`
`
`
`
`David J. Thibodeau, Jr.
`
`
`tall correspondence to:
`
`USA
`
`TELEPHONE
`
`(781)861-6240
`
`(781)861-9540
`
`ENCLOSED APPLICATION PARTS (check all that apply)
`
`] Specification NumberofPageS [14 ]
`
`[
`
`] Other (specify)
`
`] Drawing(S) Numberof Sheets
`
`[ 2]
`
`METHOD OF PAYMENT OF FILING FEES FOR THIS PROVISIONAL APPLICATION FOR PATENT (check one)
`
`_,
`.
`[X] A check or money order IS enclosed to cover the filing fees
`
`[
`
`l The Commissioner iS hereby authorized to charge filing fees or credit
`any overpayment to Deposit Account Number 08-0380
`
`FILING FEE
`AMOUNT ($)
`
`$150
`
`The invention was made by an agency of the United States Government or under a contract with an agency of the United
`States Government.
`
`1
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`[X] No
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`[
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`] Yes, the name of the U.S. Government agency and the Government contract number are:
`
`
`
`Date
`
`’
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`November 28, 2000
`
`Reg. Number
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`31,671
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`BBiTV EX2173
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`DISH V. BBiTV
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`IPR2020-01267
`
`Signature
`Submitted I)
`Typed or Printed {lame
`Rev. August 4, 1999
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`A
`'7
`44%, Ext/{A 47
`_,
`“41
`4
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`;~
`-
`_ .
`. J. Thlbod u, Jr.
`
`Da
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`,,.
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`BBiTV EX2173
`DISH v. BBiTV
`IPR2020-01267
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`
`
`PROVISIONAL APPLICATION COVER SHEET
`
`Additional Page
`
`INVENTORS
`
`
`
`
`
`Given Name
`(first and middle (if any))
`
`-
`Family Name or Surname
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`
`
`
`
`
`
`Residence
`(Street Address. city and either state or Foreign Country)
`
`133 Essex Street, Marlboro, MA 01752
`Citizenship: USA
`
`35 Revere Street, #4, Boston, MA 02114
`Citizenship: USA
`
`17 Frank Street, Watertown, MA 02472
`Citizenship: USA
`
`
`
`Number 2 of 2
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`
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`::ODMA\MHODMA\iManage; 1 80649; 1
`DJTznzk
`28 November 2000
`
`PATENT APPLICATION
`Docket No.: 2657.2008-000
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`Date: H W? S QC
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`(A S
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`Express Mail Label No. E L 55 a 57“ Gal
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`Inventor(s):
`
`Chaitanya Kanojia, Terri Swartz, Darren Wetzel, and
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`Mark Fagnani
`
`Attorney's Docket No.:
`
`2657.2008—000
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`
`
`
`
`
`PROMOTION SERVER USING VIDEO ON DEMAND CHANNEL
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`BACKGROUND OF THE INVENTION
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`This invention relates generally to broadcast systems such as cable television
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`networks and more particularly to a technique for coordinating the insertion of specific
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`Video content, including targeted commercial or other promotional video content, over
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`idle video-on—demand channels.
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`For many years it has been realized that cable television (CATV) systems
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`provide numerous advantages as compared to over—the—air broadcast systems. First,
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`these cable systems were valued for their ability to provide for reception of signals in
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`remote rural locations, or where radio signals may be blocked, such as in dense high rise
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`apartment buildings. Later, it was realized that by incorporating long distance
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`20
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`communications equipment, such as orbital satellite transponder equipment, centralized
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`distribution networks could be built that not only could route local channels more
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`reliably, but also distribute program content on a nation-wide basis. This gave rise to
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`broadcast program content which is available strictly for the cable television subscriber,
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`
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`2657.2008-000
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`_2_
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`and the now widely familiar movie, news, weather, music, childrens, sports, family and
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`other program—gendre—specific cable channels.
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`The present trend is towards a model where the reception devices in the home
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`will include embedded computer systems designed for a particular function or purpose.
