# Patent

## Title
Using multiple media players to insert data items into a media stream of a streaming media

## Abstract

Playback of a tagged audio stream at a user's computer can be controlled using a first media player. When the first media player detects a tag in the tagged audio stream, it mutes the volume of the first media player, and transfers playback control to a second media player operating at the same computer. The second media player controls playback of untagged media content, and in response to detecting completion of the untagged media content, returns playback control to the first media player. In this way, multiple media players in a client device can control the playback of audio content and the insertion of spots into that content.

## Background
CROSS REFERENCE TO RELATED PATENTS
This application is a continuation of U.S. application Ser. No. 10/183,068, filed Jun. 26, 2002, now U.S. Pat. No. 7,711,791, issue date May 4, 2010, and entitled “USING MULTIPLE MEDIA PLAYERS TO INSERT DATA ITEMS INTO A MEDIA STREAM OF A STREAMING MEDIA,” which is incorporated herein in its entirety by reference for all purposes.


FIELD OF THE INVENTION
This invention relates in general to computer implemented systems, and more particularly, to a technique of using multiple media players to insert data items into a media stream of streaming media.
DESCRIPTION OF RELATED ART
The Internet is a vast collection of global-spanning networks that communicate with each other by using protocols, such as the Transmission Control Protocol (TCP) and the Internet Protocol (IP). Via its networks, the Internet enables many computers, located at different sites around the world, to access information from each other.
The World Wide Web (i.e., the “WWW” or the “Web”) is the fastest growing part of the Internet. The Web contains Web pages that incorporate text, graphics, sound, animation, and other multimedia elements. Some Web pages are formatted in a language called HyperText Markup Language (HTML). Hypertext links connect the Web pages to each other, and to any other pages, graphics, binary files, or multimedia files.
Web pages are also formatted in a language called Extensible Markup Language (XML). XML is independent of any platform, vendor, or application. Therefore, XML can be used to exchange information, without regard to the system that the information is coming from or going to. In addition, XVM enables the exchange of information across different languages.
The Web works within a client/server model. Web client software runs on the Web client computers, and Web server software runs on the Web server computer. Web client software—known as the Web browser—interacts with both the user and the Web server software. In particular, the Web browser receives a Universal Resource Locator (URL) request from a user. The URL is a unique identifier for requested information (e.g., a Web page, a document, or an object). The Web browser then sends the URL request to the Web server software using Hypertext Transfer Protocol (HTTP). In response to the URL request, the Web server software locates and returns the requested information to the Web browser.
One of the most exciting aspects of the Web is the multimedia content. There are two techniques for delivering multimedia over the Internet. The first technique involves downloading multimedia files from a server, and storing the files on the client computer. Compressed formats are the most popular form of multimedia downloads.
The second technique involves streaming multimedia. Unlike the download technique, the streaming multimedia is not stored on the client computer. The streaming technology allows a user to play sounds, music, and video on the Web client computer while the Web server computer is sending the file. Accordingly, the user does not have to wait until the entire multimedia file is downloaded before listening to and/or viewing the media. At the Web client computer, media players are required to play the streaming multimedia. Such multimedia may include Internet radio, music and videos.
Many multimedia content providers (e.g., Internet radio stations) seek to generate revenue by selling advertising time to Internet advertisement providers. In turn, the advertisement providers seek to increase their advertising revenues by targeting certain advertisements to selected Internet users who are likely to purchase the advertiser's product. Such targeting may be based on variables such as gender, age, geographic location, etc.
For Internet radio, these targeted advertisements can be directly inserted into the streaming audio before the media player displays the stream to the user. This advertisement insertion can be performed at the client computer when the client computer has certain software applications. Currently, users are required to download special advertisement insertion software to their client computers.
Such download requirements present a problem for users that listen to Internet radio while at work because many employers prohibit their employees from downloading software onto company owned computers. Thus, there is a need for a technique of advertisement insertion at the client computer that does not require a user to download advertisement insertion software.
SUMMARY
To overcome the limitations in the prior art described above, and to overcome other limitations that will become apparent upon reading and understanding the present specification, the present invention discloses a method, apparatus, and article of manufacture for processing a content stream at a client computer.
A first media player at a computer, which may be embedded in a web page, can control the playback of a tagged audio stream, such as may be provided by an Internet radio station. The first media player detects one of the tags in the audio stream, mutes its volume, and transfers playback control to a second media player, which can be embedded in the same web page as the first media player. The second media player controls playback of untagged media content, such as advertising spots, or the like. Upon completion of the untagged media content, the second embedded media player returns playback control to the first media player. In various embodiments, the first media player and the second media player can operate in a transparent mode, in which they are not visible to a user, even when actively controlling or playing media content.
A web page in which the first media player and the second media player are embedded can be used to acquire user registration information, and user input indicating which of multiple audio streams the first media player is to play back. The untagged media content played under control of the second media player can includes spots selected from a spot list generated based on the user registration information. In some embodiments a limited bandwidth network connection can be detected. Spots and other untagged media content can be temporarily stored in a cache of the web browser, and provided to the second embedded media player during a time when the second embedded media player is controlling playback.
Some embodiments use a web browser to facilitate passing playback control between the first embedded media player and the second embedded media player. In some cases, playback control is passed from the second media player to a third media player before control is passed back to the first media player.
The above-described invention has utility for using multiple media players embedded in a Web page for the purpose of inserting an untagged content stream (e.g., advertisements) into a tagged content stream (e.g., radio station content) seamlessly, without media buffering. Such insertion can be combined with collecting user registration information (e.g., demographic information) for targeting the untagged content stream (e.g., advertisements) to a particular user.



