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`Approved for use through 11/30/2014. OMB 0651-0051
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`Application Number
`
`Filing Date
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`Concurrently herewith
`
`First Named Inventor
`
`Milton Diaz Perez
`
`SYSTEM FOR ADDRESSING ON-DEMAND TV PROGRAM CONTENT ON
`TV SERVICES PLATFORM OFA DIGITAL TV SERVICES PROVIDER
`
`Art Unit
`
`
`
`Attorney Docket Number|BBiTV-CIP1-D9 (0761 2/58)
`
`licant or Patent Practitioner
`
`Senate Pate contin)|9.01 6-06-24/Tzvi Hirshaut/
`
`
`
`Name
`Tzvi Hirshaut
`Registration
`umber
`
`Title (if Applicant is a
`juristic entity)
`
`Applicant Name(if Applicantis a juristic entity)
`
`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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`*Total of 1
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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 by the 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
`to complete this form and/or suggestions for reducing this burden, should be sent to the Chief Information Officer, U.S. Patent and
`Trademark Office, U.S. Department of Commerce, P.O. Box 1450, Alexandria, VA 22313-1450. DO NOT SEND FEES OR
`COMPLETED FORMS TO THIS ADDRESS. SEND TO: Commissioner for Patents, P.O. Box 1450, Alexandria, VA 22313-1450.
`
`ifyou need assistance in completing the form, call 1-800-PTO-9199 and select option 2.
`
`DISH Ex-1018, p. 1
`DISH Ex-1018,p.1
`DISH v. BBiTV
`DISH v. BBITV
`IPR2020-01267
`IPR2020-01267
`AT&T EXHIBIT 1018
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`AT&T EXHIBIT 1018
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`

`

`Doc Cede: PA..
`PTOVAIA/82B (07-13)
`ee
`Approved forusethrough 11/30/2014, OMB 0851-0051
`Document Description: Powerof Attorney
`U.S. Patent and Trademark Office; U.S. DEPARTMENT OF COMMERCE
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`BroadbandiTV,Inc.
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`PSignature)ATeSSSC~dCate(Options)PO
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`PName(clitonKyoewa
`CEO, Broadband HV, Inc.
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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 by the
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`
`DISH Ex-1018, p. 2
`DISH Ex-1018,p. 2
`DISH v. BBiTV
`DISH v. BBITV
`IPR2020-01267
`IPR2020-01267
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`

