Patent Publication Number: US-2020304859-A1

Title: Dynamically scheduling non-programming media items in contextually relevant programming media content

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS/INCORPORATION BY REFERENCE 
     This patent application makes reference to, claims priority to, claims the benefit of, and is a Continuation Application of U.S. patent application Ser. No. 15/865,716, filed Jan. 9, 2018. 
     The above referenced Application is hereby incorporated herein by reference in its entirety. 
    
    
     FIELD OF TECHNOLOGY 
     Certain embodiments of the disclosure relate to media items scheduling and packaging system. More specifically, certain embodiments of the disclosure relate to a method and system for dynamically scheduling non-programming media items in contextually relevant programming media content. 
     BACKGROUND 
     Typically, distribution sources deliver programming media content, such as live video feed or video-on-demand (VOD) assets, to various consumer devices in a network. Such programming media content delivery is in accordance with a programming schedule, which defines what to broadcast and when, ensuring an adequate or maximum utilization of airtime. Accordingly, the programming media content is packaged into brands and organized into channels to be delivered to the consumer devices in the network. 
     Further, such distribution sources also package non-programming media items in such programming media content and strive to increase their appeal in order to gain wider impact. However, in certain scenarios, the buckets for such non-programming media items in the programming media content are pre-determined, and thus, may not be targeted to the preferences, likes, or dislikes of users. In such scenarios, such non-programming media items may be mostly irrelevant, thus, less impactful and less effective. Therefore, there may be desired an advanced system with an ability to schedule the non-programming media items in the programming media content in an impactful, effective, and relevant manner for an enhanced user experience. 
     Further limitations and disadvantages of conventional and traditional approaches will become apparent to one of skill in the art, through comparison of such systems with some aspects of the present disclosure as set forth in the remainder of the present application with reference to the drawings. 
     BRIEF SUMMARY OF THE DISCLOSURE 
     A system and/or a method are provided for dynamically scheduling non-programming media items in contextually relevant programming media content, substantially as shown in and/or described in connection with at least one of the figures, as set forth more completely in the claims. 
     These and other advantages, aspects and novel features of the present disclosure, as well as details of an illustrated embodiment thereof, will be more fully understood from the following description and drawings. 
    
    
     
       BRIEF DESCRIPTION OF SEVERAL VIEWS OF THE DRAWINGS 
         FIG. 1  is a block diagram that illustrates an exemplary system for dynamically scheduling non-programming media items in programming media content, in accordance with an exemplary embodiment of the disclosure. 
         FIG. 2  is a block diagram that illustrates an exemplary media items scheduling and packaging system for dynamically scheduling non-programming media items in programming media content, in accordance with an exemplary embodiment of the disclosure. 
         FIGS. 3A and 3B , collectively, illustrate an exemplary scenario for dynamically scheduling non-programming media items in programming media content, in accordance with an exemplary embodiment of the disclosure. 
         FIGS. 4A and 4B , collectively, depict a flow chart illustrating exemplary operations for dynamically scheduling non-programming media items in programming media content in the media items scheduling and packaging system of  FIG. 2 , in accordance with an exemplary embodiment of the disclosure. 
         FIG. 5  is a conceptual diagram illustrating an example of a hardware implementation for media items scheduling and packaging system employing a processing system for dynamically scheduling non-programming media items in programming media content, in accordance with an exemplary embodiment of the disclosure. 
     
    
    
     DETAILED DESCRIPTION OF THE DISCLOSURE 
     Certain embodiments of the disclosure may be found in a system and method for dynamically scheduling non-programming media items in contextually relevant programming media content. Various embodiments of the disclosure provide a system and method that dynamically generates a schedule of non-programming media items in the programming media content for various candidate spots based on contextual data extracted from programming media content and sentiment type of each of the non-programming media items. This may provide an enhanced user experience with increased impact of the dynamically scheduled non-programming media items. 
     A media items scheduling and packaging system may comprise one or more circuits that may be configured to extract contextual data from program-specific information. The program-specific information may be associated with a programming media content of a channel received from a distribution source device over a network. The program-specific information may correspond to closed captions associated with the programming media content of the channel. The programming media content may correspond to at least one of a live feed or pre-stored video-on-demand (VOD) assets. The program-specific information associated with the programming media content of the channel may be parsed based on a plurality of natural language processing techniques. In accordance with an embodiment, an analysis of the extracted contextual data may be based on content recognition detection of the programming media content of the channel. The one or more circuits may be configured to map the extracted contextual data in the programming media content based on a thesaurus database. The contextually relevant data may be mapped with the keywords or event information in the thesaurus database to further extract keywords from the contextually relevant data of the programming media content. 
