(12) INTERNATIONAL APPLICATION PUBLISHED UNDER THE PATENT COOPERATION TREATY (PCT)
`
`(19) World Intellectual Property Organization
`International Bureau
`
`(43) International Publication Date
`20 February 2003 (20.02.2003)
`
`• 1111111111111111 IIIIII 111111111111111111111111111111 IIIII 1111111111111111 IIII IIII IIII
`
`(10) International Publication Number
`WO 03/015406 A2
`
`PCT
`
`(51) International Patent Classification 7:
`7/173, 7/16, 5/00
`
`H04N 7/08,
`
`(21) International Application Number:
`
`PCT/EP02/08816
`
`(22) International Filing Date:
`
`6 August 2002 (06.08.2002)
`
`(25) Filing Language:
`
`(26) Publication Language:
`
`English
`
`English
`
`(30) Priority Data:
`09/924,669
`
`8 August 2001 (08.08.2001) US
`
`ACCENTURE GLOBAL SERVICES
`(71) Applicant:
`GMBH
`[CH/CH]; Geschaftshaus, Herrenacker 15,
`CH-8200 Schaffhausen (CH).
`
`(72) Inventors: DEMPSKI, Kelly, L.; 832 Michigan Avenue,
`Evanston, IL 60202 (US). HORNER, Ryan, C.; 536 Hin(cid:173)
`man Avenue, Evanston, IL 60202 (US). FOHL, Dax, A.;
`1831 West Golf Road, Mount Prospect, IL 60056 (US).
`
`(74) Agents: MCLEISH, Nicholas, Alistair, Maxwell et al.;
`Bo ult Wade Tennant, Verulam Gardens, 70 Gray's Inn
`Road, London WClX 8BT (GB).
`
`(81) Designated States (national): AE, AG, AL, AM, AT, AU,
`AZ, BA, BB, BG, BR, BY, BZ, CA, CH, CN, CO, CR, CU,
`CZ, DE, DK, DM, DZ, EC, EE, ES, Fl, GB, GD, GE, GH,
`GM, HR, HU, ID, IL, IN, IS, JP, KE, KG, KP, KR, KZ, LC,
`LK, LR, LS, LT, LU, LV, MA, MD, MG, MK, MN, MW,
`MX, MZ, NO, NZ, OM, PH, PL, PT, RO, RU, SD, SE, SG,
`SI, SK, SL, TJ, TM, TN, TR, TT, TZ, UA, UG, UZ, VN,
`YU, ZA, ZM, ZW.
`
`[Continued on next page}
`- ---------------------------------------------
`
`-
`= (54) Title: ENHANCED CUSTOM CONTENT TELEVISION
`
`---iiiiiiii
`
`iiiiiiii
`
`(57) Abstract:
`The present
`invention
`includes
`a
`system
`and method
`for
`combining
`television broadcast programming
`content with
`customized or
`personalized
`information
`and
`educational
`or
`entertainment
`content. The system includes a
`set-top box capable of receiving
`data
`transmissions and locally
`rendering video animation for
`display with, instead of and/or
`synchronized with
`television
`broadcast programs
`in a way
`that the television viewer sees
`a coherent seamless merging of
`the television program content
`and supplemental content sources
`in an indistinguishable format.
`Preferably,
`the viewer may
`in real-time with
`interact
`the
`enhanced television programming
`to provide a higher level of
`engagement and customization
`potential.
`
`28
`
`26
`
`2.4
`
`10
`
`30
`
`(cid:143) (cid:143)(cid:143)(cid:143)(cid:143)(cid:143)(cid:143)(cid:143)(cid:143)(cid:143)(cid:143) (cid:143) oo (cid:143)(cid:143)(cid:143)
`
`a (cid:143) oa
`(cid:143) o (cid:143) c::::==(cid:143) o (cid:143)
`
`32
`
`(cid:143)(cid:143)(cid:143)
`(cid:143)(cid:143)(cid:143)
`(cid:143)(cid:143)(cid:143)
`
`18
`
`14
`
`00
`
`00
`
`12
`
`iiiiiiii
`
`iiiiiiii ---iiiiiiii --iiiiiiii -
`
`