`

`BBiTV-CIP1-D9 (07612/58)
`
`SYSTEM FOR ADDRESSING ON-DEMAND TV PROGRAM CONTENT ON TV
`SERVICES PLATFORM OF A DIGITAL TV SERVICES PROVIDER
`
`CROSS-REFERENCE TO RELATED APPLICATIONS
`
`[0001] This U.S. Patent Application is a continuation application and claimsthe benefit of
`
`copending U.S. Patent Application 14/827,090, filed on August 14, 2015, of the same inventor
`
`and entitled “METHOD FOR ADDRESSING ON-DEMAND TV PROGRAM CONTENT ON
`
`TV SERVICES PLATFORM OFA DIGITAL TV SERVICES PROVIDER”, whichis a
`
`continuation application of U.S. Patent Application 12/632,745, filed on December 7, 2009, of
`
`the same inventor and entitled "METHOD OF ADDRESSING ON-DEMAND TV PROGRAM
`
`CONTENT ON TV SERVICES PLATFORM OF A DIGITAL TV SERVICES PROVIDER",
`
`and which issued as U.S. Patent 9,113,228 on August 18, 2015, which was a divisional
`
`application of U.S. Patent Application 11/685,188, filed on March 12, 2007, of the same
`
`inventor, entitled "METHOD FOR CONVERTING, NAVIGATING AND DISPLAYING
`
`VIDEO CONTENT UPLOADED FROM THE INTERNET TO A DIGITAL TV VIDEO-ON-
`
`DEMAND PLATFORM"and which issued as U.S. Patent 7,631,336 on December8, 2009,
`
`which wasa continuation-in-part application of U.S. Patent Application 10/909, 192, filed on July
`
`30, 2004, of the same inventor, 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", which issued as U.S. Patent 7,590,997 on
`
`September 15, 2009, each of which is hereby incorporated by referenceas if fully set forth
`
`herein.
`
`TECHNICAL FIELD
`
`[0002] This invention generally relates to the provision of video content to viewers through
`
`digital TV infrastructure, and moreparticularly, to converting, navigating and displaying video
`
`content uploaded from the Internet on a digital TV video-on-demandplatform.
`
`634358.1
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`DISH Ex-1018,p. 3
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`BBiTV-CIP1-D9 (07612/58)
`
`BACKGROUND OF INVENTION
`
`[0003] Cable television (CATV) systemsare used to deliver television services to a vast majority
`
`of TV-viewing homes in the U.S. and other technologically advanced countries. The typical
`
`CATVsystem has a cable service provider head end equipped with video servers to transmit
`
`CATVprogram signals through distribution cable lines to local nodes and from there to TV
`
`subscriber homes. Within the subscriber homes, the CATV input TV line is connected to one or
`
`more customer-premises TVs which are coupled to external set-top boxes for channel tuning or
`
`are equipped with internal cable channel tuners. CATVservice providers employ the spacious 1
`
`GHz bandwidth of the typical cable (RG-6)line to carry tens of analog TV channels in the
`
`portion of the cable bandwidth allocated to analog TV signals. With digital multiplexing
`
`methods such as QAM,hundredsofdigital TV signals can be carried simultaneously in the
`
`portion of the cable bandwidth allocated to digital TV signals. Cable TV service providers have
`
`also allocated portions of the cable bandwidth for user (return) data, broadband data connection,
`
`and voice-over-IP (VoIP) digital telephone service.
`
`[0004] Cable TV service providers generally offer subscribers to subscribe to any of several tiers
`
`of bundled TV services on a scale with increasing rates in accordance with signal quality, TV
`
`program offerings, and types ofinteractive services. Digital TV services are offered through
`
`advanced digital set-top boxes that are individually addressable from the CATV head end, and
`
`also allow subscribers various interactive functions with the CATV head end via inputs to the
`
`set-top box via the remote control unit for transmission on the return data path to the CATV head
`
`end.
`
`[0005] A recent type of interactive television service offered on digital TV systems is referred to
`
`generally as a "video-on-demand" (VOD)system, wherein a viewer can navigate through a
`
`program guide via the remote control unit and send a request via the set-top box for a desired
`
`video program to be addressed from the head-endto the subscriber's set-top box for display on
`
`the TV. Different types of VOD programsare typically bundled as a package and offered on
`
`different VOD "channels". For example, a VOD "channel" can offer on-demand movies and
`
`videos, replay sports events, infomercials, advertisements, music videos, short-subjects, and even
`
`634358.1
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`DISH Ex-1018, p. 4
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`BBiTV-CIP1-D9 (07612/58)
`
`individual TV "pages". VOD-basedinteractive television services generally allow a viewer to
`
`use the remote control to cursor through an on-screen menu andselect from a variety oftitles 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-basedinteractive
`
`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.
`
`[0006] Digital cable TV is currently the most prevalent system for offering digital TV services to
`
`home TV subscribers. However, other types of digital carriers offering broadband connections
`
`to subscriber homes have entered into competition with cable TV providers by offering digital
`
`TV services over their broadband connections. Examples of other broadband connections
`
`include DSL telephonelines, local area broadband networks, and wireless broadband networks.
`
`Digital television services offered on such broadband connections employ the TCP/IP data
`
`transport protocol and are referred to as Internet Protocol Television UPTV). Instead of multi-
`
`casting all TV program signals into a cable line, the typical IPTV system will respond to a
`
`subscriber's request for a particular TV channel or video program bytransmitting the video
`
`content individually to the subscriber's individually addressable, digital set top box at high
`