     The one or more circuits may be further configured to determine a plurality of potential non-programming media items based on a match between a sentiment type of each of the plurality of non-programming media items and the extracted contextual data. Each of the plurality of non-programming media items is associated with at least one of a programming media content source, media item information, a plurality of users, and playback duration. The one or more circuits may be further configured to determine the sentiment type of each of the plurality of non-programming media items based on a match between media metadata associated with each of the plurality of non-programming media items and a vocabulary database. 
     Based on at least the extracted contextual data and the sentiment type of each of the determined plurality of media items, a plurality of candidate spots in the video feed may be determined. In accordance with an embodiment, the one or more circuits are configured to detect an upcoming inbound trigger in the video feed for the determination of the plurality of candidate spots in the video feed. 
     The one or more circuits may be further configured to dynamically generate a schedule of at least one non-programming media item for at least one candidate spot in the programming media content of the channel to be viewed at the plurality of consumer devices, based on at least a set of constraints and user estimation data associated with the plurality of users. The dynamically generated schedule of the at least one non-programming media item at the at least one candidate spot may be further based on social media data associated with social media behavior of a plurality of users associated with the plurality of consumer devices. The set of constraints may comprise at least one of a count of non-programming media items to be inserted for a defined time duration of the video feed, a minimum or maximum count of non-programming media items that correspond to a programming media content source, programming media content identifier to differentiate between similar product items corresponding to different brands, break duration limits, or time separation. 
     In accordance with an embodiment, the one or more circuits may be configured to determine an engagement index of the plurality of users associated with the plurality of consumer devices. The plurality of consumer devices may receive the video feed that includes the dynamically generated schedule of the at least one non-programming media item for the at least one candidate spot. The determined engagement index for the plurality of users may be objectively quantified to emphasize on metrics and statistics associated audience retention and impact translation for different topics associated with the programming media content. The determined engagement index may be optimized to reflect on an increased return of investment (ROI) for the non-programming media items, such as the advertisements, displayed based on the generated dynamic schedule. 
       FIG. 1  is a block diagram that illustrates an exemplary system for dynamically scheduling non-programming media items in programming media content, in accordance with an exemplary embodiment of the disclosure. Referring to  FIG. 1 , the system  100  comprises a media items scheduling and packaging system  102 . The media items scheduling and packaging system  102  further comprises a scheduling system  104 , a pre-encoded media content converter (PEMCC)  106  (e.g. a stitcher), and a data storage system  108 . The media items scheduling and packaging system  102  is communicatively coupled to a plurality of published data sources  110 A, . . . ,  110 N, a plurality of advertisement generation systems  112 A, . . . ,  112 N, and a plurality of consumer devices  114 A, . . . ,  114 N, via a network  116 . There is also shown a distribution source device  118 , an audience data source  120 , and a social media server  122  communicatively coupled to the media items scheduling and packaging system  102 , via the network  116 . 
     The media items scheduling and packaging system  102  may comprise suitable logic, circuitry, and interfaces that may be configured to execute code that schedules and distributes one or more channels to be viewed on the plurality of consumer devices  114 A, . . . ,  114 N. The media items scheduling and packaging system  102  may be operated by a distribution source, which may be referred to as a broadcast provider or operator, or a network provider or operator. The broadcast provider may handle a single channel or a plurality of channels, or one or more networks. The broadcast provider may be configured to distribute (e.g. multicast, broadcast and simulcast) content via one or more platforms, for example, traditional over-the-air broadcast channels, cable television networks, satellite communication networks, the Internet, and/or other content delivery networks (CDNs). 
