PTO/AIA/82A (07 13)
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`TRANSMITTAL FOR POWER OF ATTORNEY TO ONE OR MORE
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`REGISTERED PRACTITIONERS
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`NOTE: This form is to be submitted with the Power of Attorney by Applicant form (PTO/AIA/82B) to identify the application to which the
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`Filing Date
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`Concurrently herewith
`
`First Named Inventor
`
`Milton Diaz Perez
`
`VIDEO-ON-DEMAND CONTENT DELIVERY METHOD FOR PROVIDING
`VIDEO-ON-DEMAND SERVICES TO TV SERVICE SUBSCRIBERS
`
`——
`
`Attorney Docket Number BBiTV-P1-D15 (07612/64)
`
`
`SIGNATURE of Applicant or Patent Practitioner
`
`Date (Optimal 2016-01-05
`/Tzvi Hirshaut/
`Signature
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`Name
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`Tzvi Hirshaut
`
`Title (if Applicant is a
`juristic entity)
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`Applicant Name (if Applicant is a juristic entity)
`
`
`
`um er
`fiegifrafion
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`38,732
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`NOTE: This form must be signed in accordance with 37 CFR 1.33. See 37 CFR 1 .4(d) for signature requirements and certifications. If
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`This collection of information is required by 37 CFR 1.131, 1.32, and 1.33. The information is required to obtain or retain a benefit by
`the public which is to file (and bythe USPTO to process) an application. Confidentiality is governed by 35 U.S.C. 122 and 37 CFR
`1.11 and 1.14. This collection is estimated to take 3 minutes to complete, including gathering, preparing, and submitting the completed
`application form to the USPTO. Time will vary depending upon the individual case. Any comments on the amount of time you require
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`DISH Ex. 1002, p. 1
`DISH Ex. 1002, p. 1
`DISH v. BBiTV
` DISH v. BBiTV
`IPR2020-01280
` IPR2020-01280
`
`

`

`Doc Code: PA..
`
`PTOIAiA/sze (07-13)
`‘
`.
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`Approved for use through 1113012014. OMB 0651-0051
`Document Descnptlon. Power Of Attorney
`us Patent and Trademark Chico; U.S. DEPARTMENT OF COMMERCE
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`CEO, Broadband” , inc.
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`NOTE: Signature - This form must be signed by the applicant in accordance with 37 CFR 1.33. See 37 CFR 1.4 for signature requirements
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`This collection ofinforrnalion is required by 37 C ' ‘ 1.131. 1.32, and 1.33. The information is required to obtain orretein _a benefit by the public which Iatofile (and byihe
`USPTO to process) an application. Confidentiality is governed by 35 U.S.C. 122 and 37 CFR 1.11 and 1.14. This collection is eaflmated to take 3 minines to complete.
`induiing gathering. preparing, and submitting the completed application form to the USPTO. Time will vary depending upon the infivrdud case. Any comments on the amount
`of time you require to complete this land end/or suggestions for reducing this burden, should be sent to the Chief Information Ottioer. us. Patent and Trademark Oltice, U.S.
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`
`DISH Ex. 1002, p. 2
`DISH Ex. 1002, p. 2
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`|PR2020-01280
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`

