Abstract:
A user interface arranged as hierarchical grid of tiles configurable to be individually and dynamically programmed for both content type and content placement according to a set of rules defining content placement and display specified by a content controller.

Description:
RELATED APPLICATIONS 
     The present application is related to, incorporates by reference and hereby claims the priority benefit of the following U.S. Provisional Patent Application:
         a. Application No. 60/388,493 entitled “Graphically Rich, Modular, Promotional Tile Interface for Interactive Television”, filed Jun. 12, 2002.       

    
    
     COPYRIGHT NOTICE 
     A portion of the disclosure of this patent document contains material which is subject to copyright protection. The copyright owner has no objection to the facsimile reproduction by any-one of the patent document or the patent disclosure, as it appears in the Patent and Trademark Office patent file or records, but otherwise reserves all copyright rights whatsoever. 
     FIELD OF THE INVENTION 
     The present invention relates to User Interfaces for Interactive Television, which in one embodiment serves as a set of concepts and information presentation architectures for enabling users of interactive television services to access a range of broadcast and on-demand programming content offered through an interactive television network, and made available via applications that may execute on a set-top box. 
     BACKGROUND 
     In the past few years, home entertainment has evolved from purely one-way radio and television broadcasts to include two-way communication that encompasses interactive games, video on demand (VOD), educational fare and consumer-oriented services (e.g., interactive shopping). For the most part, these services have been offered through familiar cable and satellite television distribution systems. 
     Broadly speaking, there are two paradigms for using cable and satellite systems in this fashion. One is computer-centric: using an installed satellite or cable feed (perhaps with a cable or telephone network back channel) as a high-bandwidth conduit to bring on-line computing services, such as Internet access, into the home. The second is television-centric: adding interactive functions to television programming. 
     In general, systems deployed using the television-centric model have been grouped under the label “interactive television” or iTV. iTV is generally understood as the convergence of Internet-like interactivity and traditional television programming and delivery technology. Making television interactive involves the addition of responsive, user-controlled elements to traditional broadcast video and audio signals. By adding a computer like device (usually referred to as a set-top box) to the television set and providing a communication path back to the service provider (the back channel), the viewer can be invited to interact with the programming, exert some level of control over the experience and to provide feedback. 
     iTV services are usually delivered to subscribers&#39; homes through an existing cable or satellite system, along with other free and pay-for content (e.g., movies, games, news, images, audio programming, etc.). This content is generally delivered to the television via a set-top box, and users may navigate the offered services using a remote control and on-screen navigation system or menu. The set-top box is an addressable communications unit needed to decode signals as they arrive at the television. Depending on the system used it may also need to perform functions such as the decompression of the digital signal, or the handling of communications across the back channel. Together with a (typically handheld) remote control and on-screen menu, this unit provides an interface for users to find their way through the myriad of content and services offered and communicated to their television sets by the iTV system provider. 
     To illustrate, consider the case of a user ordering a pay-per-view movie. Using a remote control the user can select the desired service via the on-screen menu displayed on his or her television set. This request is sent via the back channel to the service provider&#39;s control system, which locates the required content and delivers it via a cable or satellite transmission system to the set-top box for decoding and display on the user&#39;s television. Along the way, a subscriber management system may be informed of the user&#39;s selection so that the user&#39;s account can be updated to reflect any relevant charges for the selected movie. 
     The on-screen menu may or may not be overlaid on top of the television picture. Common examples of on-screen menus include electronic program guides (EPGs), electronic catalogs, and advertising information. Television program guides have matured rapidly in recent years. At one time the only TV program guides available were those printed in newspapers and magazines. These guides typically had a grid with list of channels, showing the programming for those channels as a function of time. They also sometimes contained synopses of movies or television shows scheduled to be aired. 
     The advent of cable television systems brought on-screen EPGs. The early versions consisted of a dedicated channel displaying a program guide that showed the current (and perhaps limited future) programming for most or all channels. Since there is only space to show half a dozen or so channels on the screen at a time, the display would automatically scroll through all the available channels. 
     Today, however, many cable companies utilize set-top boxes to provide interactive EPGs that support advanced features such as the ability to call up a program guide grid at any time, and scroll through channels and programming forward and backward in time via a remote control. Usually information on programming for some days into the future is made available. In addition, modern EPGs can display lists of channel numbers, program titles and even program durations, appearing briefly each time the channel is changed, and at other times by selecting a corresponding option on the remote control. Textual descriptions of any program listed in the program grid, or of the current program being viewed, can be called up by using the remote control, and a user can change channels automatically by clicking on a program title as it is displayed in the program grid. 
     In addition to EPGs, popular iTV offerings include: 
     A. TV Portals. Influenced no doubt by the analogy to popular Internet “portals” such as AOL and Yahoo, many think of a television (TV) portal as a non-video, non-broadcast, “Internet-like” page on TV. Contrary to this popular opinion, however, a TV portal is actually an application “window” into the world of interactivity that links various forms of services, including walled gardens (also known as managed content) that may contain video, text and image assets, delivered via both broadcast and narrowcast, virtual channels, interactive program guides (IPGs), enhanced TV broadcasts, video on demand (VOD) content and more. In fact, many interactive experiences can originate from the TV portal or users come into the TV portal for additional content and services. Thus, the portal may be accessed through a navigation overlay on top of regular broadcasts or through an IPG, virtual channel or enhanced programming. 
     Network operators, programmers and content producers have an opportunity to custom brand the content areas of TV portals, providing them with a foundation for offering interactive services and enabling new revenue streams. A portal can contain a controlled set of valuable, aggregated content and merchant sites accessible by consumers. Portal participants can consist of e-commerce providers, such as home shopping, home banking and brokerage services; various news services; weather and sports information providers; as well as advertisers, TV programmers and other content producers. 
     Managed content designed for a TV environment can be linked to the TV portal, forming an interactive experience that combines the convenient, audio-visually entertaining medium of TV with the immediate information access and electronic purchasing powers often seen on the Internet. The portal offers a secure environment with a common TV-centric user interface, personalization capabilities and cross-merchant shopping capabilities. Some of the key components of portal content include:
         i. Basic Personalized Information—Basic on-demand information services available to end users (subscribers) are based on their preferences and/or profile, including headline news, sports news and scores, local weather, horoscopes, business news and stock quotes.   ii. Branded Content—Information services in various categories include branded sources such as television networks, which may provide information and entertainment services in portals to augment their regular TV programming.   iii. Shopping—“T-commerce” or “TV Commerce” includes categories such as books, video, music, gifts, electronics, apparel, travel and toys, as well as advanced shopping features such as comparison shopping, cross-merchant shopping carts and auctions.   iv. Advertising—Advertising opportunities are widely available throughout the iTV landscape. Unlike Internet portals, which only provide targeted and personalized banner ads, broadband access and the rich medium of TV provide a compelling advertising vehicle, drawing consumers into a TV-centric entertainment experience that drives responses while providing the same targeting and personalization capabilities of the Internet.   v. Self-provisioning—Through a network operator&#39;s TV portal, subscribers can manage their own billing information and preferences, and subscribe to new services including premium services, e-mail, games, video on demand and more.   vi. Virtual Channels—A virtual channel is a custom-branded TV channel that can be accessed from programming, the main menu or info bar, from a network operator portal, an IPG or by manually selecting a specified channel number (e.g., channel  401 ). Within such a channel, a TV network, advertiser or content provider can combine a video library with Internet or database content, and on-demand features enable viewers to control their interactions with the information. Thus, virtual channels allow for specific content opportunities for niche audiences, targeted advertising, brand building, and program promotions, as well commerce and subscription revenue streams.       