`speeds. IPTV and digital cable TV both transmit digital video in packetized data streams within
`
`closed, proprietary broadband systems; however, IPTV usesthe Internet Protocol (IP) to
`
`structure, route and deliver the digital video packets within an IPTV system.
`
`[0007] With the increasing interactive functionality and customer reach of interactive television
`
`services, advertisers and content providers are findit increasingly attractive to employ on-
`
`demand advertising, on-demand program content, and on-demand TV transactions for home
`
`viewers. VOD content delivery platforms are being designed to seamlessly and conveniently
`
`deliver a wide range oftypes of advertising, video content, and transaction services on demand
`
`to home viewers. VOD content offerings are expected to increase dramatically from a few
`
`"channels" with a few score or hundred "titles" listed on each today to scores or hundreds of
`
`channels with thousands if not millions oftitles on each in the foreseeable future. The VOD
`
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`platform thus offers a gateway for greatly expanding TV viewing fromarelatively small number
`
`BBiTV-CIP1-D9 (07612/58)
`
`of studio-produced program channels to a large number of new commercial publishers and
`
`ultimately a vast numberofself-publishers or so-called "citizen" content publishers. It is deemed
`
`desirable to find a way for such vast numbers of content publishers to transmit their programs to
`
`the home TV,and to enable home TV viewersto find something of interest for viewing among
`
`the vast numbers of new programs.
`
`SUMMARYOF THE INVENTION
`
`[0008] In accordance with the present invention, a method for converting, navigating and
`
`displaying video content via a video-on-demand (VOD)platform of a digital TV service provider
`
`comprises:
`
`(a)
`
`uploading video content in a digital video format via an online network to a Web-
`
`based content managementserver of the VODplatform ofthe digital TV service provider,
`
`along with a title and a hierarchical addressing tag of hierarchically-arranged categories and
`
`subcategories for categorizing thetitle for the video content;
`
`(b)
`
`converting the content uploaded to the Web-based content managementserver
`
`into a standard 'I'V digital format and storing a "local instance" thereof at a video ID (VID)
`
`address in a video content database of the VOD platform, wherein the VID addressis linked
`
`to the metadatatitle for the video content;
`
`(c)
`
`listing the title of the video content in an electronic program guide of the VOD
`
`platform following the same hierarchically-arranged categories and subcategories as the
`
`hierarchical addressing tag of the video content;
`
`(d)
`
`providing a TV subscriber, having a TV-connected set-top box addressable by the
`
`digital TV service provider, with access to the electronic program guide for navigating
`
`through the hierarchically-arranged categories and subcategories therein in orderto find the
`
`title of the video content; and
`
`634358.1
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`BBiTV-CIP1-D9 (07612/58)
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`) upon the subscriber selecting, via a remote control unit in communication with the
`
`set-top box,thetitle of the video content from the hierarchically-arranged categories and
`
`subcategories of the electronic program guide, then transmitting a return request for the
`
`selected title to the VOD platform for retrieving the video content stored at the linked VID
`
`address in the video content database of the VOD platform, and transmitting the video
`
`content to the subscriber's set-top box for display on the subscriber's TV.
`
`[0009] By the method of the present invention, video content can be published for viewing on
`
`home TV with any digital TV service provider by uploading from any node or publishing site on
`
`the Internet to the provider's Web-based content managementserver. Thetitle of the program
`
`becomes automatically listed in the electronic program guide (EPG)following the same
`
`hierarchical categorization addressing indicated by the publisher of the content. Typically, the
`
`publisher will select the categories and subcategories for categorizing thetitle of the video
`
`content from a standard categorization hierarchy used by the digital television service provider
`
`for listing titles to be offered on its VOD platform. With this method, vast numbers of content
`
`publishers anywhereon the Internet can upload their programsto digital television service
`
`providers for viewing on the home TV, and home TV viewers can readily find something of
`
`interest for viewing among the vast numbers of new programs by navigating through the
`
`hierarchical addressing scheme of the provider's EPG.
`
`[0010] In particular, the invention method provides a convenient and substantially automatic
`
`vehicle for bringing large numbers of new blogging and pod casting-like programs to TV
`
`viewing. Such a blogging or podcasting-like program is typically presented in the video content
`
`by a "host" or "celebrity" who has been identified, or can be voted on by viewers, as a popular
`
`"Host". The Hostacts as a filter, reviewer, rater, and/or analyst to bring information of value to
`
`viewers from the plethora of content populating the viewing landscape. The Host can also serve
`
`to link the viewer to other Host programsor other VOD-listed programs, for example, by on-
`
`screen directing of the viewer to a menuof options selectable by corresponding option keys on
`
`the remote control unit. As an added feature, the EPG can be configured to enable a viewerto
`
`store bookmarks for desired VOD-listed TV programsfor viewing again or with friends. The
`
`viewer's bookmarks can also be shared with other subscribers via an on-screen Contact List
`
`634358.1
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`BBiTV-CIP1-D9 (07612/58)
