Abstract:
A method and apparatus designed to permit content providers to insert personalized content into a television signal based upon the user preferences or viewing habits.

Description:
CLAIM OF PRIORITY 
       [0001]    The present invention claims priority from regular application Ser. No. 10/776,624, filed on Jan. 20, 2004, and incorporates said application by reference as if fully set forth herein. 
     
    
     FIELD OF THE INVENTION 
       [0002]    The invention herein discloses an exemplary method and apparatus to synchronize personalized advertising, secondary, or associated and/or interactive content to a viewer&#39;s wireless hand held device. Said personalized content may be an alternative or complement to TV viewing, using a digital satellite, cable or terrestrial set-top-box, an internet enabled set-top box, or an analog broadcast with digital extraction and a wireless reception device. 
       BACKGROUND 
       [0003]    Referring to  FIG. 1 , currently the vast majority of digital television program providers, whether cable, satellite, or terrestrial transmissions, transmit digital content from transmitting station  110  to satellite  125  via channel  120 . Satellite  125  retransmits the digital content to one or more satellite dishes  130 . Satellite dish  130  may be a large satellite dish owned and operated by a local cable company, or it may a personal satellite dish serving one home. The satellite dish then transmits the content, usually via bi-directional coaxial cable  140 , to each cable subscriber via set-top-box (STB)  150 . STB  150  demodulates, or extracts information from, the digital signal in the form of packets, or fragments, from the carrier, and performs different signal processing techniques, i.e. error correcting, demultiplexing, descrambling and decoding, to decode the digital programs in the form of video, audio or data, and converts such digital data to analog form to playback such decoded signals on a TV set as shown in  FIG. 1 . Such connection between the playback device (TV) and the STB are done with cables and use the analog signals produced by the STB. 
         [0004]    Referring to  FIG. 1   a ,  FIG. 1   a  illustrates a high level schematic diagram of how digital content is processed for transmission to an end-user. Rich media, e.g. Content  160   a , a movie, Content  160   b  a news cast, Content  160   c , a Sports Program, and Content  160   d , Data Tables, is first encoded as elementary streams. An elementary stream is the output of a video or audio encoder, and may only contain one type of data, e.g. audio, video, etc. In the MPEG communications protocol, elementary streams are packetized, i.e. broken down into smaller pieces, i.e. packets. In a traditional MPEG system, each transport packet is 188 bytes in length and contains a header, and a payload. The header contains such index information as time index, program identifier, and payload type (whether audio, video, program information, etc.). In addition to being packetized, the various elementary streams of each program are combined or multiplexed ( 161 ) into Packetized Elementary Streams  162   a ,  162   b ,  162   c , and  162   d . Each Packetized Elementary Stream contains the combined data (audio, video, date, etc.) of a single program, i.e. Content  160   a ,  160   b ,  160   c , or  160   d.    
         [0005]    Each Packetized Elementary Stream is then further multiplexed ( 163 ) into single Transport Stream  164  carrying packets from each Packetized Elementary Stream  162   a  et al. A transport stream contains packetized data from multiple programs. Transport Stream  164  is broadcast to the consumer and received by the consumer&#39;s set top box, STB  165 , which demultiplexes Transport Stream  164 . When the packets reach the set top box, the set top box demultiplexes, i.e. recombines the packets into single programs, based upon the header information and is able to present the original content to the display unit. The demultiplexer also ensures the desired packets are displayed in the correct chronological order. 
         [0006]    Referring to  FIG. 1   b ,  FIG. 1   b , is an example of a lower level schematic diagram of the creation of a Transport Stream from packetized elementary streams. Elementary Stream  170  represents Program  1 . Elementary Stream  175  represents a different program, i.e. Program  2 . Multiplexer  180  multiplexes or combines the three elementary streams that compose the audio, video, and data of Program  1  into Single Packetized Elementary stream  180   a . Similarly, multiplex  181 , multiplexes or combines the three elementary stream that compose the audio, video, and data, of Program  2  into single Packetized Elemental Stream  181   a.    
         [0007]    Multiplexer  190  combines both Packetized Elementary Streams  180   a  and  181   a  into Single Transport Stream  195  which is what is actually broadcast or transmitted to the end user&#39;s STB. 
         [0008]    Referring to  FIG. 1   c ,  FIG. 1   c , illustrates a simplified, sample, MPEG compliant packet. Packet  198  is composed of 2 sections, Header  196  and Payload  197 . 
         [0009]    In the instant description, co-cast means additional programming, i.e. programming not included in the original transport stream, such as advertising, video clips, music, data, URLs, etc., intended for delivery to one or more handheld devices or any other personal device, whether wired or wireless. Co-cast information is personalized based upon user preferences or user viewing habits. Such co-cast content is transmitted in the form of packets within the transport stream and treated just like the original programming by the set top box. 
