19;
`United States Patent
`5,566,353
`[11] Patent Number:
` [45] Date of Patent: Oct. 15, 1996
`
`Choetal.
`
`
`AUTTAT AYA
`
`US005566353A
`
`[54]
`
`[75]
`
`[73]
`
`[21]
`
`[22]
`
`[51]
`[52]
`
`[58]
`
`[56]
`
`POINT OF PURCHASE VIDEO
`DISTRIBUTION SYSTEM
`
`Inventors: Nack Y. Cho, Mili Valley; Jerry E.
`Magilton, Jr., San Francisco, both of
`Calif.
`
`Assignee: Bylon Company Limited, Kowloon,
`Hong Kong
`
`Appl. No.: 301,320
`
`Filed:
`
`Sep. 6, 1994
`
`Tint, Cho oonccccescceseccsevesssccceeeensaseceesesseees HOAN 7/00
`US. Cle ceeecccccsesssesssssenssessees 455/2; 348/2; 348/13;
`455/3.1; 455/6.3
`Field of Search ou.cece 455/3.1, 3.2, 4.1,
`455/4.2, 5.1, 6.1, 6.3, 11.1, 12.1, 13.1,
`13.3, 7, 14, 15, 16, 18, 19, 2, 31.1, 32.1,
`33.1, 39, 49.1, 53.1, 66; 345/2; 348/2,6,
`12, 13, 61, 552; HO4N 7/00, 7/10, 7/20,
`7/22
`
`References Cited
`
`U.S. PATENT DOCUMENTS
`
`Re. 31,735
`4,028,733
`4,630,108
`4,720,873
`4,724,491
`4,725,886
`4,814,883
`4,916,539
`4,937,821
`5,029,014
`5,099,319
`5,119,188
`5,132,992
`5,133,081
`5,151,782
`
`11/1984
`6/1977
`12/1986
`1/1988
`2/1988
`2/1988
`3/1989
`4/1990
`6/1990
`TN991
`3/1992
`7992
`TN992
`711992
`9/1992
`
`.
`
`Davidson .
`Ulicki .
`Gomersall oo... eteeceeeeesceteeeeees 358/84
`Goodman etal. .
`Lambert .
`Galumbecket al.
`Perine etal. .
`Galumbeck .
`Boulton .
`Lindstrom .
`Eschetal. .
`McCalley etal. .
`Yurt et al.
`.
`MAYO... .cessecssscnesessentecsesssseeseenes 455/66
`Ferraro .
`
`5,155,591
`
`10/1992 Wachob .
`
`FOREIGN PATENT DOCUMENTS
`
`11/1994
`0624040A2
`2613520 10/1988
`3534652
`4/1987
`62-36932
`2/1987
`62-235835
`10/1987
`63-276337
`11/1988
`1-97028
`4/1989
`1-103335
`4/1989
`1-220925
`9/1989
`2-295240 12/1990
`3-70438
`3/1991
`3-117123
`5/1991
`3-145828
`6/1991
`3-196726
`8/1991
`WO094/03995
`2/1994
`WO94/10775
`5/1994
`W094/14283
`6/1994
`
`....... HO4N 7/173
`European Pat. Off.
`
`FRANCE woeesestssestsssesveseesseseeassesee 345/2
`Germany ......eseceeserceserenseeesecenes 345/2
`Japan .
`Japan .
`Japan .
`Japan .
`Japan .
`Japan .
`Japan .
`Japan .
`Japan .
`Japan .
`Japan .
`WIPO.
`
`... HO4K 1/02
`WIPO...
`WIPO oo.eeeeeccssssesesseoeeeee HO4N 7/163
`
`Primary Examiner—David E. Harvey
`Attorney, Agent, or Firm—Townsend and Townsend and
`Crew LLP
`
`[57]
`
`ABSTRACT
`
`A video distribution system for full motion video media,
`usually in the form of advertisements, that allows video
`programs to be transmitted from a distribution center to a
`multitude ofreceiving sites, typically retail stores, dispersed
`over a wide geographic area. Video program segments are
`transmitted from the distribution site (100) and received at
`the receiving sites (254). Television monitors located at
`selected points in the receiving sites display the video
`program segments to an audience, which usually will
`include shoppers in the course of shopping. The invention
`allows users located in the distribution center to customize
`the video programs for particular target audiences or mar-
`kets, such that the series of programs played in one receiving
`site could be quite different from that played in another.
`
`23 Claims, 14 Drawing Sheets
`
`NETWORK
`
`MANAGEMENT
`
`
`
`RECEIVE SITE
`
`Petitioner Barco’s Exhibit 1004
`Page1 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 1 of 108
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 1 of 14
`
`5,566,353
`
` | EARTH
`
`STATION
`
`
`
`
`NETWORK
`
`MANAGE MENT RECEIVE SITE
`
`FIG.
`
`I.
`
`Petitioner Barco’s Exhibit 1004
`Page2 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 2 of 108
`
`