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`maintained for each viewer, and/or shared with others online by the provider enabling
`
`transmission of the bookmark data from the VOD platform to the viewer's email address or other
`
`online address.
`
`[0011] The capability for Internet uploading and automatic listing in any VOD EPG opens VOD
`
`programmingto a greatly expandedfield of non-studio TV program publishers. The digital TV
`
`service provider can charge program placementfees that are paid by the publisher, advertiser,
`
`and/or sponsor. With future expansion of VOD "channel" capacity, the system can be opened to
`
`"citizen" publishers and paid for by program advertisers or sponsors and/or by viewer "Premium
`
`(VOD)Services" fees.
`
`[0012] The foregoing and other objects, features and advantagesof the invention are described in
`
`further detail below in conjunction with the accompanying drawings.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`[0013] FIG. 1A is a diagram ofan overall architecture for a VOD Content Delivery System in
`
`accordance with the present invention, FIG. 1B shows an example of templatized Drll-Down
`
`Ad navigation, and FIG. 1C shows an example of the templatized ad display model.
`
`[0014] FIG. 2A is a process flow diagram ofthe overall architecture of a Classified Ad
`
`application for the VOD Content Delivery System, FIG. 2B illustrates a Content Management
`
`Website for the Classified Ad application, FIG. 2C illustrates a Content Screening Component
`
`of the system, and FIG.2D illustrates a Content Feed and Conversion Components of the
`
`system.
`
`[0015] FIG. 3 is a diagram of a VOD Content Delivery System adapted to Internet Protocol TV
`
`(IPTV) system.
`
`634358.1
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`BBiTV-CIP1-D9 (07612/58)
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`[0016] FIG. 4 is a diagram illustrating a process flow for enabling content publishers on the
`
`Internet to upload video content to digital television service providers for viewing on the home
`
`TV.
`
`[0017] FIG. 5 is a diagram illustrating an example of a blogging or podcasting-like program
`
`presented by a "Host" with layered topics and links to other programs.
`
`[0018] FIG.6 is a diagram illustrating the logic flow for using an EPGto enable a viewerto
`
`store TV bookmarks for desired VOD-listed TV programs.
`
`[0019] FIG. 7 is a diagram illustrating an example of sharing ITV bookmarks with other ‘I'V
`
`subscribers via an on-screen Contact List maintained for the viewer.
`
`[0020] FIG. 8 is a diagram illustrating an example of sharing T'V bookmarks with others on the
`
`Internet by transmission of bookmark data to the viewer's email address.
`
`DETAILED DESCRIPTION OF INVENTION
`
`[0021] The following description describes one preferred embodiment for implementation of the
`
`invention in whichthe digital television service provider is one employing cable TV
`
`infrastructure. However,it is to be understoodthatthe principles of the invention are equally
`
`applicable to other types of digital television service providers offering digital TV services over
`
`other broadband connections such as DSL telephonelines, local area broadband networks, and
`
`wireless broadband networks. Similarly, certain examples of VOD applications are described
`
`herein, e.g., advertisementsthat are navigated in "drill-down" fashion, and the uploading of
`
`consumer-generated classified ads to be viewed as TV classified ads. However, many other
`
`types of video content may be used in programming with this system.
`
`[0022] Referring to FIG. 1A,an overall system architecture for a VOD contentdelivery 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
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`634358.1
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`BBiTV-CIP1-D9 (07612/58)
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`for generating templatized VOD content. The VOD content is generated in response to a viewer
`
`request signal transmitted from the Digital Set Top Box 21 of a viewer's TV equipment through
`
`the Digital Cable Television System 13 to the VOD Application Server 10 at the Cable Head
`
`End. The VOD Application Server 10 may be of the type which enables any compatibly-
`
`developed VODapplications to be loaded on and operated on the server. An example of such a
`
`VOD Application Server is the Navic N-Band(TM)server, offered by Navic Systems,Inc., d/b/a
`
`Navic Networks, of Needham, MA.This is an integrated system which provides an application
`
`developmentplatform for third party application developers to develop new VODservice
`
`applications, viewer interfaces, and ancillary interactive services for deployment on VOD
`
`channels of CATV operators in cable service areas throughout the U.S. A detailed description of
`
`the Navic N-Bandsystem is contained in U.S. Patent Application 2002/066, 106,filed on May
`
`30, 2002, which is incorporated herein byreference.
`
`[0023] 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 embodimentdescribed 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.
`
`[0024] In operation, the VOD Application Server 10 operates a VODapplication for the CATV
`
`system, for example, "automobile infomercials on demand". The viewer sends a request for
`
`selected VOD content, such as to see an infomercial on a specific model type madeby 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 responseto the signal, the VOD Application Server 10 determines the VOD content being
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`requested and retrieves the infomercial ad display template from the Template Database 11 and
`
`634358.1
`
`-8-
`
`DISH Ex-1018, p. 10
`DISH Ex-1018, p. 10
`DISH v. BBiTV
`DISH v. BBITV
`IPR2020-01267
`IPR2020-01267
`AT&T EXHIBIT 1018
`
`AT&T EXHIBIT 1018
`
`

