`
`(12) United States Patent
`(10) Patent N0.:
`US 7,774,819 B2
`Perez
`(45) Date of Patent:
`Aug. 10, 2010
`
`(54)
`
`(75)
`
`(73)
`
`SYSTEM FOR MANAGING, CONVERTING,
`AND TRANSMITTING VIDEO CONTENT
`FOR UPLOADING ONLINE TO A DIGITAL TV
`SERVICES PROVIDER SYSTEM
`
`Inventor: Milton Diaz Perez, Honolulu, Hl OJS)
`
`Assignee: Broadband iTV.. Inc.. Honolulu, Hl
`(US)
`
`(*J
`
`Notice:
`
`Subject to any disclaimer, the term of this
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 500 days.
`
`(21)
`
`Appl. No.: 11/952,552
`
`(22)
`
`(65)
`
`(62)
`
`(51)
`
`(52)
`
`(58)
`
`(56)
`
`W0
`
`Filed:
`
`Dec. 7, 2007
`
`Prior Publication Data
`
`US 2008/0086752 A1
`
`Apr. 10, 2008
`
`Related U.S. Application Data
`
`Division of application No. 10,909,192, filed on Jul.
`30, 2004, now Pat. No. 7,590,997.
`
`Int. Cl.
`(2006.01)
`H04N 7/173
`U.S. Cl.
`............................. 725/109; 93/98; 93/110;
`93/114
`Field of Classification Search ............ 725/7L104
`See application file for complete search history.
`References Cited
`
`U. S. PATENT DOCUM:
`
`ENTS
`
`5,790,176 A
`
`8/1998 Craig
`
`(Continued)
`,
`
` FOREIGN PATENT DOCUMENTS
`“’0-03052572
`6/2003
`
`
`
`OTHER PUBLlCATlONS
`
`Anderson, Leslie; Web Entertainment Gets Personal; Jan. 2000; The
`industry Standard; pp. 97, 99*
`
`Joseph P Hirl
`Primary Examiner
`Assistant ExamineriMushfikh Alain
`(74) Attorney, Agent, or Firmileighton K. Chong
`
`(57)
`
`ABSTRACT
`
`A video-on—demand (VOD) content delivery system has a
`VOD Application Server which manages a database of tem—
`plates ordered in a hierarchy for presentation ofvideo content
`elements of different selected types categorized in hierarchi—
`cal order. The templates include those for higher-order dis-
`plays which have one or more links to lower—order displays of
`specific content. The VOD Application Server, in response to
`viewer request, displays a high—order templatized display,
`and in response to Viewer selection of a link, displays the
`lower—order display of specific content. The hierarchical tem—
`platized displays enable viewers to navigate to an end subject
`ofinterest While having a unique visual experience ofmoving
`through a series of displays to the end subject of interest. For
`example, the higher—order display may be a product ad and the
`lower-order display may be an ad for a local retailer of the
`product. Similarly, a Viewer can navigate from national prod—
`uct to local product ad. or classified ad category to specific
`classified ad, orbulletin board topic category to specific post—
`ing. ln another embodiment, the VOL) content delivery sys-
`tem is used to deliver consumer—generated classified ads on
`TV. A web-based Content Management System receives c011-
`sumer—generated content uploaded online in industry—stan—
`dard file formats with metadata for title and topical area, and
`automatically converts it into video data format compatible
`with the VOD content delivery system indexed by title and
`topical area. A User lnterface for the system delivers listings
`data to the viewer’ s TV indexed by title and topical area, and
`displays a requested classified ad in response to viewer selec-
`‘
`tron.
`
`7 Claims, 7 Drawing Sheets
`
`Cable Head End
`
`
`Profiling System
`i
`Tracking System
`i
`Application Data
`
`Center (30)
`j
`(16)
`
`l
`(15)
`___._t__
`L
`t ___J_
`Content /' Template
`VOD Application
`Targeting System
`.