BRIEF DESCRIPTION OF THE DRAWINGS
Referring now to the drawings in which like reference numbers represent corresponding parts throughout:
FIG. 1 is a block diagram that illustrates the manner in which untagged data items are inserted into a tagged content stream in accordance with one embodiment of the present invention;
FIG. 2 is a schematic diagram illustrating a hardware environment used to implement a Web server computer in accordance with one embodiment of the present invention;
FIG. 3 is a schematic diagram illustrating a hardware environment used to implement a client computer in accordance with one embodiment of the present invention;
FIG. 4 is a diagram of a playback page in accordance with an embodiment of the present invention;
FIG. 5 is a block diagram that illustrates the manner in which the ThinClient System works together with a Content Playback instance of a media player and one Ad Spot instance of a media player to insert an untagged content stream into an tagged content stream in accordance with one embodiment of the present invention.
FIG. 6 is a block diagram that illustrates the manner in which the ThinClient System works together with a Content Playback instance of a media player and multiple Ad Spot instances of a media player to insert an untagged content stream into an tagged content stream in accordance with one embodiment of the present invention.
FIG. 7 is a block diagram that illustrates the manner in which the ThinClient System works together with a Content Playback instance of a media player and one Ad Spot instances of a media player and a Spot Caching instance of a media player to insert an untagged content stream into an tagged content stream in accordance with one embodiment of the present invention.
FIGS. 8A-8C are flow diagrams that illustrates the steps performed by the ThinClient System in accordance with one embodiment of the present invention.