     The scheduling system  104  may comprise suitable logic, circuitry, and interfaces that may be configured to execute a code that dynamically generates a schedule of non-programming media items, such as promotional content, in programming media content, for example a video feed, of a channel. The generated schedule of a channel defines what non-programming media item should be scheduled at which candidate spot, based on various factors, such as topics of the programming media content, sentiment types of the non-programming media items, a plurality of constraints, user estimation data, and social media data. The channel that is distributed may include both programming media content, such as TV programs, and non-programming media items, such as advertisements and promotional media. In accordance with an embodiment, the schedule may be a text file or an XML file, that comprise a reference mapping of different non-programming media items that needs to be inserted in the programming media content by the PEMCC  106 . The scheduling system  104  may receive an original schedule of an existing channel from the distribution source device  118 . The scheduling system  104  may modify the received schedule to dynamically generate a new schedule driven by the aforesaid factors in real time or near-real time. 
     The PEMCC  106  may comprise suitable logic, circuitry, and interfaces that may be configured to execute code to insert a plurality of non-programming media items at the plurality of candidate spots in the programming media content, in accordance with the dynamically generated schedule. Accordingly, the PEMCC  106  generates a specific program stream to be delivered to one or more of the plurality of consumer devices  114 A, . . . ,  114 N. The dynamic generation of the schedules is driven in real time or near-real time, as described in  FIGS. 3A and 3B . 
     The data storage system  108  may comprise suitable logic, circuitry, and interfaces that may be configured to store pre-encoded VOD content segments, live content segments, and program-specific information related to the pre-encoded VOD content segments and the live content segments. The data storage system  108  may also store, process, and generate aggregate viewing information (for target audience) based on various data feed received from the audience data source  120  and the published data sources  110 A, . . . ,  110 N. The data storage system  108  may also store non-programming media items provided by the plurality of advertisement generation systems  112 A, . . . ,  112 N. The data storage system  108  may also store a thesaurus database and a vocabulary database. The thesaurus database may include phrases and keywords associated with semantics (or language) of the programming media content. The contextually relevant data may be mapped with the keywords or event information in the thesaurus database to further extract keywords from the contextually relevant data of the programming media content. The vocabulary database may correspond to a mood vocabulary and may include sentiment types associated with non-programming media items. 
     Each of the plurality of published data sources  110 A, . . . ,  110 N may comprise suitable logic, circuitry, and interfaces that may be configured to execute code that provides actual audiences for programs (comprising the programming media content) in the one or more channels that were aired by the broadcasting source. As illustrated in  FIG. 1 , the plurality of published data sources  110 A, . . . ,  110 N are coupled to the media items scheduling and packaging system  102 , via the network  116 . The plurality of published data sources  110 A, . . . ,  110 N may provide actual audiences for the programs to the data storage system  108 . An exemplary published data source may be Nielsen®, a ratings measurement system, which provides data, such as ratings and audience size, for a programming media content. Another exemplary published data source may be gross rating point (GRP) that is an advertising or a promotion impact measure corresponding to each advertising and/or promotional campaign. It may be noted that the above published data sources, known in the art, have been mentioned for exemplary purposes and should not be construed to limit the scope of the disclosure. 
     The plurality of advertisement generation systems  112 A, . . . ,  112 N may comprise suitable logic, circuitry, and interfaces that may be configured to place orders of non-programming media items, such as advertisement, promotional content, or creatives, with a media items scheduling and packaging system  102  of a distribution source (such as a broadcast provider), via the network  116 . Such orders may comprise airing constraints and placement requirements corresponding to the plurality of candidate spots in the programming media content. The airing constraints corresponding to each of the plurality of candidate spots may comprise, for example, one or more of network constraints, selling title constraints, inventory utilization type constraints, allowable date and time constraints, and advertiser conflict constraints. 
     The plurality of consumer devices  114 A, . . . ,  114 N may refer to end-user devices where the programming media content is played to be received by a user. The number of impressions of a media item, such as an advertisement and/or promotional media, on such plurality of consumer devices  114 A, . . . ,  114 N is an exemplary parameter that may indicate the advertising impact or promotion impact and number of actual audiences achieved during campaigns. Examples of the plurality of consumer devices  114 A, . . . ,  114 N may include, but are not limited to multimedia devices, such as televisions and smart devices (for example smartphones and tablets). 
     The network  116  may be any kind of network, or a combination of various networks, and it is shown illustrating the communication that may occur between various systems and devices, such as the media items scheduling and packaging system  102 , the plurality of published data sources  110 A, . . . ,  110 N, the plurality of advertisement generation systems  112 A, . . . ,  112 N, the plurality of consumer devices  114 A, . . . ,  114 N, the distribution source device  118 , the audience data source  120 , and the social media server  122 . For example, the network  116  may comprise one or more of a cable television network, the Internet, a satellite communication network, a wide area network (WAN), a medium area network (MAN), and a local area network (LAN). 
