Abstract:
Methods and apparatus for interactive digital service networks are shown which provide Background Commercials with regular programs to receivers which allow the end user viewer to select whether to view the Background Commercials and the format for viewing. Background Commercial Viewing Data is stored and returned to the service operator for interactively updating viewing records. Incentives may be provided to the end user based upon their viewing habits. Multiple types of receivers are described for use with the system.

Description:
CROSS-REFERENCES TO RELATED APPLICATIONS  
       [0001]    Applicant claims the benefit of the U.S. Provisional Application No. 60/173,173 entitled “Advanced Interactive Services For Digital TV and Video Service Networks,” filed on Dec. 27, 1999, which application is incorporated herein by reference. 
     
    
     
       FIELD OF THE INVENTION  
         [0002]    This invention relates to digital television and video services, and more particularly, to a method and apparatus for allowing interactive user/provider management and control of digital television program transmission.  
         BACKGROUND OF THE INVENTION  
         [0003]    Digital video and television broadcasts are well known in the art. Common digital video service networks which provide digital video and television broadcasts include digital cable TV, digital satellite TV, video-on-demand, and terrestrial digital TV broadcasting systems. In each of these services a service operator broadcasts information to a multitude of end users in the form of digital television signals. These digital television signals are broadcast in the MPEG-2 format.  
           [0004]    MPEG-2 is a well known standard which was adopted on Nov. 4, 1994 by the ISO (International Organization for Standards) Motion Picture Experts Group (MPEG) for audio/video digital signal compression, configuration and transmission. The MPEG-2 Standard allows for consistent and uniform digital video signal sampling, coding, transmission and reception throughout the world and is very well known in the art.  
           [0005]    Through the known systems designed according to the MPEG-2 Standard (which is also known as International Standard ISO/IEC 13818-1), the packetizing, multiplexing, and, sending of coded bit streams of multiple programs may be accomplished. Here multiple programs, along with audio and video overlays may be transmitted by a service operator and received by an end user.  
           [0006]    Since the adoption of the MPEG-2 Standard, service networks have proliferated around the world which networks provide digital television programming to end users. These service networks generally consist of two (2) types of networks. The first type of service network describes digital video content distribution services such as digital cable TV service, digital satellite TV service, video-on-demand service where viewers pay monthly or per program service charges to the service operator. The second type of service network describes terrestrial Digital TV broadcasting networks where users are not required to pay service charges for viewing the programs transmitted by the broadcasters. Typically, the main revenue of these broadcasters stem from commercial advertisements located between their programs. However, in each of these types of known systems, there is very limited end user interactivity.  
           [0007]    During the past decade, a further industry has developed to produce “Infomercials” and wholesale channels solely dedicated to the sale of products and services. The Infomercials are generally extended advertisements which replace a regular entertainment style program instead of being an addendum or limited commercial between the regular programming. Infomercials generally contain information about a product or service which is being sold and requires that the user telephone the Infomercial producer to purchase the product or service.  
           [0008]    The wholesale channels are television based catalogues of products and services which display the products for the viewer while the viewer calls for the products that they desire. Further types of commercials are well known in the art. However, none of the televised commercial advertisements provide interactivity where the user can interactively select the programs desired. Furthermore, none of the commercial programs provide any type of automatic notice to the viewer that the specific commercial programming is being broadcast at a particular time. Additionally, none of the network services provide a system for determining the viewer&#39;s viewing habits and desires and then addressing those specific viewing habits by providing programming specifically addressed to the user. Even further, none of the digital TV network services broadcast Background Commercials to the end user, for which the end user&#39;s permission is required, and none of the digital TV network services provide incentives or compensate the end user&#39;s for their viewing choices or viewing record.  
         OBJECTS OF THE INVENTION  
         [0009]    Therefore, it is an object of the present invention to provide a digital service network with interactivity where the user can interactively select the programs desired.  
           [0010]    It is yet another object of the present invention to provide a digital service network which provides automatic notice to the viewer that specific commercial programming is being broadcast at a particular time.  
           [0011]    It is yet still another object of the present invention to provide network services which provide a system for determining the viewer&#39;s viewing habits and desires and then addressing those specific viewing habits by providing programming specifically addressed to the user.  
           [0012]    It is yet still another object of the present invention to provide digital TV network services which broadcast Background Commercials to the end user, and require the end user&#39;s permission.  
           [0013]    It is yet still another object of the present invention to provide digital TV network services which yield incentives or compensate the end user&#39;s for their viewing choices or viewing record.  
           [0014]    These, together with other objects of the present invention, along with the various features of novelty which characterize the present invention, are pointed out with particularity in the claims annexed to and forming a part of this disclosure.  
         SUMMARY OF THE INVENTION  
         [0015]    The above and other objects are achieved by the present invention, wherein the preferred embodiments of the present invention provide an interactive digital television broadcast system which transmits Background Commercials in addition to regular scheduled programing to an end user, the end user selects whether, when and how it wishes to view the Background Commercials, and return information is communicated to the network service operator.  
