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`SYSTEM AND METHOD FOR MANAGING, CONVERTING AND DISPLAYING VIDEO
`CONTENT ON A VIDEO-ON-DEMAND PLATFORM, INCLUDING ADS USED FOR
`DRILL-DOWN NAVIGATION AND CONSUMER-GENERATED CLASSIFIED ADS
`
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`SPECIFICATION
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`TECHNICAL FIELD
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`This invention generally relates to the provision of interactive television services
`[0001]
`through cable TV infrastructure, and more particularly, to a system and method for managing,
`converting and displaying video content on a video-on-demand platform, and particularly,
` advertising displays used for drill-down navigation and displays of consumer-generated classified
`ads on TV.
`
`BACKGROUND OF INVENTION
`
`Cable television (CATV) systems are used to deliver television services to a vast
`[0002]
`majority of TV-viewing homes in the U.S. 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 lines to local nodes and from there to TV subscriber
` homes. Within the subscriber homes, the CATV program signals are transmitted 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.
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`Style Definition
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`Deleted: BBiTV-P1
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`Deleted: TECHNICAL FIELD¶
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`Deleted: consumer-generated content for classified ads.
`Formatted
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`BBiTV EX2177
`DISH v. BBiTV
`IPR2020-01267
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`PROTECTIVE ORDER MATERIAL
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`Current CATV set-top boxes provide various functions for channel switching and
`[0003]
`program access between subscribers and the CATV head end. The more advanced digital set-top
`boxes are individually addressable from the CATV head end, and also allow subscribers to input via
`remote control units their selection inputs for transmission on a back channel of the connecting
` cable to the CATV head end, thereby enabling subscribers to access interactive television services
`and other types of advanced digital TV services. A primary type of interactive television system is
`referred to generally as a "video-on-demand" (VOD) system, wherein a viewer can enter a selection
`choice for a video program via the remote control unit to the set-top box and have the desired video
`program delivered instantaneously for display on the TV. Such VOD applications can include on-
` demand movies, documentaries, historic sports events, TV programs, infomercials, advertisements,
`music videos, short-subjects, and even individual screen displays of information. 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.
`
`With the increasing interactive functionality and customer reach
` [0004]
`of interactive television services, advertisers and content providers are find it
`increasingly attractive to employ on-demand advertising, program content, and TV
`transactions for home viewers. VOD content delivery platforms are being designed to
`seamlessly and conveniently deliver a wide range of types of advertising, content, and transaction
`services on demand to home viewers. An example of an
` advanced VOD delivery platform is the N-Band {TM) system 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
`
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`Deleted: premium CATV services, such as video-on-demand
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`Deleted: pre-recorded
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`Deleted: the functionality offered in CATV set-top boxes is
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`Deleted: advanced communications functions such as voice
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`Formatted
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`Formatted
`Deleted: will
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`Deleted: view the cable TV delivery platform as the platform of
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`Deleted: transaction services to
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`Deleted: A particular CATV platform
`Formatted
`Deleted: system of high interest
`Formatted
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`Deleted: delivery of advertising and promotional video ... [106]
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`of CATV operators in cable service areas throughout the U.S. A detailed description of the Navic
`N-Band system is contained in U.S. Patent Application 2002/066,106, filed on May 30, 2002, which
`is incorporated herein by reference.
`
`Advanced digital set-top boxes also have the ability to collect data such as a log of
` [0005]
`channels tuned to and programs watched by the viewer. The set top box can be designed to collect
`and report this data automatically to the cable head end. At the head end location, the viewer data
`can be aggregated over many users with personally identifying data removed, and provided to
`advertisers and program sponsors for information in designing and targeting new ads and programs
`for viewer preferences, thereby resulting in increased viewership, higher viewer impressions per ad
`or program, and ultimately increased revenues.
`
`Current VOD ads and program offerings are generally produced for mass audiences.
`[0006]
`It would be particularly desirable to adapt a VOD delivery platform to deliver ads, promqtions,
`programs, and informational content by allowing viewers to navigate readily and visually to specific
`items of interest. Such visual navigation for content delivery would be more likely to create a
`satisfying viewer experience, and also to engage individual viewers in on-demand TV services and
`transactions. It would also be a particularly desirable to adapt a VOD delivery platform to receive
`uploads of user ads from individuals such as through an online network for search, navigation, and
`display to TV subscribers.
