Abstract:
A system and method for providing service of sending real time electronic information to selected individual viewers of transmitted video or computerized signals. The system of individual features five main areas of components: (1) viewer, (2) viewer display device such as a television, including an electronic device featuring signal recognition and signal decoding capabilities critical to implementation of the system, (3) service center, (4) providers of video or computerized signals, and (5) sender. The method for implementing the system of the invention features five principle steps: (1) initialization of system, (2) activation of system by sender of electronic information, (3) viewer reception, recognition and decoding of a transmitted compound video or computerized signal, featuring (i) the regularly transmitted video or computerized signal, (ii) subset viewer attribute information, (iii) encoded sender requested electronic information, and (iv) formatting of sender requested electronic information, (4) display of sender requested electronic information, formatted in a subwindow of display device of viewer television and (5) viewer response, in real time, back to provider, according to a fully interactive information system. This invention gives providers or senders of electronic information to effectively target, monitor, record, and service selected individual viewers of video or computerized signals, during real time, whereby such a system and method are based on obtaining results with high accuracy, and which are cost effective to implement.

Description:
FIELD AND BACKGROUND OF THE INVENTION 
     The present invention relates to providing an electronic service to viewers of transmitted video or computerized signals, and more particularly to a system and method for providing service of sending real time electronic information to selected individual viewers of transmitted video or computerized signals. 
     An important aspect of the ‘information superhighway’ features viewers receiving transmitted signals from senders via a provider of video or computerized signals. Hereinafter, the term electronic information refers to any type and form of information which can be transmitted and received as video or computerized signals (e.g., via standard or cable TV, or, via computer), from a provider (e.g., standard or cable TV station, or internet service provider (ISP) of video or computerized software signals, to viewers capable of receiving and displaying such transmitted video or computerized software signals (e.g., via television sets, or computers with a display screen). Lately, computerized software signals are capable of including video data, such that a computer with a display screen is also capable of receiving and displaying video data. 
     The objective of viewers receiving transmitted video or computerized signals is to have access to electronic information contained in the transmitted signals. Ordinarily, viewers are given access to electronic information (e.g., in the form of TV programs, internet web sites, personal messages) made available and transmitted by a sender utilizing services of a provider. Details of content and format of electronic information provided to viewers are chosen either by a provider or by a sender (i.e., an entity, e.g., an individual or an entire company, which uses provider services for transmitting electronic information to viewers, usually for a monetary charge), based on criteria relevant to the provider or the sender, for purposes of maintaining a business, institution, governmental function, organization, or personal relationship, which includes among its activities or characteristics, a function for sending electronic information to viewers. 
     A significant limitation in current systems and methods of the relationship between providers or senders, and viewers of video or computerized signals, is that, except for electronic mail (e-mail), they are ordinarily based on essentially a ‘one-way street’, especially with respect to real viewing time, whereby, electronic information is initiated and sent by a sender to all potential viewers of a sender&#39;s TV station of internet provider, without the ability to transmit electronic information in a discriminatory manner to specifically targeted or selected individual viewers of that provider (sender). Moreover, using current systems and methods of indiscriminately sending electronic information limits a provider (sender) from having the ability to receive feedback response, during real time, from selected individual viewers of transmitted video or computerized signals. 
     There is thus a need for, and it would be useful to have a system and a method that enable a provider or sender to transmit electronic information, during real viewing time or not, to selected individual viewers of transmitted or computerized signals. 
