# Patent

## Title
Provision of alternate content in response to QR code

## Abstract

A party that is not the source or originator of a QR code is enabled to provide a consumer a selection of related alternate content rather than content identified in the QR code. A method is implemented on a computer system to receive additional content information represented by a QR code extracted by a consumer's QR reader device from a media presentation containing the QR code. The QR code is generated by a source of the media presentation. A location of alternate content from a captive environment related to the additional content information is identified. The location of the alternate content may be identified based upon the decoded information from the QR code. The location of the alternate content is transmitted to the QR reader device.

## Background
TECHNICAL FIELD
The technology described herein relates to the provision of information, media, or other content related to information encoded in quick response (QR) codes.
BACKGROUND
A quick response (QR) code is a matrix barcode (or two-dimensional code), readable by QR scanners, mobile phones with a camera, and smartphones. The code consists of black modules arranged in a square pattern on white background. The information encoded can be text, uniform resource indicator (URI), or other data. Although initially used for tracking parts in manufacturing processes, QR Codes are now used in a much broader context, including both commercial tracking applications and convenience-oriented applications aimed at mobile phone users (known as mobile tagging). QR codes can be used to display text to the user, to add a contact's information to the user's device, to open a URI, or to compose a text message or email. Users can also generate and print their own QR code for others to scan and use by visiting one of several free QR code generating sites. QR codes storing addresses and URIs may appear in magazines, on signs, buses, business cards, or on just about any object about which users might desire information. Users with a camera phone or other mobile device equipped with the correct reader application can convert a photographic image of the QR code to display text, contact information, connect to a wireless network, or open a web page in the phone's browser.
The information included in this Background section of the specification, including any references cited herein and any description or discussion thereof, is included for technical reference purposes only and is not to be regarded subject matter by which the scope of the invention is to be bound.
SUMMARY
The technology disclosed herein is provided to allow a party that is not the source or originator of a QR code to still provide a consumer a selection of related alternate content rather than content possibly identified in the QR code. In one implementation, a method is implemented on a computer system to receive additional content information represented by a QR code extracted by a QR reader device from a media presentation containing the QR code. The QR code is generated by a source of the media presentation. A location of alternate content from a captive environment related to the additional content information is identified. The location of the alternate content may be identified based upon the decoded information from the QR code. Finally, the location of the alternate content is transmitted to the QR reader device.
In another implementation, a method is implemented on a computer system wherein a QR code corresponding to a location identifier for additional content stored within a captive environment is generated and the additional content is related to a media presentation created by a third party source. The QR code is transmitted in conjunction with a transmission of the media presentation. Finally, when a request for the additional content is received from a consumer device, the additional content is transmitted to the consumer device.
This Summary is provided to introduce a selection of concepts in a simplified form that are further described below in the Detailed Description. This Summary is not intended to identify key features or essential features of the claimed subject matter, nor is it intended to be used to limit the scope of the claimed subject matter. A more extensive presentation of features, details, utilities, and advantages of the present invention is provided in the following written description of various embodiments of the invention, illustrated in the accompanying drawings, and defined in the appended claims.



BRIEF DESCRIPTION OF THE DRAWINGS
FIG. 1 is schematic diagram of the capture of a QR code as displayed within the context of a media presentation.
FIG. 2 is schematic diagram of a system for providing alternate content related to the information encoded in a QR code.
FIG. 3 is a schematic diagram of an alternate system for directing a user device to alternate content associated with information encoded in a QR code.
FIG. 4 is a schematic diagram of a system for providing a QR code in conjunction with an audio/video presentation that allows the user to access content related to the presentation.
FIG. 5 is a flow diagram of a method for providing identification of alternate content to a consumer device upon receipt of a QR code.
FIG. 6 is a flow diagram of a method for providing non-source content related to source media in response to receipt of a QR code defined by the source of the media or the encoded information therein.
FIG. 7 is a flow diagram of a method for accessing and presenting non-source content related to a QR code presented in source media.
FIG. 8 is a flow diagram of a method for creating a QR code for presentation with source media and transmitting non-source content related to source media in response to a request identifying the QR code or the information therein.