           [0016]    In the herein described preferred embodiments of the present invention, new digital television broadcast systems are described, which for purposes of this disclosure shall be named as the “View-to-Save service” and “View-for-Money service.” These preferred embodiments are described in reference to the known digital video service networks described above including the digital cable TV, digital satellite TV, video-on-demand, and terrestrial Digital TV broadcasting systems. However, neither the present invention nor the preferred embodiments should be limited to those specific networks.  
           [0017]    In the preferred embodiments of the present invention, Background Commercials are encoded, packetized, and multiplexed with packetized bitstreams of regular programs within a transmitted MPEG-2 signal, and then transmitted to the end-users through one of the digital video service networks. Background Commercials are commercial advertisement programs which requires a user&#39;s permission, or, request so that they may access a user&#39;s presentation unit. The end users receive the combined broadcast MPEG-2 signal, which includes both the normally broadcast digital video signal and the Background Commercials, through a receiver which is specifically designed to be used with the preferred embodiments of the present invention.  
           [0018]    The receiver of the preferred embodiments of the present invention includes a switch whereby the end user can enable or disable receipt and display of the service function of the preferred embodiments of the present invention. Through this switch, the end user can thereby enable or disable the rendering and/or presentation process of Banner Information of the received Background Commercials so that the rendered Banner Information of the Background Commercials can or can&#39;t be presented at the end user&#39;s presentation device. Banner Information is information which is related to the Background Commercials broadcast, and which takes the form of text, graphics, and images associated with the content of the Background Commercials.  
           [0019]    The preferred embodiments of the present invention allow the user to request to view the audio/video contents of the Background Commercials from the Receiver when the received Background Commercials has audio/video bit streams. Alternatively, the end user can request to save the audio/video bit streams of the Background Commercials and can view them later when viewing is more desirable or convenient. If the end user selects to save the audio/video bit streams for later viewing, the receiver then records the user&#39;s Background Commercials-viewing data in an associated storage unit.  
           [0020]    In the preferred embodiments of the present invention, a return channel allows the user&#39;s viewing choices and other such information to be communicated back to the associated service operator. In exchange for, and based upon this returned information, i.e., the user&#39;s Background Commercials-viewing record and programming selections, the service operator can then provide benefits to the end user in the form of savings on monthly service charges if applicable, giving away pay-per-view broadcasts similar to the end user&#39;s previous viewing selections, giving commercial coupons for future savings, providing revenue sharing arrangements, etc.  
           [0021]    One preferred embodiment of the interactive digital video service network of the present invention described herein comprises: means for providing a digital signal, the digital signal having information reflective of at least one regular program and at least one Background Commercial; an end user, the end user having a receiver for receiving the digital signal and a presentation unit for displaying at least a portion of the digital signal; a channel communicating the digital signal from the means for providing a digital signal to the receiver; selection means for allowing the end user to select between the at least one regular program and the at least one Background Commercial for display on the presentation unit; and a return channel communicating Background Commercial Viewing Data from the receiver to a digital service operator. In this preferred embodiment, the information reflective of the at least one Background Commercial contains Audio-Visual Information and/or Banner Information, the Banner Information being presented to the presentation unit with the at least one regular program. This preferred embodiment further comprises a control switch whereby the user can filter the Background Commercial portion of the digital signal from being delivered to the presentation unit, and it may further comprise a means for communicating the Background Commercial Viewing Data over the return channel from the receiver to the service operator, and means for updating a Background Commercial Viewing Record with the Background Commercial Viewing Data communicated from the receiver to the digital service operator.  
           [0022]    A further preferred embodiment of the interactive digital video service network of the present invention described herein comprises: means for providing a digital signal, the digital signal having information reflective of at least one regular program and at least one Background Commercial, wherein the information reflective of the at least one Background Commercial contains Banner Information; an end user, the end user having a receiver for receiving the digital signal and a presentation unit for displaying at least a portion of the digital signal, the Banner Information being presented to the presentation unit with the at least one regular program; and a channel communicating the digital signal from the means for providing a digital signal to the receiver. This preferred embodiment further comprises selection means for allowing the end user to select between the at least one regular program and the at least one Background Commercial for display on the presentation unit, and may further comprise a return channel for communicating Background Commercial Viewing Data from the receiver to a digital service operator. In this preferred embodiment, the information reflective of the at least one Background Commercial contains Audio-Visual Information and/or Banner Information, the Banner Information being presented to the presentation unit with the at least one regular program. In this further embodiment a control switch allows the user to filter the Background Commercial portion of the digital signal from being delivered to the presentation unit. This further embodiment further comprises a means for communicating the Background Commercial Viewing Data over the return channel from the receiver to the service operator, and means for updating a Background Commercial Viewing Record with the Background Commercial Viewing Data communicated from the receiver to the digital service operator.  
           [0023]    A method which drives the service network embodiment of the present invention, comprises the steps of: creating a combined digital television signal which combines information reflective of regular programming and Background Commercials, the information reflective of the Background Commercials containing Audio-Visual Information and/or Banner Information; transmitting the combined digital television signal over a channel to end users; receiving the combined digital television signal at a receiver; selecting a selected portion of the combined digital signal from the information reflective of the regular programming and the Background Commercials for display at a presentation unit; and displaying the selected portion of the combined digital signal on the presentation unit. This method may further comprise the steps of creating Background Commercial Viewing Data, communicating the Background Commercial Viewing Data from the receiver to the service operator, and updating a Background Commercial Viewing Record with the Background Commercial Viewing Data communicated from the receiver to the service operator. This method may also comprise the step of presenting Banner Information with the selected portion of the combined digital signal for display on the presentation unit.  
