(12) United States Patent
`US 7,590,997 B2
`(10) Patent No.:
`Diaz Perez
`(45) Date of Patent:
`Sep. 15, 2009
`
`USOO7590997B2
`
`(54) SYSTEM AND METIIOD FOR MANAGING,
`CONVERTING AND DISPLAYING VIDEO
`CONTENT ON A VIDEO-ON—DEMAND
`
`PLATFORM. INCLUDING ADS USED FOR
`DRILL-DOVVN NAVIGATION AND
`CONSUNIER-GENERATEI) CLASSIFIED ADS
`
`
`
`75)
`
`Inventor: Milton Diaz Perez, Honolulu, HI OJS)
`
`73) Assignee: Broadband iTV, Inc., Honolulu, HI
`(US)
`
`* ) Notice:
`
`Subject to any disclaimer, the term Ofthis
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 758 days.
`
`21) Appl. NO’: 10/909’192
`.
`22) Filed:
`
`Jul. 30, 2004
`.
`.
`.
`Prior Publication Data
`US 200610026655 A1
`Feb. 2: 2006
`
`65)
`
`51)
`
`Int- Cl-
`(2006.01)
`HIM/V 7/173
`52) US. Cl.
`........................... 725/109; 725/93; 725/98;
`_
`.
`.
`.
`725/1109 725“”
`58) Fleld 0f .Cla'SSlficatIOIl Search """""""" ; """" None
`See application file for complete search history.
`References Cited
`U.S. PATENT DOCUMENTS
`
`56)
`
`8/ 1998 Craig
`5,790,176 A
`10/1998 ESCOb’”
`53261102 A
`1/1999 Checco
`5,859,898 A
`2/1999 Ballantyne
`5,867.821 A
`6/1999 Matthews
`5,914,746 A
`4/2000 Hwang
`6,049,823 A
`5/2001 Richards
`6,237,146 B1
`3/2002 SriniVaSfin
`6357-042 132
`5/2003 Murphy
`65564-380 B1
`5/2004 Hendricks
`6,738,978 B1
`7,120,925 B2* 10/2006 D’Souza et a1.
`7,222,163 Bl *
`5/2007 Girouard et a1.
`
`........ 725/136
`
`7,337,462 B2 ’7
`2001/0033736 A1
`2002/0059621 A1
`3
`7
`2002/0078456 A1
`2002/0138844 A1
`2003/0154128 A1
`2003/0167449 A1
`
`2/2008 Dudkiewicz et a1.
`10/2001 Yap
`5/2002 Th
`”‘35
`/
`3
`6 200,. Hudson
`9/2002 Otcnasek
`8/2003 Liga
`9/2003 Warren
`
`2003/0191816 A1
`
`10/2003 undress
`
`.
`(Continued)
`OTHER PUBLICATIONS
`
`Anderson, Leslie; \Veb Entertainment Gets Personal; Jan. 2000; The
`Id U St d ‘d;
`.9',99.*
`pp
`’1 “S y a“ 3‘
`’
`Primary ExamineriVivek Srivastava
`Assistant ExamineriMushfikh Alam
`(74) Attorney, Agent, or FirmiLeighton K. Chong
`
`(57)
`
`ABSTRACT
`
`A Video-on—demand (VOD) content delivery system for a
`digital television service provider manages a database oftem-
`plates ordered in a hierarchy for presentation ofvideo content
`elements of different selected types categorized in hierarchi-
`cal Order. The hierarchical templatixed displays enable view-
`.
`.
`.
`.
`ers to naVigate through a series of displays to the end subJect
`of interest. For example, a Viewer can navigate from national
`product to local product ad, or classified ad category to spe-
`.
`.
`.
`.
`.
`eific class1fied ad, or bulletin board topic category to Spec1fic
`posting. 1n another embodiment, a web—based Content Man—
`agement System converts Video content uploaded online With
`metadata for title and topical area into digital TV program
`format compatible With the VOD content delivery system and
`indexed on a TV program menu by title and topical area.
`
`............. 725/100
`
`.
`709/219
`
`10 Claims, 7 Drawing Sheets
`
`
`MODEL
`U. MODELA _. MDDELA
`
`FLO List
`VIDEO
`
`
`
`
`(23‘5th
`{55:5 ~m ~
`SALES
`Events
`
`
`
`elect catego
`
`# MalnMenu H Auto
`
`sol-cl Mike
`
`
`
`
`
`
`
`
`
`
`32$;
`
`
`
`Dd” Dow"
`Navigation Example
`
`”2:?
`T MODELA —» Maggy
`
`DEALER
`
`
`
`DEALER
`VIDEO
`
`INVENTORY
`
`
`(5)
`
`
`DISH Ex-1017, p. 1
`DISH Ex-1017, p. 1
`DISH v. BBiTV
`DISH V. BBiTV
`IPR2020-01267
`IPR2020—01267
`
`