     B. Interactive Program Guides (IPGs). The IPG is the navigation tool for TV viewing, allowing viewers to easily search for programming by time, channel, program type, and so on. It is an essential tool for iTV users, especially as the number of channels and other offerings increase. IPGs provide an opportunity for companies to offer an increasingly large amount of data in an easy-to-use interface. 
     C. Personal Video Recorders (PVRs). PVRs store video programming on an internal hard drive and function like a personalized video server, allowing end-users to “time shift” their TV viewing. While watching live TV, the user can “pause” and “rewind”, as well as “fast-forward” to catch up to the live broadcast. PVRs also act as autonomous agents, searching all of the available programming and building a dynamic menu of personalized content choices that the user can access at his/her convenience. Currently most PVRs are stand-alone units, developed and marketed by companies such as TiVo and Replay Networks (now Sonic Blue). 
     D. Video On Demand (VOD) Services. VOD is essentially server-side time shifting (vs. client-side in the case of PVRs). Users are able to play, pause and rewind videos on their TVs via their remote control. Companies such as Concurrent, Diva, SeaChange and nCube provide VOD server technology. 
     E. Enhanced TV Broadcasts. Enhanced TV broadcasting provides interactive content linked to video programming. A user can request information on products within ads, access additional program information, such as sports statistics, or otherwise interact with a television broadcast such as a game show. This functionality is achieved through the transmission of an interactive trigger and data sent in the broadcast channel or other mechanism along with the video broadcast. For example, ATVEF (the Advanced Television Enhancement Forum) triggers are messages that arrive at a specific point in time during a broadcast (e.g., via text channel  2  of the closed caption channel carried on line  21  of NTSC video), and are intended to activate specific enhanced content. 
     Enhanced TV broadcasts can be combined with other services within a unified TV portal, integrating with a walled garden or virtual channel content to leverage robust order processing, fulfillment infrastructure and revenue sharing agreements that may already in place. 
     F. Other Services. E-mail access, chat functions, music jukeboxes and photo albums are examples of other iTV offerings. 
     Many of the applications listed above will be presented to end users via a common user interface and order/transaction entry and tracking system. However, each application has specific integration, management and distribution issues that arise depending on the environment that the network operators choose to deploy and significant problems are experienced by application providers and distributors in deploying and managing their iTV applications as a result. 
     Problem: 
     The previous overview of various interactive television services illustrates the problem that network operators, programmers, broadcasters and advertisers face in deploying and making easily accessible the vast library of available content in a readily accessible, easy-to-use manner that combines broadcast and on-demand in a smooth way that can blur its distinction and boundary if the user so chooses. Some of the causes that give rise to the difficulty of organizing and presenting content include:
         a. the existence of layer upon layer of text based lists that the user must navigate   b. navigation through the user interfaces is linear   c. interfaces that do not support the need for preferred placement, promotions or other display rules   d. lack of richness in the on-demand interface presented to users   e. the interfaces do not have multiple entry points   f. the user interface is static, with no consideration given to the time of day and the particular viewer of the content.       