`

`BBITV-Pl-D15 (07612/64)
`
`VIDEO-ON-DEl‘IAND CONTENT DELIVERY METHOD FOR PROVIDING VIDEO-
`
`ON—DEMAND SERVICES TO TV SERVICE SUBSCRIBERS
`
`CROSS-REFERENCE TO RELATED APPLICATIONS
`
`[0001] This US. Patent Application is a continuation application and claims the benefit of
`
`copending US. Patent Application 15/148,807, filed on May 6, 2016, of the same inventor and
`
`entitled “VIDEO-ON—DEMAND CONTENT DELIVERY METHOD FOR PROVIDING
`
`VIDEO-ON-DEMAND SERVICES TO TV SERVICE SUBSCRIBERS”, which is a
`
`continuation of US. Patent Application 14/987,283, filed on January 4, 2016, of the same
`
`inventor and entitled “VIDEO-ON—DEMAND CONTENT DELIVERY lVIETHOD FOR
`
`PROVIDING VIDEO-ON-DEMAND SERVICES TO TV SERVICE SUB SCRIBERS”, issued
`
`as US. Patent No, 9,338,512 on May 10, 2016, which is a continuation ofUS Patent
`
`Application 14/703,597, filed on May 4, 2015, of the same inventor and entitled “VIDEO-ON-
`
`DEMAND CONTENT DELIVERY SYSTEM FOR PROVIDING VIDEO-ON—DEMAND
`
`SERVICES TO TV SERVICE SUB SCRIBERS”, issued as US. Patent No. 9,232,275 on
`
`January 5, 2016, which is a continuation application ofUS. Patent Application 12/852,663,
`
`filed on August 9, 2010, of the same inventor and entitled “SYSTEM FOR ADDING OR
`
`UPDATING VIDEO CONTENT FROM INTERNET SOURCES TO EXISTING VIDEO-ON-
`
`DEMAND APPLICATION OF A DIGITAL TV SERVICES PROVIDER SYSTEM”, issued as
`
`US. Patent 9,078,016 on July 7, 2015, which is a divisional application ofUS. Patent
`
`Application 11/952,552, filed on December 7, 2007, of the same inventor and entitled “SYSTEM
`
`FOR MANAGING, CONVERTING, AND TRANSMITTING VIDEO CONTENT FOR
`
`UPLOADING ONLINE TO A DIGITAL TV SERVICES PROVIDER SYTElV ”, issued as US.
`
`Patent 7,774,819 on August 10, 2010, which is a divisional application ofU.S. Patent
`
`Application l0/909,l92, filed on July 30, 2004, of the same inventor and entitled “SYSTEM
`
`AND METHOD FOR MANAGING, CONVERTING AND DISPLAYING VIDEO CONTENT
`
`ON A VIDEO-ON-DEMAND PLATFORM, INCLUDING ADS USED FOR DRILL-DOWN
`
`NAVIGATION AND CONSUMER—GENERATED CLASSIFIED ADS”, issued as US. Patent
`
`6449531
`
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`BBITV-Pl -D l 5 (07612/64)
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`7,590,997 on September 15, 2009, each of which is hereby incorporated by reference as if fully
`
`set forth herein.
`
`TECHNICAL FTELD
`
`[0002] This invention generally relates to the provision of interactive 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-demand platform, and particularly, advertising
`
`displays used for drill—down navigation and displays of consumer—generated classifl ed ads on
`
`TV.
`
`BACKGROUND OF INVENTION
`
`[0003] Cable television (CATV) systems are used to deliver television services to a vast majority
`
`of TV-viewing homes in the US. and other technologically advanced countries. The typical
`
`CATV system has a cable service provider head end equipped with video servers to transmit
`
`CATV program signals through distribution 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 TV 5 which are coupled to external set—top boxes for channel tuning or are
`
`equipped with internal cable channel tuners.
`
`[0004] 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, infomercials, advertisements, music videos, short-subj ects, and even
`
`individual screen displays of information. VOD-based interactive television services generally
`-2-
`
`644953.]
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`BBITV-Pl -D l 5 (07612/64)
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`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
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`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,
`
`[0005] With the increasing interactive functionality and customer reach of interactive television
`
`services, advertisers and content providers are find it increasingly attractive to employ on-
`
`demand advertising, 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 of CATV operators in cable service areas throughout the US. A detailed description of
`
`the Navic N—Band system is contained in US. Patent Application 2002/066,106, filed on May
`
`30, 2002, which is incorporated herein by reference.
`
`[0006] 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 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.
`
`[0007] Current VOD ads and program offerings are generally produced for mass audiences, It
`
`would be particularly desirable to adapt a VOD delivery platform to deliver ads, promotions,
`
`644953.]
`
`-3-
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`BBITV-Pl -D l 5 (07612/64)
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`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