`

`US 7,590,997 B2
` Page2
`
`U.S. PATENT DOCUMENTS
`
`10/2003 Buxton
`2003/0204856 A1
`12/2003 Berberet
`2003/0226150 A1
`12/2003 Duly
`2003/0234819 A1
`1/2004 Bokor
`2004/0015998 A1
`4/2004 Gulla elal.
`2004/0073919 A1*
`4/2004 Murphy
`2004/0078825 A1
`7/2004 Danker
`2004/0133913 A1
`12/2004 Danker
`2004/0268250 A1
`2004/0268413 A1* 122004 Reid etal.
`2005/0044577 A1
`2/2005 Jerding
`
`................... 725/35
`
`.................. 725/131
`
`3/2005 Sheldon
`2005/0050218 A1
`4/2005 Chen
`2005/0081237 A1
`5/2005 Tecot
`2005/0097623 A1
`7/2005 Bielak
`2005/0154679 A1
`9/2005 Logston
`2005/0193015 A1
`9/2005 Dolph ........................ 725/105
`2005/0210524 A1*
`2005/0229209 A1* 10/2005 Hildebolt et a1.
`.............. 725/42
`2005/0239546 A1
`10/2005 Hedrick
`2005/0246752 A1* 11/2005 Liwcrantct al.
`2006/0029093 A1
`”006 Van Rossum
`2006/0123455 A1
`6/3006 Pai
`* cited by examiner
`
`............ 725/109
`
`DISH Ex-1017, p. 2
`DISH Ex-1017, p. 2
`DISH v. BBiTV
`DISH v. BBiTV
`IPR2020-01267
`lPR2020—01267
`
`

`

`US. Patent
`
`Sep. 15, 2009
`
`Sheet 1 of7
`
`US 7,590,997 B2
`
`Cable Head End
`
` Applicatlon Data
`Profiling System
`Center (30)
`
`
`
`Targeting System
`VOD Application
`
`Server
`|
`
`__ _ _ _ __ |
`(10)
`l
`VideoServer
`i
`
`
`
`
`Digital Cable
`
`
`Television
`
`Digital Set
`
`Top Box (21)
`
`Video Content
`Video Content
`
`
`
`Distribution
`Encoder (31)
`
`Network ( 1 4)
`
`
`I“
`
`(12)
`
`Figure 1A: VOD Content Delivery System, Overall Architecture
`
`DISH Ex-1017, p. 3
`DISH Ex-1017, p. 3
`DISH v. BBiTV
`DISH v. BBiTV
`IPR2020-01267
`lPR2020—01267
`
`

`

`US. Patent
`
`5,1mS
`
`ee
`
`f
`
`U
`
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`
`
`
`
`
`525ES”m:8:5M,E2953mmnoumwgnZ05),5.8sz
`
`DISH Ex-1017, p. 4
`DISH Ex-1017, p. 4
`DISH v. BBiTV
`DISH V. BBiTV
`IPR2020-01267
`IPR2020-01267
`
`
`
`

`

`US. Patent
`
`Sep. 15, 2009
`
`Sheet 3 of7
`
`US 7,590,997 B2
`
`éGraceful» Mirna the:
`Emma 53%tied by?“ .
`30:8 p @5091“;4
`hama :3“.ma
`
`.1. MW W
`
`sauv'~\:( \\\\\w\h\. ‘
`\xm-3&‘v‘gflh
`"that“
`
`’
`
`Figure 1C: Template Layer Model
`
`DISH Ex-1017, p. 5
`DISH Ex-1017, p. 5
`DISH v. BBiTV
`DISH v. BBiTV
`IPR2020-01267
`lPR2020—01267
`
`