         [0010]    The content provider, i.e. Cable Company, Satellite Company, television network such as ABC or CBS, movie or television studio, etc. may elect to insert Co-Cast information into the transport stream. Like any other information in the transport stream, co-cast information would be packetized with a header and payload. The header would include the traditional information associated with an MPEG header. However, in addition, the header of co-cast information would include an identifier that the packet is a co-cast packet. The payload of the co-cast packet is similar to the payload of a traditional MPEG packet except that it may also include hypertext links, which is not traditionally seen in MPEG packets. 
         [0011]    In a regular MPEG based digital television system, the set top box knows the channel line-up by reading the Payload of the Program Association Table. Said Program Association Table traditionally has a program identifier set to ZERO. In the instant invention, available co-cast content is determined by the STB by reading the payload of the Co-Cast Content Association Table, which is analogous to the Program Association Table. The Co-Cast Content Association Table is identified by the Program Identifier in the header. 
         [0012]    Referring to  FIG. 2 ,  FIG. 2  illustrates an example of how co-cast programming is multiplexed with regular digital programming. Program  1  or Packetized Elementary Stream  250 , Co-Cast  1  or Packetized Elementary Stream  260 , and Program  2  or Packetized Elementary Stream  270  are transmitted to Multiplexer  280  which combines the three packetized elementary streams into Single Transport Stream  290 . 
         [0013]    The concept of personalized programming is a relatively recent one within the field of television programming. Originally, a television viewer had no ability to receive personalized or individualized programming. A television show was broadcast at a certain time. Television viewers were limited to watching the programming at the time the few networks dictated. 
         [0014]    Eventually, with the advent of cable and satellite systems, television users had far more choices of programming, but a television viewer could only watch programming at a time and date determined by the cable system. 
         [0015]    The first major step in personalizing the television viewing experience was with the introduction and popularization of the Video Cassette Records (VCR). The VCR permitted time shifting of programming, i.e. programming could be recorded at one time for later playback. A major limitation of a VCR was that the VCR didn&#39;t so much record specific content, but rather records a specified television channel at a specified time interval. The VCR itself does not necessarily know what is being recorded. 
         [0016]    A substantial leap in personalizing the television viewing experience came with the invention of the DVR or digital video recorder. Unlike the VCR, a digital video recorder can be programmed to record specific programming, e.g. all new episodes of a given program. 
         [0017]    DVRs took personalization another step further through the use of recommendation engines. Based upon the programming viewed by the television user, many DVR&#39;s have the ability to make recommendations as to other programming that the television user might enjoy. However, the recommendation engines have no ability to affect what programming the DVR actually receives. 
         [0018]    Conversely, the ultimate expression of a personalized viewing experience is the internet. Each user literally picks and choices what content he or she wishes to view. However, the limitation of the internet is that since it is so individualized, it cannot support the number of digital channels that a cable or satellite can deliver to each individual. 
       BRIEF DESCRIPTION OF THE ILLUSTRATIONS 
       [0019]      FIG. 1  illustrates a standard content delivery system using a cable system. 
         [0020]      FIG. 1   a  illustrates a high level schematic view of a traditional content delivery system. 
         [0021]      FIG. 1   b  illustrates a lower level view of the transport layer of a content delivery system. 
         [0022]      FIG. 1   c  illustrates an tradition MPEG compliant packet. 
         [0023]      FIG. 2  illustrates co-cast content being multiplexed into a transport stream. 
         [0024]      FIG. 3  illustrates a simplified version of the invention where co-cast information is tracked and dynamically entered into the television signal. 
         [0025]      FIG. 3.1  illustrates a more complex version of the invention where co-cast information is tracked and dynamically entered into the television signal. 
         [0026]      FIG. 4  illustrates a flow diagram of one embodiment of the invention. 
         [0027]      FIG. 5  illustrates a flow diagram of second embodiment of the invention. 
         [0028]      FIG. 5   a  illustrates a flow diagram of a third embodiment of the invention 
         [0029]      FIG. 6  illustrates a flow diagram of the co-cast information being dynamically inserted into the television signal. 
     
    
     DETAILED DESCRIPTION OF THE EMBODIMENTS 
       [0030]    The invention herein mentioned represents an exemplary method and apparatus for the personalization of content delivery, to a hand held wireless device via a set top box. This invention is different from previous content delivery systems in that this invention has the ability to dynamically and in real time, change the content that is being delivered to the end user. 