     Typically, criteria used by providers or senders for deciding on content and format of information transmitted to viewers are based on information coming from three sources: (1) viewers, (2) advertisers (e.g., advertising companies), and (3) marketers (e.g., marketing companies). Viewers are ultimate end-users of transmitted video and computerized electronic information, whereas advertisers and marketers supply information to providers or senders, based on market segments made up of selected individual viewers exposed to advertisements, for the main objective of advertising or marketing to viewers. Thus, criteria used by providers or senders for deciding on content and format of information transmitted to viewers ultimately originates from the viewers themselves. These criteria are defined with respect to qualified or characteristic information about viewers, for the purpose of fulfilling or satisfying viewer interests, pleasures, requests, or specific needs. Hereinafter, viewer interests, pleasures, requests, or specific needs are collectively considered here as part of a set of viewer attribute information. Viewer attribute information may also include demographic and personal information and details about viewers, such as names of viewers, locations of viewers, activities, lifestyles, likes, dislikes, habits, hobbies, etc. According to identified viewer attribute information, providers or senders match resources available to them for transmission of video or computerized electronic information to their selected viewer audience. Viewer attribute information may be obtained either directly by sender providers, or by senders themselves such as advertisers and marketers, who in turn typically supply the information to providers. 
     Providers or senders of electronic information identify viewer attribute information by using various different methods and techniques, usually involving some form of market research. Market research techniques used by providers or senders for obtaining viewer attribute information, include the usage of provider or sender designed surveys, questionnaires, and interviews, of viewers, by contacting viewers through in-person, telephone, surface mail, or electronic means, such as electronic mail (e-mail), or by inserting the attribute information to a memory device located within the display device or to a set-top box located outside the display device. Providers or senders also obtain viewer attribute information by other electronic means, such as electronic monitoring or tracking of selected provider transmissions seen by viewers. 
     In the transmission of video signals to TV viewers, electronic monitoring or tracking of provider or sender transmissions sent to viewers involves connection of electronic black boxes to TVs, which identify viewing habits including, for example, categories or specific TV programs viewed, frequency of viewing, and times of viewing. TV program ratings are based on this kind of electronic monitoring of viewers. Results of TV program ratings are used by TV stations (and TV advertisers) for deciding upon content and format of information to be provided to TV viewers. In the transmission of computerized electronic information to viewer computer displays, a similar form of electronic monitoring, for example, involves internet Web site visit counters, which count the number of viewer visits to a particular Web site transmitted through the internet. Results of Web site visit counters are used by internet service providers and users, such as internet advertisers, for deciding upon content and format of information to be transmitted to internet viewers. 
     With respect to effectively servicing or targeting viewers, using market research techniques and results obtained therefrom, although quite developed and sophisticated, have several significant limitations which have not yet been overcome. Market research techniques, used by providers for obtaining viewer attribute information, are typically applied to entire viewer populations, of relatively large sizes, at the same time, during a specific time period, and not to selected individual viewers on a case by case basis, during real viewing time. Population size may be hundreds, thousands, tens of thousands, or higher, of viewers of video or computerized electronic information. Statistical analyses are performed on the raw data of surveys, questionnaires, interviews, and electronic monitoring, of entire populations of viewers, and not of individuals. Results of these statistical analyses, providers of video or computerized electronic information to design transmission criteria in a statistical, not individualized, fashion, thereby, transmitting to statistically based viewer populations sharing viewer attribute information in a statistical, not individualized, fashion. Moreover, these results are dated, during a specified viewing time period, which may be of several weeks or months, for example. After periods of several months, and especially of several years, accuracy of such results decreases as viewer attribute information changes, for both individual viewers and large populations of viewers. Thus, results of such market research techniques are of limited value to providers or senders of electronic information, such as advertisers and marketers, desiring to efficiently transmit individualized electronic information to large numbers of selected individual viewers on an individualized basis, during real viewing time. 