           [0024]    A preferred embodiment of a receiver for an interactive digital video service network within the present invention comprises: means for receiving a digital signal, the digital signal having information reflective of a regular program and at least one Background Commercial, wherein the information reflective of the at least one Background Commercial contains Banner Information; means for decoding the digital signal and providing a first signal reflective of the regular program and a second signal reflective of the at least one Background Commercial; means for receiving the signal reflective of the at least one Background Commercial and providing a signal reflective of the Banner Information; and means for providing a video output signal, the means for providing the video output signal combining information from the signal reflective of the regular program and the signal reflective of the Banner Information. This receiver embodiment may further comprise a User Interface means for obtaining User commands to enable or disable the inclusion of Banner Information in the video output signal and a control unit for providing control signals reflective of the User commands. This receiver embodiment may further comprise a storage means for storing Background Commercial view data and a transmission means for proving a return signal reflective of the Background Commercial view data.  
           [0025]    A further preferred embodiment of a receiver for an interactive digital video service network within the present invention comprises: means for receiving a digital signal, the digital signal having information reflective of a regular program and at least one Background Commercial, wherein the information reflective of the at least one Background Commercial contains Audio-Visual Information and Banner Information; means for decoding the digital signal and providing a first signal reflective of the regular program and a second signal reflective of the at least one Background Commercial; means for receiving the second signal reflective of the at least one Background Commercial and providing a first BC signal reflective of the Banner Information related to one of the at least one Background Commercials and a second BC signal reflective of Audio-Visual Information related to the one of the at least one Background Commercials; and means for providing a video output signal, the means for providing the video output signal combining information from one of (i) the signal reflective of the regular program or (ii) the second BC signal, with information from the signal reflective of the Banner Information. In this further receiver embodiment the means for receiving the signal reflective of the at least one Background Commercial provides a third BC signal reflective of information identifying the one of the at least one Background Commercials. This further receiver embodiment further comprises a selection means for allowing an end user to select between information from the signal reflective of the regular program and information from the second BC signal for inclusion in the video output signal. This further receiver embodiment also further comprises a User Interface means for obtaining User commands to enable or disable the inclusion of Banner Information and/or the second BC signal in the video output signal and a control unit for providing control signals reflective of the User commands. A storage means is included for storing Background Commercial view data and a transmission means for proving a return signal reflective of the Background Commercial view data. The same or a further storage means may be provided for storing information from the second BC signal, and means for replaying the second BC signal stored in the storage means to the means for providing a video output signal for inclusion in the video output signal. The same or a further storage means may also be provided for storing information from the signal reflective of the regular program, and means for replaying the signal reflective of the regular program stored in the storage means to the means for providing a video output signal for inclusion in the video output signal. 
       
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
       [0026]    The foregoing and other objects, advantages and features of the invention, and the manner in which the same are accomplished, will become more readily apparent upon consideration of the following detailed description of the preferred embodiment of the present invention taken in conjunction with the accompanying drawings which illustrate preferred and exemplary embodiments, and wherein:  
         [0027]    [0027]FIG. 1 shows a basic block diagram of the View-to-Save service of the preferred embodiments of the present invention.  
         [0028]    [0028]FIG. 2 shows a basic block diagram showing how the multiplexed bit streams of a regular program data and the data from Background Commercials are generated based on the MPEG-2 Systems the preferred embodiments of the present invention.  
         [0029]    [0029]FIG. 3 shows a basic block diagram of the “View-for-Money” service of the second preferred embodiment of the present invention which is provided for terrestrial, or land based digital TV networks.  
         [0030]    [0030]FIG. 4 shows a basic block diagram of a first embodiment of a receiver for the View-to-Save and View-for-Money services of the first and second preferred embodiments, respectively, of the present invention.  
         [0031]    [0031]FIG. 5 shows a basic block diagram of a second embodiment of a receiver for the View-to-Save and View-for-Money services of the first and second preferred embodiments, respectively, of the present invention.  
         [0032]    [0032]FIG. 6 shows a basic block diagram of a third embodiment of a receiver for the View-to-Save and View-for-Money services of the first and second preferred embodiments, respectively, of the present invention. 
     
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT  
       [0033]    The following description is provided to enable any person skilled in the art to make and use the invention and sets forth the best modes presently contemplated by the inventors for carrying out this invention. Various modifications however, will remain readily apparent to those skilled in the art, since the generic principles of the present invention have been completely defined.  
         [0034]    The preferred embodiments of the present invention described herein are segregated between two (2) different types of services. The first service applies to digital video content distribution services such as digital cable TV service, digital satellite TV service, video-on-demand service, and is described as the “View-to-Save” broadcast service. The second service provided by the preferred embodiments for terrestrial Digital TV broadcasting networks is herein called and defined as the “View-for-Money” service. The names of those services are intended merely for easy description of the preferred embodiments of the present invention and should not be construed to limit the scope of the invention in any way.  