     SUMMARY OF THE INVENTION 
     A user interface arranged as hierarchical grid of tiles configurable to be individually and dynamically programmed for both content type and content placement according to a set of rules defining content placement and display specified by a content controller. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  illustrates conceptually a globe or sphere of broadcast programming and on-demand content, with individual sets of content surfaced for selection and display based on the time of day, the navigation context and the viewer in accordance with an embodiment of the present invention. 
         FIG. 2   a  illustrates an example of a top level Entertainment grid of a user interface in accordance with an embodiment of the present invention. 
         FIG. 2   b  illustrates an example of navigation to a next-level detail grid within the Entertainment section of a user interface in accordance with an embodiment of the present invention. 
         FIG. 3  illustrates an example of a channel dependent, time-of-day based, tiled user interface of a user interface in accordance with an embodiment of the present invention. 
         FIG. 4   a  shows an interactive program guide plus On Demand view of a user interface of a user interface in accordance with an embodiment of the present invention. 
         FIG. 4   b  shows an interactive program guide plus On Demand—Broadcast View of a user interface of a user interface in accordance with an embodiment of the present invention. 
         FIG. 4   c  shows an interactive program guide plus On Demand—On Demand view of a user interface of a user interface in accordance with an embodiment of the present invention. 
         FIG. 5  is a conceptual representation of the initial screens of the example of the present user interface 
         FIG. 6  illustrates an example of a launch screen in accordance with an embodiment of the present invention. 
         FIG. 7   a  illustrates an example of the channel assistant screen in accordance with an embodiment of the present invention. 
         FIG. 7   b  illustrates a weather on demand view in accordance with an embodiment of the present invention 
         FIGS. 8   a - 8   e  illustrate an example of a utility segment of a set of user interfaces in accordance with an embodiment of the present invention. 
         FIGS. 9   a - 9   f  illustrate an example of an informational segment of a set of user interfaces in accordance with an embodiment of the present invention. 
         FIGS. 10   a - 10   d  illustrate premium categories pages of a set of user interfaces in accordance with an embodiment of the present invention. 
         FIGS. 11   a - 11   f  illustrate an entertainment segment of a set of user interfaces in accordance with an embodiment of the present invention. 
     