         [0031]    Referring to  FIG. 3 ,  FIG. 3  illustrates a simple embodiment of the invention; Content Provider  310  transmits content to STB  320  via Transmission Means  315 . Transmission Means  315  may be wired or wireless, e.g. satellite or cable. STB  320  is wirelessly enabled to transmit and receive information via wireless communications such as infra-red, fast-infrared (FIR), Bluetooth, or 802.11x. STB  320  is also configured with two or more demultiplexers  330 . Multiple demultiplexers allow different receiving devices to receive different content at the same time. One channel is transmitted via transmission means  340  to television set  350 . One or more channels are transmitted wireless via wireless transmitter  360  over one or more bi-directional wireless channels  370 , to one or more wireless devices  390 . Each wireless device may receive different content up to the number of demultiplexers available (minus the demultiplexer being used by the television set). Such content can be streamed for real time decoding by the handheld device, or downloaded to devices with enough storage capabilities for later decoding or playback. Bi-directional channel  370  allows the hand held devices to request retransmission of corrupted packets from the STB  320 , thus allowing rich media to be transmitted. Bi-direction channels  370  may represent diverse technologies, to with, the STB  320  may transmit using one wireless technology, and receive information such as data or commands via another wireless technology. In addition, the invention can communicate via WiMax  381  or Wi-Fi router  382 . 
         [0032]    Additionally, STB  320  transmits a list of the requested programming along with user information to Tracking Server  380  via telephone line  375 . Tracking server  380  tabulates the requested content and the user information to Content Provider  310 . 
         [0033]    Referring to  FIG. 3.1 ,  FIG. 3.1  represents another embodiment of the invention. In  FIG. 3.1 , unlike  FIG. 3 , STB  320  is internet enabled and uses Internet  397  to transmit user data and a list of requested programming to Tracking Server  380 . Tracking server then sends its data to Content Provider  310  which either inserts new content into the television transport stream, or sends it directly to the hand held devices via Internet  397  and Router  382  or through Transmission means  381 , which might be a cell network, or WiMax, or any other wireless protocol. 
         [0034]    Additionally, STB  320  may obtain content from a local or attached mass storage device such as Hard Drive  301  or DVD player  302 . 
         [0035]    Referring to  FIG. 4 ,  FIG. 4  is a flow diagram of one embodiment of the invention. At Step  405 , the set top box receives a television transport stream, demultiplexes out the packet that contains a list of the available co-cast programming, and transmits it to the handheld devices. At step  410  a first hand held device requests co-cast information from the STB. At step  420  a second hand held device requests co-cast information from the STB. At step  445  multiple tuners separate the co-cast information from the data packets and the independent channel packets. At step  450 , the STB transmits the co-cast information and independent channel information to the wireless handheld devices. At step  460  each hand held device receives the transmitted data, ignore the packets not intended for it, and reconstructs the content. 
         [0036]    Referring to  FIG. 5 ,  FIG. 5  illustrates one embodiment of the tracking methodology. At Step  510  the hand held device receives a list of the available co-cast content. At Step  520 , the user selects the desired co-cast content. At Step  525 , the hand held accesses stored user data which may include such information as age, income, gender, etc. At Step  530 , the co-cast content includes genre information such as drama, comedy, nonfiction, etc. At step  540 , part of the user is given the option to opt in or opt out of the tracking. At step  550 , the hand held device collects a genre of the selected co-cast programming along with the user data regarding the user&#39;s demographics and at step  560  transmits said information to the tracking server via a wireless means such as wi-fi, wimax or cellular network. At step  570  the server tabulates the data and creates a histogram and transmits the histogram to the content provider at step  580 . The content provider, which may be a cable provider, a satellite network, a studio, etc. uses this information to determine if the co-cast content being inserted into the download stream should be changed. 
         [0037]    Alternatively in  FIG. 5   a , the set top box collects the genre data of the requested co-cast content at step  550 . At step  555 , the set top box requests and receives the user data from each hand held device and at step  560  the set top box correlates the co-cast genre data and the user data and at step  565  transmits said data to the tracking server through either the internet or through a phone line connection to the tracking server. 
         [0038]    Referring to  FIG. 6 ,  FIG. 6  illustrates the content provider using the tracking data to modify the co-cast content in the television transport stream. At Step  610 , the content provider initially inserts co-cast content into the download television transport stream. At step  620  the content provider receives tracking information, i.e. which co-cast content is being requested and by which demographics. At step  630  the content provider is given the option of receiving recommendations from the tracking server at step  640  regarding which co-cast content to insert into the television transport stream or merely the tracking information at step  650  where the content provider will make its own decision as to what new content to insert into the television transport stream. 
         [0039]    At step  660  the content provider dynamically inserts, in real time, co-cast content based upon requested content and user demographics.