     The distribution source device  118  may comprise suitable logic, circuitry, and interfaces that may be configured to communicate programming media content, such as a video feed, and a schedule of a channel, such as an existing channel, to the media items scheduling and packaging system  102 . In accordance with an embodiment, the programming media content of the channel may correspond to a broadcast feed. The distribution source device  118  may be communicatively coupled to the network  116 . 
     The audience data source  120  may comprise suitable logic, circuitry, and interfaces that may be configured to execute code that handles retrieval and storage of audience data that corresponds to subscribers of the plurality of consumer devices  114 A, . . . ,  114 N. The audience data may include demographics data, audience targeting data, device type data, device platform data, and content recognition-based data, such as automatic content recognition (ACR)-based data. The audience data source  120  may further include user estimation data. The user estimation data may include calculated values derived by processing of audience data, which corresponds to subscribers of the plurality of consumer devices  114 A, . . . ,  114 N, received from the audience data source  120 . The user estimation data may also include a path to retrieve a media item, for example, a trending media item, from the social media server  122  or other content servers. The user estimation data may be interchangeably referred to as audience estimation information or audience forecast information. 
     The audience data source  120  may be configured to generate audience forecast information (as user estimation data) and estimate audience for at least one of a target or demographics for non-programming media items that is to be scheduled. The audience forecast input information may include historical audience ratings, historical lead-in rating, and/or other research-based forecast. The audience data source  120  may also generate an expected audience of a promotional schedule for each non-programming media item that is planned for the specified upcoming time-frame. In accordance with an embodiment, the audience data source  120  may acquire historical data for the plurality of non-programming media items to be scheduled for the specified upcoming time-frame. The audience data source  120  may generate a plurality of values associated with an impact measure for each of the plurality of non-programming media items based on the acquired historical data. 
     The social media server  122  may comprise suitable logic, circuitry, and interfaces that may be configured to execute code through which users generate trending data. The trending data may comprise information of what is trending in the social networks (or platforms), such as Twitter®, Facebook®, and the like. The trending data may also comprise information indicative of what is trending based on social engagement, such as number of likes or votes to a particular media item, or number of people watching a particular media item. In an exemplary embodiment, the trending data may indicate an aggregate interest level of a number of users in the social networks for a particular media item. For example, a thousand or more shares, or likes by a number of users may indicate a highly popular media item. 
     In operation, the scheduling system  104  in the media items scheduling and packaging system  102  may be configured to receive programming media content, such as a live video feed of a channel, from the distribution source device  118 , via the network  116 . In some embodiments, based on an on-demand request received from a computing device, the scheduling system  104  may be configured to retrieve the programming media content, such as pre-stored VOD assets of a channel, from the data storage system  108 , via the network  116 . Generally, the term “content,” “media,” and similar words are used interchangeably to refer to any type of media-audio, videos, datacasts, music, text, images, graphics, articles, photos, photo galleries, video galleries, infographics, maps, polls, guest biographies, tweets or other social media, blog posts, and/or the like. 
     In accordance with an embodiment, the scheduling system  104  may be further configured to receive program-specific information, such as closed captions, associated with the programming media content from the distribution source device  118 , via the network  116 . In accordance with another embodiment, the scheduling system  104  may be configured to determine the program-specific information based on parsing the programming media content of the channel by use of various parsing techniques, known in the art. 
     The scheduling system  104  may be further configured to extract contextual data from the program-specific information associated with the programming media content of the channel based on a plurality of natural language processing techniques. In accordance with an embodiment, the extraction of the contextual data may be based on content recognition of the programming media content of the channel. The contextual data may correspond to a plurality of topics that correspond to one or more time intervals of the programming media content of the channel. In accordance with an embodiment, the scheduling system  104  may be configured to map the extracted contextual data in the programming media content based on a thesaurus database in the data storage system  108 . Alternatively stated, the scheduling system  104  may be configured to extract keywords from the contextually relevant data of the programming media content based on mapping of the contextually relevant data with the keywords or event information in the thesaurus database. 