`

`WO 03/015406 A2
`
`1111111111111111 IIIIII 111111111111111111111111111111 IIIII 1111111111111111 IIII IIII IIII
`
`(84) Designated States (regional): ARIPO patent (GH, GM,
`KE, LS, MW, MZ, SD, SL, SZ, TZ, UG, ZM, ZW),
`Eurasian patent (AM, AZ, BY, KG, KZ, MD, RU, TJ, TM),
`European patent (AT, BE, BG, CH, CY, CZ, DE, DK, EE,
`ES, Fl, FR, GB, GR, IE, IT, LU, MC, NL, PT, SE, SK,
`TR), OAPI patent (BF, BJ, CF, CG, CI, CM, GA, GN, GQ,
`GW, ML, MR, NE, SN, TD, TG).
`
`Published:
`without international search report and to be republished
`upon receipt of that report
`
`For two-letter codes and other abbreviations, refer to the "Guid(cid:173)
`ance Notes on Codes and Abbreviations" appearing at the begin(cid:173)
`ning of each regular issue of the PCT Gazette.
`
`

`

`WO 03/015406
`
`PCT/EP02/08816
`
`-1-
`
`ENHANCED CUSTOM CONTENT TELEVISION
`
`BACKGROUND
`
`Historically, television content has been based on a business model of a
`
`common network programming media content being pushed to a mass nationwide
`
`5
`
`audience. Local network television broadcasters had the option of inserting local
`
`advertising in some of the commercial breaks or perhaps pre-empting the network
`
`programming for local programming. Still, the effect was the same of pushing a
`
`common content on a mass audience, thought limited in a geographic region.
`
`Past efforts in "interactive T.V." have focused on a variety of "interactions"
`
`10
`
`including an interactive television programming guide, video-on-demand, pay-per(cid:173)
`
`view, and Internet web pages displayed on the television. These latter efforts have
`
`maintained a clear difference between the web pages and television programming.
`
`The Internet content typically appears in a separate PIP-format window overlaying
`
`or next to the television program.
`
`15
`
`What has been lacking, however, has been a means to seamlessly merge the
`
`two content sources. What is needed is a richer television viewing experience that
`
`provides customized, personalized, interactive enhancements that can take
`
`advantage of today's and tomorrow's higher broadband connectivity with
`
`alternative multimedia content sources and low-cost, powerful graphics and multi(cid:173)
`
`20
`
`media image processing technology.
`
`SUMMARY
`
`The present invention is intended to take advantage of today's increased
`
`multimedia processing capability to provide customized personalized interactive
`
`

`

`WO 03/015406
`
`PCT/EP02/08816
`
`-2-
`
`enhancements to television broadcast programs. In a first embodiment, the present
`
`invention is directed to a method for enhancing a television broadcast program by
`
`receiving television broadcast programs and broadcast advertising segments,
`
`receiving replacement advertising data where the advertising data represents an
`
`5
`
`instruction set for rendering into an animated video segment by a client processor,
`
`rendering on the client processor the replacement advertising segment, blocking
`
`the display of the television broadcast advertising, and displaying the replacement
`
`advertising segment on a television display.
`In a second embodiment of the present invention, a method is provided for
`
`10
`
`enhancing a television broadcast program by receiving programming data
`
`representing synchronization data for a plurality of sequential program segments
`
`in a television broadcast program, receiving information related to a plurality of
`
`replacement program segments, selecting a desired replacement segment,
`
`synchronizing the replacement segment with one of the plurality of television
`
`15
`
`broadcast segments, receiving data representing the selected replacement
`
`segments, blocking the display of the television broadcast segment, and then
`
`displaying the replacement segment on a television display in place of the
`
`synchronized television broadcast segment. Preferably, the replacement segment
`
`is selected based upon a viewer profile. Optionally, the data representing the
`
`20
`
`selected replacement segment may comprise an instruction set for rendering into
`
`an animated video segment by a client processor.
`
`In a third embodiment of the present invention, a method is provided for
`
`enhancing a television broadcast program comprising receiving the television
`
`broadcast program, receiving supplemental informational data from a first memory
`
`25
`
`storage, rendering on a client processor supplemental video content from the
`
`supplemental data and displaying the television program with the supplemental
`
`video content images displayed over portions of the television program on a
`
`television display. Preferably, the supplemental video image content is
`
`informationally related to the displayed television broadcast program. Preferably,
`
`30
`
`the informational data represents financial information associated with the content
`
`of the television broadcast program or with the view profile. Optionally, the
`
`