`

`BBiTV-CIP1-D9 (07612/58)
`
`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 havefurther links to
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`successively lower levels of content in the hierarchy, such that the viewer can usethe 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 ofinterest.
`
`[0025] Referring to FIG. 1B, a preferred embodimentof the templatized VOD content delivery
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`system is shownproviding a UserInterface 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 buttonsinviting 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 makesa 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 Dmill-
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`Down Navigation by templatized display ads. Through the Gateway, the VOD Application
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`leaves the Menu modeandenters the Drill Down Navigation modefor 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 viewerselects 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
`
`has links (buttons or choices) fora list of the specific models made by that automaker. When the
`
`viewerselects 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",
`
`"Colors/Stylings", etc. Similarly, the selection of the "Local Dealer" category from the Gateway
`
`634358.1
`
`-9-
`
`DISH Ex-1018, p. 11
`DISH Ex-1018,p. 11
`DISH v. BBiTV
`DISH v. BBITV
`IPR2020-01267
`IPR2020-01267
`AT&T EXHIBIT 1018
`
`AT&T EXHIBIT 1018
`
`

`

`BBiTV-CIP1-D9 (07612/58)
`
`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
`
`Promotions", etc.
`
`[0026] 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-Downadsas 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 adsare
`
`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 changesits current
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`sales promotionsfor 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
`
`having to be shot, produced, contracted, delivered, and programmed with the cable TV company.
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`Manyother types of layered or in depth ads, subjects, and interactive TV applications can be
`
`enabled with the use of the Drill-Down Navigation method. Theselections or preferences
`
`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.
`
`[0027] In FIG. 1C, an example illustrates how a templatized VODdisplay 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 & Buttonsis 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.
`
`634358.1
`
`-10-
`
`DISH Ex-1018, p. 12
`DISH Ex-1018, p. 12
`DISH v. BBiTV
`DISH v. BBITV
`IPR2020-01267
`IPR2020-01267
`AT&T EXHIBIT 1018
`
`AT&T EXHIBIT 1018
`
`

`

`BBiTV-CIP1-D9 (07612/58)
`
`[0028] Referring again to FIG 1A, a Tracking System 15 of conventional type can be installed at
`
`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 useto find subjects of interest ina 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 viewersat certain times of day, of certain demographics, or in
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`relation to certain products or services. The VOD Application Server 10 can export the
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`aggregated viewer navigation data to an external Profiling System 16, such as a non-biased or
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`unrelated firm applying profile analysis methods. Theresults 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 consistent with viewer
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`preferencesor interests. The feedback from the Targeting System can be supplied as feedback to
`
`the VOD Application Server to modify the Content/Template Database 11.
`
`[0029] Another application for the templatized VOD content delivery system can be developed
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`to support video advertisements whichlink national to local market ad campaignsin "drill-
`
`down" fashion. Advertisers, both national and local, can pay for placement of their video
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`advertisements on the system. When the VOD Applica