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`Today, for example, set-top boxes typically have limited data communication
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`capabilities. The main function of these devices is to handle channel access between
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`residential users and a head end or server on the cable TV network. For example, these
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`systems are typically deployed to offer certain types of premium services, such as
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`video-on-demand. This service allows a viewer to use a menu system to select from a
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`variety of typically pre—recorded premium programs that may be available, such as
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`movies or sporting events. The selected program content is then immediately delivered
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`to the viewer over channels dedicated to delivery of the video-on-dernand content.
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`In the future, the functionality offered by these set-top boxes or other embedded
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`platforms will be expanded even further. For example, they may offer Internet browsing
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`capabilities and e-commerce serving capabilities. Moreover, it is anticipated that
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`common-household appliances will also have computer network functionality, in which
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`case the set—top boxes may be used to remotely control and automate various tasks in the
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`home.
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`Indeed, millions of digital set-top boxes have already been deployed in the
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`United States. It is estimated that the worldwide market for Internet appliances such as
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`digital set-top boxes and other Internet-connected terminals will reach $17.8 billion in
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`2004 . Increasingly, advertisers and content providers therefore View the cable set-top
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`as the first platform of choice for widespread delivery of a suite of intelligent content
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`management and distribution services.
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`10
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`20
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`2657.2008—000
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`
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`SUMMARY OF THE INVENTION
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`The present invention is a system for delivery of targeted content such as
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`promotional video content to a cable television viewer, where the specific content is
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`under control of the a central operator and the viewer is not necessarily aware of the
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`targeted nature of the content.
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`Consider that the digital set—top box provides interesting functionalities,
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`including the ability to collect data such as a log of the channels watched over time.
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`The set top box can thus be designed to report this information to a central location. At
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`the central location, this data can be aggregated for many hundreds of thousands of
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`users. This information, when coupled with other information, such as viewer
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`demographics, can then be used by advertisers to blanket defined market segments with
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`promotional content. The delivery of promotions to specific target segments can thus
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`allow for impulse responses yielding immediate increases in product revenues.
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`However, a nationwide cable television network may have hundreds of
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`thousands, if not millions of set—top boxes, each tuned to a different channel. An
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`efficient scheme for routing the targeted content to specific set—top boxes is therefore
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`not as straightforward as it might appear at first glance.
`
`Some have proposed systems in which the targeted content is digitized and sent
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`to the set-top boxes in compressed form, well prior to its display. However, even a
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`single promotion may require several hundred megabytes of storage. These techniques
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`therefore require each set-top box to have a fairly large storage capacity, the cost of
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`which might be prohibitive. And if such a distribution network were built using strictly
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`standard data network protocols such as TCP/IP, the sheer number of require
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`connections could overload a central data servers and routers.
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`
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`2657.2008-000
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`-4-
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`The present invention seeks to overcome these limitations by making use of idle
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`video-on—demand channel capacity to deliver promotional content to selected set—top
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`boxes in the network. The set—top boxes are then enabled to switch away during a
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`commercial segment from the broadcast program to the available video-on—demand
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`5
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`channel. The set—top boxes then switch back to the previously selected broadcast
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`program at the end of the segment.
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`More specifically, a network configured in accordance with the invention
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`includes a promotion server, a scheduler process, and a message router located and/or
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`controlled at a central location, head end locations that include message servers, VOD
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`servers, and trigger insertion equipment, and set-top boxes (STBs) located at subscriber
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`premises that include at least a message client process and a promotion agent process.
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`The promotion server determines an asset to be distributed such as a targeted
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`promotion item (e. g., a commercial), and a list of STBs that are to receive it. The
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`promotion server causes the Video promotion to be sent to a VOD service so that it is
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`available at the VOD servers at the hea ends.
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`
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`The scheduler process then delivers schedule messages to the head end message
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`servers which identify the promotion and an STB which is to receive it. Receipt of a
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`schedule message by the head end message server causes its associated VOD server to
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`cue the asset by loading the asset, and starting the asset, but pausing it so that the asset
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`20
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`does not yet play.