`

`WO 03/015406
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`PCT/EP02/08816
`
`-3-
`
`supplemental video content images may be altered in response to an input from a
`
`manual input device under the control of a viewer.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`FIG. 1 is a schematic of one embodiment of a system for providing
`
`5
`
`enhanced custom contact television.
`
`FIGS. 2A, 2B and 2C are representative images from a client-rendered
`
`advertising segment.
`
`FIGS. 3A and 3B are representative images from an enhanced financial
`
`news television program.
`
`10
`
`DETAILED DESCRIPTION OF THE INVENTION
`
`The seamless merger of television programming and additional or
`
`alternative multimedia content sources is referred to herein as "enhanced
`
`television." The present invention is directed to a system and method for
`
`15
`
`combining television broadcast programming content with customized or
`
`personalized information and educational or entertainment content in a way that
`
`the television viewer sees a coherent seamless merging of the content sources in
`
`an indistinguishable format. Preferably, the viewer may interact in real-time with
`
`the enhanced television programming to provide a higher level of engagement and
`
`20
`
`customization potential.
`
`Recently, commercially available television set-top boxes and video game
`
`consoles have both Internet connectivity and impressive graphics performance.
`
`This year, the introduction of video game machines such as the Sony Play Station
`
`2 and the Microsoft Xbox means that the typical living room now has more
`
`25
`
`multimedia processing power than most personal computers. New television sets
`
`are widely available that have digital capabilities. Personal digital video
`
`recorders, such as available from TiVo, Inc., allow for the time shifting of
`
`television broadcasts at a time sequence and period desired by and under the local
`
`control of the individual viewer.
`
`

`

`WO 03/015406
`
`PCT/EP02/08816
`
`-4-
`
`All these technologies provide a robust platform for rich media
`
`applications. This equipment paves the way to implement and generate
`
`customized television quality content on individual television sets. Examples may
`
`include customized advertising, customized news programming, individualized
`
`5
`
`commercials and unique connectivity with the on-line community through the
`
`television sets. Thus, in contrast to present attempts at interactive television that
`
`concentrate on doing most of the data processing on the backend systems and
`
`streaming video media out to the viewer, certain embodiments of the present
`
`invention takes advantage of the client-side technology to generate locally for each
`
`10
`
`viewer the displayed video media with a more immersive level of interactivity
`
`than merely selecting different media streams delivered by a backend server.
`
`One embodiment of a system for providing enhanced custom content
`
`television programming is depicted in Figure 1. The television set-top box 10 is
`
`the control center for providing the personalized television programming.
`
`15
`
`Although referred to herein as a "set-top box," the enhanced television controller
`
`may be located in a variety of places in a viewer's home, or incorporated with
`
`other hardware such as, but not limited to, the television video display monitor, a
`
`separate personal computer, home theater audio/visual equipment, etc. Also, the
`
`set-top box controller may be located off the premises such as at a local cable
`
`20
`
`provider's distribution center, which would require broadband connectivity with
`
`other components of the system.
`
`Preferably, the set-top box 10 has a video output connection to a television
`
`set or video display monitor 12. The video output could be either analog or
`
`digital, depending on the·input capabilities of the monitor 12. The display monitor
`
`25
`
`12 may be adapted to include a touch sensitive input device 14 overlaying the
`
`display screen 16. The set-top box may be operated through use of a remote
`
`controller 18 using on-screen menus for more complicated commands.
`
`Alternatively, the remote controller 18 may be a personal digital assistant
`
`(PDA) with a touch sensitive display and an infrared transceiver for
`
`30
`
`communication with the set-top box. The set-top box may transmit a data set for
`
`the PDA to use to reconfigure the display into a set of buttons that correspond to
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`