    
    
     DETAILED DESCRIPTION 
     Described herein are user interfaces by which, in one embodiment, network operators, programmers, broadcasters and advertisers can easily deploy and make accessible a library of available content in an easy-to-use manner that combines broadcast and on-demand in a smooth way that can blur its distinction and boundary if the user chooses. This solution can be conceptualized by considering all of the content available as objects in an n-dimensional space whose surface denotes the specific elements of content that are brought for selection by the viewer given the time of day and context. In one embodiment, the invention can be visually depicted as a globe or sphere of broadcast programmed and on-demand content, and individual sets of content are surfaced for selection and display based on the time of day, the navigation context and the viewer. The illustration in  FIG. 1  expresses this concept. 
     In this manner, the concept of this invention includes among other things the notion of dynamically shifting the user interface and navigation using time-based demographics. Thus, this invention includes the notion of surfacing different content to different viewers at different times in a novel way. 
     Some elements of the present user interface include:
         a. user interface methods to dynamically illustrate both the breadth and depth of content available at the same time.   b. user interface methods that break the limitations of existing linear interfaces as expressed in the problem statement above.   c. user interface methods to dynamically provide multiple entry points to content.   d. user interface methods to combine broadcast programming and on-demand content in a smooth way that provides a very subtle transition to related on-demand content.   e. user interface methods for time-shifted user interfaces, present different content selections to viewers based on time of day.   f. user interface methods wherein the viewer is presented different content selections based on the current broadcast content, to enhance the current broadcast and extend the content bandwidth.   g. user interface methods that consist of tiled interfaces on the TV screen to present various content selections.   h. tiled user interfaces wherein the screen can be divided dynamically into different groupings of tiles, where the tiles have different sizes.   i. tiled user interfaces consisting of groupings of grids of tiles wherein each grouping may be further sub-divided into more granular groupings of smaller tiles, based on navigation flow and business rules. These groupings may be individually scrollable using a remote control device.   j. tiled user interfaces wherein the transition between different tiled groupings on the screen can be dynamically controlled.   k. tiled user interfaces wherein the number of tiles in each screen grouping can be dynamically controlled.   l. tiled user interfaces wherein the tiled screen groupings can be configured at a prior time and dynamically selected using business rules.   m. tiled user interfaces wherein individual placement and content of tiles within a group can be controlled dynamically using business rules.   n. tiled user interfaces wherein business rules can be specified to:
           i. dynamically control content of each tile   ii. dynamically control placement of each tile (preferred placement)   
           o. tiled user interfaces wherein business rules can be based on:
           i. time of day   ii. channel   iii. current broadcast content   iv. preferred placement of content   v. viewer demographic   vi. viewer behaviour   vii. navigation context   viii. current content category   
           p. tiled user interfaces wherein the content of tiles can be dynamically controlled to include:
           i. channel logos   ii. specific program logos or brands, including images (e.g. Sopranos logo, or The West Wing image)   iii. Images of people and things   
               

     Examples of various embodiments of the above features are given below to clarify the specific types of user interface treatments that can provide the above named features. For example, in one embodiment the user interface and navigation can consist of the following sequence of tiled screens:
         i. Dividing the screen into a grid of thirds.   ii. Each third is dynamically divided into further sub-groupings which are themselves grids of tiles. The content of each tile can be dynamically controlled based on business rules   iii. Each grouping or grid of tiles can be individually scrolled or tiles selected using the remote control device
 
Such an example is illustrated by the screens shown in  FIGS. 2   a  and  2   b.  
       