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`Prior to the occurrence of a commercial slot in a broadcast program, an asset
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`trigger is inserted into the broadcast stream at the head end. This asset trigger contains
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`general information concerning the asset to be sent, and a VOD channel number. The
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`STB receives the asset trigger and readies itself to tune to the VOD channel when it
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`25
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`detects a commercial begin cue tone.
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`
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`2657.2008—000
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`-5-
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`Upon detection of a commercial begin cue tone in the broadcast channel, the
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`head end message server sends a tune away trigger to the STB, and also instructs the
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`VOD server to start playing the cued promotion. When the STB receives the tune away
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`trigger, it switches from the broadcast channel being played to the selected VOD
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`channel, and the promotion is viewed.
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`When a commercial end cue is detected in the broadcast channel, the head end
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`message server instructs the STB to tune back be sending a tune back trigger. The tune
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`back trigger causes the STB to return to the broadcast channel that was being watched r
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`prior to delivery of the promotion.
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`BRIEF DESCRIPTION OF THE DRAWINGS
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`The foregoing and other objects, features and advantages of the invention will be
`
`apparent from the following more particular description of preferred embodiments of
`
`the invention, as illustrated in the accompanying drawings in which like reference
`
`characters refer to the same parts throughout the different views. The drawings are not
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`necessarily to scale, emphasis instead being placed upon illustrating the principles of the
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`invention.
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`Fig. l is a block diagram of a network in which promotion is delivered using a
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`video-on-demand channel according to the invention.
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`
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`2.0
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`processes in the system deliver the promotion.
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`Fig. 2 is a process flow diagram illustrating how the various elements and
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`2657.2008-000
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`
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`DETAILED DESCRIPTION OF A PREFERRED EMBODHVIENT
`
`l. The Promotion Delivery System Generally
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`Turning attention now to the drawings, Fig. 1 illustrates a multimedia content
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`delivery system which delivers promotions using a Video-on—demand channel according
`
`to one embodiment of the present invention. The content delivery system may be any
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`type of Cable Television (CATV) network system which may include any type of
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`Hybrid Fiber Coax (HFC) physical cabling, or satellite equipment, or even digital video
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`content distribution systems based on Digital Subscriber Line (DSL) or broadband
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`wireless technologies such as Microwave Distribution Services (MMDS).
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`The system includes a data center having a promotion server subsystem 200 at
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`which the promotion delivery process originates, and a cable signal distribution
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`network, including head end locations 300—1, ...., 300—h for routing the promotions to a
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`large number of network devices or set top boxes (STBs) 410 located at individual
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`residences and other cable system subscriber locations 400-1, 400—2, ..., 400—r, ..., ZOO-X,
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`400-y, Where respective video displays 450 are located. The promotions include
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`promotional content that may be presented in various multimedia formats including
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`compressed digital formats (MPEG 2 and 4), or praghical images compressed and
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`uncompressed using standard formats such as JPEG, GIF or BMP. Promotions are used
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`to advertise goods and services, promote events, or present other commercial or
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`210
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`non-commercial information.
`
`As shown in Fig. l, the promotion server subsystem 200 located at the data
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`center communicates with a promotion agent subsystem 430 embedded within each of
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`the STBs 410. The promotion server subsystem 200 and the promotion agent
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`subsystems 430 may communicate with each other through the routing server 230, data
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`
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`2657.2008—000
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`_7_
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`network 275, head end router 310, head end message server 320, and message clients
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`420 by using a combination of application-level messaging and serialized bulk data
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`transmissions.
`
`In more detail, the promotion server subsystem 200 includes a database server
`
`210, a promotion manager server 220, a message routing server 230, a promotion
`
`scheduler 240, and a bank of message routers 250. These components are typically
`
`located at a central location in the multimedia network such as at a data center or head
`
`end, or divided between the two depending on the density and population of STB
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`devices 410.
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`The routers 250 communicate with the hea ends 300 through a data network 275.
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`The data network 275 may be a local area network, but depending upon the geographic
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`dispersion of the head ends 300, may itself include a wide area network having a further
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`hierarchy of routers and bulk servers (not shown in Fig. 1). Ultimately, each of the STB
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`devices 410 is reachable through the data network 275 via an associated head end 300.