DETAILED DESCRIPTION
In the following description of embodiments of the invention, reference is made to the accompanying drawings which form a part hereof, and which is shown by why of illustration, a specific embodiment in which the invention may be practiced. It is to be understood that other embodiments may be utilized as structural changes may be made without departing from the scope of the present invention.
This invention is comprised of a collection of components, which will be referred to herein as the “ThinClient System.” It is to be understood that these components may be combined in many different ways to form a variety of combinations within the scope of the invention.
Overview
FIG. 1 shows and overview of the process of inserting targeted data items (e.g., advertisements) into a live data stream (e.g., a radio or other signal) or archived/on-demand streams (e.g., a movie stored on a data storage device). However, one skilled in the art will recognize that the invention could insert targeted data items into other media (e.g., in a television signal). For purposes of simplifying the explanation of the process in FIG. 1, the data signal is assumed to be a radio signal.
The Web server computer 200 sends a playback page (not shown) to the Web browser 316 via the Internet 110, and the Web browser 316 displays the playback page at the client computer 300. The playback page is a user interface that allows a user to select radio stations and it provides the functions of an Internet radio station tuner. The playback page also has two or more embedded media players 318. These embedded media players 318 are transparent to users because they perform the function of displaying multimedia content on the client computer 300 without any visible effect.
When the user at the client computer 300 selects a radio station from the playback page, the client computer 300 requests a list of targeted data items (e.g., advertisements, public service announcements, etc.) from the advertisement server 100. This request is in the form of an XML request. The list of data items is referred to herein as the spot list.
The Web server computer 200 then instructs the radio station 102 to begin sending an audio stream 104 to the client computer 300. It is noted that the audio stream 104 can be in the form of a live audio stream or in the form of an archived audio stream that a radio station broadcaster has uploaded from a server.
At the radio station 102, tags 106 are inserted into the audio stream 104 before the audio stream 104 is sent to the client computer 300. This audio stream 104 is a tagged content stream. The tags 106 indicate the point at which original data item (not shown) have been inserted into the audio stream 104. The tags 106 also contain information about whether the original data item is an advertisement and about the length of the data item. The original data items are typically generic data items that are not customized for or targeted to particular users.
The process of sending the audio stream 104 typically involves sending the audio stream 104 to a Streaming Service Provider (SSP) 108. The SSP 108 converts the audio stream 104 and tags 106 into a streaming format 112. The SSP 108 then sends the streaming format 112, together with the tags 106, to the client computer 300 via the Internet 110. An advertisement server 100 selects one or more targeted data items from the spot list and then sends these targeted data items 114 to the client computer 300 via the Internet 110. The targeted data items 114 are contained within an untagged content stream. In FIG. 1, the targeted data items 114 are targeted advertisements. One skilled in the art will recognize that the data items could be other content, such as targeted public service announcements, without exceeding the scope of the present invention.
The Thin Client System 216 at the Web server computer 200 works in conjunction with at least two instances of media player 318 to insert the targeted data items 114 into the streaming format 112. More specifically, when a media player 318 receives a notification from a controlling script of that media player 318 that a tag 106 was found, the ThinClient System 216 causes the original data item contained in the streaming format 112 to be replaced with a targeted data item 114. It is noted that the interaction of the Thin Client System 216 with the media players 318 is transparent to the user.
In brief, the Thin Client System 216 advantageously eliminates the need for downloading advertisement insertion software to the client computer 300. Consequently, users working in corporate environments, or any other environment that prohibits the downloading of software, can listen to Internet radio and view targeted advertisements without downloading software onto a client computer 300.
Before providing the details of the Thin Client System 216, the hardware environments of one embodiment of the present invention are discussed.
Hardware
FIG. 2 is a schematic diagram illustrating a hardware environment used to implement server computers 100 (not shown) and 200 in one embodiment of the invention. Since the hardware of the server computers 100 (not shown) and 200 is essentially the same, the schematic diagram will be discussed in terms of the Web server computer 200.