`

`US. Patent
`
`Sep. 15, 2009
`
`Sheet 4 of7
`
`US 7,590,997 B2
`
`
`Web—based
`Content
`
`
`
`Content Screening
`
`
`System (41)
`
`
`
`Management
`System
`(40)
`
`End-User Web
`Browser
`
`
`
`
`
`
`
`
`
`
`
`
`Content Feed
`
`System (42)
`
`
`
`Content Conversion
`
`System (43)
`
`
`
`Digital Cable
`VOD Content
`.
`.
`
`
`
`Delivery sySten-l
`TCICVi Sion
`
`
`
`( 4 4 )
`System
`TOP BOX (21)
`
`
`
`
`Figure 2A: Classified Ad System, Overall Architecture
`
`DISH Ex-1017, p. 6
`DISH Ex-1017, p. 6
`DISH v. BBiTV
`DISH v. BBiTV
`IPR2020-01267
`lPR2020—01267
`
`

`

`US. Patent
`
`Sep. 15, 2009
`
`Sheet 5 of7
`
`US 7,590,997 B2
`
` Classified Metadata,
`
`
`
`Image and Video
`Database
`
`Template Library
`( 5 8 )
`
`
`
`
` Classified
`
`
`Management
`A lication
`
`
`
`PP 5 0
`
`
`
`Bulletin Board
`Bulletin Board
`Management
`Metadata, Image and
`
`
`
`Application
`Video Database
`
`
`( 5 7 )
`( 5 4 )
`
`
`
`Management
`( 5 5 )
`
`
`Transaction
`
`
`
`Processing
`
`End—User Web
`Browser
`
`
`
`
` Account and
`
`
`
`
`Permissions
`Database
`
`Figure 2B: Web-based Content Management System
`
`DISH Ex-1017, p. 7
`DISH Ex-1017, p. 7
`DISH v. BBiTV
`DISH v. BBiTV
`IPR2020-01267
`lPR2020—01267
`
`

`

`US. Patent
`
`Sep. 15, 2009
`
`Sheet 6 of7
`
`US 7,590,997 B2
`
`
`
`Classified Metadata,
`Bulletin Board
`
`Image and Video
`Metadata, Image and
`Database
`
`Video Database
`
`Editorial and
`Customer Service
`
`Functions ( 6 4 )
`
`Text Screening
`Application (60
`
`Image Screening
`Application ( 61
`
`Video Screening
`
`Functions ( 65)
`
`Audio Screening
`Application (63
`
`
`
`
`
`
`
`Editorial and
`
`
`
`Customer Service
`
`
`
`
`‘ Application (62
`
`
`
`
`Email Function
`
`Email Function
`
`Figure 2C: Content Screening System
`
`DISH Ex-1017, p. 8
`DISH Ex-1017, p. 8
`DISH v. BBiTV
`DISH V. BBiTV
`IPR2020-01267
`IPR2020-01267
`
`

`

`US. Patent
`
`Sep. 15, 2009
`
`Sheet 7 of 7
`
`US 7,590,997 B2
`
`Classified Metadata,
`Image and Video
`Database
`
`Bulletin Board
`
`Metadata, Image and
`
`CONTENT FEEDING (4
`
`Content Selection /
`
`Date Filtering
`Application
`70
`
`Video Database
`
`
`Active Classified
`
`
`Image
`Metadata,
`
`
`and Video Database
`Image and Video
`
`Database ( 71 B)
`
`
`
`CONTENT CONVERSION (4
`
`
`Active Bulletin
`Board Metadata,
`
`
`Image Conversion
`Application ( 72
`
`Video Conversion
`
`Application ( 73
`
`Audio Conversion
`
`Application ( 74
`
`
`
`Active , Converted
`Classified Metadata,
`Image and Video
`Database (7 5A)
`
`Active, Converted
`Bulletin Board
`
`Metadata, Image and
`
`Video Database ( 7 . E)
`
`Production Push
`
`Function ( 76A)
`
`Production Push
`
`Function ( 76B
`
`Production
`
`
`
`Classified Metadata,
`Image and Video
`Database ( 7 7A)
`
`Production Bulletin
`
`Database ( 77B
`
`Board Metadata,
`Image and Video
`
`Figure 2D: Content Feed and Conversion System
`
`DISH Ex-1017, p. 9
`DISH Ex-1017, p. 9
`DISH v. BBiTV
`DISH v. BBiTV
`IPR2020-01267
`lPR2020—01267
`
`l | I l l I I I I
`
`—
`
`