     Current techniques and results of electronic monitoring of internet viewers, for the purpose of effectively servicing or targeting selected individual viewers by internet service providers of users, are less developed and more limited than those of electronic monitoring of TV viewers. Principle among these are Web site counters, which simply count, electronically, the number of times any internet viewer visits, or ‘hits’, a particular Web site. Web site counters are anonymous, unattached from internet viewer demographics, and being unrelated to viewer personal names, e-mail names or addresses, and other useful individualized viewer attribute information. Individualized viewers attribute information, such as internet usage habits, including, for example, categories of internet Web sites viewed, frequency of viewing, and times of viewing, relating to an individual internet viewer, are not ordinarily electronically recorded. An additional significant limitation compared to electronic monitoring of TV viewers is that, ordinarily, for a particular Web site having its own site counter, counter data obtained is applicable only to that particular Web site, and not to the usual plethora of Web sites accessible to internet viewers by internet service providers or users. Provider or user initiated methods of connecting electronic black boxes to individual internet viewer displays, in order to monitor an individual&#39;s internet viewer usage habits relating to a multitude of Web sites visited by that individual viewer, during real viewer time or over extended periods of time, have not yet been developed to the extent of electronic monitoring TV viewers. Moreover, obtaining internet viewer ratings information analogous to TV viewer ratings information is not yet possible, also due to the huge number of internet Web sites compared to a smaller number of TV channels, and also due to the nature of internet viewers ‘surfing’ the internet, where for example, internet viewers often surf from the internet Web site to another in a time period of seconds, without investing sufficient time required for recording accurate ratings information. Such electronic monitoring techniques, and results obtained therefrom, represent very inefficient and low accuracy means for internet service providers to propose criteria for deciding on content and format of electronic information transmitted to viewers. 
     There is thus a need for, and it would be useful to have a system and a method that are capable of being used by providers or senders of electronic information to effectively monitor, record, and service viewer attribute information of selected individual viewers of video or computerized signals, during real time, whereby such a system and method are based on obtaining results with high accuracy, and which are cost effective to implement. 
     SUMMARY OF THE INVENTION 
     The present invention relates to providing an electronic service to viewers of transmitted video or computerized signals, and more particularly to a system and method for providing service of sending real viewing time electronic information to selected individual viewers of transmitted video or computerized signals. 
     The system and method of the present invention features a unique electronic device which has the capability of selectively recognizing electronic information sent by a sender to one or more viewers, where sender electronic information is an additional component of, and is included in, the same video or computerized signal regularly transmitted by a provider to the viewers. Recognition by the electronic device is based on a decision step involving matching viewer attribute information previously stored in the electronic device, by the viewers, to a subset of viewer attribute information included in the electronic information being sent to the viewers by request of the sender, via a provider of transmitted video or computerized signals to the viewers. 
     The system and method of the present invention enable a sender to send real time electronic information to selected individual viewers of regularly transmitted video or computerized signals. Sender electronic information conveniently ‘piggy-backs’ on regularly transmitted video or computerized signals being sent to one or more selected individual viewers, during real time, in contrast to current communication systems and methods, where sender electronic information is either transmitted to individual viewers separate from regularly transmitted video or computerized signals to the viewers, or is sent to all the viewers of a provider, in a non-discriminatory mode, where sender electronic information may have something in common with only a fraction of targeted viewer attribute information, and therefore, have something in common with only a fraction of all targeted viewers. 
     An additional benefit of the system and method of the present invention is that, as a result of enabling providers to target selected individual viewers via matching of viewer attribute information, whereby provider transmissions of video and computerized signals are sent and selectively recognized, with essentially perfect accuracy, to those selected individual viewer display devices, they offer providers of electronic information the opportunity to more effectively monitor, record, and service selected individual viewer activity of video of computerized signals, during real time, in a way of obtaining results with high accuracy, and which are cost effective to implement. This benefit is extremely valuable to senders of electronic information to large groups of potentially targeted viewers, e.g., advertisers or marketers sending electronic information to large groups of potential customers viewing their products or ads. Currently, such a highly accurate system or method for targeting selected individual viewers of transmitted video or computerized signals, during real time, is not available. 