`

`US. Patent
`
`Oct. 15, 1996
`
`Sheet 2 of 14
`
`5,566,353
`
`226
`
`PRIMARY
`BACKUP
`
`PRIMARY
`
`PRIMARY
`DS3
`INTERFACE
`
`BACKUP
`
`INTERFACE
`208
`
`
`
`
`ALARM SWITCHOVER UNIT
`
`|-~229
`
`Y IFIBER
`| LINK
`!
`
`| I ! | | | |
`
`L { l { | | | {
`
`224
`
`wot|PRIMARY 1] PG TRANSPORT
`ALARM SWITCHOVER UNIT a r——Es=1PC DECODER |
`
`BACKUP
`BACK-UP
`
`{72/6
`
`ES
`
`I | | |1 J | | li l | | | |
`
`DIGITAL
`TORAG
`
`(mm) PC UPLINK
`PC DECODER }-208
`
`|=a] PC RECORD
`
`
`STV
`NETWORK
`MANAGEMENT
`
`
`FIG. 2.
`
`Petitioner Barco’s Exhibit 1004
`Page3 of 108
`
`PRIMARY
`
`[2/4
`
`DIGITAL
`DRAG
`
` PC UPLINK
`20 Co PC DECODER
`
`a
`
`PC RECORD
`
`202
`
`V
`
`Al
`
`[A2
`
`Petitioner Barco’s Exhibit 1004
`Page 3 of 108
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 3 of 14
`
`5,566,353
`
`234
`
`l | | l
`
`|
`
`|
`|~
`|
`|
`|
`|
`|
`|
`|
`|
`|1
`|
`l
`|
`|
`|
`BACKUP
`KUUPLINK
`:
`OPSK
`)
`
`!
`|
`INTERFACE
`|LeEARTHSTATION
`
`7 ese
`
`
`
`
`PC SATELLITE RECEIVER
`PG TRANSPORT
`PG DECODER
`
`eee ee eee ee ee eee msc ee eee
`
`Petitioner Barco’s Exhibit 1004
`Page4 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 4 of 108
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 4 of 14
`
`5,566,353
`
`EDIT
`
`
`UPLINK
`
`
`
`LOAD MODEM FORM
`
`FIG. 5.
`
`Petitioner Barco’s Exhibit 1004
`Page5 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 5 of 108
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 5 of 14
`
`5,566,353
`
`03.193.10Yd
`4LSHAVAdLShAV1d
`LI03MN
`692C3089_)C3K00_)
`
`
`
`ISVEVIVGOJNI2YO1S
`
`
`
`ASVEVIVGLSITAVId
`
`992
`
`$92
`
`NOLLVYId0
`
`04193104d
`
`NOILVYId0
`
`
`
`ISVEVIVGOINIJYOLS
`
`
`
`asvavivdxNITdN
`
`/\
`
`Y3TTVOOLNYNLIY
`
`YITWOOLNYNLIY
`
`9Old
`
`Petitioner Barco’s Exhibit 1004
`Page6 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 6 of 108
`
`
`
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 6 of 14
`
`5,566,353
`
`asvavivd
`
`alVidWdl
`
`01QNUNLIY
`
`
`
`ISVEVIVGOINIFYOLS
`
`
`
`ISVEVIVGLSTATd
`
`
`
`ASVAVIVGWNIIdN
`
`ZzOd
`
`ASITAV1d
`
`aSVavivd
`
`JV1dWal
`
`blé
`
`C300)
`
`ISVEWIVGJVIdndl
`
`
`
`3SVAVIVGLSTAYTd
`
`IO192
`
`Petitioner Barco’s Exhibit 1004
`Page7of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 7 of 108
`
`
`
`
`
`
`
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 7 of 14
`
`5,566,353
`
`
`
`aSVEVIVOAUVUal]
`
` Gle
`
`ISVEVIVGFIVIdN3L
`
`HO
`
`43119
`
`082
`
`ASVEVIVG31V1dW31
`
`Petitioner Barco’s Exhibit 1004
`Page8 of108
`
`Petitioner Barco’s Exhibit 1004
`Page 8 of 108
`
`
`
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 8 of 14
`
`5,566,353
`
`£82280
`
`[82
`
`3SVOVIVO3VTdNal4Oy612
`
`
`
`
`
`3svavivdAUVUAN812
`
`NUnL3e
`
`Y371V9Ql
`
`JZNIWNISaOe
`ISVEVIVOFLVIdhdl
`
`82
`
`NUNLIY
`
`OL
`
`43a1V9
`
`G82
`
`
`
`YallISVEVIVGFIVIdWal
`
`6Os
`
`Petitioner Barco’s Exhibit 1004
`Page9 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 9 of 108
`
`
`
`
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 9 of 14
`
`5,566,353
`
`RETURN
`TO
`CALLER
`
`
`
`
`
`FIG.
`
`HW.
`
`Petitioner Barco’s Exhibit 1004
`Page 10 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 10 of 108
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 10 of 14
`
`5,566,353
`
`12.
`
`Si
`
`c
`
`uoo
`
`=
`=
`=
`
`<=
`
`as=
`<2
`Sof
`Ze
`= x
`© Ge
`
`2S
`
`Petitioner Barco’s Exhibit 1004
`Page 11 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 11 of 108
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 11 of 14
`
`5,566,353
`
`NUNLIY
`
`OL
`
`4311¥9
`
`862
`
`162|
`
`<}-Cunnan_)
`
`(~°
`
`NuNL3Y
`
`01
`
`4371V9
`
`
`
`ISVEVLVOOLNIFHOLS
`
`
`
`ISvVavivdINIGN3d
`
`
`
`ISVOVIVGAUVHEIdi19
`
`96¢
`
`tOG62
`
`ONIGNId
`
`3svevivd
`
`£/Old
`
`Petitioner Barco’s Exhibit 1004
`Page 12 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 12 of 108
`
`
`
`
`
`