`Server
`( 1 7 )
`Database (1 l)
`(10)
`
`
`
`
`1
`
`1
`
`Video Server
`(12)
`
`I
`l
`
`Video Content
`1 Video Content
`Distribution
`‘ Encoder (31) —-—>
`Network ( 1 4)
`
` t
`
`
`
`
`
`
`4—»
`
`,
`_
`D‘B‘tal Sat
`Top Box (21)
`
`Digital Cable
`
`_} Television
`1
`j
`S 5th
`
`
`
`
`
`
`
`VOD Content Delivery System, Overall Architecture
`
`DISH Ex. 1015, p. 1
`DISH Ex. 1015, p. 1
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US 7,774,819 B2
`Page 2
`
`US PATENT DOCUMENTS
`
`5326102 A
`5359.898 A
`53675821 A
`5,914,745 A
`6,049,823 A
`6,237,145 Bl
`6,357,042 B2
`6,564,380 Bl
`617381978 51
`7,222,163 131*
`2001/0033736 A1
`2002/0059621 A1
`2002/0078456 A1
`20020138844 A1
`2003/0154128 A1
`2003/0167449 A1
`2003/0191816 A1
`
`10/1998 Escobar
`1/1999 Chem
`2/1999 Ballantync
`5/1999 Matthews
`”000 Hwang
`5/2001 Richards 6‘ 81
`/2002 Srinivasan etal,
`0003 Mumhy
`5/2004 Hendricks
`5/2007 Girouardet al.
`10/2001 Yap
`5/2002 Thomas
`6/2002 Hudson
`0002 Otenasek
`8/2003 Liga
`9/2003 Warren
`10/2003 Landress
`
`............ 709/219
`
`2003/0204856 A
`2003/0226150 A
`2003/0234819 A
`2004/0015998 A
`2004/0078825 A
`2004/0133918 A
`2004/0268250 A
`2004/0268413 A
`2005/0044577 A
`2005/0050218 A
`2005/0081237 A
`2005/0097623 A
`2005/0154679 A
`2005/0193015 A
`2005/0239546 A
`2006/0029093 A
`2006/0123455 A
`
`
`
`* cited by examiner
`
`10/2003 Buxton
`12/2003 Berberet
`12/2003 Daly
`1/2004 Bokor
`4/2004 Murphy
`7/2004 Dankcr
`12/2004 Dankcr
`12/2004 Reid et a1.
`2/2005 Jerding
`3/2005 Sheldon
`4/2005 Chen
`5/2005 'lécot
`7/2005 Bielak
`9/2005 Logston
`10/2005 Hedrick
`2/2006 Van Rossum
`6/2006 Pai
`
`.................. 725/131
`
`DISH Ex. 1015, p. 2
`DISH Ex. 1015, p. 2
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US. Patent
`
`Aug. 10, 2010
`
`Sheet 1 of7
`
`US 7,774,819 B2
`
`i
`1
`
`‘
`
`
`l“*1
`Application Data
`Center (30)
`
`
`Content / Template
`
`
`
`Database (11)
`
`I
`
`Cable Head End
`
`
` l Profiling System
`
`Tracking System
`( 1 6)
`
`
`IFTargeting System
`
`VOD Application
`
`
`
`' ( 1 7)
`Server
`(10)
`
`Video Server
`
`(12)
`Digital Cable
`
`Digital Set
`Television
`
`
`
`Top Box (21)
`
`
`System1 3
`
`
`
`Video Content
`Video Content
`
`
`
`Distribution
`Encoder (3 1)
`
`Network ( ’l 4)
`
`Figure 1A: VOD Content Delivery System, Overall Architecture
`
`DISH Ex. 1015, p. 3
`DISH Ex. 1015, p. 3
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US. Patent
`
`Aug. 10, 2010
`
`Sheet 2 0f 7
`
`US 7,774,819 B2
`
`
`
`
`
`Own=><Emu—(mo
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`
`DISH Ex. 1015, p. 4
`DISH Ex. 1015, p. 4
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`US. Patent
`
`Aug. 10, 2010
`
`Sheet 3 of7
`
`US 7,774,819 B2
`
`
`
`'
`
`- Marmara m
`
`
`
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`
`
`Tam image & Samara;
`
`
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`cm a Tampiate
`M\'a
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`$1384“ a EBaakgmumf
`
`Figure 1C: Template Layer Model
`
`DISH Ex. 1015, p. 5
`DISH Ex. 1015, p. 5
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US. Patent
`
`Aug. 10, 2010
`
`Sheet 4 of7
`
`US 7,774,819 B2
`
`
`
`Content Screening
`
`Management
`SYStem