         [0035]    For the purpose of clear description of the preferred embodiment of the present invention, the following terminology is defined:  
         [0036]    Background Commercials are commercial advertisement programs which require a user&#39;s permission, or, request in order for them to access the user&#39;s presentation unit. Conversely, if there is no permission or request from a user, then Background Commercials will not be presented at the user&#39;s presentation unit. Thus, unless the user desires to receive the Background Commercials, then the user will not be bothered by any Background Commercials while watching regular programs. Background Commercials, as defined herein, differ from typical commercial advertisements because a typical commercial advertisement is located between or in the middle of regular non-commercial programs. Whereas, Background Commercials can be available anytime, even when a regular program is displaying, i.e., the Background Commercials are carried in the background of the regular non-commercial.  
         [0037]    Banner Information is information descriptive and/or related to the Background Commercials. Banner Information takes the form of text, graphics, and images, which are associated with the content of the Background Commercials. Alternatively, Audio-Visual Information of a Background Commercials is the audio and video contents of the Background Commercials similar to typical commercial within regular TV programs. Hence, Background Commercials can have Banner Information and/or Audio-Visual Information.  
       View-to-Save Service: A Service for Digital Cable TV, Digital Satellite TV, and Video-on-Demand Service Networks  
       [0038]    Turning now to the drawings, FIG. 1 shows a basic block diagram of the View-to-Save system  100  of the preferred embodiments of the present invention. In this View-to-Save system  100 , a digital video or TV service operator  111  transmits a combined MPEG-2 signal  113  over a channel  112  to receiver  115  of the end users  114 . Within the transmitted combined MPEG-2 signal  113 , Background Commercials  116  are encoded, packetized, multiplexed along with packetized bit streams of regular programs  117 .  
         [0039]    The methods of packetizing, multiplexing, and, sending coded bit streams of multiple programs are well known in the art, and they generally implement the International Standard ISO/IEC 13818-1 which is also known as MPEG-2 Systems. A simplified illustration showing the multiplexing of bit streams of regular program data along with the data from Background Commercials based on the MPEG-2 Systems is depicted in FIG. 2. In the signals illustrated within FIG. 2, the Transport Stream which is specified in the MPEG-2 Standard is composed of a header followed by a payload.  
         [0040]    As shown in FIG. 2, each of the regular program signal  117  and the Background Commercials  116  undergo a coding step  201  to create coded bit streams  202 . Each of the coded bit streams  202 , reflecting the regular program signal  117  and the Background Commercials  116 , are then packetized  203  and fed to a multiplexer  204 . The multiplexed transport stream is then modulated  206  and sent to the channel. 112 .  
         [0041]    The actual structure and operation of the View-to-Save receiver (“VSR”) of the preferred embodiment of the present invention is described in more detail below. However, referring back to FIG. 1, the VSR  115  receives the signal  113  from the channel  112 , demodulates the signal  113  to retrieve the bit streams of the regular programs  117  and the Background Commercials  116 , and then extracts the bit streams of the regular programs  117  and the Background Commercials  116 . The regular programs  117  are normally decoded and delivered to a presentation unit  118  without any alteration if the View-to-Save service function of the receiver  115  has been disabled by the user  114 .  
         [0042]    When a user  114  requests the View-to-Save service or, in other words, if the user  114  enables the View-to-Save service function of the Receiver  115 , the Background Commercials  116  are presented to the presentation unit  118 .  
         [0043]    Various options also can be made possible in delivering the Background Commercials  116  to the user&#39;s presentation unit  118  depending on the type of the Background Commercials  116  received. If the received Background Commercials  116  contain only Banner Information, then the rendered Banner Information is overlaid to the video output of the regular programs  117 . If the received Background Commercials  116  contain Audio-Visual Information in addition to the Banner Information, then the VSR  115  notifies the user  114  that the received Background Commercials  116  have additional Audio-Visual Information while the rendered Banner Information is delivered to the presentation unit  118 .  
         [0044]    Based upon this notification, the user  114  will decide whether to view the additional Audio-Visual Information of the Background Commercials  116 . If the user  114  decides to view the additional Audio-Visual Information of the Background Commercials  116 , then the audio and video streams of the Background Commercials  116  are decoded and presented to the user&#39;s presentation unit  118 .  
         [0045]    Alternatively, the user  114  can also request the VSR  115  to store the bit streams of the additional Audio-Visual Information of the Background Commercials  116  for later viewing. In other words, the bit streams of the Background Commercials  116  that the user  114  requests to store will be stored in a digital storage device such as a hard disk drive or other type of digital storage memory device. The stored Audio-Visual Information of the Background Commercials  116  can then be decoded and presented to the user&#39;s presentation unit  118  when the user  114  requests to view the stored Background Commercials  116 .  
         [0046]    In the preferred embodiment of the invention, bit streams of multiple Background Commercials  116  can be stored in the storage device of the VSR  115 , and Banner Information from the multiple Background Commercials  116  can be presented to the user&#39;s presentation unit  118  when the View-to-Save service function is enabled by the user  114 . When there are multiple Background Commercials available, the VSR  115  of the preferred embodiment of the invention decodes and presents the Audio-Visual Information of the Background Commercials  116  that the user  114  selects to the presentation unit  118 .  