     The scheduling system  104  may be further configured to retrieve a plurality of non-programming media items, such as advertisement content, promotional content, or creatives, from advertisement content library of an advertiser, such as the advertisement generation system  112 A, via the network  116 . The advertisement content library stores the plurality of non-programming media items and corresponding media item metadata, such as closed captions. Each of the plurality of non-programming media items may be associated with at least one of a programming media content source (such as an advertiser), media item information (such as creative information), a plurality of users (such as a target audience), and duration of the media item. 
     The scheduling system  104  may be further configured to determine sentiment types of the plurality of non-programming media items based on a match between the media item metadata associated with each of the plurality of non-programming media items and a vocabulary database, such as a mood vocabulary, in the data storage system  108 . The scheduling system  104  may be further configured to determine the plurality of potential non-programming media items based on a match between the extracted contextual data and a sentiment type of each of the plurality of non-programming media items. The determined plurality of non-programming media items may be the potential non-programming media items that may be dynamically scheduled in the programming media content to be delivered to the plurality of consumer devices  114 A, . . . ,  114 N. 
     The scheduling system  104  may be further configured to determine a plurality of candidate spots in the programming media content based on at least the extracted contextual data and the sentiment type of each of the determined plurality of non-programming media items. Accordingly, the scheduling system  104  may be configured to dynamically generate a schedule of at least one non-programming media item from the determined plurality of non-programming media items for at least one candidate spot from the determined plurality of candidate spots in the programming media content. The at least one non-programming media item may be dynamically scheduled based on at least a set of constraints and user estimation data. The set of constraints may comprise at least one of a count of non-programming media items to be inserted for a defined time duration of the programming media content, a minimum or maximum count of non-programming media items that correspond to a programming media content source, programming media content identifier to differentiate between similar product items corresponding to different brands, break duration limits, or time separation. The dynamic schedule of the at least one non-programming media item at the at least one candidate spot may be further based on social media data associated with social media behavior of a plurality of users associated with the plurality of consumer devices. The scheduling system  104  may be configured to receive the user estimation data from the audience data source  120 , via the network  116 . The user estimation data may include viewer data, demographics data, audience targeting data, device type data, device platform data, automatic content recognition (ACR)-based data, historical audience ratings, historical lead-in ratings, and/or other research-based forecast. The scheduling system  104  may be further configured to receive the social media data from the social media server  122 , via the network  116 . The social media data received from the social media server  122  may include trending data that includes a list of non-programming media items currently trending in one or more social network platforms, information of what is trending based on social engagement, such as number of likes or votes to a particular media item, or number of people watching a particular media item. The trending information may indicate an aggregate interest level of a number of users in the social networks for the one or more non-programming media items. 
     Based on the dynamically generated schedule, the PEMCC  106  may be configured to insert the at least one non-programming media item from the determined plurality of non-programming media items at the at least one candidate spot from the determined plurality of candidate spots within the programming media content to generate a program stream. The generated program stream may be distributed (e.g. multicast) to the plurality of consumer devices  114 A, . . . ,  114 N, via the network  116 . 
     The scheduling system  104  may be further configured to determine an engagement index of the plurality of users associated with the plurality of consumer devices  114 A, . . . ,  114 N for the distributed program stream. The program stream comprises the programming media content with inserted (for example stitched-in) plurality of non-programming media items at the plurality of candidate spots based on the dynamically generated schedule. The determined engagement index for the plurality of users may be objectively quantified to emphasize on metrics or statistics associated audience retention and impact translation for different topics associated with the programming media content. The determined engagement index may be optimized to reflect on an increased return of investment (ROI) for the non-programming media items, such as the advertisements, displayed based on the generated dynamic schedule. 
     Thus, the scheduling system  104 , in an optimized way, may be configured to dynamically schedule the determined the plurality of non-programming media items in the programming media content of the channel to be delivered over the network  116  to be viewed on one or more of the plurality of consumer devices  114 A, . . . ,  114 N. The dynamic schedule is the most optimal schedule as the plurality of non-programming media items is most relevant and impactful for a target audience as the sentiment types of the plurality of non-programming media items are in sync with the contextual data of the programming media content. An example of the dynamically scheduling non-programming media items in programming media content is shown and described in  FIGS. 3A and 3B . 