`

`US 7,590,997 B2
`
`1
`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
`
`TECHNICAL FIELD
`
`This invention generally relates to the provision of inter-
`active television services through cable TV infrastructure,
`and more particularly, to a system and method for managing,
`converting and displaying video content on a video-on-de-
`rnand platform, and particularly, advertising displays used for
`drill—down navigation and displays of consumer—generated
`classified ads on TV.
`
`10
`
`BACKGROUND OF INVENTION
`
`2
`advanced VOD delivery platform is the N—Band (TM) system
`offered by Navic Systems, Inc., d/b/a Navic Networks, of
`Needham, Mass. This is an integrated system which provides
`an application development platform for third party applica—
`tion 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 ofthe
`Navic N-Band system is contained in US. 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 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 aggre-
`gated over many users with personally identifying data
`removed, and provided to advertisers and program sponsors
`for information in designing and targeting new ads and pro-
`grams 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 pro-
`duced for mass audiences. It would be particularly desirable
`to adapt a VOD delivery platform to deliver ads, promotions,
`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 ofthe present invention,
`a video-on-demand (VOD) content delivery system for deliv-
`ery templatized VOD content comprises:
`(a) a VOD Application Server located at a Cable Head End
`which manages a Database of templates for generating tem-
`platized VOD content in response to requests for specific
`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 plu-
`rality of hierarchically—ordered templates and links being
`stored in the Database managed by the VOD Application
`Server, and
`in response to
`wherein said VOD Application Server,
`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 con—
`tent element from said Video Server to provide a templatized
`VOD content display 011 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
`
`DISH Ex-1017, p. 10
`DISH Ex-1017, p. 10
`DISH v. BBiTV
`DISH v. BBiTV
`IPR2020-01267
`lPR2020—01267
`
`Cable television (CATV) systems are used to deliver tele—
`vision services to a vast majority of TV—viewing homes in the
`US. and other technologically advanced countries. The typi-
`cal CATV system has a cable service provider head end
`equipped with video servers to transmit CATV program sig-
`nals 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 cus-
`tomer-premises TVs which are coupled to external set-top
`boxes for channel tuning or are equipped with internal cable
`channel tuners.
`Current CATV set-top boxes provide various functions for
`channel switching and 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, infomer—
`cials, advertisements, music videos, short-subj eets, and even
`individual screen displays of information. VOD-based inter-
`active 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 (“I-
`commerce”) transactions, and multimedia delivery.
`With the increasing interactive functionality and customer
`reach of interactive television services, advertisers and con-
`tent providers are find it increasingly attractive to employ
`on—demand advertising, program content, and TV transac—
`tions 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 ser—
`vices on demand to home viewers. An example of an
`
`L4.) in
`
`40
`
`60
`
`