         [0047]    While all these transactions are made, the receiver  115  records data reflective of the user&#39;s Background Commercials  116  viewing habits and choices to an internal memory device. Fundamentally, this process will record which Background Commercials  116  were presented at the user&#39;s presentation unit  118  by the user&#39;s request. Any information which is interesting for future management of the View-to-Save service by the service operator  111  can be pre-specified and recorded when the user&#39;s Background Commercials-viewing data is recorded. Such information can be, but is not limited to, the date or time stamp reflecting when the Background Commercials  116  were presented to the presentation unit  118 , channel information such as channel number, program identification of the regular programs  117  that the user  114  was watching when the Background Commercials  116  were requested to be presented to the user&#39;s presentation unit  118 , identification which Background Commercials  116  were chosen, their running time, etc.  
         [0048]    The View-to-Save service embodiment illustrated in FIG. 1 then undertakes a process of sending the user&#39;s Background Commercials-viewing data back to the service operator  111  through a return channel  119 . For management purposes, unique identifications may be assigned to each user  114  or each VSR  115 . Depending upon how the VSR  115  is designed, the VSR  115  can send the user&#39;s Background Commercials-viewing record to the service operator  111  at the user&#39;s request, or at a request or time which has been previously programmed internally in the VSR  115 . Upon receiving the user&#39;s Background Commercials-viewing record, the service operator  111  is able to then update and manage the users&#39; Background Commercials-viewing records.  
         [0049]    The final process of the View-to-Save service embodiment illustrated in FIG. 1 is that the service operator  111  is able to provide certain benefits to the user  114  in return for the user&#39;s participation in the View-to-Save service of the preferred embodiment of the present invention. These benefits may take various forms as a function of the user&#39;s Background Commercials-viewing record. Examples include, but are not limited to, savings on monthly service charges, if applicable, giving away free pay-per-views programs which the user  114  would normally have to pay for, giving commercial coupons for saving, providing some sot of revenue sharing package, or other type of compensation and incentive for participating in the service. For purposes of illustration, this return of compensation from the service operator  111  to the user  114  is shown as arrow  120  in FIG. 1.  
       View-for-Money Service: A Service for Terrestrial Digital TV Networks  
       [0050]    The View-to-Save service of the first preferred embodiment of the present invention shown in FIG. 2 is mostly suitable for the digital video or digital TV service networks in which a service operator  111  broadcasts digital video contents over their networks having multiple channels such as digital cable TV networks, video-on-demand networks, and satellite digital video service networks. In such service networks, users  111  are subject to monthly service charges from the service operator  111 .  
         [0051]    Alternatively, FIG. 3 illustrates a second preferred embodiment of the present invention which is herein called the “View-for-Money service” and is provided for terrestrial, or land based digital TV networks where users are not required to pay service charges for viewing the programs transmitted by the broadcasters. Typically, the main revenue of these broadcasters stem from commercial advertisements located between their programs.  
         [0052]    In the View-for-Money service  300  illustrated in the second preferred embodiment of the present invention, the broadcasters broadcast Background Commercials  316  with their respective regular programs  317  to the air where a specific channel  312  or frequency range is assigned to each broadcaster. The View-for-Money Digital TV (VM-DTV)  315 , which controls the View-for-Money service of the second preferred embodiment for the user  314 , receives the signals available in the air, and extracts the bitstreams of the regular programs  317  and the Background Commercials  316  of the tuned channel  312 .  
         [0053]    The next function of the View-for-Money service of the second preferred embodiment of the present invention is same as that described for the View-to-Save service in the first preferred embodiment of the invention described above. The regular programs are normally decoded and delivered to the presentation unit without any alteration if the View-for-Money service function has been disabled by the user  314 . Alternatively, when a user  314  requests access to the View-for-Money service, or if the user enables the View-for-Money service function on the VM-DTV  315 , then the Background Commercials  316  are presented at a presentation unit connected to the VM-DTV  315 .  
         [0054]    When the View-for-Money service is to be received by the user, if the received Background Commercials  316  contain only Banner Information, then the rendered Banner Information is overlaid to the video output of the regular programs  317 . Alternatively, if the received Background Commercials  316  contains further Audio-Visual information in addition to the Banner Information, then the VM-DTV  315  notifies the user  314  that the received Background Commercials  316  contain additional Audio-Visual information while the rendered Banner Information of the Background Commercials  316  is delivered to the user  314 .  
         [0055]    Based upon this notification, that the Background Commercials  316  contain additional Audio-Visual information, the user  314  may further request the VM-DTV  315  to display the Audio-Visual information at that time. If the user  314  requests to view the additional Audio-Visual information of the Background Commercials  316 , then the audio and video streams of the Background Commercials  316  are decoded and presented to the user&#39;s presentation unit.  
         [0056]    Alternatively, the user  314  can request the VM-DTV  315  to store the bitstreams of the additional Audio-Visual information of the Background Commercials  316  for later viewing. In other words, some bitstreams of the Background Commercials  316  that the user selects can be stored in a digital storage device such as a hard disk drive or other digital memory, and they will then be decoded and presented to the user&#39;s presentation unit when the user requests to view the stored Background Commercials  316  at a later time.  