DETAILED DESCRIPTION
In the context of the growing use of quick response (QR) codes to provide consumers additional, value added information, it may be desirable to provide consumers information and content related to a media presentation that the consumer is viewing, even if the party desiring to provide information in response to a QR code is not the originator of the QR code in the media presentation. For example, a television broadcast may include a commercial advertisement that includes a QR code that a consumer can capture and use to solicit additional information about the product, service, or event advertised. The QR code is generally created by the sponsor or source of the advertisement, i.e., the company or other entity selling the product, service, or event. However, the network broadcaster, e.g., the cable or satellite television company; may wish to provide the user with its own alternate, but related content. Such alternate content might be, for example, a web page or a link thereto with community notice about an automobile show in response to an automobile advertisement, an opportunity to easily program a digital video recorder to record an advertised program or movie; information about other network programming related to the programming or the information encoded in the QR code, or myriad other types of alternate content. As the broadcaster or other third party that is not the source of the QR code cannot generally change the information encoded in the QR code, a new mechanism is offered in the following description to achieve the goal of allowing a party that is not the originator of a QR code to still provide a consumer a selection of related alternate content.
A typical system 100 for display and capture of a QR code 110 with in the context of a generic media presentation 102 is presented in FIG. 1. A media presentation 102 may be any type of visual presentation capable of displaying a QR code 110 in conjunction therewith. For example, a media presentation could include presentations on a television, a computer monitor, a projection screen, or in printed form. In the context of a television display, the media presentation 102 may be television programming 104 in the form of a live presentation (e.g., a newscast or sporting event), a pre-recorded program (e.g., a comedy or drama series, movie, an infomercial), an advertisement 106, or possibly a program guide 108 provided by a cable or satellite television broadcaster. Similar types of media presentations 102 may also be displayed on a computer monitor. Further a computer monitor may also display a media presentation 102 in the form of web page displays from websites. It should also be noted that with more recent television capabilities webpage presentations may also be presented on televisions with internet connectivity and appropriate browsing software. A media presentation 102 may also be provided on a projection screen, for example, in the form of a slide show, a theatrical movie release, or a presentation (e.g., using PowerPoint). In printed form a media presentation 102 may take the form of a newspaper or magazine article or advertisement therein, a book, a sign, a billboard, a poster, a sticker, or any other printed form.
Any media presentation 102 may display an associated QR code 110 as a portion of the visual display of the media presentation 102. Often the QR code 110 will be presented as a subsidiary component of the media presentation and placed in a discreet location within the viewable area (e.g., in a corner of the display area). When a QR code 110 is presented in conjunction with a media presentation 102, the QR code 110 typically provides information about content related to the media presentation 102 with which the QR code 110 is associated. In most instances, the QR code 110 is generated by the source of the media presentation 102 to provide further information about the content of media presentation 102 or content related to the media presentation 102 that the source of the media presentation 102 would like to offer to the consumer of the media presentation 102.
Types of information that may be included in a QR code 110 include a name and contact information for the source of the media presentation 102, manufacturing information (e.g., manufacture date, expiration date), pricing information, or other information related to the content of a media presentation. Often information that may be encoded in a QR code 110 includes a uniform resource locator (URL), for example, an address on the world wide web, which would direct a consumer of the media presentation 102 to a website with additional information or content related to the media presentation created by, maintained by, sponsored by, or endorsed by the source of media presentation. The term “source” as used herein with respect to a media presentation is used to refer, for example, to a producer, publisher, or advertiser that actually generates the media presentation as opposed to a broadcast system or network, search engine or platform, other service that merely delivers or provides the source content to a consumer.
In order to access the information QR code 110, a consumer needs a QR code reader device 112. A QR code reader 112 may be a special device with an optical scanner designed to read and decode a QR code 110. More recently, consumer devices with the ability to take a picture may be configured as QR code readers through the implementation of software programs with the ability to recognize QR codes in digital photograph files. Therefore a consumer can use a mobile telephone or smart phone with a built in camera 114 to take a picture of a QR code 110 in a media presentation 102 thereby provide a digital picture 116 for a QR reader software program to decode. Other consumer devices, for example, personal digital assistants, cameras, video recorders, remote control devices, video gaming devices, tablet computers, notebook computers, desktop computers, and other devices may also be configured as QR code readers 112 if they include a component capable of taking a digital picture and software capable of decoding the QR code. Alternatively, combinations of two or more of these devices, e.g., a camera and a desktop computer, could be used together to function as a QR reader by downloading a digital picture of a QR code from the camera to the desktop computer with the appropriate software for decoding the QR code.