`

`U.S. Patent
`
`Oct. 15, 1996
`
`30-719g6S¢
`
`3SI0H+TYNOIS@)
`
`
`
`JIVHILS]THNOIS
`
`JIVHILSF©WYY90d
`
`‘Olds
`
`..cogGl
`
`olf§
`
`Con|a071nd@HO0niolonymesCThiaeace021nd¥HO“9INOIN
`SusavadsBi|43710HLNOD
`
`emi-_
`{no@H9@IndINN2MINN
`
`Sheet 12 of 14
`
`Ove
`
`SHaMV3dSTrHAIAYWIISIS¥N02|1nd¥woL__¥ak0d¥1ndaNNaNTHOOGM]ayIy791y¢
`
`5,566,353
`
`bo!Os
`
`pag7NOHbNIOI<O)9INb3NO2
`
`
`
`cagHONEcle
`
`€NlOI<<)SIH£3N0Z
`
`WWOI<<)OIW2N07
`
`Petitioner Barco’s Exhibit 1004
`Page 13 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 13 of 108
`
`
`

`

` NOW
`
`oBe
`
`o8k
`
`Ost
`
`1N0
`
`@1331
`
`Noe
`
`eBf
`
`Ogt,bleTeeegle
`
`i)
`
`
`
`b13A37.€13031
`
`TOULNOD
`
`YOSSI00Ud
`
`89f
`
`)13431]
`
`Wd~2NIINIT
`
`NIV)
`
`WVHIOUd1NiaN
`
`U.S. Patent
`
`Oct. 15, 1996
`
`Sheet 13 of 14
`
`5,566,353
`
`@iONN
`
`J0Vd
`
`WONG
`
`
`
`bNLIYpIooYt[ovaOLNjn
`
`
`06£via6LEgl¢
`kmaeeH
`
`AWd
`
`Petitioner Barco’s Exhibit 1004
`Page 14 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 14 of 108
`
`

`

`Oct. 15, 1996
`
`Sheet 14 of 14
`
`U.S. Patent
`
`5,566,353
`
`FIG. 178.
`
`Petitioner Barco’s Exhibit 1004
`Page 15 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 15 of 108
`
`