         [0057]    Bitstreams of multiple Background Commercials  316  can be stored in the storage device of the VM-DTV  315 , and multiple Banner Information signals can be presented to the user&#39;s presentation unit when that service function is enabled. If there is Banner Information from multiple Background Commercials  316  being presented to the user  314 , then the VM-DTV  315  decodes and presents the additional Audio-Visual information of the Background Commercials  316  which the user selects.  
         [0058]    As discussed above with respect to the first preferred embodiment of the present invention, while all of these transactions are being made by the user  314 , the VM-DTV  315  records all of the user&#39;s Background Commercials-viewing data to the internal memory device of the VM-DTV  315 . Fundamentally, this process is to record which Background Commercials  316  were presented at the user&#39;s presentation unit by the user&#39;s request.  
         [0059]    Any desired information for the proper management of the View-for-Money service by the broadcasters  310  and/or View-for-Money service operator (VM-SO)  311  can be pre-specified and used when the user&#39;s Background Commercials-viewing data is recorded. Such information can be, but is not limited to, the date or time stamp of when the Background Commercials  316  were selected or viewed, channel information such as the channel number or the broadcaster&#39;s identification, the program identification that the user was watching when the Background Commercials were requested to be presented to the user&#39;s presentation unit, identification of the a Background Commercials selected, its running time, etc.  
         [0060]    As discussed above with respect to the first preferred embodiment of the present invention, the View-for-Money service  300  of the second preferred embodiment of the present invention further implements a process which sends the user&#39;s Background Commercials-viewing record to the VM-SO  311  through a return channel  319 . For proper management of the service, a unique identification is assigned to each user  314  or to each VM-DTV  315 . Depending upon the design of the VM-DTV  315 , the VM-DTV  315  sends the user&#39;s Background Commercials-viewing record to the VM-SO  311  at the user&#39;s request, or based upon an instruction programmed internally within the VM-DTV  315 .  
         [0061]    Upon receiving the user&#39;s Background Commercials-viewing record, the VM-SO  311  updates and manages the user&#39;s Background Commercials-viewing record. In the View-for-Money service Network  300  of the second preferred embodiment of the present invention, it is important that the VM-SO  311  and each broadcaster  301  sending Background Commercials have some sort of contract regarding the Background Commercials  316  transmitted to the user  314 , or that they have some other means for directing incentives and/or interactive responsiveness to the user  314  based upon the user&#39;s Background Commercials-viewing records. The contract  302  can take various forms, i.e., charging the broadcasters for the Background Commercials  316  that they transmitted, or for the Background Commercials  316  which were selected for viewing at the users&#39; presentation devices.  
         [0062]    Based upon the users&#39; Background Commercials-viewing records, the final process of the View-for-Money service  300  of the second preferred embodiment of the present invention is that the VM-SO  311  compensates or otherwise provides incentives or other interactive input based upon the users&#39; Background Commercials-viewing records. A simple example of compensation includes, but is not limited to, revenue sharing with the user  314  from the VM-SO  311  for profits arising from the View-for-Money service with those users  314  who viewed the Background Commercials  316 .  
       The View-to-Save and View-for-Money Receivers  
       [0063]    The difference between the View-to-Save service  100  and the View-for-Money service  300  of the first and second preferred embodiment of the present invention discussed above, is how the digital contents (regular programs plus Background Commercials) are delivered to the end users. For the View-to-Save service  100 , a service operator  111  sends and manages digital contents (regular programs  117  and Background Commercials  116 ) for the entire channel, i.e., all of the broadcasters of their networks (cable and satellite), whereas separate broadcasters  301  transmit each of their digital contents to the air, or to the users  314  for the View-for-Money service  300 .  
         [0064]    In terms of functionality for performing these novel interactive services, however the VSR  115  and VM-DTV  315  require basically the same functions: receive digital bit streams, extract and deliver the Banner Information of a Background Commercials to the user&#39;s presentation device if a user enables the service function, decode and present the Audio-Visual Information of the Background Commercials at the user&#39;s request, record and manage the user&#39;s Background Commercials-viewing data, and update the user&#39;s Background Commercials-viewing record to the service operator via a return channel.  
         [0065]    Referring now to FIG. 4, a first embodiment of the receiver  400  for View-to-Save service  100  and the View-for-Money service  300  includes a channel demodulation unit  401  which demodulates the received signal and extracts the bit streams of the regular program and the Background Commercials from a user-tuned channel  402 .  
         [0066]    A TS demultiplexing and depacketization unit  403  demultiplexes the program bitstream  417  (audio and video bit streams) and the Background Commercials bit streams  416  which are received from the channel demodulation unit  401 .  
         [0067]    A Background Commercials extraction and rendering unit  404  extracts and renders the Banner Information  428  of the received Background Commercials, sends Background Commercials information data  425  to a control unit  405  for managing purposes, sends audio/video bit streams  429  of the Background Commercials to a storage device  406  to save, and, sends the rendered Banner Information  428  to a video reconstruction unit  407  to present to the user&#39;s presentation device.  