     A preferred embodiment of a system for providing service of sending real time electronic information to selected individual viewers of transmitted video or computerized signals of the present invention features the following five main areas of components: (1) viewer, (2) viewer display device such as a television, including an electronic device critical to implement of the system, (3) service center, (4) providers of video or computerized signals, and (5) sender, whereby each area further includes components required for implementation of the system and method of the present invention. 
     A preferred embodiment of a method for implementing the system for providing service of sending real time electronic information to selected individual viewers of transmitted video or computerized signals of the present invention features the following five principle steps: (1) initialization of system, (2) activation of system by sender of electronic information, (3) viewer reception of a transmitted compound video or computerized signal, (4) display of compound video or computerized signal, featuring sender requested electronic information, and (5) viewer response, in real time, back to provider, according to a fully interactive information system. 
     According to the present invention, there is provided a system for providing service of sending real time electronic information to a selected individual viewer of transmitted video or computerized signals, the system comprising: (a) a set of viewer attribute information related to the selected individual viewer; (b) an electronic device in communication with a display device of the selected individual viewer for receiving and storing the set of viewer attribute information; (c) electronic information of a sender to be transmitted to the selected individual viewer, the electronic information of the a sender including a subset of the set of viewer attribute information related to the selected individual viewer; (d) a service center for communicating to a provider of transmitted video or computerized signals encoding instructions to form encoded electronic information of the sender: (e) the provider of transmitted video or computerized signals for transmitting the encoded electronic information of the sender to the electronic device in communication with the display device of the selected individual viewer; (f) the electronic device for recognizing the encoded electronic information of the sender by matching elements of the subset of the viewer attribute information to the elements of the set of viewer attribute information related to the selected individual viewer, and for decoding the encoded electronic information of the sender to form decoded electronic information of the sender; and (g) a subwindow within the display device of the selected individual viewer for displaying the decoded electronic information of the sender. 
     According to the present invention, there is provided a method of providing service of sending real time electronic information to a selected individual viewer of transmitted video or computerized signals, the method comprising the steps of: (a) providing a set of viewer attribute information related to the selected individual viewer; (b) receiving and storing the set of viewer attribute information by an electrode device in communication with a display device of the selected individual viewer; (c) providing electronic information of a sender to be transmitted to the selected individual viewer, the electronic information of the sender including a subset of the set of viewer attribute information related to the selected individual viewer; (d) providing a service center for communicating to a provider of transmitted video or computerized signals encoding instructions to form encoded electronic information of the sender; (e) transmitting the encoded electronic information of the sender by the provider of transmitted video or computerized signals to the electronic device in communication with the display device of the selected individual viewer; (f) recognizing the encoded electronic information of the sender by the electronic device in communication with the display device of the selected individual viewer, whereby the electronic device recognizes the encoded electronic information of the sender by matching elements of the subset of the viewer attribute information to the elements of the set of viewer attribute information related to the selected individual viewer; (g) decoding the encoded electronic information of the sender by the electrode device in communication with the display device of the selected individual viewer to form decoded electronic information of the a sender; (h) formatting decoded electronic information of the sender by the electronic device in communication with the display device of the selected individual viewer to form formatted decoded electronic information of the sender; (i) opening up of a subwindow within the display device of the selected individual viewer; and (j) displaying the formatted decoded electronic information of the sender within the subwindow within the display device of the selected individual viewer. 
     Several steps of the present invention could be implemented by hardware or by software on any operating system of any firmware or a combination thereof. For example, as hardware, indicated steps of the invention could be implemented as a chip or a circuit. As software, indicated steps of the invention could be implemented as a plurality of software instructions being executed by a computer using any suitable operating system. In any case, indicated steps of the method of the invention could be described as being performed by a data processor, such as a computing platform for executing a plurality of instructions, regardless of the implementation of the present invention. 
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS 
     The invention is herein described, by way of example only, with reference to the accompanying drawings, wherein: 
     FIG. 1 is a schematic diagram illustrating an exemplary system according to the present invention; and 
     FIG. 2 is a flow diagram of a preferred embodiment of the method for providing service of sending real time electronic information to selected individual viewers of transmitted video or computerized signals according to the present invention. 