`

`5,566,353
`
`1
`POINT OF PURCHASE VIDEO
`DISTRIBUTION SYSTEM
`
`A portion of the disclosure of this patent document
`contains material which is subject to copyright protection.
`The copyright owner has no objection to the facsimile
`reproduction by any one of the patent disclosure, as it
`appears in the Patent and Trademark Office patentfiles or
`records, but otherwise reserves all copyright rights whatso-
`ever.
`
`BACKGROUND OF THE INVENTION
`
`The present invention relates generally to audio-visual
`media broadcasting and advertising. More specifically, the
`invention relates to transmission systems for distributing
`point-of-purchase video advertising and related information
`to stores.
`
`Commercial network television has been recognized as a
`powerful and efficient medium for broadcasting advertising
`messages to a large, widely disbursed audience. Asa result,
`networktelevision traditionally has garnered a major share
`of advertising budgets. However, due to a variety of factors,
`commercial television advertising revenues have been drop-
`ping over the past several years, a trend which is expected
`to continue. One major drawbackoftelevision advertising is
`networktelevision’s ability to do nothing more than deliver
`a large number of impressions to a large and relatively
`undifferentiated audience. Advertising dollars are ineffec-
`tively spent on messages that reach the wrong audiences
`under the wrong circumstances. Further, national network
`television is well suited only for the limited number of
`product categories which are truly national in scope and
`relatively impervious to regional and seasonal variation.
`Moreover, the cost of multiple regional campaigns will often
`equal or exceed that of a national program.
`Point of purchase promotion accomplishes what in-home
`television cannot, in large part because it is directed not
`toward passive, unreceptive viewers, but rather toward con-
`sumers whoare actively making choices and seeking infor-
`mation. Ample evidence demonstrates consumersin a shop-
`ping environment are much more susceptible to televised
`messages than otherwise.
`While meeting with substantial success, prior point of
`purchase advertising systems have met with some limita-
`tions. In some casesthey are based ona static, print-oriented
`media comprised of signage or packing labels, with product
`messages lost
`in the clutter. On-site demonstrations or
`educational devices are often prohibitively expensive, take
`up valuable selling space and are limited to a store by store
`approach.
`One knownsystem of electronic point of purchase adver-
`tising utilizes silent electronic dot repeating messagesigns,
`similar to reader boards found in major airports and broker-
`age houses, in the high-traffic aisles of supermarkets. Such
`silent reader boards, with limited two-dimensional displays,
`do not have the effectiveness of television in catching and
`retaining viewerattention.
`Another known variation on electronic point-of-purchase
`advertising utilizes electronic display screens such asliquid
`crystal displays on individual shopping carts which convey
`messagesto the shopper. Such systems again do not have the
`effectivenessof television, and further require a great deal of
`maintenance down-time due to their susceptibility to dam-
`age.
`
`20
`
`40
`
`45
`
`60
`
`65
`
`2
`Other known systems haveusedsatellite-transmitted tele-
`vision to broadcast advertising into supermarkets. However,
`such systems are typically based on commercial network
`programming and havetypically located television monitors
`only at checkout counters. Further, known satellite-based
`systems do not permit on-line selective customizing of
`promotional messages.
`U.S. patent application Ser. No. 07/926,664, incorporated
`herein by reference for all purposes, and PCT intermational
`application No. PCT/US93/07449,also incorporated herein
`by reference for all purposes, respond to the need for an
`effective and cost-efficient point-of-purchase promotional
`medium. These patent applications provide methods and
`apparatus for distributing and broadcasting a customized
`video program from a distribution center to a plurality of
`geographically dispersed receiving sites. These patent appli-
`cations are pioneering in the field of audiovisual media
`broadcasting and the advertising field. A unique aspect of
`these systems are their capability for on-line creation of
`audio-visual programs customized for
`individual
`retail
`chains, stores, or ultimately aisles within a store, as well as
`for particular geographic areas and times of day. Unique
`programs tailored to a particular demographic market are
`assembled on-line and broadcast simultaneously to a mul-
`titude of different locations. This feature eliminates the need
`for producing separate video programs on separate video-
`tapes for each customized program desired, and requires
`little or no operational intervention of personnel atthe store.
`
`SUMMARYOF THE INVENTION
`
`The present invention responds to the need for a more
`effective,
`cost-efficient
`point-of-purchase
`promotional
`scheme. The invention provides a method and apparatus for
`distributing and broadcasting a customized video program
`from a distribution center to a plurality of geographically
`dispersed receiving sites.
`The present invention is a video media distribution net-
`work including (1) a distribution center which transmits
`video program segmentsto the receivingsites, (2) receivers
`which receive the segments, (3) a tracking system which
`tracks the product movement at the receiving sites, (4) a
`network management system which formsplaylists for each
`of the receiving sites in response to inputs from a user, and
`(5) display units which display the playlists in the receiving
`sites. The user, located in the distribution center, has access
`to the product movementinformation.
`In the preferred embodiment, entertainment-based com-
`mercial promotional programming in full motion video
`format is broadcast via a communication medium to the
`point of purchase in retail outlets nationwide. The signal is
`received at eachretail store and later broadcast throughout
`the store by monitors, preferably located over the aisles and
`the major walls. The location of monitors and the volume
`level of the speakers are preferably designed to unobtru-
`sively blend in with each stores decor and enhanceits
`aesthetics while being easily visible to shoppers as they
`move through the aisles.
`invention is an advanced
`One aspect of the present
`method of providing a “store and forward” feature. “Store
`and forward” occurs when the video program segments are
`stored in the receiving site and later forwarded to the display
`unit by the system’s network management software when
`the segments are needed for a playlist. A playlist is a
`particular program sequence requested by a user who is
`located in the distribution center. Currently available trans-
`
`Petitioner Barco’s Exhibit 1004
`Page 16 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 16 of 108
`
`