`(40)
`
`Content Feed
`System (42)
`
`r__l_
`Content Conversion
`
`System (43)
`
`Web-based
`Content
`
`End—User Web
`
`
`
`
`
`IV
`
`
`OD Content
`
`Digital Cable
`_
`_
`‘
`
`
`Delivery System
`Television
`Dlgltal bet
`
`System
`TOP Box (21)
`( 4 4 )
`
`
`
`
`Figure 2A: Classified Ad System, Overall Architecture
`
`DISH Ex. 1015, p. 6
`DISH Ex. 1015, p. 6
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US. Patent
`
`Aug. 10, 2010
`
`Sheet 5 of7
`
`Us 7,774,819 B2
`
`Classified Metadata,
`Image and Video
`Database
`
`Template Library
`
`End—User W313
`Browser
`
`
`
`
` (58)
` Classified
`
`
`Management
`A lication
`
` PP 5 0
`Bulletin Board
`Bulletin Board
`
`
`Metadata, Image and
`Management
`
`
`
`Video Database
`Application
`( 5 4 )
`
`( 5 7)
`
`Account
`
`
`
`Account and
`
`Permissions
`Database
`
`
`
`
`Management
`( 5 5 )
`Transaction
`
`(53)
`
`Processing
`
`Figure 23: Web-based Content Management System
`
`DISH Ex. 1015, p. 7
`DISH Ex. 1015, p. 7
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US. Patent
`
`Aug. 10, 2010
`
`Sheet 6 0f 7
`
`US 7,774,819 B2
`
`Bulletin Board
`
`Classified Metadata,
`
`
`Metadata, Image and
`Image and Video
`
`
`Database
`Video Database
`
`5 7
`
`
`
`
`
`Video Screening '
`
`Application (63
`
`Text Screening
`Application (60
`
`Image Screening
`Application ( 61
`
`Editorial and
`
`
`Customer Service
`
`
`
`
`Functions ( 6 5 )
`
`Application (62
`
`Audio Screening
`
`
`
`
`
`Editorial and
`
`Customer Service
`Functions ( 64)
`
`
`
`Email Function
`L_—___
`
`Figure 2C: Content Screening System
`
`DISH Ex. 1015, p. 8
`DISH Ex. 1015, p. 8
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US. Patent
`
`Aug. 10, 2010
`
`Sheet 7 of7
`
`US 7,774,819 B2
`
`Classified Metadata,
`Image and Video
`Database
`
`Video Database
`
`Bulletin Board
`
`Metadata, Image and
`
`CONTENT FEEDING (4
`
` Content Selection /
`
`Date Filtering
`
`A Iication
`pp 70
`
`Active Classified
`Active Bulletin
`
`Metadata,
`Image
`Board Metadata,
`
`
`and Video Database
`Image and Video
`
`Database (71 B)
`
`
` CONTENT CONVERS ION (4
`
`Image Conversion
`Application (72
`
`Video Conversion
`Application ( 73
`
`Audio Conversion
`
`Application ( 74
`
`I I
`
`I
`
`I I
`
`
`
`Active , Converted
`Classified Metadata,
`
`Image and Video
`Database (7 5A)
`
`
`
`
`
`Active, Converted
`Bulletin Board
`
`Metadata, Image and
`Video Database ( 7 B)
`
`
`
`Production Push
`
`Function ( 76A)
`
`Production Push
`
`Function ( 76B
`
`Production
`
`| I I I | I I I I
`
` Production Bulletin
`Database ( 77B
`
`Classified Metadata,
`Image and Video
`Database ( 77A)
`
`.._._.-_._
`
`Board Metadata,
`Image and Video
`
`Figure 2D: Content Feed and Conversion System
`
`DISH Ex. 1015, p. 9
`DISH Ex. 1015, p. 9
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US 7,774,819 B2
`
`1
`SYSTEM FOR MANAGING, CONVERTING,
`AND TRANSMITTING VIDEO CONTENT
`FOR UPLOADING ONLINE TO A DIGITAL TV
`SERVICES PROVIDER SYSTEM
`
`This divisional U. S. patent application claims the benefit of
`the priority filing date of copending US. patent application
`Ser. No. 10/909,l92, filed on Jul. 30, 2004, by the same
`inventor, which issued as US. Pat. No. 7,590,997 on Sep. 15,
`2009.