The Web server computer 200 generally includes a processor 202, a random access memory (RAM) 204, data storage devices 206 (e.g., hard, floppy, and/or CD-ROM disk, drives, etc.) data communications devices 208 (e.g., modems, network interfaces, etc.), display devices 210 (e.g., CRT, LCD display, etc.), and input devices 212 (e.g., mouse pointing device, keyboard, CD-ROM drive, etc.). It is envisioned that attached to the Web server computer 200 may be other devices, such as read only memory (ROM), a video card, bus interface, printers, etc. Those skilled in the art will recognize that any combination of the above components, or any number of different components, peripherals, and other devices, may be used with the Web server computer 200.
The Web server computer 200 operates under the control of an operating system (OS) 214. The operating system 214 is booted into the memory 204 of the Web server computer 200 for execution when the Web server computer 200 is powered-on or reset. In turn, the operating system 214 then controls the execution of one or more computer programs that are included within the Thin Client System 216. The present invention is generally implemented in these computer programs, which execute under the control of the operating system 214, and cause the Web server computer 200 to perform the desired functions as described herein.
As seen in FIGS. 1 and 2 with respect to the advertisement server computer 100, the one or more computer programs are not included within the Thin Client System 216. Instead, the computer programs are included within a system that sends the targeted data items 114 to the client computer 300 (see FIG. 1).
The operating system 214 and the Thin Client System 216 are comprised of instructions which, when read and executed by the Web server computer 200, cause the Web server computer 200 to perform the steps necessary to implement and/or use the present invention. Generally, the operating system 214 and/or Thin Client System 216 are tangibly embodied in and/or readable from a device, carrier, or media such as memory 204, data storage devices 206, and/or data communications devices 208. Under control of the operating system 214, the Thin Client System 216 may be loaded from the memory 204, data storage devices 206, and/or data communications devices 208 into the memory 204 of the Web server computer 200 for use during actual operations.
Thus, the present invention may be implemented as a method, apparatus, or article of manufacture using standard programming and/or engineering techniques to produce software, firmware, hardware, or any combination thereof. The term “article of manufacture” (or alternatively, “computer program product”) as used herein, is intended to encompass a computer program accessible from any computer-readable device, carrier, or media. Of course, those skilled in the art will recognize many modifications may be made to this configuration without departing from the scope of the present invention.
Those skilled in the art will also recognize that the environment illustrated in FIG. 2 is not intended to limit the present invention. Indeed, those skilled in the art will recognize that other alternative hardware environments may be used without departing from the scope of the present invention.
FIG. 3 is a schematic diagram illustrating a hardware environment used to implement a client computer 300 in one embodiment of the invention. The present invention is typically implemented using a client computer 300, which generally includes a processor 302, a random access memory (RAM) 304, data storage devices 306 (e.g., hard, floppy, and/or CD-ROM disk, drives, etc.), data communications devices 308 (e.g., modems, network interfaces, etc.), display devices 310 (e.g., CRT, LCD display, etc.), and input devices 312 (e.g., mouse pointing device, keyboard, CD-ROM drive, etc.). It is envisioned that attached to the client computer 300 may be other devices, such as read only memory (ROM), a video card, bus interface, printers, etc. Those skilled in the art will recognize that any combination of the above components, or any number of different components, peripherals, and other devices, may be used with the client computer 300.
The client computer 300 operates under the control of an operating system (OS) 314. The operating system 314 is booted into the memory 304 of the client computer 300 for execution when the client computer 300 is powered-on or reset. In turn, the operating system 314 then controls the execution of the Web browser 316 (e.g., Microsoft Internet Explorer Web Browser, Netscape Web Browser, etc.) and the media players 318 (e.g., Windows Media Player, WinAmp, RealPlayer, etc.). The Web browser 316 and the media players 318 work together to receive and play/display media streams, such as the streaming format 112 shown in FIG. 1.
The present invention is generally implemented using the Web browser 316, and two or more embedded media players 318, which execute under the control of the operating system 314, together with the Thin Client System 216 (see FIG. 2). The Web browser 316, media players 318, and Thin Client System 216 (not shown) work together to cause the client computer 300 to perform the desired functions as described herein.
Those skilled in the art will also recognize that the environment illustrated in FIG. 3 is not intended to limit the present invention. Indeed, those skilled in the art will recognize that other alternative hardware environments may be used without departing from the scope of the present invention. For example, the client computer 300 could be a personal digital assistant (PDA), a cellular telephone or other communication device, wrist watch, stand alone Internet radio, set top box, television system, car radio, mainframe computer, minicomputer, or personal computer. Each of which may be used in various configurations, such as in a local area network. In addition, these other environments may work with each other or may work independently.