`

`5,566,353
`
`3
`mission equipment cannot provide the required store and
`forward feature of the present invention. Thus, the present
`invention provides a new store and forward feature which
`allows for flexible access to the various video program
`segments (clips) at the receivingsite.
`The present invention is compatible with many different
`media of data transportation. Several different communica-
`tion media betweenthe distribution center and the receiving
`site can be implemented. These communication media may
`include one or more of a satellite with one channel, a
`dedicated communication channel, a dedicated optical fiber
`link and/or telephone connections. These communication
`media can also be used as a back up to one another, in
`conjunction with one anotheror alone in orderto efficiently
`and cost-effectively transmit andassistin the transmission of
`the required video from the centralsite to the receivingsites.
`In the preferred embodiment,
`the program segments
`(clips) are transmitted in digital signals. Therefore, only a
`single transponder of a satellite is required. Usually, the
`digital signals are compressed in the distribution center
`using advanced digital compression techniques.
`The invention further affords communication between the
`system’s technical operation center and the receiving com-
`puters in each retail location. This is particularly useful for
`product promotions and pricing changes, wherein a network
`advertiser offers a reduced price, coupon, two-for-one sale,
`or other such promotion. Additionally, purchase time,aisle
`where purchased, and cashier information can be tracked for
`monitoring product movement(sales of consumer goods) in
`each receiving site. The monitoring of product movement
`can also be used to determine the effectiveness of the overall
`system andto refine the video distribution system.
`Because ofits ability to more efficiently tailor its com-
`mercial messages to particular chains, stores, times of day
`and geographic regions, the video distribution system ofthe
`present invention provides advertisers the capability to reach
`target audiences with customized messages. Further, such
`customized programming is assembled on-line at each
`receiving site, eliminating the need for preassembly of
`multiple unique programs, or the involvement of personnel
`at the receiving sites.
`Thedistribution center includes an uplink technical opera-
`tion center and an uplink earth station which utilize two-to-
`one redundancy in order to reduce system downtime. In
`addition, the receiver system can be a time division multi-
`plex system which receives a digital data sent by the uplink
`control system. The data are stored in compressed form and
`then decoded/converted such that it can be viewed and heard
`in the receiving sites (stores).
`system in the preferred
`The network management
`embodiment schedules and sequences commercials and
`other programming segments comprised of digitized videos
`which are played in the receiving sites. A wheel conceptis
`used to continually display commercials and other program
`segments in an efficient manner. The network management
`system determines whatis displayed at the stores along with
`whenit is to be displayed,and it also determines commercial
`placement in the various levels within retail organizations
`(produces a customized program).
`The distributed audio system in the preferred embodiment
`provides audio control assistance to the display of the
`customized program by adjusting the level of audio in
`various areas of the retail store in response to the existing
`noise levels in various zones within the retail stores.
`
`Thereceiving sites of the present invention arenot limited
`to stores. The present invention could be used to distribute
`
`20
`
`25
`
`40
`
`45
`
`50
`
`60
`
`65
`
`4
`customized programs to many different types of receiving
`sites. For example, hospitals, schools, other facilities open to
`the public, and/or other community gathering places could
`be receivingsites.
`Moreover, the video segmentsdistributed to the receiving
`sites could contain picture alone, audio alone, a combination
`of video and audio, and/or multi-media.
`A further understanding of the nature and advantages of
`the invention may berealized by reference to the remaining
`portions of the specification and the drawings.
`
`DESCRIPTION OF THE DRAWINGS
`
`FIG. 1 is a block diagram of the distribution network
`system’s compression uplink and downlink system.
`FIG. 2 is a diagram ofthe distribution network system’s
`technical operation center.
`FIG. 3 is a diagram of the distribution network system’s
`earth station.
`
`FIG. 4 is a diagram of the distribution network system’s
`receive system.
`FIG. 5 is a diagram of a possible Windows menu setup for
`the Network Management Program.
`FIG. 6 is a process flow chart of the system’s Socket
`Management form.
`FIG. 7 is a process flow chart of the system’s Edit Playlist
`form.
`
`FIG. 8 is a process flow chart of the system’s Open
`Template form.
`FIG. 9 is a process flow chart of the system’s Edit
`Template form.
`FIG. 10 is a process flow chart of the system’s New
`Playlist form.
`FIG. 11 is a process flow chart of the system’s Modem
`form.
`
`FIG. 12 is a process flow chart of the system’s Serial Store
`Communications form.
`
`FIG. 13 is a process flow chart of the system’s Uplink
`form.
`
`FIG. 14 is a block diagram of the distributed audio
`system.
`FIG. 15 is a process flow chart for the control processor
`in the audio controller.
`
`FIG. 16 is a block diagram of the audio controller in the
`distributed audio system.
`FIG. 17 is a drawing of the loudspeakerfor the distributed
`audio system in the preferred embodiment.
`
`DESCRIPTION OF SPECIFIC EMBODIMENTS
`
`The present invention provides a distribution network for
`transmitting real-time motion video, usually in the form of
`promotional advertisements, from a distribution center to a
`multitude of receiving sites, typically retail stores, dispersed
`over a wide geographic area. Video segments (clips) for
`programs are transmitted from the distribution center and
`received at the receiving sites. Television monitors located at
`selected points in the receiving sites display programs to an
`audience, which usually will include shoppers in the store.
`Importantly, the invention provides for customizing pro-
`grams for particular target audiences or markets, such that
`the program played in one receiving site could be quite
`different from that played in another. Equally importantis
`the invention’s flexibility in on-line formation of customized
`
`Petitioner Barco’s Exhibit 1004
`Page 17 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 17 of 108
`
`