`
`In a typical cable television network, there may be many thousands of network devices
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`410 connected to a particular head end 300, and there may be many thousands of head
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`ends 300.
`
`Each head end 300 includes a number of devices and processes including a head
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`end message server 320, a trigger inserter 330, a Video-on—Demand / Multimedia
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`(VOD/media) streaming server 340 and associated storage device 350 , and RF
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`distribution equipment 370, which distributes broadcast video channels from a video
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`distribution network (not shown) .
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`
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`20
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`The head end router 310 sends and receives data messages to and from the
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`promotion server subsystem 200, routing them to and from the head end message server
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`25
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`320.
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`
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`2657.2008—000
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`-8-
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`The head end message server 320 receives schedule messages indicating the
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`schedule of promotions for particular STBs 410 connected to its respective head end
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`300—1. The hea end message server also transmits and receives messages to the STBs
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`410 using an Out—of—Band (OOB), In-Band (B), or broadcast trigger path over the
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`cable network. The signalling used for data communication may be narrowband
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`Quadrature Phase Shift Keying (QPSK), or if high bandwidths are needs, may be
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`Quadrature Amplitude Modulation (QAM).
`
`Upon the occurrence of certain events, the head end message server 320 also
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`uses the trigger inserter 330 to insert trigger signals into the RF cable channel signals
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`generated by the RF equipment 370. The use of trigger signals is an additional
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`expedient communication path for critical cuing events.
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`The VOD/media server 340 is connected to receive and store VOD content from
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`a VOD distribution network (not shown) provide VOD channels to the RF equipment.
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`It should be understood that the VOD content, which typically includes premium
`
`programs such as movies or sporting events, in this instance also include promotions.
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`The VOD content can be stored in recorded form. If it originates in analog form, it is
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`typically stored in a compressed digital format.
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`At least three signal paths are there present between the head end 300 and the
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`STBs 410, including a bi—directional data path for data messages, a broadcast Video
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`stream including data in the VBI spectrum or “stuffed” into the private data segments of
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`an MPEG stream, and a Video-on-demand stream.
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`To determine how to deliver targeted promotions to the network devices, the
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`promotion server subsystem 200 generates viewership profiles for each of the STBs 410
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`from data collected using a variety of statistical models. The viewership profiles are
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`then used to associate groups of STBs 410 With a particular given target promotion.
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`20
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`25
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`2657.2008—000
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`-9-
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`More particularly, the promotion server subsystem 200 periodically collects
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`viewer usage data from the promotion agent subsystem 430 located in each of the STBs
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`410 to generate viewership profiles. In television networks, the data collected by the
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`promotion server subsystem 200 may include tuner data (i.e., a history of channels
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`5
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`'
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`watched) and responses to past promotions. This history is kept on a relatively fine time
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`scale, such as five seconds. In this way, it can be determined how long a particular
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`promotion was deployed, or even which portions of a promotion or video program were
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`viewed.
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`The so-called promotion groups are thus collections of STB devices 410 whose
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`individual viewership profiles match membership criterion describing a particular
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`demographic or viewership history. For example, a promotion group may be
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`demographically based, i.e., “married women in their 30's with more than one school
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` patterns by making adjustments to promotion groups. The process for creation and
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`age child and a household income of at least $100,0000,” or based on viewership
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`history, i.e., “tends to watch the Golf Channel on Sunday afternoon.” Therefore, the
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`promotion delivery system 200 is adaptable to changes in Viewer usage or viewership
`
`selection of promotion groups is described in more detail in the US. Patent Application
`
`Attorney Docket Number 2657.2003—000, entitled “Using Viewership Profiles to Target
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`Advertisements” filed herewith.
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`20
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`Promotions are then scheduled for delivery to promotion groups of specific
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`STBs 410 which may not all be connected to the same head end 300. A promotion is
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`scheduled for delivery to a promotion group by an advertiser or service provider
`
`entering a scheduling request for a promotion such as via the promotion manager 220.