Thin Client System Implementation
The Thin Client System 216 (see FIGS. 1 and 2) is implemented using a markup language (e.g., HTML or XML) and other Internet applications (e.g., Javascript and Jscript, or ActiveX). The Internet applications allow users to run the Thin Client System 216 from the Internet, without downloading software to the client computer 300 (see FIGS. 1 and 3). In particular, the Thin Client System 216 provides computer programs that run on the client computer 300 and reside on the Web server computer 200. Therefore, the ThinClient System 216 allows the client computer 300 and the Web server computer 200 to interact as if they were one computer, instead of two separate computers.
Inserting Targeted Advertisements into a Media Stream
The Thin Client system 216 (see FIGS. 1 and 2) sends a playback back page to the Web browser 316 (see FIGS. 1 and 3). The playback page provides for user registration and it provides users with access to radio programming in numerous genres, including music, talk, and news.
When the user accesses the playback page and selects a radio station, the Thin Client system 216 directs the Web browser 316 to determine whether the user is a registered user. If the user is not a registered user, the Thin Client System 216 presents the user with a short questionnaire that requests user registration information (e.g., gender, age, geographic location, etc.). After the user has input the requested information, the Web browser 316 stores the user input in a browser file (commonly referred to as cookie). This registration information is typically collected once, when the user initially accesses the playback page and selects a radio station. The Web browser 216 sends the browser file (or cookie) to the advertisement server computer 100 (see FIG. 1). The advertisement server computer 100 uses the information contained in the browser file (or cookie) to identify targeted data items 114 (see FIG. 1).
With reference to FIG. 1, the advertisement server computer 100 creates a spot list of targeted data items 114 (e.g., advertisements, public service announcements, etc.) by matching the user registration information with one or more targeted data items 114. More specifically, data items are selected by matching demographic information associated with the data items with demographic information associated with the user. For example, if certain data items are directed to 18-25 year old males, when a user's registration information indicates that the user is a male between the ages of 18-24 years old, the advertisement server computer 100 creates a spot list that contains data items for that user.
An exemplary playback page 400 is shown in FIG. 4. The playback page 400 is a user interface that presents the controls for an Internet radio station tuner. The features of the playback page 400 include a radio station selection menu 402 and stop and start buttons (not shown). Additionally, a message panel 404 displays the current artist and current title of the streaming format 112 (see FIG. 1). The playback page 400 also contains a banner display panel 406 that features a dynamically changing banner. Of course, those skilled in the art will recognize that many modifications could be made to the playback page 400 without departing from the scope of the present invention. For example, the playback page 400 could also offer portal-like features such as e-mail, forums, search engines and/or on-line shopping.
FIG. 5 is a block diagram that illustrates the manner in which the Thin Client System 216 works together with a Content Playback instance of a media player 320 and one Ad Spot instance of a media player 322 to insert an untagged content stream into an tagged content stream in accordance with one embodiment of the present invention. In FIG. 5, the playback page 400 contains multiple instances of embedded and hidden media players 318. These media players 318 are transparent to the user.
When the user selects a radio station 102 from the playback page 400, the Web server computer 200 directs the radio station 102 to begin sending the audio stream 104 (see FIG. 1), together with the tags 106, which is converted to the streaming format 112. This streaming format 112 is a tagged content stream. The radio station 102 causes the streaming format 112 to be sent to Content Playback instance of the media player 320. The Content Playback instance of the media player 320 displays the streaming format 112 on the client computer 300. Further, the Content Playback instance of the media player 320 has a controlling script that searches for tags 106.
Some of the tags 106 contain artist/title information about a current song contained within the streaming format 112. The Thin Client System 216, directs the Content Playback instance of the media player 320 to pass the artist/title information to the playback page 400 for display to the user. Other tags 106 are advertising break tags that represent the beginning or end of an original data item. An exemplary original data item begin tag 106 that is used with one embodiment of the present invention is shown below:
11:28:43 tag:<T S=“P” D=“6000”/>Spot Group Selected adding 1783.