         [0068]    The storage device(s)  406 , may be a hard drive or any other type of digital storage device, saves audio/video bit streams of a Background Commercials  429  and the user&#39;s Background Commercials-viewing record. A selector unit  408  selects between the audio/video bit streams of the regular program  427  and the audio/video bit streams of the Background Commercials  429  stored in the storage device  406  in accordance with the control signal  451  from the control unit  405 . The control unit  405  couples to the User interface  410  to obtain the user&#39;s command  453  to view the Audio-Visual Information of the Background Commercials received  429 .  
         [0069]    Audio/Video decoders  409  decode the selected audio and video coded bit streams  430  and send a decoded video signal  461  to the video reconstruction unit  407 . The video reconstruction unit  407  reconstructs the output video  462  from the decoded video output  461  and the rendered Banner Information  428  in accordance with the control signal  452  from the control unit  405 .  
         [0070]    The control unit  405  also obtains the user&#39;s commands  453  to enable/disable the service function, i.e., if the user enables the View-to-Save or View-for-Money service function, as the case may be.  
         [0071]    As stated above, the Video Reconstruction unit  407  generates the output video signal  462  from the decoded video  461  and the rendered Banner Information  428 . If the user disables the service function, then the Video Reconstruction unit  407  generates the output video signal  462  only with the decoded video  461 .  
         [0072]    The Control unit  405  receives and interprets the user&#39;s commands  453 , receives the Background Commercials information data  425  from the Background Commercials extraction and rendering unit  404 , controls the storage device(s)  406  to save the audio/video bit streams  429  to the storage device(s)  406 , records the user&#39;s Background Commercials-viewing data  471  to the storage device(s)  406 , controls the selector unit  408  and the storage device(s)  406  to send the saved audio/video bit streams of the Background Commercials  429  previously stored in the storage device(s)  406  to the Audio/Video decoders  409  in accordance with the user&#39;s request to view the Audio-Visual Information of the Background Commercials received, and reads and manages the user&#39;s Background Commercials-viewing record  471  from the storage device(s)  406  and then sends that Background Commercials-viewing record  471  to the service operator  411  through a return channel  412 .  
         [0073]    Depending on applications, a receiver may be limited so that it is only capable of presenting Banner Information to the users. FIG. 5 shows a basic block diagram of a second embodiment of a receiver for the View-to-Save and View-for-Money services of the first and second preferred embodiments, respectively, of the present invention. In this second embodiment of the receiver for View-to-Save and View-for-Money services, the receiver  500  is configured to render only the Banner Information of Background Commercials, i.e., no feature for further decoding and presenting of the Audio-Visual Information of the Background Commercials is provided. This embodiment provides a cost effective way of designing the receiver  500 . In this embodiment of the receiver  500  each of the components operate in a similar manner to the receiver  400  illustrated in FIG. 4.  
         [0074]    Referring now to FIG. 5, a second embodiment of the receiver  500  for the View-to-Save service  100  and the View-for-Money service  300  includes a channel demodulation unit  501  which demodulates the received signal and extracts the bit streams of the regular program and the Background Commercials from a user-tuned channel  502 .  
         [0075]    A TS demultiplexing and depacketization unit  503  demultiplexes the program bitstream  517  (audio and video bit streams) and the Background Commercials bit streams  516  which are received from the channel demodulation unit  501 .  
         [0076]    A Background Commercials extraction and rendering unit  504  extracts and renders the Banner Information  528  of the received Background Commercials, sends Background Commercials information data  525  to a control unit  505  for managing purposes, and, sends the rendered Banner Information  528  to a video reconstruction unit  507  to present to the user&#39;s presentation device.  
         [0077]    Audio/Video decoders  509  decode the selected audio and video coded bit streams of the regular program  517  and send a decoded video signal  561  to the video reconstruction unit  507 . The video reconstruction unit  507  reconstructs the output video  562  from the decoded video output  561  and the rendered Banner Information  528  in accordance with the control signal  552  from the control unit  505 .  
         [0078]    The control unit  505  also obtains the user&#39;s commands  553  to enable/disable the service function, i.e., if the user enables the View-to-Save or View-for-Money service function, as the case may be.  
         [0079]    As stated above, the Video Reconstruction unit  507  generates the output video signal  562  from the decoded video  561  and the rendered Banner Information  528 . If the user disables the service function, then the Video Reconstruction unit  507  generates the output video signal  562  only with the decoded video  561 .  
         [0080]    The Control unit  505  receives and interprets the user&#39;s commands  553 , receives the Background Commercials information data  525  from the Background Commercials extraction and rendering unit  504 , controls the storage device(s)  506  to record the user&#39;s Background Commercials-viewing data  571  to the storage device(s)  506 , and reads and manages the user&#39;s Background Commercials-viewing record  571  from the storage device(s)  506  and then sends that Background Commercials-viewing record  571  to the service operator  511  through a return channel  512 .  
         [0081]    [0081]FIG. 6 illustrates a third embodiment of a receiver  600  with the feature that a user can continuously watch a regular program after the user has delayed that regular program so that the user could watch either stored or currently transmitted Audio-Visual Information of Background Commercials. This third embodiment of the receiver  600  addresses potential discontinuity in the user&#39;s watching of regular programing while a user views the Audio-Visual Information of Background Commercials by saving the bit streams of the regular programs  617  in a storage device(s)  606 . Those regular program bit streams  617  can then be played back after the user viewed the Audio-Visual Information of a Background Commercials.  