`
`10
`
`
`
`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-
`mandplatform, and particularly, advertising displays used for
`drill-down navigation and displays of consumer-generated
`classified ads on TV.
`
`20
`
`BACKGROUND OF INVENTION
`
`40
`
`2
`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
`advanced VOD delivery platform is the N-BandTM 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. PatentApplication
`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 infonnation 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 aVOD 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-
`
`DISH Ex. 1015, p. 10
`DISH Ex. 1015, p. 10
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`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.
`4) u.
`Current CATV set—top boxes provide various functions for ,
`chaimel 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 ects, 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 cori-
`tent providers are find it increasingly attractive to employ
`on—demand advertising, program content, and TV transac-
`
`50
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`u. v.
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`60
`
`
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`US 7,774,819 B2
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`10
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`20
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`40
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`3
`tent 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 ofhierarchy, 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
`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-DownAds”, the series of
`progressively 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 series of ads mirroring the viewer’ s path to the
`end subject of interest.
`As an example involving automobile advertising, the User
`Interface can provide a hierarchical ordering ofvideo 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 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 ofinterest 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.
`4) u.
`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) content delivery system for man-
`aging, converting and displaying consumer-generated classi-
`fied ads on TV comprises:
`(a) a Content Management Web site 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;
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`(c) a Content Feed Component for automatically transfer-
`ring the classified ad content screened by the Content Screen—
`ing 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 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 connected
`between said Content Conversion Component and a Cable
`Head End cormected 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 clas sified ad of interest transmit-
`ted Via the TV equipment to the Cable Head End, for retriev-
`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
`Website. The Content Screening Component is configured to
`parse the input for obj ectionable 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; (0) Bulletin Board for creation and inan-
`agemeut oI'consumer—generated content related to anno unce—
`ments and other items of general interest to be displayed to
`viewers in subsidiary displays; and ((1) Transaction Process—
`ing for the processing the payment ofuser 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 c011-
`junction with the accompanying drawings.
`
`BRIEF DESCRIPTION OF TI IE DRAWINGS
`
`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 ofthe templatized
`ad display model.
`FIG. 2A is a process flow diagram of the overall architec-
`ture of a consumer-generated Classified Ad application for
`the VOD Content Delivery System, FIG. 2B illustrates a
`Content Management Website for the Classified Ad applica-
`tion, FIG. 2C illustrates a Content Screening Component of
`
`DISH Ex. 1015, p. 11
`DISH Ex. 1015, p. 11
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US 7,774,819 B2
`
`5
`the system, and FIG. 2D illustrates a Content Feed and Con-
`version Components of the system.
`DETAILED DESCRIPTION OF lNVENTlON
`
`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. TheVOD 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 of a viewer’s TV equipment through the
`Digital Cable Television System 13 to the VOD Application
`Server 10 at the Cable IIead End. The VOD Application
`Server 10 may be of the type which enables any compatibly—
`developedVOD applications to be loaded on and operated on
`the server. An example of such a VOD Application Server is
`the Navic N-BandTM 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.
`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 theVOD Application Server 1 0 at the
`Cable Head End. In response to the signal, the VOD Appli-
`cation Server 10 determines theVOD 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 tem-
`plati zed 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 “W'heels-On-
`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, and the TV then displays an “Auto”
`menu with buttons inviting the viewer to “Select Make”, such
`
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`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. Alternatively,
`the Drill—Down Navigation can continue with further levels of
`specificity, such as “Custom Packages”, “Options”, “Colors/
`Stylings”, etc. Similarly, the selection of the “Local Dealer”
`category from the Gateway 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 templati7ed ad for Dealer A with further links
`to more specific content pertaining to DealerA, such as “Cur-
`rent Sales Promotions”, etc.
`In this manner, 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 timehaving 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 011 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. 1015, p. 12
`DISH Ex. 1015, p. 12
`DISH v. BBiTV
` DISH v. BBiTV
`|PR2020-01280
` IPR2020-01280
`
`
`
`US 7,774,819 B2
`
`10
`
`20
`
`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 a VOD 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 [inn applying
`profile analysis methods. The results of the Profiling System
`16 can be communicated to a Targe