In this begin tag 106, 11:28:43 represents the time that the original data item was sent to the client computer 300. The letter T identifies the string of characters as a tag. The letter S represents the state of the tag. The tag can have at least two states: play and end. Here, the state is equal to play, as represented by the letter P. The letter D represents the duration. For this example, the duration is “6000” or sixty seconds. The phrase “Spot Group Selected adding 1783” refers to a particular data item (e.g., advertisement) that was selected from the spot list. More specifically, the number 1783 identifies a particular data item (e.g., advertisement).
An exemplary end tag 106 that is used with one embodiment of the invention is shown below:
11:29:43 tag:<T S=“E”/>
In the end tag 106, 11:29:43 represents the time that the original data item ends. The letter T identifies the string of characters as a tag. The letter S represents the state of the tag. Here, the state is equal to end, as represented by the letter E.
When the controlling script of the Content Playback Instance of the media player 320 finds a begin tag 106, the script notifies the Content Playback Instance of the media player 320. The Thin Client system 216 then mutes the Content Playback Instance of the media player 320 and passes control to an Ad Spot Playback instance of the media player 322. When the Content Playback Instance of the media player 320 is muted, the user at the client computer 300 cannot hear or view the streaming format 112 (i.e., the tagged content stream). It is noted that there could be one Ad Spot Playback instance of the media player 322 or multiple Ad Spot Playback instances of the media player 322. FIG. 5 shows an embodiment of the present invention that has only one instance of the Ad Spot Playback instance of the media player 322.
Once control is passed to the Ad Spot Playback instance of the media player 322, the Thin Client system 216 causes the Ad Spot Playback instance of the media player 322 to connect to the advertisement server 100. The Ad Spot Playback instance of the media player 322 then begins receiving targeted data items 114 from the advertisement server 100, and displaying targeted data items 114 to the user at the client computer 300. The targeted data items 114 are contained within an untagged content stream. When the controlling script of the Ad Spot Playback instance of the media player 322 notifies the Ad Spot Playback instance of the media player 322 that the end of the targeted data item 114 has been reached, the Thin Client system 216 mutes the Ad Spot Playback instance of the media player 322 and passes control back to the Content Playback instance of the media player 320. When the Ad Spot Playback instance of the media player 322 is muted, the user cannot hear or view the targeted data items 114 (i.e., untagged content stream). The Thin Client system 216 continues alternating between the Content Playback instance of the media player 320 and the Ad Spot Playback instance of the media player 322 until the client computer 300 stops receiving streaming format 112. Such alternation between the Content Playback instance of the media player 320 and the Ad Spot Playback instance of the media player 322 is referred to herein as content stream switching.
In FIG. 6, the playback page 400 contains multiple Ad Spot Playback instances of the media player 322. In this embodiment of the present invention, when the controlling script of the Content Playback instance of the media player 320 finds a begin tag 106, the script notifies the Content Playback instance of the media player 320. The Thin Client system 216 then mutes the Content Playback instance of the media player 320 and passes control to the next Ad Spot Playback instance of the media player 322 in a queue (not shown). The Advertisement Server 100, Radio Station 102, Web Server 200, Web Browser 318 are generally as discussed in connection with FIG. 5.
The queue is a temporary holding place in the Content Playback instance of the media player 320 that keeps track of which Ad Spot Playback instance of the media player 322 last played a targeted data item 114. For example, assume that the playback page 400 contains N Ad Spot Playback instances of the media player 322. When the first begin tag 106 is found, the Content Playback instance of the media player 320 will pass control to the first instance of the Ad Spot Playback instance of the media player 322. For the second begin tag 106, the Content Playback instance of the media player 320 will pass control to the second instance of the Ad Spot Playback instance of the media player 322. For the third begin tag 106, the Content Playback instance of the media player 320 will pass control to the third instance of the Ad Spot Playback instance of the media player 322. The Content Playback instance of the media player 320 will continue in this manner until it has passed control to each of the N Ad Spot Playback instances of the media player 322. When a (N+1) the tag is found, the Content Playback instance of the media player 320 passes control to the first Ad Spot Playback instance of the media player 322. The Content Playback instance of the media player 320 continues in this manner, alternating between the multiple Ad Spot Playback instances of the media player 322, until the client computer 300 stops receiving the streaming format 112. Such alternation between the Content Playback instance of the media player 320 and the multiple Ad Spot Playback instances of the media player 322 is referred to herein as content stream switching.
FIG. 7 shows an alternative embodiment of the present invention that has a Spot Caching instance of the media player 324. The Spot Caching instance of the media player 324 receives targeted data items 114 (i.e., untagged content stream), and stores targeted data items 114 (i.e., untagged contact stream) in a browser cache 326. For narrow-band users, this Spot Caching instance of the media player 324 helps to mitigate latency or poor quality data item streaming.