    
    
     DESCRIPTION OF THE PREFERRED EMBODIMENTS 
     The present invention is of a system and method for providing service of sending real time electronic information to selected individual viewers of transmitted video or computerized signals. 
     The components and operation of the system and method for providing service of sending real time electronic information to selected individual viewers of transmitted video on computerized signals according to the present invention are better understood with reference to the drawings and the accompanying description. It is to be noted that illustrations of the present invention shown here are for illustrative purposes only and are not meant to be limiting. 
     For example, the system and method of the present invention could be applied to (a) a single sender requesting to send electronic information via a provider of video or computerized signals to a single viewer having a display device capable of receiving and displaying the new signal including the sender&#39;s electronic information, or, could be applied to (b) a single sender and a plurality of viewers, or, could be applied to (c) a plurality of senders and a single viewer, or, could be applied to (d) a plurality of senders and a plurality of viewers. For illustrative purposes in the following drawings and accompanying description, case (a), featuring a single sender and a single viewer, is referred to with respect to the present invention. Where appropriate, for comparative purposes, mention of cases (b), (c), and (d) may appear in the description. 
     Referring now to the drawings, FIG. 1 is a schematic diagram illustrating an exemplary system according to the present invention. Exemplary system  1  features five main areas of components, (1) viewer  2 , (2) viewer device  4  including an electronic device  8  critical to implementation of the system, (3) service center  20 , (4) providers of video or computerized signals  30  and  34 , and (5) sender  42 , whereby each main area further includes components required for implementation of the system and method of the presentinvention. 
     In FIG. 1, viewer  2  represents an individual viewer or a group, e.g., a family, of more than one viewer, associated with a single viewer television  4 . Viewer  2  features viewer attribute information  2   a,  related to the individual viewer, or to the just described group of viewers. Viewer attribute information  2   a  include personal, demographic, and equipment related information about viewer  2 , which is to be used as criteria for viewer television  4  to recognize and receive, or, to not recognize and send back, transmitted video or computerized signals. For example, viewer attribute information  2   a  may include detailed information such as name of viewer  2 , location of viewer  2 , identification number of viewer television or a component of viewer television, activities, lifestyles, likes, dislikes, habits, hobbies, interests, pleasures, requests, specific needs, etc., of viewer  2 . 
     In the present invention, television  4  features a display screen (not shown) capable of receiving and displaying video and/or computerized signals. For example, display screen of television  4 , in addition to displaying TV station signals, could be used as a computer display to display computerized signals. Moreover, display screen of viewer television  4  has the capability of displaying terminal video or computerized electronic information in a subwindow  60 . In a preferred embodiment of the system of the present invention, television  4 , identified by a serial or TV I.D. number  6 , includes electronic device  8 . In an alternative preferred embodiment (not shown) of the system of the present invention, electronic device  8  is located outside of viewer television  4 , and is in direct electronic communication with viewer television  4 . For example, electronic device  8  could be located outside of, and in the immediate vicinity of viewer television  4 , or alternatively, located elsewhere, for example, at the site of service center  20 . 
     Electronic device  8  includes central processing unit (CPU)  10 , where CPU  10  features identification number (I.D. number)  12 . Electronic device  8  also includes memory unit  14 , and software package  16 . Memory unit  14  stores viewer attribute information  2   a,  to be recalled upon reception by viewer television  4  of transmitted signals sent by a sender. Memory unit  14  also stores electronic information sent by a sender  42  via provider  30  or  34  of transmitted video or computerized signals. Electronic device  8  has the capability of recognizing and decoding coded electronic sent to it by a provider  30  or  34  of transmitted video or computerized signals. Viewer  2  is in communication with electronic device  8  via electronic connection  18 , enabling direct input of viewer attribute information into viewer television  4 . 