       FIG. 2   a  illustrates an example of a top level Entertainment grid.  FIG. 2   b  illustrates an example of navigation to a next-level detail grid within the Entertainment section. Collectively, these illustrations provide an embodiment of features a, b, c, e, g, h, i, j, k, l, m, n, o, and p above. 
     In the embodiment illustrated in  FIG. 3 , a channel assistant user interface may extend the current broadcast content by presenting an interactive bar consisting of several components including time-sensitive messages and a tiled grid based on time of day that presents the viewer with additional selections for on-demand content supplemental to the broadcast or promoted by the broadcaster, programmer or network operator. Specifically,  FIG. 3  illustrates an example of channel dependent, time-of-day based, tiled user interface that extends the current broadcast This example provides an embodiment of features a, b, c, d, e, f, g, i, k, l, m, n, o, and p above. 
     In the embodiment shown in  FIG. 4 , the viewer is presented with a combination of broadcast and on-demand content selections in an easy-to-use manner that makes the vast library of available on-demand content readily accessible, combining broadcast and on-demand in an intuitive way.  FIG. 4   a  shows an interactive program guide plus On Demand.  FIG. 4   b  shows an interactive program guide plus On Demand—Broadcast View.  FIG. 4   c  shows an interactive program guide plus On Demand—On Demand view.  FIGS. 4   a ,  4   b  and  4   c  also provide an embodiment of features a, b, c, d, e, g, h, k, l, m, n, o, and p above. 
     In a further embodiment the present invention assists cable operators by facilitating access to on-demand technologies, which are the key to increasing a cable operator&#39;s core subscription business of premium channels and digital cable. VOD will be the cornerstone of these on-demand technologies. VOD will dramatically change the television viewing experience because of the depth of choice it provides. Rather than choosing from 3 or 4 scheduled children&#39;s programs at 3:00, customers will be able to choose from hundreds of hours of program options. The following represents some benefits provided by the present user interface:
         i. Show breadth and depth of on-demand content.   ii. Break the limitation of the existing linear user interfaces.   iii. Illustrate crystallizing cases for all types of on-demand content (VOD, SVOD, FBOD, LOD).   iv. Showcase multiple entry points (IPG, Menu/TV Assistant, Ads, Managed Content Service, Personal Channels, etc).   v. Provide promotional opportunities.   vi. Illustrate the mixing of broadcast and on-demand content.       

     Through the present user interface, thousands of hours of video programming can be available to the subscriber at any given moment. The combination of all this video content will increase the subscribers&#39; perceived value and reduce churn. The thousands of hours of video may be categorized time-based demographics. These demographics will help the user quickly find the content they want as well as enable the cable operator to categorize and promote video content based on the users preferences and history. The user interfaces will support the operator&#39;s desires for self-provisioning, parental controls, spending limits and account access. 
     In the future, operators will house thousands of hours of video content that will be organized and categorized in many ways including by network affiliation, genre (news, comedy, drama), length, age range, free vs. paid, etc. At any time of the day the user interface will change to reflect the user habits of the operator&#39;s subscribers and offer the video content the subscriber is looking for quickly. The analogy is that of a large sphere of video content that rotates at specific times to promote specific video content types and genres as shown in  FIG. 1 . 
     One key is to show how many different types of content (video, text, graphics, advertising) can be organized and promoted through a similar user experience. There are many ways to categorize the various types of content, in one embodiment we have narrowed the types of content into 3 groups. The 3 experiences are based on the type of content a user may want at any given time. They are as follows:
         a. Utility—Service related content/programming that provides the viewer small snippets of information to help them with daily tasks. Types of Utility content may include on-demand traffic reports, weather reports and news reports.   b. Informational—Content/programming related to activities and self-interest a subset of which may include self-improvement or self-education. Types of Informational content may include cooking lessons, golf lessons, adult education, history and news.   c. Entertainment—Entertainment based content/programming. Enhanced versions of existing models focusing on movies-on-demand, VOD, SVOD, self-provisioning, etc. Types of Entertainment content may include movies, premium services and subscription services.       

     For these experience types, we model the embodiment after the usage habits and needs of a typical family on a typical day. To keep to an 8-10 minute duration (for this embodiment), we have chosen to focus on the family&#39;s experience at 3 times periods in the day. Each time will represent a different set of needs or desires for the family. These times and their corresponding types will be morning (utility), mid-day (informational) and evening (entertainment). Each time and need is described in more detail in the following sections.  FIG. 5  is a conceptual representation of the initial screens of the example of the user interface but does not represent the storyboard or all the navigation options. 
     The following describes each of the 3 demonstration paths and the types of experiences associated with each. In each case we have attempted to address the entry point, featured content, scenarios and promotional content. At the bottom of each section, the desired video content is listed. When possible, secondary content choices have been listed. 
     Demo Path #1 (Utility)
         a. Time of Day: 6:00 AM to 9:00 AM   b. Users: Entire Family   c. Entry Point: TV Assistant   d. Featured Content Types: Utility (in the form of services)
           i. Local Weather (TVA or Weather Channel FOD)   ii. Sports Scores (TVA)   iii. Sports Recap (FOD)   iv. Local News (FOD)   v. Music Videos (FOD)   vi. Sesame Street (FOD)   vii. VOD   viii. Kids Short Form (Cartoons)   ix. Kids Programming (Blues Clues, Oswald)   x. Kids Movies (Rug Rats in Paris)   
               

     Scenarios: 
     The family is starting their day and wants specific content types based on the day ahead or their interests. Each role is described in more detail below:
         a. Mother: She wants to catch the headlines that she missed last night and check to see the weather to make sure the kids are wearing the right clothes.   b. Father: He wants to see last night&#39;s final scores and is traveling to New York so he wants to check the weather in New York before he leaves.   c. Teenager: Wants to see her favorite music videos.   d. Toddler: Wants to watch Oswald or Sesame Street.       