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`The promotion manager server 220 packages the promotion for delivery and by storing a
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`25
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`record of it in the database server 210, and notifying a video—on—demand service (not
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`shown) that the promotion content will be needed at the VOD server 340 locations at
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`
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`2657.2008—000
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`-10-
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`the head ends 300. Typically, broadcast VOD content, such as movies, is more likely
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`distributed using Digital Audio Tape (DAT) which is sent by courier to the various head
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`end locations.
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`However, if a wide area data network is in place between the head end locations
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`5
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`and the central location, the promotion assets can be distributed to the VOD servers 340
`
`using such a network. In such a case, the promotion information is read from the
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`database 210 by the scheduler 240 which then creates customized transmission
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`schedules that specify when each of the STBs 410 is to receive it. Upon receipt of the
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`transmission schedule messages, the promotion agent 430 in each of the STBs 410
`
`processes each schedule entry and waits for the delivery of each promotion identified in
`
`the transmission schedule. For further information concerning the use of a wide area
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`network for the distribution of promotions, and a specific protocol and format for such
`
`promotion data, reference should be made to U. S. Patent Application Attorney Docket
`
`Number 2657.2010—000, entitled “Synchronization of Bulk Data Transfers to End Node
`
`Devices in a Multimedia Network” filed herewith.
`
`2. Process for Delivery of Promotion Content Using Video-on—Demand Channel
`
`
`
`
`l 5
`
`Turning attention now to Fig. 2, a preferred embodiment of the process for
`
`delivery of targeted promotion content will be described. Initially the system is in a idle
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`20
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`state 500.
`
`Moving to step 510, the promotion server 220 assigns promotion assets to
`
`specific STBs 410, storing this information in the data base server 210.
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`Next, in step 520, the scheduler 240 determines that promotions are in need of
`
`distribution, and reads the information in the database 210 to create individual
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`
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`2657.2008-000
`
`_11_
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`transmission schedules. From the schedules are built a list of promotion schedule
`
`messages. A promotion schedule message is typically created for each instantiation of
`
`an expected playback of a promotion at a particular STE 410. The schedule message
`
`contains payload fields identifying a promotion, the network address or other identifier
`
`of the individual STB which is to receive the promotion, and an expected time by which
`
`the promotion is to be delivered.
`
`In step 530 the routing server 230 routes the schedule messages out over the data
`
`network 275 to the intended head end 300 via the routers 250 and 310.
`
`
`
`Following that, in step 540 a particular schedule message anives at the message
`
`server 320. The message server in turn sends a message to its associated local
`
`VOD/media server 340 that a promotion is to be sent.
`
`In step 545, this causes the VOD/media server 340 to load the identified asset,
`
`and cue the asset for playback, but without actually starting the playback at this time.
`
`The VOD takes other steps at this time, such as to identify a VOD channel number on
`
`which the asset will be played, back to the message server 320.
`
`At this point, in step 548, the message server 320 also communicates with the
`
`specific STE 410 indicated in the schedule message. This message may include
`
`information about the asset such as an identifier which the promotion agent 430 in the
`
`STB may use to record the fact that it was played. This message is sent over the
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`20
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`OOB/IB data path to the STE 410 as previously described.
`
`After some period of time, a state 550 is entered which occurs a short time
`
`before a commercial break. In this state the message server causes an asset trigger to be
`
`inserted in the broadcast stream. This trigger, which may typically be sent in the
`
`Vertical Blanking Interval (VBI) as defined in the ATVEF specification, or in other
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`
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`2657.2008—000
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`-12-
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`ways. For example, the trigger may be placed in the private data sements of an MPEG
`
`stream, if the VOD content is so formatted. In any event, the asset trigger contains text
`
`character, or other data indicating general information identifying the upcoming
`
`promotion, and a VOD channel number on which it will be played.
`
`Next, a commercial cue is detected in the broadcast signal at the head end 300 as
`
`output by a digital ad insertion system typically located at the insertion location in the
`
`broadcast network. Since only a few VOD channels Will be used for the purpose of
`
`distributing promotions, the handful of such channels used for this purpose can be
`
`monitored at the head end for such tones. Detection of commercial cue causes a tune
`
`away trigger to be sent, in step 560, from the head end 300 to the STE 410.