In this embodiment of the present invention, when a user selects a radio station from the playback page 400, the Thin Client System 216 directs the advertisement server computer 100 to send targeted data items 114 (i.e., untagged content stream) to the Spot Caching instance of the media player 326. When the Content Playback instance of the media player 320 finds a begin tag 106 and passes control to an Ad Spot Playback instance of the media player 322, the ThinClient System 216 directs the Ad Spot Playback instance of the media player 322 to retrieve the targeted data items 114 (i.e., untagged content stream) from the browser cache 326. In an alternative embodiment of the present invention, the Thin Client System 216 directs the Ad Spot playback instance of the media player 322 to retrieve the targeted data items 114 (i.e., untagged content stream) from both the browser cache 326 and the advertisement server computer 100. It is noted that the playback page 400 could have one Ad Spot Playback instance of the media player 322 or multiple Ad Spot Playback instances of the media player 322.
Together FIGS. 8A-8C represent a flowchart that shows the steps performed by the Web browser 316, server computers 100 and 300, the instances of the media players 320, 322, and 324, and the Thin Client System 216 of FIG. 7 in accordance with an embodiment of the present invention. In FIG. 8A, block 800 represents the Web browser 316 displaying the playback page to the user at the client computer 300. The Thin Client System then receives a radio station selection from the use via the playback page, as represented by block 802.
Block 804 is decision block that represents the Thin Client System 216 determining if the user is registered. When the Thin Client System 216 determines that the user in not a registered user, the Thin Client System 216 directs the Web browser 316 to display a registration questionnaire to the user, as represented by block 806. Otherwise, if the Thin Client System 216 determines that the user is a registered user, the Thin Client System proceeds to block 808.
Block 808 is a decisions block that represents the Thin Client System 216 determining whether the user is a narrow-band user. When the user is a narrow band user, the Thin Client System 216 directs the advertisements server computer 100 to send targeted data items 114 (i.e., untagged data items) to the Spot Caching instance of the media player 324, as represented by block 810. The Thin Client System 216 then directs the Spot Caching instance of the media player 324 to store the targeted data items 114 (i.e., untagged data items) in the browser cache 326, as represented by block 812. Otherwise, when the user is not a narrow-band user, the Thin Client System 216 proceeds to block 814 of FIG. 8B.
In FIG. 8B, block 814 represents the Content Playback instance of the media player 320 receiving and displaying the streaming format 112, together with the tags 106 (i.e., tagged content) at the client computer 300.
Block 816 is decision block that represents the Content Playback instance of the media player 320 determining whether a tag 106 was found. When no tag 106 was found, the Content Playback instance of the media player 320 continues to receive and display the streaming format, as represented by block 818. When a tag 106 is found, the Thin Client System 216 mutes the Content Playback instance of the media player 320 and passes control to one of the Ad Spot Playback instances of the media player 322, as represented by block 820.
Block 822 is a decision block that represents the Thin Client System determining whether the data items 114 are stored in the browser cache 326. When the data items 114 are not stored in the browser cache the Ad Spot Playback instance of the media player 322 receives the data items 114 (i.e., untagged content) from the advertisement server 100, as represented by block 824. Otherwise, the Ad Spot Playback instance of the media player receives the data items 114 (i.e., untagged content) from the browser cache 326, as represented by block 826.
In FIG. 8C, the Ad Spot Playback instance of the media player displays the targeted data items 114 (i.e., untagged content), as represented by block 828. Block 830 is a decision block that represents the Ad Spot Playback instance of the media player 322 determining whether the targeted data item 114 (i.e., untagged content) has completed. When the targeted data item 114 (i.e., untagged content) has not completed, control is returned to block 828 and the Ad Spot continues to play the targeted data item 114 (i.e., untagged content). Otherwise, the Thin Client System 216 mutes the Ad Spot Playback instance of the media player 322 and proceeds to block 832. Block 832 represents the ThinClient System passing control back to the Content Playback instance of the media player 320. The Thin Client System then proceeds to block 834. Block 834 represents, the Thin Client System returning to block 814 (see FIG. 8B).
CONCLUSION
The foregoing description of the embodiments of the invention have been presented for the purposes of illustration and description. It is not intended to be exhaustive or to limit the invention to the precise from disclosed. Many modifications and variations are possible in light of the above teaching. It is intended that the scope of the invention be limited not by this detailed description, but rather by the claims appended hereto.