`

`WO 03/015406
`
`PCT/EP02/08816
`
`-5-
`
`the active selections or menu available for interaction with a given image being
`
`displayed on the monitor 12. For normal television programming, the active
`
`buttons may be volume adjustment, channel adjustment, etc. For an interactive
`
`enhanced programming, the active buttons may include fast, slow, freeze, color
`
`5
`
`adjustment, camera angle, zoom-in/out. Additional menu buttons on the PDA
`
`display may include specific links to display graphs, charts, or links to additional
`
`overlay content, selection of background images, selection of background music,
`
`etc. depending on the image displayed on the monitor, and level of detail traveled
`
`in the hierarchical menu of selections.
`
`10
`
`The set-top box 10 receives television broadcast programming signals 20
`
`either through standard wireless transmissions 22, broadband cable connections,
`
`broadband satellite transmissions, or other means for connectivity. The set-top
`
`box is also connected through a broadband connection, such as through the
`
`internet 24 or other external communications networks, to data sources 26 and
`
`15
`
`multimedia content sources 28. Multimedia content providers 34 may provide
`
`interrelated multimedia content for both television broadcasters 20 and multimedia
`
`sources 28. This supplemental multimedia content is received by the set-top boxes
`
`and processed for enhanced custom content television viewing on an individual's
`
`home television 12. Independent multimedia content providers may also provide
`
`20
`
`the enhanced supplemental content to display with the television programming.
`
`Optionally, the added multimedia content may come from CD-ROM's or DVD's
`
`placed in the optical drive 30 of the set-top box 12.
`
`The set-top box may also be connected with an individual's home computer
`
`30 for access to personal data stored on the individual's personal computer ("PC")
`
`25
`
`or is available through the PC's connection with the internet 24 or other external
`
`communications network. Likewise, the PC may be used as an alternative
`
`interface for programming or setting up the set-top box for personalized enhanced
`
`television programming. The PC may also store a music catalog owned by the
`
`viewer from which the set-top box may retrieve the viewer's favorite music for
`
`30
`
`customized audio accompaniments or backgrounds for enhanced programming as
`
`described in further detail below.
`
`

`

`WO 03/015406
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`
`-6-
`
`Preferably, the set-top box 10 has the sufficient image processing, graphics
`
`capability and memory storage to seamlessly integrate the television broadcast and
`
`digital multimedia content in real time. The set-top box may accept analog or
`
`digital television broadcasts, strip off embedded codes in the broadcast that
`
`5
`
`instructs the set-top box from where multimedia content sources 28 or additional
`
`data content 26 can be located and downloaded for integrating with the television
`
`broadcast. The content sources 28 may provide alternative content options that the
`
`set-top box may select based upon the individual's preferences or profile.
`
`The system may customize or personalize the television broadcasts
`
`10
`
`automatically based on viewer's stored preferences profiles. The preferences or
`
`profiles may be stored on the set-top box, on the PC, at the content source, or on
`
`other storage devices that the set-top box is in communication with either in the
`
`viewer's home or outside. The preferences and profiles may be stored for a
`
`number of different individuals, i.e., family members, regularly watching the
`
`15
`
`enhanced television content. The system may also have preferences established by
`
`day and time segments to automatically use preferences for viewing hours
`
`generally watched by children, teens, young adults or parents in the home. The
`
`system preferably may use these default preferences, or a viewer may input a code
`
`representing his identity so the system will deliver television programming
`
`20
`
`enhanced for his preferences rather than the default preference.
`
`A viewer's profile or preference may consist of a variety of data or
`
`information that characterizes the demographics and/or viewing preferences of the
`
`viewers in the household. For example, the profile may include demographic
`
`information such as age, ·gender, ethnicity, income level, zip code and the like.
`
`25
`
`Also, profiles could include information relating to a person's financial
`
`information such as any investment portfolios and information related to account
`
`numbers and URLs where such information can be located and found on the
`
`internet. A profile could also include a list of information of major purchases of
`
`the viewer for possibly a wish list of future purchases desired by the viewer.
`
`30
`
`Preferences may include viewing specifics such as types of programs frequently
`
`watched, hobbies or other interests. Preferences may also include shopping or
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`