`
`In turn, receipt of the tune away tn'gger causes the promotion agent 430 in the
`
`STE 410 to switch to the indicated VOD channel. At the same time, the message server
`
`320 at the head end signals the VOD/media server 340 to begin playback of the
`
`promotion.
`
`The STB may include circuits that blank an undesireable “pixelation” effect that
`
`may occur during channel switchover to the VOD channel. Alternatively, other
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`information such as channel information is displayed during switchover to the VOD
`
`channel.
`
`The promotion is then viewed at the STE 410 in state 5 65, until a commercial
`
`end tone is detected. At this point, in state 570, the message server 320 instructs the
`
`promotion agent 430 in the STE 410 to return to the original broadcast channel, such as
`
`by sending another tune back trigger.
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`
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`20
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`2657.2008-000
`
`-13-
`
`CLAIMS
`
`What is claimed is:
`
`
`
`1.
`
`In a cable television network system that connects set-top boxes (STBs) to receive
`
`broadcast program content from cable network head end distribution points, a method
`
`for delivery of a promotional content stream comprising the steps of:
`
`cueing a promotional content stream at a video-on—demand (VOD) server to be
`
`played on a VOD channel for a particular STB, the VOD server located at a cable
`
`network head end;
`
`sending a first trigger to the particular STB indicating the VOD channel number,
`
`but which does not cause the STB to yet switch to the VOD channel;
`
`sensing a commercial cue tone signal in a broadcast channel being watched at
`
`the STB, the commercial cue tone indicating an upcoming start of commercial segment;
`
`sending a second trigger to cause the STB to switch to the VOD channel indicated by
`
`the first trigger; and
`
`beginning playback of the promotional content stream.
`
`2. A method as in claim 1 wherein the STB stores a channel number being watched
`
`prior to playback of the promotional content stream, and returns to the stored channel
`
`number once the promotional content stream ends.
`
`20
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`3. A method as in claim 1 wherein pixelation that may occur during channel switchover
`
`to the VOD channel is blanked at the STE.
`
`4. A method as in claim 1 wherein channel information is displayed during switchover
`
`to the VOD channel.
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`
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`2657.2008-000
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`
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`20
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`-14-
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`PROMOTION SERVER USING VIDEO ON DEMAND CHANNEL
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`ABSTRACT OF THE DISCLOSURE
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`Idle Video—On—Demand (VOD) channel capacity is used to deliver promotional
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`content to selected set-top boxes (STBs) in a cable television network. Commercial
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`segment cues are used to instruct a set-top box to switch away from a broadcast program
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`to the VOD channel during a commercial segment, and then switch back again to the
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`original broadcast program at the end of the segment.
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`More particularly, a promotion server determines an asset to be distributed such
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`as a targeted promotion item (e.g., a commercial), and a list of STBs that are to receive
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`it. The promotion server causes the Video promotion content to be stored in VOD
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`servers located at the head ends. A scheduler process then delivers schedule messages
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`to head end message servers which identify each promotion asset, and an STB which is
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`to receive it. The head end message server notifies its associated VOD server which
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`then cues the asset by loading the asset, starting the asset, but pausing it. Prior to the
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`occurrence of a commercial slot in a broadcast program, an asset trigger is inserted into
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`the broadcast stream at the head end. This asset trigger contains general information
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`concerning the asset to be sent, and an idle VOD channel number. The STB receives
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`the asset trigger and readies itself to tune to the VOD channel when cued for at the
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`beginning of a commercial segment, but does not yet tune to the VOD channel. Upon
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`detection of a commercial cue tone in the broadcast channel, the head end message
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`server sends a tune away trigger to the STB, and also instructs the VOD server to start
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`playing the cued promotion. When the STB receives a tune away trigger, it switches
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`from the broadcast channel being played to the selected idle VOD channel, and the
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`promotion is Viewed.
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