A system 200 for providing content to a consumer related to the information provided in a QR code is presented in FIG. 2. In this particular system 200, rather than providing the consumer with information or content developed or provided by the source of the QR code in a media presentation, the system 200 provides alternate related content produced by a third party rather than the source of the media presentation. In one implementation, the system 200 may be understood in the context of a “walled garden” or a “captive environment”. A walled garden is an analogy often used in the telecommunications and media industries to refer to a carrier or service provider's control over applications, content, and media presented on a platform and the corresponding restriction of access to non-approved applications, content, or media. In such a walled garden or captive environment, only a closed or exclusive set of information or services may be available to consumers.
In the exemplary implementation of the system 200, a consumer may use a QR code reader device 202 (e.g., a smart phone) to capture a QR code 208, e.g., as a digital photograph 204, from a media presentation. A software application 206 running on the QR reader device 202 may operate to decode the QR code 208. The software application may be a captive QR code reader application 206. The term “captive” in this context is meant to refer to a QR code reader software application 206 as that returns information to the consumer from a walled garden environment rather than providing the consumer the exact information represented in or identified by the QR code 208.
In some implementations, the QR code reader application 206 may be a reader provided by a service provider for the QR reader device 202. For example, if the QR reader device 202 is a mobile phone or a smart phone, a QR reader application 206 may be provided by the phone manufacturer or the network service provider for the phone. Alternatively, a consumer may select a QR code reader software application 206 for operation on the reader device 202 that the consumer knows will return only content from a captive environment, but selects to use such a QR code reader application 206 because the consumer wants to receive only information available through such a captive environment. For example, a consumer that subscribes to a particular satellite or cable television services provider may select a QR response code reader application 206 provided by such a service provider in order to access content prepared by that service provider that is related in some way to the QR code 208 appearing in a media presentation broadcast by the satellite or cable system network.
Continuing with this example, a QR code 208 might be presented in conjunction with an advertisement for a future movie presentation on the network. While the QR code 208 presented by the source of the media presentation (e.g., the film studio distributing the feature film) by using the QR code reader software application 206 provided by the consumer's satellite television network provider, the user may be able to access information about when the film will be presented on the satellite network so that the consumer can schedule to watch or record the presentation on the television network.
Returning to FIG. 2, once the QR code 208 is captured by the QR reader device 202 the QR code reader software application decodes the QR code 208 and identifies the information, e.g., a URL 210, encoded therein. The decoded URL 210 may indicate the location for additional information or content related to the media presentation prepared by the source of the media presentation. In one implementation, the software application 206 may provide a package 212 of the decoded URL 210 along with an address for a captive directory associated with the third party provider of the captive QR code reader software application 206. The software application 206 may then direct the QR reader device 202 to access information stored in a captive directory server 220 maintained by the third party controlling the captive environment. The QR reader device 202 may transmit a request 214 to the captive directory server 224 for the location of the alternate content maintained with the walled garden that is related to the information 210 decoded with the QR code 208.
The transmission request may be carried over a network to 216 that alternately directs the message package 212 to communication link 218 with the captive directory server 220. The network may be a wired or a wireless network or a combination thereof, and may include local area networks, wide area networks, private networks including telephone and cable system networks, and public networks including the Internet. Once the message package 212 reaches the captive directory server 220, the information decoded from the QR code 208 may be processed by the captive directory server 220 to identify alternate content within the walled garden that is related to the information encoded in the QR code 208. In one implementation, the captive directory server 220 may search a database or directory of available alternate content maintained thereon to determine an affinity between the additional content information 210 from the QR code 208 and the available alternate content listed in the directory. In some implementations, the captive directory server 220 may further access the address location found in the additional content information 210 to collect data about the additional content provided by the source of the QR code 208 to inform the affinity information collected in the directory. The captive directory server 220 may select alternate content from the available alternate content indexed in the directory that has the highest affinity with the additional content information 210. The captive directory server 220 may use standard search and affinity algorithms to perform these functions. The captive directory server 220 returns a location identifier associated with the selected alternate content as a location 222.