`

`5,566,353
`
`6
`second clip compressed at 8.3 Mbps and 1.2 Mbps, and sent
`through the described media are presented below:
`
`Medium
`
`Compression
`
`Trans. Rate Trans. Time
`
`5
`programs without the need for preassembly of each unique
`program or operational
`involvement of personnel at
`the
`receiving sites.
`After the clips have been received and stored in the
`receiving sites, the system’s software scheme performs the
`11.6 seconds
`21.5 Mbps
`8.3 Mbps
`Half transponder
`on-line program formation automatically in order to form
`
`
`T1 circuit 1.4 Mbps=2.6 minutes8.3 Mbps
`the playlists. In the preferred embodiment, users enter the
`Dial up
`8.3 Mbps
`56.0 Kbps
`1 hr. 15 min.
`desired playlists for each receiving site into the system from
`Half transponder ,
`1.2 Mbps
`21.5 Mbps
`1.7 seconds
`T1 circuit
`1.2 Mbps
`1.5 Mbps
`30 seconds
`the technical operation center. The user may enter one set of
`Dial up
`1.2 Mbps
`56.0 Kbps
`11 minutes
`playlists for many stores, may update playlists in a few
`stores, etc. For each individual receiving site, the software
`assembles the desired playlist with the clips stored in that
`receiving site, and then forwards the clips to monitors for
`display.
`This advanced method of storing and forwarding clips is
`similar to the accessing of data files in a personal computer.
`The store and forward feature allows forflexible access to
`various video clips. Each video clip is separately encoded
`and compressed such that it can be handled asa datafile is
`handled in a personal computer. Currently available trans-
`mission equipment cannot provide the required store and
`forward feature because of the extensive access to the
`compressed data files needed at the local receivingsites.
`In the preferred embodiment,as illustrated in FIG. 1, the
`distribution network includesa distribution center 100 (tech-
`nical operation center 200, earth station 234 and network
`management261) and a receivingsite (receive system 254).
`FIG. 1 is a diagram of the video distribution system’s
`compression uplink and downlink system. Clips are com-
`plied in technical operation center 200, prepared for distri-
`bution in earth station 234, and sent from earth station 234
`to receive site 254 via one of the system’s available media.
`Network management 261, which is coupled to technical
`operation center 200, contains the software which prepares
`the programsfor display.
`
`10
`
`20
`
`25
`
`35
`
`A. Communication Media
`
`Several communication media are used in the preferred
`embodiment for sending clips and control data from earth
`Station 234 to receive site 254. The media described below
`can be used (1) as a back up to one another,
`(2)
`in
`conjunction with one another, or (3) alone in order to
`efficiently and cost effectively transmit and assist in the
`transmission of the required video from the distributionsite
`to the receiving sites. The available communication media
`for this system include: (1) satellite, (2) dedicated commu-
`nication channel, and (3) dedicated optical fiber link (T1). In
`the preferred embodiment, only onesatellite channel with a
`typical bandwidth (e.g., 36 MHz) is employed.
`The dedicated communication channel involves a com-
`mercially available telephone line which is dedicated to the
`transmission of the video distribution network data. Com-
`mercially available modem products are sufficient connec-
`tions for this communication medium. The dedicated optical
`fiber link (T1) is a dedicated data line on optical fiber link
`(MCI and AT&T provide this type of commercial service).