     Viewer  2  is in communication with service center  20  via electronic connection  22 , where electronic connection  22  could be in a telephone, fax, letter, or electronic mail (e-mail) connection, enabling contact between viewer  2  and either personnel or electronic equipment of service center  20 . Service center  20  primarily serves providers of transmitted video or computerized signals  30  or  34  by providing them with codes required for transmitting sender requested electronic information as part of regularly transmitted video or computerized signals. Service center  20  includes general database center  26 , and specific database  28 , where specific database  28  enables the storing of viewer attribute information  2   a,  such as CPU I.D. number  12  of electronic device  8 , included in television  4  belonging to viewer  2 . Via electronic connection  22 , viewer  2  has the option of providing viewer attribute information  2   a  to service center  20 . Alternatively, television electronic device  8  is in communication with service center  20  via electronic connection  24 , enabling direct sending of CPU I.D. number  12  or any other viewers attribute information  2   a  from electronic device  8  to service center  20 . 
     Service center  20  is also in communication with providers of transmitted video or computerized signals, including TV station provider  30 , via electronic connection  32 , and internet service provider  34 , via electronic connection  36 . Electronic connection  32  or electronic connection  36  could be a telephone, fax, letter, or electronic mail (e-mail) connection, enabling contact between either personnel or equipment of service center  20  and either personnel or electronic equipment of provider  30  or  34 . 
     TV station provider  30  or internet service provider  34 , or both, are in communication with electronic device  8  of television  4  belonging to viewer  2 , via electronic connections  38  and  40 , respectively. TV station provider  30  transmits video or computerized signals  48  to electronic device  8 , during regular on-going provider service in viewer  2 . Alternatively, internet service provider  34  transmits video or computerized signals  50  to electronic device  8 , during regular on-going provider service to viewer  2 . Transmitted signals  48  or  50  serve as vehicles for providers  30  or  34 , respectively, to transmit sender requested electronic information in addition to, and included with provider regular transmission of video or computerized signals, in the form of ‘compound’ transmitted video or computerized signals. 
     Sender  42  is any entity, e.g., an individual sender, or a group of senders such as a company or other organization, desiring to be provided with service of sending real time sender requested electronic information  42   a  to selected individual viewers of transmitted video or computerize signals according to the present invention. Sender requested electronic information  42   a  is any form or combination of video or computerized electronic information, to be sent to viewer  2 , in addition to, and included with, regular transmission of video or computerized signals to viewer  2  by TV station provider  30  or internet service provider  34 . Sender  42  has capability of being in communication either with TV station provider  30  via electronic connection  44 , or with internet service provider  34  via electronic connection  46 , for the purpose of ordering the transmission of sender requested electronic information  42   a,  Electronic connection  44  of electronic connection  46  could be a telephone, fax, letter, or electronic mail (e-mail) connection, enabling contact between either personnel or equipment of sender  42  and either personnel or electronic equipment of provider  30  or  34 . In an alternative embodiment of the system of the present invention, sender  42  could be in direct communication (not shown) with service center  20 , for the purpose of placing requests for transmission of sender requested electronic information  42   a  to viewer  2 , via service center  20 , in addition to, or instead of, via TV station or internet service provider  30  or  34 , respectively. 
     As described below in a preferred embodiment of the method of the present invention, TV station provider  30  or internet service provider  34  includes sender requested electronic information  42   a  in addition to, and included with, regular transmission of video or computerized signals  48  or  50 , respectively, to viewer  2 . Upon activation of system  1 , for transmitting sender requested electronic information  42   a,  TV station provider  30 , adds to regular transmitted video or computerized signal  48 , the following electronic information: a subset  52  of viewer attribute information  2   a,  encoded form  42   b  of sender requested electronic information  42   a,  and format information  54  for formatting sender requested electronic information  42   a.  Thus, TV station provider  30  transmits a compound video or computerized signal, indicated in this description as TV station provider compound signal ( 48 + 52 + 42   b + 54 ). Alternatively, internet service provider  34 , adds to regular transmitted video or computerized signal  50 , the following electronic information: a subset  56  of viewer attribute information  2   a,  encoded form  42   c  of sender requested electronic information  42   a,  and format information  58  for formatting sender requested electronic information  42   a.  Thus, internet service provider  34  transmits a compound video or computerized s, indicated in this description as internet service provider compound signal ( 50 + 56 + 42   c + 58 ). 