The captive directory server 220 may then transmit a redirect location 222, e.g., in the form of a URL, over the network 216 and finally return across a direct communication link 224 to the QR reader device 202. The QR reader device 202 may then use the redirect location information and transmit a request 226 across the network 228 to reach a captive content server 232 by communication link 230. The captive content server 232 provides the requested alternate content which is transmitted in a response 234 over the network 228 and returns via communication link 234 to the QR reader device 202 for presentation to the consumer. Through this system, the consumer is thereby presented with alternate content that is related to the QR code 208 captured by the QR reader device 202, but which is content provided by a third party rather than content specifically identified within the QR code 208 by the source of the media presentation.
In an alternate implementation of the system 200, the QR code reader application 206 may access a local database maintained on the QR reader device 202 to identify a location of alternate content and thereby direct the QR reader device 202 to retrieve the alternate content directly from a captive content server 232 and thus bypass the route of first accessing location information for the alternate content from a captive director server 220. In yet a further implementation, the captive directory server 220 may have both directory and captive alternative content information stored thereon. Thus, instead of merely returning location information for the alternate content to the QR reader device, the captive directory server 220 may instead analyze the information in the package 212 provided by the QR code reader application 206 on the QR reader device 202, identify related alternate content stored locally, and transmit the alternate content directly back to the QR reader device 202. In this implementation the need to access a separate captive content server 232 is bypassed.
Another implementation of a system 300 for providing a consumer with alternate content related to a QR code 316 from within a captive environment is presented in FIG. 3. In the system 300, the QR reader device 302 may be able to capture an image 304 of a QR code 316 from a media presentation. However, in this implementation the QR reader device 302 may not be equipped with software capable of decoding the QR code 316 from the image 304. However, the QR reader device 302 may be configured with instructions for recognizing a QR code 316 and transmitting the QR code 316 via transmission request 306 across the network 308 in communication link 310 for receipt at a captive directory server 312. In one implementation of the system 300, the captive directory server 312 is configured with a QR code reader application 314 that identifies the QR code 316 in the message from the QR reader device 302 and decodes the QR code to identify the information 318 (e.g., a URL) contained therein. The captive directory server 312 then processes the decoded information 318 to identify the location of alternate content 320 related to the information 318 represented within the QR code 316. The captive content server 312 then sends a transmission 322 containing a location (e.g., a URL) for accessing the alternate content related to QR code 316. The transmission 322 is carried over the network 308 and returned to the QR reader device via communication link 324. The QR reader device 302 may then use the location address to retrieve the alternate content from within the captive environment in the same manner as shown and described with respect to FIG. 2 and the provision of such information by a captive content server.
An alternate environment 400 for presenting alternate content related to a media presentation is presented in FIG. 4. In this implementation, a QR code 406 is presented in conjunction with a network channel presentation 404 on a television 402. The network channel presentation 404 may be any type of programming presented on a television channel at any time. The programming may originate from an over-the-air transmission 410, a satellite television network 412, a cable television network 414, or a streaming or downloaded presentation received over the Internet 416. In some implementations the transmissions may be received directly by the television 402; however, more typically the transmissions will be received by a set top box 408 (e.g., a satellite or cable television box or a digital video recorder) and processed before being transmitted for display on the television 402.
Regardless of the transmission mechanism, the network provider (i.e., the over the air broadcaster 410, the satellite broadcaster 412, the cable system operator 414, or content provider on the internet 416) may insert QR code 406 using a captive directory server 418 located at the broadcast head end (or, for internet content, at the web server). In this implementation, the broadcaster may insert it's own QR code 406 into the transmission. The QR code 406 may be related to the content of the network channel presentation 404 being broadcast. However, the QR code 406 in this embodiment is not provided by the original source of the media presentation. The QR code 406 may thus provide location information that will direct the consumer directly to alternate content in a walled garden potentially related to the network channel presentation 404.