     Promotional Examples:
         a. Cooking Lessons (SVOD)   b. Golf Lessons (SVOD)   c. Personal Channels (PC→SVOD)   d. Movies (MOD)       

     
       
         
               
             
               
               
               
             
           
               
                 TABLE 1 
               
             
             
               
                   
               
               
                 Content Ingredients/Wish List for Demo Path #1 
               
             
          
           
               
                   
                 Primary 
                 Secondary 
               
               
                   
                   
               
               
                   
                 Comcast ID/Commercials 
                 N/a 
               
               
                   
                 NBC Local 
                 ABC/CBS/FOX Local 
               
               
                   
                 MTV 
                 VH1 
               
               
                   
                 76ers/Flyers/Phillies 
                 ESPN/FOX Highlights 
               
               
                   
                 Movies/Comedy (MOD) 
                 Movies/Family (MOD) 
               
               
                   
                 Nickelodeon 
                 Cartoon Network/Disney Channel 
               
               
                   
                   
               
             
          
         
       
     
     Demo Path #2 (Informational)
         a. Time of Day: 9:00 AM to 5:00 PM   b. Users: 9:00 AM to 3:00 PM Stay at Home Parents and Pre-schoolers   c. 3:00 PM to 5:00 PM After School Kids   d. Entry Point: Personal Channels (via the managed content service)   e. Featured Content Types: Informational (in the form of activities or SVOD)
           i. Personal Channels (Services FOD→SVOD)   ii. Cooking Lessons (SVOD)   iii. Golf Lessons (SVOD)   iv. Home Improvement (SVOD)   v. Sesame Street (FOD)   vi. Clifford the Big Red Dog (FOD)   vii. Adult Education/Job Training (FOD/SVOD)   viii. Music Videos (FOD)—After School   ix. VOD   x. Kids Programming (Blues Clues, Oswald)   xi. Kids Movies (Rug Rats in Paris)   xii. Adult Movies (Life as a House, Riding in Cars with Boys)   xiii. Teen Movies (Shrek, Atlantis: The Lost Empire)—After School   
               

     Scenarios: 
     The family has left for work or school. A parent and/or child are at home and the parent looks to the service for self-help and growth. The parent makes decisions based on content that interests them and they will not have an opportunity to watch when the rest of the family is at home. In this scenario there is more time to browse and search for the type of content that will be fulfilling to that individual. Later in the afternoon, the kids start to return from school. These kids may be alone or with parents. They are looking for entertainment that is focused on them and their parents have allowed them to view (with parental controls). Each role is described in more detail below:
         a. Mother: Assumed to be stay at home parent—Wants to improve golf swing and learn how to make rack-of-lamb. She is also looking for the best way to refurbish the old table they bought at the flea market this last weekend.   b. Father: Talks about the big PPV fight with his coworkers and decides to see if he can watch it tonight when he gets home.   c. Teenager: Wants to see her favorite music videos and watch a movie before the parents come home from work.   d. Toddler: Wants to watch Oswald or Sesame Street.       

     Promotional Examples:
         a. PPV Events (SVOD)   b. iNDEMAND Sports Packages (SVOD)   c. Premium Channel (Self Provisioning)   d. Movies (MOD)       

     
       
         
               
             
               
               
               
             
           
               
                 TABLE 2 
               
             
             
               
                   
               
               
                 Content Ingredients/Wish List for Demo Path #2 
               
             
          
           
               
                   
                 Primary 
                 Secondary 
               
               
                   
                   
               
               
                   
                 Comcast ID/Commercials 
                 N/a 
               
               
                   
                 NBC Local 
                 ABC/CBS/FOX Local 
               
               
                   
                 E! 
                 Comedy Central 
               
               
                   
                 Discovery 
                 Biography/History 
               
               
                   
                 76ers/Flyers/Phillies 
                 ESPN/FOX Highlights 
               
               
                   
                 Golf 
                 ESPN Profiles 
               
               
                   