     TV station provider compound signal ( 48 + 52 + 42   b + 54 ) is transmitted by TV station provider  30  to viewer television  4 , via electronic connection  38 , or, alternatively, internet service provider compound signal ( 50 + 56 + 42   c + 58 ), is transmitted by internet service provider  34 , to viewer television  4 , via electronic connection  40 . Following reception, positive recognition, and decoding of TV station provided encoded sender requested electronic information  42   b,  or of internet service provided encoded sender requested electronic information  42   c,  by electronic device  8 , viewer television  4  opens a subwindow  60  within the display station for formatted display of sender requested electronic information  42   a.    
     FIG. 2 is a flow diagram of a preferred embodiment of the method, relating to the illustrated and described system of FIG. 1, for providing service of sending real time electronic information to selected individual viewers of transmitted video or computerized signals according to the present invention. 
     In FIG. 2, Step  1  features initialization of exemplary system  1 . In step (a), viewer  2  turns on viewer television  4 . In step (b), viewer  2  inputs viewer attribute information  2   a  into electronic device  8 , via electronic connection  18 . In an alternative preferred embodiment (not shown) of the method of the present invention, viewer  2  contacts service center  20 , requesting to set up a service contract, with service center  20 , for coordinating the service of receiving real time electronic information of transmitted video or computerized signals. Furthermore, in an alternative preferred embodiment (not shown) of the method of the present invention, viewer  2  contacts service center  20  via electronic connection  22  or electronic connection  24 , and provides service center  20  with viewer attribute information  2   a,  such as CPU I.D. number  12 , which is used as criterion by electronic device  8  to recognize encoded sender requested electronic information  42   b  or  42   c,  sent by TV station provider  30  or internet service provider  34 . Viewer attribute information  2   a  may include detailed information such as names of viewers, locations of viewers, activities, lifestyles, likes, dislikes, habits, hobbies, viewer interests, pleasures, requests, specific needs, etc. 
     In Step  2 , there is activation of system  1  by sender  42  of sender requested electronic information  42   a.  In step (a), sender  42  contacts TV station provider  30  via electronic connection  44 , or internet service provider  34  via electronic connection  46 , requesting to send electronic information  42   a  to selected individual viewer  2 . In an alternative preferred embodiment (not shown) of the method of the present invention, sender  42  contacts service center  20 , requesting to send electronic information  42   a  to selected individual viewer  2 . 
     In step (b) of Step  2 , provider  30  or  34  prepares a compound video or computerized signal, including sender requested electronic information  42   a  of sender  42 . TV station provider  30  or internet service provider  34  includes sender requested electronic information  42   a  in addition to, and included with, regular transmission of video or computerized signals  48  or  50 , respectively, to viewer  2 . TV station provider  30 , adds to (i) regular transmitted video or computerized signal  48 , the following electronic information: (ii) a subset  52  of viewer attribute information  2   a,  (iii) encoded form  42   b  of sender requested electronic information  42   a,  and (iv) format information  54  for formating sender requested electronic information  42   a.  Alternatively, internet service provider  34 , adds to (i) regular transmitted video or computerized signal  50 , the following electronic information: (ii) a subset  56  of viewer attribute information  2   a,  (iii) encoded form  42   c  of sender requested electronic information  42   a,  and (iv) format information  58  for formatting sender requested information  42   a.  In step (c), TV station provider  30  transmits a compound video or computerized signal, indicated in this description as TV station provider compound signal ( 48 + 52 + 42   b + 54 ), to viewer television  4  via electronic connection  38 , or alternatively, internet service provider  34  transmits a compound video or computerized signal, indicated in this description as internet service provider compound signal ( 50 + 56 + 42   c + 58 ), to viewer television  4  via electronic connection  40 . 