`
`SUMMARY OF THE INVENTION
`
`In accordance with a first objective of the present invention, a video-on-demand
`[0007]
`(VOD) content delivery system for delivery templatized VOD content comprises:
`(a) a VOD Application Server located at a Cable Head End which manages a
`Database of templates for generating templatized VOD content in response to requests for specific
`
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`Formatted
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`Deleted: , as an example of an advanced VOD application
`... [118]
`Formatted
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`Deleted: ! ! The advanced
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`Deleted: or video-on-demand selections made by
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`Deleted:
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`Deleted: other information, such as viewer demographics
`Formatted
`... [134]
`Deleted: in reportage back
`Formatted
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`Formatted
`Deleted:
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`Deleted: the indicated
`Formatted
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`Deleted: for advertisers in relation to advertising costs.
`Formatted
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`Deleted: ! ! However, current VOD delivery and feedback to
`... [146]
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`Deleted: targeted…y allowing viewers to navigate readily
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`PROTECTIVE ORDER MATERIAL
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`video content elements by viewer request signals transmitted from the TV equipment of a viewer to
`the Cable Head End;
`(b) a Video Server for storing video content encoded as video content elements and
`for supplying a requested video content element in response to the VOD Application Server for
`delivery to the TV equipment of the viewer; and
`(c) an Application Data Center for creating and storing a plurality of different
`templates ordered in a hierarchy for presentation of video content elements of different selected
`types categorized in hierarchical order, wherein a template for display of a video content element in
`a higher level of the hierarchy includes a link to one or more templates and video content elements
` in a lower level of the hierarchy, said plurality of hierarchically-ordered templates and links being
`stored in the Database managed by the VOD Application Server, and
`wherein said VOD Application Server, in response to viewer request for a selected
`video content element of a higher order in the hierarchy, retrieves the corresponding template from
`said Database and corresponding video content element from said Video Server to provide a
` templatized VOD content display on the viewer's TV equipment which includes one or more links
`to video content elements in a lower order of hierarchy, and upon viewer request selecting a link
`displayed in the templatized VOD content to a video content element in the lower order of
`hierarchy, retrieves the corresponding template and video content element of lower order hierarchy
`for display on the viewer's TV equipment, thereby enabling the viewer to use drill-down navigation
`through TV displays oftemplatized VOD content.
`
`In a preferred embodiment of the templatized VOD content delivery system, the
`[0008]
`system employs the templatized content delivery to create a User Interface for the viewer to
`navigate through progressively more specific template (display ad) types linked in series to reach an
` end subject of interest to the viewer. Referred to herein as "Drill-Down Ads", the series of
`progressively more specific display ad types allow the subscriber to navigate to an end subject of
`interest while at the same time having a unique visual experience of moving visually through a
`series of ads mirroring the viewer's path to the end subject of interest.
`
`-4-
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`Deleted: signal
`Formatted
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`Formatted
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`Formatted
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`Formatted
`Deleted: feeds to be used as video content in the
`Formatted
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`Formatted
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`Deleted: to be framed within a selected template and ... [192]
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`Formatted
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`Deleted: ! ! (c)
`Formatted
`Deleted: advertising
`Formatted
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`Deleted: a given video content segment which is to be ... [197]
`Formatted
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`Deleted: for storage in the database
`Formatted
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`Deleted: ;
`Formatted
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`Deleted: ! ! (d) a Video Content Encoder for encoding video
`... [202]
`Formatted
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`Deleted: a
`Formatted
`Deleted: VOD
`Formatted
`Deleted: indicated by
`Formatted
`Deleted: viewer request signal
`Formatted
`Deleted: advertising template from its database
`Formatted
`... [208]
`Deleted: to the requested VOD content, and the linked video
`... [209]
`Formatted
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`Formatted
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`Deleted: of the linked video content segment framed in the
`... [213]
`Formatted
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`Deleted: of the viewer.