                 QVC 
                 HSN 
               
               
                   
                 Movies/Comedy (MOD) 
                 Movies/Family (MOD) 
               
               
                   
                 HBO 
                 Showtime 
               
               
                   
                 Comedy Central 
                 Atom Films 
               
               
                   
                 Nickelodeon 
                 Cartoon Network/Disney Channel 
               
               
                   
                 Atom Films 
                 Sundance 
               
               
                   
                   
               
             
          
         
       
     
     Demo Path #3 (Entertainment)
         a. Time of Day: 5:00 PM to 12:00 AM   b. Users: 5:00 PM to 9:00 PM After Work/Prime Time   c. 9:00 PM to 12:00 AM Adult Entertainment   d. Entry Point: Interactive Program Guide   e. Featured Content Types: Entertainment
           i. Local News Recap (TVA/POD)   ii. Sports Recap (TVA/POD)   iii. NBC Today Show (FOD)   iv. Self-Provisioning   v. Order HBO   vi. Order Showtime   vii. PPV   viii. MOD   ix. VOD   x. Last Nights TV Shows   xi. Old PPV   xii. Movies by Genre   xiii. Search   xiv. Adult   
               

     Scenarios: Everyone is at home again. Similar to the morning, each family member wants specific content types based on their interests. The parent will want to catch up on current events in either news or sports and plan their evening. They will be searching for programming to watch and will want a guide that helps them get to the content they are interested quickly. As the evening moves on, the kids go to bed and the programming is geared specifically to the adults. Each role is described in more detail below:
         a. Mother: Wants to watch a replay of the morning shows and get a recap of the news for that day. Later she orders HBO to watch Sex in the City.   b. Father: Orders a VOD replay of the PPV boxing match from the night before. Then orders ESPN Personal Channel for game highlights and commentary.   c. Teenager: Wants to watch a movie before going to bed.   d. Toddler: Is getting ready for bed.       

     Promotional Examples:
         a. PPV Events (SVOD)   b. iNDEMAND Movies (Self Provisioning)   c. Premium Channel (Self Provisioning)   d. Movies (MOD)       

     
       
         
               
             
               
               
               
             
           
               
                 TABLE 3 
               
             
             
               
                   
               
               
                 Content Ingredients/Wish List for Demo Path #3 
               
             
          
           
               
                   
                 Primary 
                 Secondary 
               
               
                   
                   
               
               
                   
                 Comcast ID/Commercials 
                 N/a 
               
               
                   
                 NBC Local 
                 ABC/CBS/FOX Local 
               
               
                   
                 E! 
                 Comedy Central 
               
               
                   
                 Discovery 
                 Biography/History 
               
               
                   
                 76ers/Flyers/Phillies 
                 ESPN/FOX Highlights 
               
               
                   
                 Movies/Comedy (MOD) 
                 Movies/Family (MOD) 
               
               
                   
                 HBO 
                 Showtime 
               
               
                   
                 Comedy Central 
                 Atom Films 
               
               
                   
                 Atom Films 
                 Sundance 
               
               
                   
                   
               
             
          
         
       
     
       FIG. 6  illustrates an example of a launch screen from which any of the Demo paths above could originate. 
       FIG. 7   a  illustrates an example of the channel assistant screen, providing an entry point for utility content (such as weather on demand shown in  FIG. 7   b ). 
       FIGS. 8   a - 8   e  illustrate an example of a utility segment as discussed above. Selecting an interactive channel watermark ( FIG. 8   b ) would pop up the channel assistant ( FIG. 8   c ), which contains direct access to on-demand content specific to that channel. This is useful for increased access to on-demand programming as well as access points into the more broad on-demand programming that is available. 
       FIGS. 9   a - 9   f  illustrate an example of the informational segment using a video on-demand interface. The user would access the VOD interface by pressing a MENU or similar button on a remote control. Inside the VOD interface there are numerous promotional opportunities as well as the traditional categorization. 
       FIGS. 10   a - 10   d  illustrate premium categories pages that may be used to upsell customers to premium channels (e.g., HBO). While still in the VOD interface, the user can select My TV to view account status as well as receive recommendations for programming similar to that they have previously selected. 
       FIGS. 11   a - 11   f  illustrate an entertainment segment utilizing the interactive program guide interface. The customer would access this interface by pressing GUIDE or a similar button on a remote control. This interface shows how regularly scheduled broadcast programming could co-exist with on-demand programming.