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`platform to receive uploads of user ads from individuals such as through an online network for
`
`search, navigation, and display to TV subscribers.
`
`SUMlVIARY OF THE INVENTION
`
`[0008] In accordance with a first objective of the present invention, a video—on—demand (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 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
`
`(d)
`
`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
`
`644953.]
`
`-4-
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`BBITV-Pl -D l 5 (07612/64)
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`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 of templatized VOD content.
`
`[0009] In a preferred embodiment of the 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
`
`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.
`
`[0010] As an example involving automobile advertising, the User Interface can provide a
`
`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
`
`644953.]
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`_ 5 _
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`BBITV-Pl -D l 5 (07612/64)
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`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.
`
`[0011] In accordance with a second objective of the invention, a video—on-demand (VOD)
`
`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
`
`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,
`
`((1)
`
`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 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 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 ofinterest and, in response to a
`
`viewer request signal requesting a specific classified ad of interest transmitted via the TV
`
`644953.]
`
`—6-
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`BBITV-Pl -D l 5 (07612/64)
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`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.
`
`[0012] In a preferred embodiment of the 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 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 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 ofuser 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 ((1) Transaction Processing for the processing the payment of user fees,
`
`changes, and refunds in the use of the system.
`
`[0013] The foregoing and other objects, features and advantages of the invention are described in
`
`further detail below in conjunction with the accompanying drawings.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`[0014] FIG. 1A is a diagram of an overall architecture for a VOD Content Delivery System in
`
`accordance with the present invention, FIG. 1B shows an example of Drill-Down Ad navigation,
`
`and FIG. 1C shows an example of the templatized ad display model.
`
`[0015] FIG. 2A is a process flow diagram of the overall architecture of a consumer generated
`
`Classified Ad application for the VOD Content Delivery System, FIG. 2B illustrates a Content
`
`644953.]
`
`_ 7 _
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`BBITV-Pl -D l 5 (07612/64)
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`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.
`
`DETAILED DESCRIPTION OF INVENTION
`
`[0016] Referring to FIG. 1A, an overall system architecture for a VOD content delivery system
`
`includes a VOD Application Server 10 located at a Cable Head End. The VOD Application
`
`Server 10 manages a Database 11 of templates and video content segments from Video Server 12
`
`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 vi ewer‘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.
`
`[0017] In operation, the VOD Application Server 10 operates a VOD application for the CATV
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`system, for example, “automobile infomercials on demand". The viewer sends a request for
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`selected VOD content, such as to see an infomercial on a specific model type made by a specific
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`auto manufacturer, by actuating a viewer request signal by a key press on the viewer‘s remote
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`control unit transmitting an IR signal to the Set Top Box 21 that is sent on a back channel of the
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`Digital Cable Television System 13 to the VOD Application Server 10 at the Cable Head End.
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`In response to the signal, the VOD Application Server 10 determines the VOD content being
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`644953.]
`
`—8-
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`DISH Ex. 1002, p. 10
`DISH Ex. 1002, p. 10
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`