`

`WO 03/015406
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`-7-
`
`purchasing habits of the viewer. Preferences could also be related to the level of
`
`interactivity desired by the viewer with the television enhancements. In many
`
`cases, data attributable to a preference may also be considered a profile, and
`
`information that is part of the profile could also be considered to be a viewer
`
`5
`
`preference. The description of preferences and profiles and the information that
`
`would be suitable for one or the other will be apparent in connection with the
`
`description of the preferred methods of the various embodiments of the invention
`
`as discussed further below.
`
`The set-top box 10 preferably can store both the television broadcast signal
`
`10
`
`and the supplemental multimedia and data content, and then synchronize and
`
`assemble the multiple coritent for display in real-time, or at a later time depending
`
`on the individuals viewers preferences. Since the system may provide complete
`
`interactivity, the viewer may be able to adjust the content being viewed "on the
`
`fly." To accomplish this, the system preferably has the video image processing
`
`15
`
`capability to render photo-realistic video images from instructions sets or other
`
`such information data obtained from the supplemental content data sources. From
`
`this data, the client processor in the set-top box may render three-dimensional
`
`video images, much like shared data communicated between clients on a
`
`networked computer video game system can render multi-player video game
`
`20
`
`images. The system may be able to "reconfigure" the merged content nearly
`
`instantaneously by replacing the supplemental content at command of the viewer.
`
`The system may preferably be able to freeze the display, replay, slow motion, and
`
`fast forward the video and audio stream while capturing and storing all of the
`
`desired incoming broadcasts for viewing seconds, minutes, hours or days later, as
`
`25
`
`desired by the individual viewer.
`
`In a preferred embodiment, the set-top box may be considered to have the
`
`capabilities of personal digital television recorders, internet-capable video game
`
`players and computer video workstations. The digitized television signals and
`
`computer-generated supplemental video images from the set-top box being
`
`30
`
`displayed preferably appear in the same quality as television broadcast signals
`
`today.
`
`

`

`WO 03/015406
`
`PCT/EP02/08816
`
`-8-
`
`For example, such a system may include a set-top box having an Intel
`
`Pentium III processor with 256 MB RAM memory, a graphics card having a
`
`nVidia geForce3 chip, a DVD optical drive, a television (or a SVGA computer
`
`monitor) and a keyboard in communication with the set-top box. The incoming
`
`5
`
`television broadcast program may be digitized and stored as a MPEG4 format file
`
`on a 40 GB hard drive memory storage. The supplemental video content may be
`
`an executable instruction set written in Visual C++ and using Microsoft Direct X8
`
`SKD. The system is capable to transmit to the monitor for display the television
`
`broadcast program, the rendered supplemental video image content, or a
`
`10
`
`combination of the supplemental video on top of and/or synchronized with the
`
`television broadcast program.
`
`A system having the aforementioned capabilities may be suitable for
`
`providing a variety of enhanced television viewing modalities.
`
`The present invention includes several embodiments of methods that are
`
`15
`
`directed at enhancing the advertising experience with television. With a set-top
`
`box that is capable of rendering photo-realistic video images in real time from
`
`downloaded instruction sets, akin to high resolution computer 3-D video games, a
`
`viewer can experience the quality of normal television broadcast advertising in a
`
`creative and engaging experience.
`
`20
`
`In one such embodiment, the method provides an enhanced television
`
`broadcast program with replacement advertisements rendered on the set-top box
`
`and displayed instead of the television broadcast advertisement accompanying the
`
`program. Preferably, the replacement advertising segment is selected based on a
`
`viewer profile or preference stored in the system. The replacement advertising
`
`25
`
`segment may be altered or modified by the viewer interacting with the segment
`
`and selecting a variety of commands.
`
`For example, during an automobile commercial, as depicted in FIGS. 2A, B
`
`and C, the viewer can interact with the commercial to change vehicle options or
`
`colors of the displayed vehicle to suit his taste. With the viewer's set-top box
`
`30
`
`rendering the animated video images of the car commercial, the vehicle 40 can be
`
`changed to be viewed from any preferred perspective as shown in FIGS. 2A, B or
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`