         [0082]    The third embodiment of the receiver  600  displayed in FIG. 6 operates in a very similar manner to the receiver  400  depicted in FIG. 4. However, the receiver  600  also includes a play-back control unit  615  which controls the bitstream flow between the TS Demultiplex unit  603  and the selector unit  608 .  
         [0083]    During normal operation, the play-back control unit  615  delivers the regular program bitstream  617  directly from the TS Demultiplexing unit  603  to the selector unit  608 . Alternatively, if the user  650  requests that the audio/video bit streams of the Background Commercials  629  be played, then the control unit  605  sends a control signal  651  to the selector unit  608 . The selector unit  608  then feeds the audio/video bit streams of the Background Commercials  629  from the storage device(s)  606  to the Audio/Video decoders  609  instead of the regular program bitstream  617 . Similarly, when the audio/video bit streams of a Background Commercials  629  are being decoded by the Audio/Video decoders  609 , the play-back control unit  615  directs the bit streams of regular program  617  coming from the TS Demultiplex unit to the storage device to be saved. This is all controlled from the control unit  605  sending a control signal  651  to the selector unit  608 .  
         [0084]    After the user  650  has finished viewing the Audio-Visual Information of the Background Commercials  629 , the play-back control unit  615  sends the saved bitstream of the regular program  617  from the storage device(s)  606  to the selector unit  608 . In this way, the user  650  can continuously watch the regular program and start it again right at the spot where it was paused when the user  650  began to view the Audio-Visual Information of the Background Commercials  629 .  
         [0085]    Referring still to FIG. 6, a first embodiment of the receiver  600  for View-to-Save service  100  and the View-for-Money service  300  includes a channel demodulation unit  601  which demodulates the received signal and extracts the bit streams of the regular program and the Background Commercials from a user-tuned channel  602 .  
         [0086]    A TS demultiplexing and depacketization unit  603  demultiplexes the program bitstream  617  (audio and video bit streams) and the Background Commercials bit streams  616  which are received from the channel demodulation unit  601 .  
         [0087]    A Background Commercials extraction and rendering unit  604  extracts and renders the Banner Information  628  of the received Background Commercials, sends Background Commercials information data  625  to a control unit  605  for managing purposes, sends audio/video bit streams  629  of the Background Commercials to a storage device  606  to save, and, sends the rendered Banner Information  628  to a video reconstruction unit  607  to present to the user&#39;s presentation device.  
         [0088]    The storage device(s)  606 , may be a hard drive or any other type of digital storage device, saves audio/video bit streams of a Background Commercials  629  and the user&#39;s Background Commercials-viewing record. A selector unit  608  selects between the audio/video bit streams of the regular program  627  and the audio/video bit streams of the Background Commercials  629  stored in the storage device  606  in accordance with the control signal  651  from the control unit  605 . The control unit  605  couples to the User interface  610  to obtain the user&#39;s command  653  to view the Audio-Visual Information of the Background Commercials received  629 .  
         [0089]    Audio/Video decoders  609  decode the selected audio and video coded bit streams  630  and send a decoded video signal  661  to the video reconstruction unit  607 . The video reconstruction unit  607  reconstructs the output video  662  from the decoded video output  661  and the rendered Banner Information  628  in accordance with the control signal  652  from the control unit  605 .  
         [0090]    The control unit  605  also obtains the user&#39;s commands  653  to enable/disable the service function, i.e., if the user enables the View-to-Save or View-for-Money service function, as the case may be.  
         [0091]    As stated above, the Video Reconstruction unit  607  generates the output video signal  662  from the decoded video  661  and the rendered Banner Information  628 . If the user disables the service function, then the Video Reconstruction unit  607  generates the output video signal  662  only with the decoded video  661 .  
         [0092]    In addition to controlling the selection, storage and play back of the regular program bit streams  617  and the Audio/video Background Commercials bitstreams, the Control unit  605  also receives and interprets the user&#39;s commands  653 , receives the Background Commercials information data  625  from the Background Commercials extraction and rendering unit  604 , controls the storage device(s)  606  to save the audio/video bitstreams  629  to the storage device(s)  606 , records the user&#39;s Background Commercials-viewing data  671  to the storage device(s)  606 , controls the selector unit  608  and the storage device(s)  606  to send the saved audio/video bitstreams of the Background Commercials  629  previously stored in the storage device(s)  606  to the Audio/Video decoders  609  in accordance with the user&#39;s request to view the Audio-Visual Information of the Background Commercials received, and reads and manages the user&#39;s Background Commercials-viewing record  671  from the storage device(s)  606  and then sends that Background Commercials-viewing record  671  to the service operator  611  through a return channel  612 .  
         [0093]    Accordingly, it will be understood that the preferred embodiment of the present invention have been disclosed by way of example and that other modifications and alterations may occur to those skilled in the art without departing from the scope and spirit of the appended claims.  
         [0094]    Those skilled in the art will appreciate the various adaptations and modifications of the just described preferred embodiments can be configured without departing from the scope and spirit of the invention. Therefore, it is to be understood that, within the scope of the appended claims, the invention may be practiced other than as specifically described herein.