`

`US 7,590,997 B2
`
`
`
`
`
`3
`link displayed in the templatized VOL) 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 of templatized VOD content.
`In a preferred embodiment ofthe templatized VOD content
`delivery system, the 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
`progrcssivcly more specific display ad types allow the sub-
`scriber to navigate to an end subject of interest while at the
`same time having a unique visual experience ofmoving visu-
`ally through a scrics of ads mirroring thc Vicwcr’ s path to thc
`end subject of interest.
`As an example involving automobile advertising, the. User
`Interface can provide a hierarchical ordering of video display
`ads that starts with anAuto Maker’s ad displayed with links to
`Model ads. The viewer can select using the remote control
`unit a specific VIodel ad which is displayed with links to more
`specific levels of ads, such as “Custom Packages”, “Feature/
`Op ions”, or ‘Color/ Styling”, etc., until it reaches an end
`subject of interest to the subscriber. The viewer would thus 3e
`able to naviga e to specific content of interest while traversing
`through video ad displays of the Auto Maker, Models, Mocel
`A. 'Ieatures, e c. Similarly, the Viewer can navigate to speci ic
`content of interest while traversing through video ad displays
`of Eocal Dea ers, Dealer A, Current Sales Promotions, e c.
`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 c isplay updated advertising content that remains
`current. For example, if the Auto Maker changes the Mocel
`types available, or if Local DealerA changes its current sales
`promotions, t1at advertiser’s ads can be updated with new
`content and selection options on the system database, and tie
`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 3e
`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) content delivery system for man-
`aging, converting and displaying consumer-generated classi-
`fied 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 clas-
`sified ad content including associated meta data for identify-
`ing the ad content by title and topical area;
`(b) a Content Screening Component for receiving the clas-
`sified ad content uploaded to the Content Management Web—
`site 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 transfer-
`ring the clas sified ad content screened by the Content Screen-
`ing Component with the associated meta data and supplying
`them to a Content Conversion Component;
`
`
`
`5
`
`10
`
`30
`
`L4.) in
`
`40
`
`'
`
`60
`
`4
`(d) a Content Conversion Component for automatically
`converting the transferred classified ad content supplied from
`the Content Feed Component into a Video data format com-
`patible with the VOD content delivery system, and for auto-
`matically indexing 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 c01mected
`between said Content Conversion Component and a Cable
`Head End connected via cable connection to the TV equip-
`ment 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 transmit-
`
`tcd via the TV cquipmcnt to the Cable Hcad End. for rctricv-
`ing 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 ofthe TV classified ads system,
`individual users can 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
`chsitc. Thc Contcnt Scrccning Componcnt is configurcd to
`parse the input for objectionable text words in text files, detect
`objectionable audio words in audio files, and optically recog-
`nize 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 Con-
`tent Conversion Component and the Video Server database.
`The VOD Application Server responds to requests input by
`viewers via remote control and retrieves the requested clas—
`sified 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 man-
`agement of consumer-generated content related to announce-
`mcnts and othcr itcms of gcncral intcrcst to be displayed to
`viewers in subsidiary displays; and ((1) Transaction Process-
`ing for the processing the payment of user fees, changes, and
`refunds in the use of the system.
`The foregoing and other objects, features and advantages
`of the invention are described in further detail below in con-
`
`junction with the accompanying drawings.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`FIG. 1A is a diagram of an ovcrall architccturc for a VOD
`Content Delivery System in accordance with the present
`invention, FIG. 1B shows an example of Drill-Down Ad
`navigation, and FIG. 1C shows an example ofthe templatized
`ad display model.
`FIG. 2A is a process [low diagram ofthe overall architec-
`ture of a consumer-generated Classified Ad application for
`the VOD Content Delivery System, FIG. ZB illustrates a
`Content Management Website for the Classified Ad applica-
`tion, FIG. 2C illustrates a Content Screening Component of
`
`DISH Ex-1017, p. 11
`DISH Ex-1017, p.11
`DISH v. BBiTV
`DISH V. BBiTV
`IPR2020-01267
`IPR2020-01267
`
`