`Each mode of transmission through a different selected
`transmission medium results in a different transmission rate
`and a different transmission time. For example, the trans-
`mission rate of a 30 second video segment(clip) compressed
`at 8.3 Mbps and sent throughsatellite (half transponder)is
`21.5 Mbps. In comparison, the same clip with the same
`compression has a transmission rate of 1.5 Mbps when sent
`through an optical fiber link (T1). For further comparison,
`the transmission rates and transmission times for a 30
`
`40
`
`45
`
`50
`
`55
`
`60
`
`65
`
`B. Uplink Control System
`
`1. Technical Operation Center
`FIG. 2 is a diagram of the video distribution system’s
`technical operation center. Technical operation center 200
`arranges and prepares the clips along with control data
`which will be sent to the receiving sites from earth station
`234, In the preferred embodiment, this system has a 2-to-1
`redundancy such that channel 1, which travels through
`encoder 202,
`is replaced by channel N, which travels
`through encoder 204, if any difficulties arise. These two
`channels could be utilized together in order to prepare and
`send clips along with control data to earth station 234.
`Moreover, additional channels could be employed to work in
`unison with or as back-up to channel 1. In the preferred
`embodiment, channel N is a stand-by unit. Thus, channel N
`is used, for example, when channel 1 is down.
`Video, audio 1 and audio 2 (represented by V, Al and A2)
`enter encoder 202 and are encoded from analog to digital
`signals. Video, audio 1 and audio 2 make up the program
`clips which are sent to the receiving sites. After the signals
`are encoded, they are then sent to-channel personal com-
`puter (“PC”) 206. Channel PC 206 decodes and compresses
`the signal and then sends the signal to digital storage 210
`and/or primary MUX 214. Digital storage 210 houses the
`clips until they are needed, and MUX 214 multiplexes the
`signal sent by channel PC 206. Multiplexer control terminal
`(“MCT”) 218 controls MUX 214 and contains the systems
`clock. The signal sent to MUX 214is the signal which will
`ultimately be sent to the receiving sites. Thus, channel PC is
`directly controlled by the Network Management software
`which determines which clips are neededin the receivesites.
`The signal then travels from MUX 214 into two alarm
`switchover units 220 and 222. Alarm switchover units 220
`and 222 work in conjunction with PC 224 in order to ensure
`minimum system downtime by providing for data transport
`through several paths to DS-3 Interface 226 or DS-3 Inter-
`face 228. The DS-3 samples the received signal, detects
`where information is in the signal and preserves that infor-
`mation. The data next enters Northern Telecom OC-12 230,
`which transforms the signal into light such that the signal
`can travel through optical fiber. The signal is then sent from
`technical operation center 200 to earth station 234 through
`optical fiber.
`Manydifferent hardware configurations can be employed
`to achieve the signal transfer described in the above para-
`graphs. In the preferred embodiment, encoder 202 is, for
`example, a D5200 DSR MPEG-1 (Moving Picture Experts
`Groups) encoder commercially available from Scientific
`Atlanta. This unit, which is combined with the record,
`uplink, transport and decoder boards described below, sup-
`ports a wide spectrum of digital storage, transmission and
`retrieval applications.
`
`Petitioner Barco’s Exhibit 1004
`Page 18 of 108
`
`Petitioner Barco’s Exhibit 1004
`Page 18 of 108
`
`