       FIG. 2  is a block diagram that illustrates an exemplary media items scheduling and packaging system for dynamically scheduling non-programming media items in programming media content, in accordance with an exemplary embodiment of the disclosure. Referring to  FIG. 2 , the media items scheduling and packaging system  102  may further comprise a live media content storage system  202 , a VOD media content storage system  204 , and a cloud storage system  206 . The cloud storage system  206  may include live program-specific information  206 A and VOD program-specific information  206 B. The live media content storage system  202 , the VOD media content storage system  204 , and the cloud storage system  206  may be provided in the data storage system  108 , as described in  FIG. 1 . There is further shown the scheduling system  104 , the PEMCC  106 , and the distribution source device  118  provided in the media items scheduling and packaging system  102 , as described in  FIG. 1 . There is also shown a CDN  208 , which is an example of the network  116 , a client device  210 , which is one of the plurality of consumer devices  114 A, . . . ,  114 N, and a user  212  associated with the client device  210 . 
     In some embodiments of the disclosure, the scheduling system  104  and the PEMCC  106  may be integrated to form an integrated system. In some embodiments of the disclosure, as shown, the scheduling system  104  and the PEMCC  106  may be distinct. Other separation and/or combination of the various entities of the exemplary media items scheduling and packaging system  102  illustrated in  FIG. 2  may be done without departing from the spirit and scope of the various embodiments of the disclosure. 
     The live media content storage system  202  may comprise suitable logic, circuitry, and interfaces that may be configured to store live media content segments of one or more live feeds of channels, such as a live broadcast feed of a certain channel (e.g. a TBS channel). The live media content storage system  202  may correspond to a storage system for a linear programming media content. Such live feed may be distributed in real-time on the channel to be viewed on the plurality of computing devices  114 A, . . . ,  114 N. The live media content storage system  202  may be communicatively coupled to the CDN  208  to receive the one or more live feeds of channels. 
     The VOD media content storage system  204  may comprise suitable logic, circuitry, and interfaces that may be configured to store one or more pre-encoded VOD media content segments of non-real time programming data, for example, movies, music videos, clips of various shows or programs, and/or the like. Such VOD media content segments may be included in the channel to be viewed on the plurality of computing devices  114 A, . . . ,  114 N based on a demand by the broadcast provider or users. The VOD media content storage system  204  may be communicatively coupled to the CDN  208 . The VOD media content storage system  204  may include pre-encoded VOD assets. 
     The cloud storage system  206  may comprise suitable logic, circuitry, and interfaces that may be configured to store pre-specified information (or metadata) of the programming media content and/or non-programming media items. In accordance with an embodiment, the cloud storage system  206  may store the metadata that include rules related to the programming media content and/or non-programming media items. For example, the metadata may specify whether or not the programming media content and/or non-programming media items can be archived, and if so when and where can it be archived. The metadata may also specify whether or not the programming media content and/or non-programming media items can be blocked out, and if so where and what portions may be blocked out. The metadata may further include the one or more inbound triggers of the programming media content and/or non-programming media items. The metadata may further include one or more attributes of the programming media content and/or non-programming media items, such as start time and end time of one or more portions of the programming media content and/or non-programming media items. The cloud storage system  206  may comprise VOD program-specific information  206 B and live program-specific information  206 A. 
     The live program-specific information  206 A may include metadata associated with live media content segments of one or more live feeds of channels stored in the live media content storage system  202 . The live program-specific information  206 A may store program-specific information data as defined by ISO/IEC13818-1 (MPEG-2), closed captioning data, and one or more inbound triggers of the live media content associated with the live content segments stored in the live media content storage system  202 . The live program-specific information  206 A may store other information, such as a programming media content identifier, a title of the programming media content, a short summary of the content segments, a file format, encryption information, length of the programming media content, a date and/or time the programming media content was added to the catalog of programming media content, a new item indicator for the programming media content, a programming media content class, for example, a television show, a cartoon program, a movie, a news media, an episode, a game, a clip, a recorded sports event, interactive media, and/or the like. 