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`-9-
`
`C. Likewise, options to alter the appearance of the vehicle may be selected
`
`through the selection of menu buttons 42 shown on the left of the display. These
`
`options may include color changes 44, seat configuration 46, sunroof 48, roof rack
`
`50, tire style 52, save selection 54 and exit advertisement 56. With computer(cid:173)
`
`5
`
`generated images, special effects, such as ripple-wave color transitions (FIG. 2A)
`
`or multi-zone ripple-color transitions to appear as a color explosion (FIG. 2B) are
`
`at the command of the viewer. Typically, special effects are computer-generated
`
`images that are unrealistic, i.e., do not normally occur in the known environment.
`
`But the special effects in this embodiment may also include changes in the
`
`10
`
`background, such as switching the commercial' s background color, or changing
`
`the location scenery in the background, e.g., country-side to urban environments.
`
`Likewise, interior configuration changes may be visible by changing the vehicle
`
`exterior to a "transparent skin" (FIG. 2C).
`
`The soundtrack accompanying the commercial can be altered depending on
`
`15
`
`the taste of the individual viewer. This video and audio content can be delivered
`
`by the multimedia content source and selected based on demographics or profiles
`
`of the viewer, or selected form the viewer's favorite music stored locally on the
`
`set-top box or PC. Likewise, the background scenery may change depending on
`
`the viewer profiles. For example, the background may be mountain scenery for
`
`20
`
`nature lovers, or city background for urban dwellers.
`
`The viewer may interact with the commercial to stop or freeze the video,
`
`go backwards or forward on a commercial and spend as much time as he would
`
`like with the particular product, rather than the present 15 or 30 seconds of a fixed
`
`commercial. Since the set-top box preferably has the ability to record television
`
`25
`
`while displaying personalized multimedia programming, after the viewer has his
`
`"feel" of the commercial personalized to his preferences, the set-top box can store
`
`those preferences in memory and then begin displaying the delayed broadcast
`
`program.
`
`In addition, the set top box can retain the particular settings that a viewer
`
`30
`
`may have selected for a commercial as part of the viewer preferences so that future
`
`commercials of that product will be display with the same settings. Likewise, the
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`