`Formatted
`Deleted: ¶
`Formatted
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`Deleted: viewer’s TV equipment includes a digital set top
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`Deleted: on the viewer’s TV
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`PROTECTIVE ORDER MATERIAL
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`As an example involving automobile advertising, the User Interface can provide a
`[0009]
`hierarchical ordering of video display ads that starts with an Auto Maker's ad displayed with links
`to Model ads. The viewer can select using the remote control unit a specific Model ad which is
` displayed with links to more specific levels of ads, such as "Custom Packages", "Feature/Options",
`or "Color/Styling", etc., until it reaches an end subject of interest to the subscriber. The viewer
`would thus be able to navigate to specific content of interest while traversing through video ad
`displays of the Auto Maker, Models, Model A, Features, etc. Similarly, the viewer can navigate to
`specific content of interest while traversing through video ad displays of Local Dealers, Dealer A,
`Current Sales Promotions, etc. The templatized VOD ads are generated dynamically by searching
`the VOD Application database with each current request by a viewer. This enables the system to
`dynamically generate and display updated advertising content that remains current. For example, if
`the Auto Maker changes the Model types available, or if Local Dealer A changes its current sales
`promotions, that advertiser's ads can be updated with new content and selection options on the
`system database, and the new templatized ads can be generated dynamically, instead of new ads
`having to be filmed, produced, contracted, and installed with the cable TV company. Many other
`types of ads, subjects, and other interactive TV applications can be enabled with the use of the Drill-
`Down Navigation method. The selections or preferences exhibited by viewer navigation paths
`through the Drill-Down Navigation can also be tracked, profiled, and/or targeted as feedback data to
`advertisers for fine-tuning Drill-Down ad designs.
`
`In accordance with a second objective of the invention, a video-on-demand (VOD)
`[0010]
`content delivery system for managing, converting and displaying consumer-generated classified ads
`on TV comprises:
`(a) a Content Management Website for enabling individual users to upload classified
`
`ad content on an online network connection from their remote computers, said uploaded classified
`ad content including associated meta data for identifying the.ad content by title and topical area;
`(b) a Content Screening Component for receiving the classified ad content uploaded
`
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`Deleted: display as a first page a menu of topical areas for
`... [221]
`Formatted
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`Formatted
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`Deleted: for the viewer’s set top box. Upon selection of a
`... [223]
`Formatted
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`Deleted: Server for a generalized video ad which includes
`... [225]
`Deleted: tool. User profiling and aggregate data reporting
`... [227]
`Formatted
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`Deleted:
`Formatted
`Formatted
`Formatted
`Formatted
`Formatted
`Formatted
`Deleted: the
`Formatted
`Deleted: TV classified ad
`Formatted
`Formatted
`Deleted: individual
`Formatted
`... [237]
`Deleted: advertising content on a video-on-demand (VOD)
`... [238]
`Formatted
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`Formatted
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`Deleted: web-based
`Formatted
`Deleted: System
`Formatted
`Deleted: an
`Deleted: user
`Formatted
`Deleted: content via a web browser for a consumer-
`Formatted
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`Deleted: classifying
`Formatted
`Deleted: video
`Formatted
`Deleted: and subtopical areas
`Formatted
`Deleted: ! ! (b)
`Formatted
`Deleted: System
`Formatted
`Deleted: screening
`Formatted
`Deleted: input by the individual user
`
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`to the Content Management Website and screening the content for objectionable text, audio, video
`and/or images in the content, and for rejecting said content if objectionable text, audio, video and/or
`images are found;
`(c) a Content Feed Component for automatically transferring the classified ad
`content screened by the Content Screening Component with the associated meta data and supplying
`them to a Content Conversion Component;
`(d) a Content Conversion Component for automatically converting the transferred
`classified ad content supplied from the Content Feed Component into a video data format
`compatible with the VOD content delivery system, and for automatically ind xing the converted
` classified ad content in a Video Server database according to title and topical area as specified in the
`content meta data; and
`(e) a VOD Application Server, operatively connected between said Content
`Conversion Component and a Cable Head End connected via cable connection to the TV equipment
`of viewers, for delivering from the Cable Head End classified ad title and topical area listings data
` generated from the meta data for the classified ad content to be displayed on the TV equipment of
`viewers to enable their searching for classified ads of interest and, in response to a viewer request
`signal requesting a specific classified ad of interest transmitted via the TV equipment to the Cable
`Head End, for retrieving the requested classified ad from the Video Server database and
`transmitting it to be displayed to the viewer on their TV equipment.