     The VOD program-specific information  206 B may include metadata associated with VOD media content segments stored in the VOD media content storage system  204 . The VOD program-specific information  206 B may store program-specific information data as defined by ISO/IEC 13818-1 (MPEG-2) and closed captioning data associated with the live content segments stored in the VOD media content storage system  204 . The VOD program-specific information  206 B may further include other information, such as a VOD media content identifier, a title of the VOD media content, a short summary of the VOD content segments, a file format, encryption information, length of the programming media content, a date and/or time the programming media content was added to the catalog of programming media content, a new content indicator for the programming media content (e.g., a new VOD asset that became available within the last 24 hours, last few days, last week, and/or the like), a programming media content class, for example, a television show, a cartoon program, a movie, a news media, an episode, a game, a clip, a recorded sports event, interactive media, and/or the like. In general, the clip may be curated or editorially selected excerpts from existing full episodes, TV shows, or movies. 
     The CDN  208  may correspond to the network  116 . The CDN  208  may comprise networks configured for distributing programming media content. The CDN  10  may be configured for distributing programming media content to the plurality of consumer devices  114 A, . . . ,  114 N, such as the client device  210 . The distribution may be done, for example, via broadcast or multicast, such as via an over-the-air content delivery/distribution network, a linear content delivery/distribution network, a cable content delivery/distribution network, a satellite content delivery/distribution network, an Internet Protocol (IP) based content delivery/distribution network, and/or the like. 
     The client device  210  may be one of the plurality of consumer devices  114 A, . . . ,  114 N. In accordance with an embodiment, the client device  210  may be an ACR-enabled device. The client device  210  may be configured to communicate with the media items scheduling and packaging system  102 , via the CDN  208 , or a separate communication network. The functions and/or operations performed by the media items scheduling and packaging system  102 , and its various components, are further described, in  FIGS. 3A, 3B, 4A, and 4B . 
       FIGS. 3A and 3B , collectively, illustrate an exemplary scenario for dynamically scheduling non-programming media items in programming media content by the media items scheduling and packaging system  102  of  FIGS. 1 and 2 , in accordance with an exemplary embodiment of the disclosure. Referring to  FIG. 3A , there is shown an exemplary illustrative scenario  300  that includes the media items scheduling and packaging system  102 , two consumer devices  114 A and  114 B, and the CDN  208 . There is also shown a program channel  302  provided by the distribution source device  118 . The program channel  302  facilitates playback of a programming media content  304 , such as TV show “Friends”, that is multicast to the consumer devices  114 A and  114 B. Viewers V 1  and V 2  may be associated with the consumer devices  114 A and  114 B, respectively. Referring to  FIG. 3B , there is shown the programming media content  304  of a specific duration, for example “30 min”. There are further shown five candidate spots  306 A, . . . ,  306 E and five advertisement content items  308 A, . . . ,  308 E of variable durations (as described below) inserted in the programming media content  304  based on a dynamically generated schedule to generate a program stream  310 . 
     With reference to  FIG. 3A , the programming media content  304  may be associated with in-stream closed captions. The media items scheduling and packaging system  102  may extract the in-stream metadata from the programming media content  304  and store as the live program-specific information  206 A in the cloud storage system  206 . The media items scheduling and packaging system  102  may extract contextual data, i.e. topics, from the programming media content  304  based on one or more natural language techniques, known in the art. The mapping of the extracted topics may be executed based on the thesaurus database in the data storage system  108 . For example, the media items scheduling and packaging system  102 , by use of a natural language processing technique, may determine that at a specific timestamp, for example “11th min”, the topic in the programming media content  304  is “birth”. 
     Based on the extracted topics, the media items scheduling and packaging system  102  may identify advertisers for selection of advertisement content and brands for a target audience, such as the viewers V 1  and V 2 . For example, the media items scheduling and packaging system  102  may identify advertiser “Gerber” related to baby products, baby accessories, baby clothing, car accessories for babies, and the like. 
     The media items scheduling and packaging system  102  further retrieves multiple potential advertisement content items  308 A, . . . ,  308 G and associated closed captions from an advertisement content library associated with an advertiser, for example the advertisement generation system  112 A “Gerber”, via the network  116 . The retrieval of the various potential advertisement content items  308 A, . . . ,  308 G are based on the identified advertiser. For example, the scheduling system  104  retrieves various advertisement content items “Gerber cereal”, “Gerber children wear”, “Gerber Life Insurance”, “Gerber Infant Gear”, and “Gerber baby seats” from the advertisement content library of the advertisement generation system  112 A “Gerber”. 