`

`US 7,590,997 B2
`
`5
`the system, and FIG. 2D illustrates a Content Feed and Con—
`version Components of the system.
`
`
`
`DETAILED DESCRIPTION OF INVENTION
`
`
`
`Referring to FIG. 1A, an overa 1 system architecture for a
`VOD content delivery system includes a VOD Application
`Server 10 located at a Cable IIead End. The VOD Application
`Server 10 manages a Database 11 of templates and video
`content segments from Video Server 12 for generating tem-
`platized VOD content. The VOD content is generated in
`response to a viewer request signal transmitted from the Digi-
`tal Set Top Box 21 ofa 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. Tem-
`plates for displaying VOD content are created at an Applica—
`tion 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.
`
`10
`
`30
`
`L4.) in
`
`40
`
`In operation, the VOD Application Server 10 operates a
`VOD application for the CATV system, for example, “auto-
`mobile 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 view-
`er’s remote control unit transmitting an IR signal to the Set
`Top Box 21 that is sent on a back channel ofthe Digital Cable
`Television System 13 to the VODApplication Server 10 at the
`Cable Head End. In response to the signal, the VOD Appli-
`cation 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 tem—
`platized 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 Applica-
`tion 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.
`
`Referring to FIG. 1B, a preferred embodiment of the terri-
`platizcd 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—0n—
`Demand”, the viewer’s TV displays a Main Menu with but-
`tons inviting the Viewer to “Select Category”. The Viewer can
`select an “Auto” category, andthe TV then displays an “Auto”
`menu with buttons inviting the viewer to “Select Make”, such
`
`60
`
`6
`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 succes-
`sively displays ofhierarchically-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 Applica-
`tion 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. Altematively,
`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 can bring up a templatized ad for
`local dealers with links to specific local dealers in the view-
`er’s cable service area, and a click on a specific “Dealer A”
`can bring up a templatized ad for DealerA with further links
`to more specific content pertaining to DealerA, such as “Cur-
`rent Sales Promotions”, etc.
`In this malmer, the templatized VOD content delivery sys-
`tem allows the viewer to navigate to specific content of high
`interest to the viewer using the Drill—Down ads as a navigation
`tool, while at the same time having a unique visual experience
`ofmoving through a series of ads mirroring the viewer’ s path
`to the subject of interest. The templatized VOD ads are gen—
`erated dynamically by searching the Content/Template data-
`base with each request by a viewer, enabling the system to
`display updated navigation choices and content simply by
`updating the database with updated links and video content.
`For example. if the Auto Maker changes the Model types of
`autos currently available, or if Local Dealer A changes its
`current sales promotions for autos currently available, that
`advertiser’s ads can be updated with new, template frame
`navigation links and content, instead of entirely new ads or
`screen displays having to be shot, produced, contracted,
`delivered, and programmed with the cable TV company.
`Many other types of layered or indepth ads, subjects, and
`interactive TV applications can be enabled with the use ofthe
`Drill—Down Navigation method. The selections or prefer—
`ences exhibited by viewer navigation paths through the Drill-
`Down Navigation can also be tracked, profiled, and/or tar-
`geted as feedback data to advertisers for fine—tuning Drill—
`Down Navigation designs.
`In FIG. 1C, an example illustrates how a templatized VOD
`display is generated in layers. A Background screen provides
`a basic color,
`logo, or graphical theme to the display. A
`selected Template (display frame) appropriate to the naviga-
`tion level the intended display resides on is layered on the
`Background. The Template typically has a frame in which
`defined areas are reserved for text, display image(s), and
`navigation links (buttons). Finally, the desired content con-
`stituted by associated Text, Image & Buttons is retrieved from
`the database and layered on the Template. The resulting
`screen display shows the combined background logo or
`theme, navigation frame, and text, video images, and buttons
`Referring again to FIG. 1A, a Tracking System 15 of con—
`ventional type can be installed at the Cable Head End to
`
`DISH Ex-1017, p. 12
`DISH Ex-1017, p. 12
`DISH v. BBiTV
`DISH v. BBiTV
`IPR2020-01267
`lPR2020—01267
`
`

`

`US 7,590,997 B2
`
`7
`aggregate non—personal data on what channels and programs
`viewers watch. For the Drill Down Navigation method, the
`Tracking System 15 can include tracking of the navigation
`paths viewers use to find subjects of interest in aVOD Appli—
`cation. The aggregation of viewer navigation data can indi-
`cate What subjects are most popular, whether some subjects
`are of greater interest to viewers at certain times of day, of
`certain demographics, or in relation to certain products or
`services. The VOD Application Server 10 can export the
`aggregated viewer navigation data to an external Profiling
`System 16, such as a non-biased or unrelated firm applying
`profile analysis methods. The results of the Profiling System
`16 can be communicated to a Targeting System 17, such as a
`template design firm or content production company, to fine-
`tune the presentation of the templatized VOD content consis—
`tent with viewer preferences or interests. The feedback from
`the Targeting System can be supplied as feedback to the VOD
`Application Server to modify the Content/Template Database
`11.
`
`Another application for the templatized VOD content
`delivery system can be developed to support video advertise-
`ments which link national to local market ad campaigns in
`“drill-down” fashion. Advertisers, both national and local,
`can pay for placement of their video advertisements on the
`system. When the VOD Application is run, the national ads
`are displayed as a Gateway to linking to the local market ads.
`In this manner, national ads can be used to transition Viewers
`from general interest in a product to finding specific informa-
`tion about the product available locally.
`The templatized VOD content delivery system can also
`support “trafiic building” Videos, including music videos, that
`may not generate direct revenue. Once a Video is encoded and
`registered into the system, the management and distribution
`of the Video is conducted through software systems and auto-
`mated controls. The User Interface provides the user with the
`ability to navigate and find desired video content. Selection of
`a category presents the user with a list ofVideo titles available
`for playback. Categories and title lists can be generated using
`real-time database queries, allowing for database-driven
`management of content within the User