The user may then capture the QR code 406 from the network channel presentation 404 on a QR code reader device 424 (e.g., a telephone, a smart phone, or a remote control). The QR code reader device 424 may then connect via a local network 424 (e.g., a Wi-Fi or Bluetooth network) in communication with a network link 422 (e.g., a wired or wireless router) connected with the consumer's personal computer system 426. The personal computer system 426 may be used by the consumer to access content from a captive environment via network 428 (e.g., the internet) connected to captive content server 430. The content related to the network channel presentation 404 from the captive environment may then be presented to the consumer on the personal computer system 426. Alternatively, if the QR code reader device 420 is capable, it may connect with the captive content server 430 via the network 428 and directly request the related content from the captive environment for presentation to the consumer on the QR code reader device 420 itself.
An exemplary method 500 for providing alternate content to a consumer in response the capture of a QR code is presented in FIG. 5. As indicated in initial operation 502, the QR code is captured by a QR code reader device. Next the QR code is processed by the device to identify location information provided by the source of the media presentation as indicated in operation 504. The process may determine whether a location of alternate content is available locally as indicated in query operation 506. If there is no local alternative content location information then the process continues to transmit a request for the location of such alternate content as indicated in operation 508. The QR reader device may then receive the location of the alternate content information, for example, from a captive directory server, as indicated in operation 510. Once the location of the alternate content is known, the process proceeds to request the alternate content related to the QR code as indicated in operation 512. Similarly if in query operation 506 the location of the alternate content was known locally, then the process would skip directly to operation 512 to request the alternate content. Process 500 is then completed when the QR reader device receives the alternate content from a captive environment as indicated in operation 514 and ultimately presents the alternate content to the consumer as indicated in operation 516.
Another process 600 for presenting alternating content to a consumer in receipt of a QR code is presented in FIG. 6. Initially, a captured QR code image, or source location information encoded in a captured QR code image, is received, for example, at a captive directory server as indicated in operation 602. The process 600 may then determine whether a QR code image is received as opposed to decoded location information as indicated in query operation 604. If an actual QR code is received, then the QR code is processed to extract the location information as indicated in operation 606. The process 600 then moves to operation 608. Alternatively, if the QR code image had previously been processed and the location information from the source was provided, the process would move directly from query operation 604 to operation 608. In operation 608, the location of the alternative content within the captive environment is identified. Any determination is then made as to whether the alternate content is available locally as indicated in operation 610. If the alternate content is locally available, the alternate content is transmitted to the consumer device as indicated in operation 612. Afterward, the process 600 ends as indicated in operation 616. Alternatively if it is determined that alternative content is not locally available in query operation 610, then a location of the alternate content is transmitted to the consumer device as indicated in operation 614 and the process terminates as indicated at operation 616.
A further process 700 for providing to a consumer walled garden content related to a broadcast presentation is depicted in FIG. 7. In this process 700, a non-source QR code associated with a media presentation is captured as indicated in operation 702. The QR code is then processed to identify the location of available non-source content related to the media presentation as indicated in operation 704. Once the location of the non-source content is identified, a request for the non-source content from the location is made as indicated in operation 706. The non-source content related to the source media presentation is then received as indicated in operation 708. Finally, the non-source content is presented to the consumer as indicated in operation 710.
A further process 800 for providing non-source content related to a media presentation from a particular source is presented in FIG. 8. Initially, as indicated in operation 802, a non-source QR code corresponding to a location identifier is generated for providing access to non-source content associated with a media presentation from a particular source. The non-source QR code is transmitted for presentation with the source media as indicated in operation 804. A request may then be received for the non-source content related to the source media at the location identifier encoded within the QR code as indicated in operation 806. Finally, the requested non-source content related to the source media is transmitted to the consumer device for presentation to the consumer as indicated in operation 808.