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`
`-10-
`
`set top box can "learn" of the viewer's preferences by his interaction with the
`
`commercial, and thereby build a viewer profile that may be used to automatically
`
`select certain actions on other commercials that meet the interest captured in the
`
`viewer's profile. This means that advertisers can deliver commercial content that
`
`5
`
`includes optional substitutable content that can be customized or personalized
`
`based on viewer's profiles or demographics.
`
`In addition to customizing individual commercials, the viewer may have
`
`the option of seeing alternative commercials. During a commercial break for a
`
`television program a variety of different commercials of different products may be
`
`10
`
`selectable by the viewer such as selecting between commercials for insurance or
`
`commercials for a pizza. Alternatively, if a company decides not to share its time
`
`with other companies (and preferably pays a premium to the broadcaster for that
`
`privilege), it can offer a selection among a variety of its own products to viewers
`
`during that time slot based on the viewers' profiles. One example of this may be
`
`15
`
`illustrated with an automobile commercial. A recent purchaser of an automobile
`
`may receive a commercial for auto service, whereas a person who has not
`
`purchased an automobile recently would receive a commercial for a new
`
`automobile.
`
`The custom commercials may also be enhanced by allowing interactivity
`
`20
`
`and connectivity to the advertiser so that the viewer can place orders
`
`instantaneously upon viewing the commercial. Thus, delivering content of more
`
`interest, intimacy and immediacy to the viewer can strengthen the relationship
`
`between the viewer and the seller. This can also be used to capture more sellers
`
`by providing viewers the means to make impulse purchases while viewing a
`
`25
`
`commercial.
`
`The present invention, in other embodiments, can be used to achieve a goal
`
`long sought by television advertisers, that is, to engage and absorb the attention of
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`the television viewing audience. Viewers attention may enhanced by turning
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`television commercials into interactive video games. For example, a television
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`commercial may include game contests requiring the viewer to view the
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`commercial over and over again to discern level of details to answer questions
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`about the commercial for prizes. In contrast to video streams, executable code,
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`geometry and textures can be quickly transmitted to the viewer's set-top box. As a
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`three-dimensional graphic animation being rendered on the set-top box, the
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`commercial may be displayed from a variety of different perspectives. In the
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`game contest, certain events or information or objects may be seen only at certain
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`angles or perspectives are necessary for the television viewer to view to obtain
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`appropriate information to answer the quiz or contests.
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`The commercials may use the enhanced interactivity to set up
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`"advergaming" experiences to draw the viewer in a more intimate relationship
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`with the advertised product. One example may be ~n interactive beer commercial
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`where the viewer directs the action or interacts with talking frogs. Prizes
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`including merchandise displaying the particular brand of beer logo may be offered
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`to motivate the viewer to try to achieve a certain goal within a short time
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`appropriate to a commercial, e.g., 30 seconds, such as getting the frogs to say
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`certain things, or jump to a certain lillypad, for example. Such "advergaming"
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`may be applied on a networked community level so that the actions of the directed
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`objects are dictated by the popular vote of the community interacting with the
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`commercial in real-time. Such a community-directed action may build a "pseudo(cid:173)
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`community" among the viewers that can further enhance the product's image by
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`the shared collective experience of consumers interacting with their peers both
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`during the commercial and later talking about the "shared experience" when
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`communicating with each other. The games or contest may have direct relation to
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`the marketed product or be unrelated to the product, using the product as a
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`commercial lead-in for thy interactive gaming segment "hosted" by the marketed
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`product.
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`These interactive games in place of traditional commercials may be
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`extended to longer programming. For example, children's television cartoons,
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`some of which today are computer generated animation, may be converted to
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`interactive video games, or include optional segments that are interactive video
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`game-type scenes. The children may direct the plot development, or control the
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`characters to help the heroes fight the evil villains, or vice versa.
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`In addition to commercials that are purely computer-generated images, the
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`commercials can be combinations of real images with computer-generated virtual
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`objects superimposed on the real image. While this result has already been seen in
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`movies, it can also be accomplished in accordance with another embodiment of
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`this invention. For example, it is very common to see product placements in
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`movies and T.V. shows that are paid for by the seller of the product. This idea can
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`be further augmented so that the product placements on television programs are
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`virtual and sold per display by generating the virtual visible products
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`superimposed on the real television program through computer-generated
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`animation by the set-top box at the viewer's home. Thus, every time a show is
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`broadcast or re-run, the television broadcasters have an opportunity to re-sell the
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`soda can product placement to a different vendor. Also, a selection of a variety of
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`product placements can be provided that are customized to the preferences,
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`profiles, or demographics of the individual viewer.
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`The present invention may also provide a method for enhancing the content
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`of other advertising concepts on television. Applying the interactive mode for
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`allowing the viewer to interact and direct the content and progression of
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`advertising commercials, the viewer can obtain more tailored content for his
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`personal needs. For example, commercials for financial products, such as
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`mortgages, i_nsurance, or other investments may allow the viewer to select
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`particular products and have visualizations or graphs displayed showing the
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`relative investment returns, net present values, income, cash flow or payments
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`streams associated with those products. Having the viewer selecting a button on
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`the television screen may. send a signal via the internet to a content server that will
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`transmit executable programming code to the viewer's set top box with
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`instructions to render the particular visualizations selected by the viewer.
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`This method may be adapted and applied to enhance a variety of additional
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`television commercial genres. Retail product commercials may include interactive
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`visual product comparisons (such as in the form of graphs, bar charts, etc.) or
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`additional product details to provide a virtual comparison shopping experience.
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`Displayed buttons linking to information content from independent product
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`shopping service internet servers may provide a wealth of relevant information for
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`the viewer, and can be tailored based on the viewer's stored profile or preferences.
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`For example, a commercial for a new drug may at the option of the viewer provide
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`additional graphic comparisons of effectiveness with drugs that the viewer may
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`currently be consuming. Graphic animations of how the drugs work may be
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`displayed. Links may be provided for additional information related to the
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`diseases that the drugs are intended to treat that may be displayed superimposed
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`on the commercial, or as a replacement to the commercial display.
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`Commercials related to food products may also be enhanced with the
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`present invention. For example, a commercial for a dry-packaged rice product
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`may be displayed and either at the real-time command of the viewer, or based on
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`the viewers profiles and preferences, addi