`
`In a preferred embodiment of the TV classified ads system, individual users can
`[0011]
`upload classified ad content via their web browser, including text, audio, video and/or image files in
`industry-standard file formats, to the Content Management Website. The Content Screening
`Component is configured to parse the input for objectionable text words in text files, detect
` objectionable audio words in audio files, and optically recognize objectionable images in graphics
`or video files. The Content Feed Component automatically transmits classified ad content that has
`been appropriately contracted for display (paid for, and within the contracted time period) to the
`Content Conversion Component and the Video Server database. The VOD Application Server
`
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`Formatted
`Deleted: System by performing an automatic search
`Formatted
`Formatted
`Formatted
`Deleted: the
`Formatted
`Deleted:
`Formatted
`Deleted: ! ! (c)
`Formatted
`Deleted: System
`Formatted
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`Deleted: performing automatic transfer of consumer-
`... [261]
`Formatted
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`Deleted: through
`Formatted
`Deleted: System and
`Formatted
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`Formatted
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`Formatted
`Deleted: ! ! (d)
`Formatted
`Deleted: System
`Formatted
`Deleted: consumer-generated
`Formatted
`Deleted: by
`Formatted
`Deleted: System
`Formatted
`Deleted: ad
`Formatted
`... [273]
`Deleted: indexing the consumer-generated video ad into
`... [274]
`Formatted
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`Deleted: ! ! (e) the VOD
`Formatted
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`Deleted: delivery system being configured for presenting a
`... [277]
`Formatted
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`Deleted: classified ads on the TV displays of
`Formatted
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`Formatted
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`Deleted: linked to the indexing of consumer-generated ... [281]
`Formatted
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`Deleted: a video ad to a viewer’s TV equipment in
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`Formatted
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`Deleted: displayed menu to
`Formatted
`Deleted: ads.
`Formatted
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`PROTECTIVE ORDER MATERIAL
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`responds to requests input by viewers via remote control and retrieves the requested classified ads
`indexed by their titles and topical areas from the Video Server database to be displayed on the
`viewer's TV. The Content Management Website can also include functions for: (a) Account
`Management of user transaction accounts; (b) Content Classification to facilitate user designation of
` titles and topical areas to uniquely and attractively identify their classified ads; (c) Bulletin Board
`for creation and management of consumer-generated content related to announcements and other
`items of general interest to be displayed to viewers in subsidiary displays; and (d) Transaction
`Processing for the processing the payment of user fees, changes, and refunds in the use of the
`system.
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`The foregoing and other objects, features and advantages of the invention are
`[0018]
`described in further detail below in conjunction with the accompanying drawings.
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`BRIEF DESCRIPTION OF THE DRAWINGS
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`FIG. lA is a diagram of an overall architecture for a VOD Content Delivery System
`[0019]
`in accordance with the present invention, FIG. lB shows an example of Drill-Down Ad navigation,
`and FIG. lC shows an example of the templatized ad display model.
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`FIG. 2A is a process flow diagram of the overall architecture of a consumer-
`[0020]
`generated 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.
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`DETAILED DESCRIPTION OF INVENTION
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`Deleted: from topical and subtopical options displayed on
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`Deleted: video ad
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`Deleted: on the web-based content management system; (b)
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`Deleted: Content Management for the
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`Deleted: illustrating the component steps and processes
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`PROTECTIVE ORDER MATERIAL
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`Referring to FIG. lA, an overall system architecture for a VOD content delivery
`[0021]
`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
` 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 as previously described. 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.
`
` [0022]
`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 video content
`segment from the Video Server 12, in order to generate the corresponding templatized VOD
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`Deleted: The VOD Application Server 10 is connected to a
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`Moved down [1]: content.
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`Deleted: to the set top box for a menu selection through the
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`Deleted: Cable Head End. The
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`Deleted: corresponding to the requested VOD content, and
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`PROTECTIVE ORDER MATERIAL
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`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
`1O 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 oflinked templatized VOD displays as a "drill-
`down navigation" method to find specific end content of interest.
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`Referring to FIG. 1B, a preferred embodiment of the templatized VOD content
`[0023]
` 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 automak