`

`5,566,353
`
`7
`Channel PC 206 preferably contains a PC based satellite
`uplink board (D5320 Scientific Atlanta), a PC decoder board
`(D5101 HI-MEM Scientific Atlanta) and a PC record board
`(D5310 Scientific Atlanta). The PC based satellite uplink
`board is used to transfer compressed digital data to digital
`multiplexer 214 (D9100 Scientific Atlanta). The PC decoder
`board formats and transfers compressed digital video, audio,
`and closed captioned data to SCSI-2 (Small Computer
`Standard Interface) digital storage device 210. The PC
`decoder board also decodes the compressed audio and video
`data in real time from digital storage 210 or from an ISA
`(Industry Standard Architecture) bus atbit rates from 8.3 to
`1.5 Mbps while maintaining the audio-video synchroniza-
`tion at all times. The PC’s utilized in technical operation
`center 200 and in receive site 254 can be any IBM compat-
`ible 386 or 486 PC operating at, for example, 33 MHz.
`Channel PC 206 contains a PC uplink board which prepares
`the data for serialization.
`
`The outgoing data from PC 206 maybe stored in digital
`storage device 210. Digital storage 210 interfaces with a fast
`SCSI-2 drive. The storage device may be, for example, a
`Seagate Barracuda series hard disk. The primary MUX 214
`is, for example, a time division multiplexer. According to
`one specific embodiment, the MUX 214 is a D9100 21.5
`Mbs multiplexer from Scientific Atlanta. MCT 218 is a
`computer (PC) and software which controls the MUX and
`contains the systems clock. The MCTallows for the com-
`bining of video control data (used for the remote site) with
`the actual video footage.
`Alarm switchover units 220 and 222 can be D9157 Alarm
`Switchover Units from Scientific Atlanta. When the primary
`MUXis downthe alarm warnsthe operator and activates the
`stand-by components (channel N back-up MUX 216etc.).
`Monitoring PC 224, which includes a PC transport board
`(D5330 Scientific Atlanta) and a PC decoder (D5101 HI-
`MEM Scientific Atlanta), controls which channel is being
`used as a primary or as a back-up. The monitoring PC also
`checks and monitors the data traveling through the alarm
`switchover unit for problems. If a problem arises, PC 224
`controls the switchover units such that the signal is sent via
`a different path. The monitoring PC in conjunction with the
`two alarm switchover units form a four-way system similar
`to a bus in a network. Thus, four different paths are available
`for data transport which results in little, if any, downtime in
`the system.
`Next, under normal circumstances, the data enters pri-
`mary DS-3 interface 226 which can be a D9700 DS-3
`Interface that accepts two 21.5 Mbsinputs, such devices are
`available from Scientific Atlanta. As stated above, DS-3 226
`samples the received signal at a rate of 21.5 Mbs anddetects
`where informationis in the signal and preserves the detected
`information.
`
`OC-12 230 (consumer supplied TX) is a passive device
`with an opto-coupler which transforms the received modu-
`lated signal into light so that the signal can travel through
`optical fiber. As stated above, the signal is then sent from
`technical operation center 200 to earth station 234 through
`optical fiber.
`
`2. Earth Station
`
`FIG. 3 is a diagram of the video distribution system’s
`earth station. In the preferred embodiment, earth station 234
`is physically distanced from technical operation center 200.
`Devices DS-3 Interface 226 through DS-3 Interface 240 are
`only required if uplink earth station 234 is remotely located
`
`10
`
`20
`
`25
`
`30
`
`35
`
`40
`
`45
`
`50
`
`55
`
`60
`
`65
`
`8
`from technical operation center 200. The data enters earth
`station 234 and goes directly to Northern Telecom OC-12
`customer supplied TX 236 whereit is transformed back into
`the digital form it had before entering Northern Telecom
`OC-12 customer supplied TX 230. The information then,
`under normal conditions, enters primary DS-3 interface 238
`which is the same device as primary DS-3 interface 226.
`The data next enters primary QPSK Mod 242 which is a
`Quadrature Phase Shift key Modulator. This device Modu-
`lates the signal into the quadrature phase which results in a
`better signal-to-noise ratio than the normal PSK. The signal
`then enters Ku-band upconverter
`(“U/C”) 246 which
`changes the baseband signal entering the device into a Ku
`band frequency.
`Various hardware configurations can be utilized to send
`data through theearth station. In the preferred embodiment,
`QPSK Mod 242 is a D9170 43.0 Mbs QPSK Modulator
`from Scientific Atlanta. U/C 246 is, for example, a 7795
`Ku-Band Upconverter from Scientific Atlanta. U/C 246
`includes a mainframe which is ovenized (for controlling the
`temperature) and a 10 MHzreference oscillator with a
`synthesizer whic