Many of the devices described herein, for example, the QR code reader devices (in whatever form they may take), the captive directory server, the captive content server, the consumer's personal computer, and others are all computer systems of one form or another. They merely have different processors and memory configurations, are controlled by different operating systems specific to the purpose of the devices, and run different applications in line with their purposes. However, each of these computer systems typically includes at least one processing unit and memories. Depending upon the exact configuration and type of the computer systems, the memories may be volatile (e.g., RAM), non-volatile (e.g., ROM and flash memory), or some combination of both. The most basic configuration of the computer system need include only the processing units and the memory.
The computer systems may further include additional devices for memory storage or retrieval. These devices may be removable storage devices or non-removable storage devices, for example, memory cards, magnetic disk drives, magnetic tape drives, and optical drives for memory storage and retrieval on magnetic and optical media. Storage media may include volatile and nonvolatile media, both removable and non-removable, and may be provided in any of a number of configurations, for example, RAM, ROM, EEPROM, flash memory, CD-ROM, DVD, or other optical storage medium, magnetic cassettes, magnetic tape, magnetic disk, or other magnetic storage device, or any other memory technology or medium that can be used to store data and can be accessed by the processing unit. Specific software applications and data fit for the purpose of the particular computer system may be stored on the storage device using any method or technology for storage of data, for example, computer readable instructions, data structures, and program modules.
The computer systems may also have one or more communication interfaces that allow the system to communicate with other devices. The communication interfaces may be connected with a network. The network may be a local area network (LAN), a wide area network (WAN), a telephony network, a cable network, an optical network, the Internet, a direct wired connection, a wireless network, e.g., radio frequency, infrared, microwave, or acoustic, or other networks enabling the transfer of data between devices. Data is generally transmitted to and from the communication interfaces over the network via a modulated data signal, e.g., a carrier wave or other transport medium. A modulated data signal is an electromagnetic signal with characteristics that can be set or changed in such a manner as to encode data within the signal.
The computer system may further have a variety of input devices and output devices. Exemplary input devices may include a keyboard, a mouse, a tablet, and/or a touch screen device. Exemplary output devices may include a display monitor, a printer, and speakers. Such input devices and output devices may be integrated with the computer system or they may be connected to the computer system via wires or wirelessly, e.g., via IEEE 802.11 or Bluetooth protocol. These integrated or peripheral input and output devices are generally well known and are not further discussed herein. Other functions, for example, handling network communication transactions, may be performed by an operating system in the nonvolatile memory of the computer systems.
The technology described herein may be implemented as logical operations and/or modules in one or more systems. The logical operations may be implemented as a sequence of processor-implemented steps executing in one or more computer systems and as interconnected machine or circuit modules within one or more computer systems. Likewise, the descriptions of various component modules may be provided in terms of operations executed or effected by the modules. The resulting implementation is a matter of choice, dependent on the performance requirements of the underlying system implementing the described technology. Accordingly, the logical operations making up the embodiments of the technology described herein are referred to variously as operations, steps, objects, or modules. Furthermore, it should be understood that logical operations may be performed in any order, unless explicitly claimed otherwise or a specific order is inherently necessitated by the claim language.
In some implementations, articles of manufacture are provided as computer program products that cause the instantiation of operations on a computer system to implement the invention. One implementation of a computer program product provides a computer program storage medium readable by a computer system and encoding a computer program. Another implementation of a computer program product may be provided in a computer data signal embodied in a carrier wave by a computing system and encoding the computer program. It should further be understood that the described technology may be employed in special purpose devices independent of a personal computer.
The above specification, examples and data provide a complete description of the structure and use of exemplary embodiments of the invention as claimed below. Although various embodiments of the claimed invention have been described above with a certain degree of particularity, or with reference to one or more individual embodiments, those skilled in the art could make numerous alterations to the disclosed embodiments without departing from the spirit or scope of the claimed invention. Other embodiments are therefore contemplated. It is intended that all matter contained in the above description and shown in the accompanying drawings shall be interpreted as illustrative only of particular embodiments and not limiting. Changes in detail or structure may be made without departing from the basic elements of the invention as defined in the following claims.