## Claims

1. A method comprising:
controlling playback of tagged media content using a first media player embedded in a web page provided to a client computer by a web server computer, wherein the web server computer directs a media station to begin sending the tagged media content to the first media player for playback on a client computer coupled to the server computer via a communications network, and wherein the first media player is capable of detecting a tag in the tagged media content;
in response to detecting the tag, the web server computer muting the volume of the first media player and transferring playback control to a second media player embedded in the web page provided to the client computer, wherein transferring playback control to the second media player includes the web server computer causing the second media player to connect to a media server computer configured to deliver untagged media content;
controlling playback of untagged media content using the second media player in response to transferring the playback control to the second media player;
in response to completion of playback of the untagged media content, the web server computer disabling the broadcast of perceptible content by the second media player and transferring the playback control from the second media player to the first media player; and
the web server computer operating at least one of the first media player and the second media player in a transparent mode in which the at least one of the first media player and the second media player is not visible to a user of the client computer when controlling media content.

2. The method of claim 1, further comprising:
using the web page in which the first media player and the second media player are embedded to obtain demographic information associated with the user.

3. The method of claim 2, wherein the untagged media content includes spots selected from a spot list generated based on the demographic information associated with the user, wherein demographic information includes indicators of geographic location.

4. The method of claim 1, further comprising:
detecting a limited bandwidth network connection;
in response to the detecting, storing at least some information related to the untagged media content in a cache, wherein the untagged media content comprises spots; and
providing the spots from the cache to the second media player during a time when the second media player is controlling playback.

5. The method of claim 1, further comprising:
the server computer transferring the playback control from the first media player to the second media player in response to detecting a begin tag; and
the server computer transferring the playback control from the second media player to a third media player before transferring playback control to the first media player.

6. An apparatus configured to implement a web server, the apparatus comprising:
a processor;
memory operably associated with the processor;
a program of instructions to be stored in the memory and executed by the processor, the program of instructions including:
at least one instruction to embed a first media player and a second media player in a web page provided to a client computer;
at least one instruction to control the playback of tagged media content using the first media player, wherein the control of the playback includes directing a computing device implementing a streaming media station to begin sending the tagged media content to the first media player for playback;
at least one instruction to receive, from the first media player, an indication that a tag in the tagged media content has been detected by the first media player;
at least one instruction to mute the volume of the first media player and to transfer playback control to the second media player, wherein transferring playback control to the second media player includes the web server causing the second media player to connect to a media server computer configured to deliver untagged media content;
at least one instruction to control playback of untagged media content using the second media player after the playback control is transferred thereto;
at least one instruction to transfer the playback control from the second media player to the first media player in response to completion of playback of the untagged media content; and
at least one instruction for causing the web server to operate the first media player and the second media player in a transparent mode, in which the first media player and the second media player are not visible to a user of the client computer even when performing a function selected from the group of functions consisting of: actively controlling media content, playing media content, and switching control between the first media player and the second media player.

7. The apparatus of claim 6, further comprising:
at least one instruction to use a web page in which the first media player and the second media player are embedded to acquire demographic information.

8. The apparatus of claim 7, wherein the untagged media content includes spots selected from a spot list generated based on demographic information associated with the user, wherein demographic information includes indicators of geographic location information.

9. The apparatus of claim 6, further comprising:
at least one instruction to detect a limited bandwidth network connection;
at least one instruction to cache the untagged media content in a cache of a web browser in response to the at least one instruction to detect, wherein the untagged media content comprises spots; and
at least one instruction to provide the spots from the web browser cache to the second media player during a time when the second media player is controlling playback.

10. The apparatus of claim 6, further comprising:
at least one instruction to cause the web server to transfer the playback control from the first media player to the second media player in response to detecting a begin tag; and
at least one instruction to cause the web server to transfer the playback control to a third media player before transferring the playback control to the first media player.

11. The apparatus of claim 6, further comprising:
at least one instruction to cause the web server to transfer the playback control from the first media player to the second media player in response to detecting a begin tag; and
at least one instruction to cause the server computer to the playback control to a third media player before transferring the playback control to the first media player.

12. A computer readable medium tangibly embodying a program of instructions to be stored in a memory and executed by a processor, the program of instructions comprising:
at least one instruction to embed a first media player and a second media player in a web page provided to a client computer;
at least one instruction to control the playback of tagged media content using the first media player, wherein the control of the playback includes directing a computing device implementing a streaming media station to begin sending the tagged media content to the first media player for playback;
at least one instruction to receive, from the first media player, an indication that a tag in the tagged media content has been detected by the first media player;
at least one instruction to mute the volume of the first media player and to transfer playback control to the second media player, wherein transferring playback control to the second media player includes the web server causing the second media player to connect to a media server computer configured to deliver untagged media content;
at least one instruction to control playback of untagged media content using the second media player after the playback control is transferred thereto;
at least one instruction to transfer the playback control from the second media player to the first media player in response to completion of playback of the untagged media content; and
at least one instruction to cause the web server to operate the first media player and the second media player in a transparent mode, in which the first media player and the second media player are not visible to a user of the client computer even when performing a function selected from the group of functions consisting of: actively controlling media content, playing media content, and switching control between the first media player and the second media player.

13. The computer readable medium of claim 12, further comprising:
at least one instruction to use a web page in which the first media player and the second media player are embedded to acquire demographic information.

14. The computer readable medium of claim 12, further comprising:
at least one instruction to detect a limited bandwidth network connection;
at least one instruction to cache the untagged media content in a cache of a web browser in response to the at least one instruction to detect, wherein the untagged media content comprises spots; and
at least one instruction to provide the spots from the web browser cache to the second media player during a time when the second media player is controlling playback.