`

`BBITV-Pl -D l 5 (07612/64)
`
`requested and retrieves the infomercial ad display template from the Template Database 11 and
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`video content segment from the Video Server 12, in order to generate the corresponding
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`templatized VOD content.
`
`In the invention, the templates are of different types ordered in a
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`hierarchy, and display of content in a template of a higher order includes links the viewer can
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`select to content of a lower order in the hierarchy. Upon selecting a link using the remote
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`control, the VOD Application Server 10 retrieves the template and video content of lower order
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`and displays it to the viewer. Each successive templatized display may have further links to
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`successively lower levels of content in the hierarchy, such that the viewer can use the series of
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`linked templatized VOD displays as a “drill-down navigation" method to find specific end
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`content of interest.
`
`[0018] Referring to FIG. 1B, a preferred embodiment of the templatized VOD content delivery
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`system is shown providing a User Interface using Drill-Down Navigation through display ads,
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`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
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`displays an “Auto” menu with buttons inviting the viewer to "Select Make”, such as Make A,
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`Make B, etc. When the viewer makes a selection, such as Make A, the viewer's TV displays a
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`further menu that is a Gateway into templatized VOD content delivery which enables Drill-
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`Down Navigation by templatized display ads. Through the Gateway, the VOD Application
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`leaves the Menu mode and enters the Drill Down Navigation mode for successively displays of
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`hierarchically-ordered video content which allow the viewer to navigate to progressively more
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`focused content.
`
`In this example, the highest level of the hierarchy includes categories for
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`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
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`display showing video content generic to all models by that automaker framed in a frame which
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`has links (buttons or choices) for a list of the specific models made by that automaker. When the
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`viewer selects the link to a specific model, "Model A" for example, the VOD Application creates
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`a templatized ad display showing video content for Model A, and the viewer can then choose to
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`run a long-form infomercial of the Model A video. Alternatively, the Drill-Down Navigation
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`can continue with further levels of specificity, such as “Custom Packages", "Options",
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`644953.]
`
`_ 9 _
`
`DISH Ex. 1002, p. 11
`DISH Ex. 1002, p. 11
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`

`

`BBITV-Pl -D l 5 (07612/64)
`
`"Colors/Stylings", etc. Similarly, the selection of the "Local Dealer" category from the Gateway
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`can bring up a templatized ad for local dealers with links to specific local dealers in the viewer‘s
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`cable service area, and a click on a specific "Dealer A" can bring up a templatized ad for Dealer
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`A with further links to more specific content pertaining to Dealer A, such as "Current Sales
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`Promotions", etc.
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`[0019] In this manner, the templatized VOD content delivery system allows the viewer to
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`navigate to specific content of high interest to the viewer using the Drill-Down ads as a
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`navigation tool, while at the same time having a unique visual experience of moving through a
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`series of ads mirroring the viewer's path to the subject of interest. The templatized VOD ads are
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`generated dynamically by searching the Content/Template database with each request by a
`
`viewer, enabling the system to display updated navigation choices and content simply by
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`updating the database with updated links and video content. For example, if the Auto Maker
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`changes the Model types of autos currently available, or if Local Dealer A changes its current
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`sales promotions for autos currently available, that advertiser‘s ads can be updated with new,
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`template frame navigation links and content, instead of entirely new ads or screen displays
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`having to be shot, produced, contracted, delivered, and programmed with the cable TV company.
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`Many other types of layered or in depth ads, subjects, and interactive TV applications can be
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`enabled with the use of the Drill-Down Navigation method. The selections or preferences
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`exhibited by viewer navigation paths through the Drill—Down Navigation can also be tracked,
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`profiled, and/or targeted as feedback data to advertisers for fine-tuning Drill—Down Navigation
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`designs.
`
`[0020] In FIG. 1C, an example illustrates how a templatized VOD display is generated in layers.
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`A Background screen provides a basic color, logo, or graphical theme to the display. A selected
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`Template (display frame) appropriate to the navigation level the intended display resides on is
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`layered on the Background. The Template typically has a frame in which defined areas are
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`reserved for text, display image(s), and navigation links (buttons). Finally, the desired content
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`constituted by associated Text, Image & Buttons is retrieved from the database and layered on
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`the Template. The resulting screen display shows the combined background logo or theme,
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`navigation frame, and text, video images, and buttons.
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`_ 10 _
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`644953.]
`
`DISH Ex. 1002, p. 12
`DISH Ex. 1002, p. 12
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`

`

`BBITV-Pl -D l 5 (07612/64)
`
`[0021] Referring again to FIG 1A, a Tracking System 15 of conventional type can be installed at
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`the Cable Head End to aggregate non—personal data on what channels and programs viewers
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`watch. For the Drill Down Navigation method, the Tracking System 15 can include tracking of
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`the navigation paths viewers use to find subjects of interest in a VOD Application. The
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`aggregation of viewer navigation data can indicate what subjects are most popular, whether some
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`subjects are of greater interest to viewers at certain times of day, of certain dem