## Claims

1. A method implemented on a computer system comprising:
receiving at a first server a first address location from a QR reader device, wherein the first address location is extracted from a QR code contained in a media presentation, wherein the first address location includes additional content related to the media presentation provided by the source of the media presentation;
accessing the first address location at the first server for the additional content to collect data about the additional content;
identifying a second address location having alternate content from a captive directory, the alternate content being related to the additional content information based on the collected data about the additional content, wherein the identifying comprises:
searching a local directory of the first server having available alternate content to determine an affinity between the additional content information and the available alternate content,
selecting alternate content from the available alternate content having a highest affinity with the additional content information, and
returning a location identifier associated with the selected alternate content as the location; and

transmitting the second address location of the alternate content to the QR reader device.

2. The method of claim 1 further comprising
determining whether the additional content information comprises the QR code and, if so,
decoding the QR code to aid in the identifying operation.

3. The method of claim 1 further comprising
determining whether the alternate content related to the QR code information is available locally and, if so,
transmitting the alternate content to the QR reader device in lieu of transmitting the location.

4. A computer program product comprising computer-executable instructions for performing a computer process stored in a non-transitory storage medium of a mobile device, wherein the instructions comprise operations to:
receive additional content information contained in a QR code extracted by a QR reader of the mobile device from a media presentation containing the QR code, wherein the QR code is generated by a source of the media presentation, wherein the additional content information comprises a first address location having secondary material related to the media presentation;
access the first address location from the mobile device to collect data about the secondary material related to the media presentation;
search a local database of the mobile device for alternate content to be provided in lieu of the first address location;
identify a second address location having alternate content from a captive environment comprising the local database or a captive directory server separate from the mobile device, the alternate content being related to the secondary material related to the media presentation based on the collected data about the secondary material related to the media presentation; and
present the alternate content from the second address location.

5. The computer program product of claim 4, wherein the instructions further comprise operations to
determine whether the additional content information comprises the QR code and, if so,
decode the QR code to aid in the identifying operation.

6. The computer program product of claim 4, wherein the instructions providing the identifying operation further comprise operations to
search a directory of available alternate content to determine an affinity between the additional content information and the available alternate content;
select alternate content from the available alternate content having a highest affinity with the additional content information; and
return a location identifier associated with the selected alternate content as the location.

7. The computer program product of claim 4, wherein the instructions further comprise operations to
determine whether the alternate content related to the QR code information is available locally and, if so,
transmit the alternate content to the QR reader device in lieu of transmitting the location.

8. A method implemented on a computer system comprising
receiving a television media presentation created by a third party source at a television network provider, wherein the third party source is different from the television network provider;
generating a QR code comprising a location identifier for additional content stored within a captive environment of the television network provider, wherein the additional content is related to the television media presentation created by the third party source, wherein the QR code generation is performed by the television network provider presenting the television media presentation;
transmitting the QR code in conjunction with a transmission of the media presentation from the network provider;
receiving a request for the additional content from a consumer device;
transmitting the additional content to the consumer device.

9. The method of claim 8 further comprising combining the QR code within the media presentation.

10. The method of claim 8, wherein the additional content comprises an address identifier of a location for accessing further additional content.

11. The method of claim 8, wherein the first transmitting operation is incorporated within a streaming media transmission over a telecommunication network.

12. The method of claim 8, wherein the second transmitting operation further comprises transmitting a web page.

13. The method of claim 8, wherein the consumer device is a QR code reader.

14. The method of claim 1, wherein the captive environment comprises a set of information previously collected and indexed as alternate content.

15. The method of claim 14, wherein the captive environment comprises a content server.

16. The method of claim 1, further comprising indexing alternate content in a captive environment based on an affinity with the additional content information.

17. The method of claim 1, wherein the additional content comprises a release date of a feature film, and wherein the alternate content comprises the date on which the film will be presented on a television network.

18. The method of claim 1, wherein the identification further comprises determining that the local directory does not have alternate content with a high enough affinity to the additional content.

19. The method of claim 18, wherein the identification further comprises requesting from a captive directory located on a server separate from the first server alternate content to be provided.

20. The method of claim 19, wherein the request comprises the data collected by the first server from accessing the first address location.

21. The computer program product of claim 4, wherein the operations further include to determine that the local directory does not include alternate content with a high enough affinity, and send a request for alternate content to a server.