     In Step  3 , there is viewer reception of TV station provider compound signal ( 48 + 52 + 42   b + 54 ), or, alternatively, of internet service provider compound signal ( 50 + 56 + 42   c + 58 ), whereby each signal received includes sender requested electronic information  42   a  in coded form, i.e., as  42   b  or  42   c,  respectively. 
     In step (a), compound signal ( 48 + 52 + 42   b + 54 ), or, ( 50 + 56 + 42   c + 58 ), transmitted by TV station provider  30 , or transmitted by internet service provider  34 , respectively, is received by electronic device  8  of viewer television  4 . 
     Step (b) involves a decision step (i), whereby software package  16 , as part of electronic device  8 , decides to recognize or not to recognize subset of viewer attribute information  52  or  56 , respectively, corresponding to compound video or computerized signal sent by TV station provider  30  or internet service provider  34 . If there is not recognition of subset of viewer attribute information  52 , as part of compound video or computerized signal sent by TV station provider  30 , or subset of viewer attribute information  56 , sent by internet service provider  34 , then viewer TV electronic device  8  does not accept encoded form of sender requested information  42   b  or  42   c.  Alternatively, if there is recognition of subset of viewer attribute information  52 , as part of compound signal ( 48 + 52 + 42   b + 54 ) sent by TV station provider  30 , or subset of viewer attribute information  56 , as part of compound signal ( 50 + 56 + 42   c + 58 ) sent by internet service provider  34 , viewer TV electronic device  8  accepts encoded form of sender requested information  42   b  or  42   c.    
     In step (c), components of TV station provider compound signal, (ii) subject  52  of viewer attribute information  2   a,  (iii) encoded from  42   b  of sender requested electronic information  42   a,  and (iv) format information  54  for formatting sender requested electronic information  42   a,  are stored into memory unit  14  of electronic device  8 , of viewer television  4 . Alternatively, components of internet service provider compound signal, (ii) subset  56  of viewer attribute information  2   a,  (iii) encoded from  42   c  of sender requested electronic information  42   a,  and (iv) format information  58  for formatting sender requested electronic information  42   a,  are stored into memory unit  14  of electronic device  8 , of viewer television  4 . 
     In step (d), there is decoding of sender requested electronic information, according to decoding instructions provided by service center  20 . Encoded from  42   b,  or encoded form  42   c,  of sender requested electronic information  42   a,  is decoded, according to decoding instructions provided by service center  20 . 
     In step (e), there is opening of subwindow  60  within display device of viewer television  4 , according to formating information  54  or  58 , included in TV station or internet service provider compound video or computerized signal, ( 48 + 52 + 42   b + 54 ) or (50+56+42 c + 58 ), respectively. 
     In Step  4 , sender requested electronic information  42   a  is displayed in subwindow  60  of viewer television  4 , in formated form. 
     In Step  5 , viewer  2  has the option of responding to sender requested electronic information  42   a,  by sending back a message to TV station provider  30 , or sending back a message to internet service provider  34 , via electronic connection  38  or via electronic connection  40 , respectively. According to implementation of this option by viewer  2 , the system and method for providing service real time electronic information to selected individual viewers of transmitted video or computerized signals of the present invention perform as a fully interactive information system. 
     While the invention has been described in conjunction with specific embodiments and examples thereof, it is evident that many alternatives, modifications and variants will be apparent to those skilled in the art. Accordingly, it is intended to embrace all such alternatives, modifications and variations that fall within the spirit and broad scope of the appended claims.