     The media items scheduling and packaging system  102  may be further configured to determine sentiment types of the potential advertisement content items  308 A, . . . ,  308 G based on natural language processing (NLP) of the program-specific information, such as closed captions (CC) data, associated with the potential advertisement content items  308 A, . . . ,  308 G. In other words, the program-specific information (CC data) associated with the potential advertisement content items  308 A, . . . ,  308 G may be semantically and/or syntactically parsed (language parsing) by the media items scheduling and packaging system  102  to further determined the sentiment types of the potential advertisement content items  308 A, . . . ,  308 G. In accordance with an embodiment, the sentiment types of the potential advertisement content items  308 A, . . . ,  308 G may be determined based on a match between the associated closed captions with a mood vocabulary in the data storage system  108 . In accordance with an embodiment, the media items scheduling and packaging system  102  determines sentiment types of the potential advertisement content items  308 A, . . . ,  308 G based on a pattern of face recognition, for example happy expression or sad expression, of one or more characters in video stream of the various potential advertisement content items  308 A, . . . ,  308 G. 
     Further, the media items scheduling and packaging system  102  may determine candidate spots  306 A, . . . ,  306 E in the programming media content  304 . The candidate spots  306 A, . . . ,  306 E may be determined based on the determined topics at specific timestamps and the sentiment types of the potential advertisement content items  308 A, . . . ,  308 G. For such candidate spots  306 A, . . . ,  306 E, the media items scheduling and packaging system  102  may dynamically generate a schedule of one or more of the potential advertisement content items  308 A, . . . ,  308 G, based on a set of constraints, user estimation data, and social media data. For example, the scheduling system  104  determines that the conflict codes of two advertisement content items  308 F and  308 G are same. Further, the advertisement content item  306 G corresponds to an advertisement generation system  112 A with which the other advertisement content item  306 D already corresponds. Moreover, the length of the advertisement content item  306 G is “50 sec” as against the permissible duration of “30 sec” at each candidate spot. Further, the media items scheduling and packaging system  102  receives the social media data from the social media server  122 , via the network  116 , to determine whether engagement metrics, such as likes or dislikes for the associated advertisement content item  306 F, are substantially high. Furthermore, the media items scheduling and packaging system  102  receives user estimation data from the audience data source  120 , via the network  116 , to determine that only two users, associated with the consumer devices  114 A and  114 B, are targeted audience, to whom one or more of the potential advertisement content items  308 A, . . . ,  308 G should be delivered to. Further, the programming media content  304  may comprise multiple spots for insertion of a maximum of “2 min 30 sec” commercial break time. Furthermore, a specific number of advertisement content, for example a maximum of “5”, with specific durations, for example a maximum of “30 sec”, with specific time separations, for example a maximum of “12 min”, may be permissible in the programming media content  304 . Further, such advertisement content items should be trending and targeted for the viewers V 1  and V 2 . It may be note that the aforesaid instances are cited merely for exemplary purposes and should not be construed to limit the scope of the disclosure. 
     Accordingly, out of the available advertisement content items  308 A, . . . ,  308 G, the media items scheduling and packaging system  102  may determine the advertisement content items  308 A, . . . ,  308 E to be the potential advertisement content items. Consequently, the media items scheduling and packaging system  102  may dynamically generate a schedule for the potential advertisement content items  308 A, . . . ,  308 E in the programming media content  304  in the most optimized manner at the candidate spots  306 A, . . . ,  306 E in the programming media content  304 . Based on the dynamically generated schedule, the PEMCC  106  inserts the advertisement content items  308 A, . . . ,  308 E at the candidate spots  306 A, . . . ,  306 E within the programming media content  304  to generate a program stream  310 . The generated program stream  310  is distributed to the two consumer devices  114 A and  114 B of the plurality of consumer devices  114 A, . . . ,  114 N, via the network  116 . 
     The scheduling system  104  may be further configured to determine an engagement index of the two viewers V 1  and V 2  associated with the consumer devices  114 A and  114 B, respectively, for the distributed program stream  310 . Such determined engagement index for the two viewers V 1  and V 2  may be objectively quantified to emphasize on metrics and/or statistics associated audience retention and impact translation for different topics associated with the programming media content. The determined engagement index may be optimized to reflect on an increased return of investment (ROI) for the non-programming media items, such as the advertisements, displayed based on the generated dynamic schedule. The determined engagement index may be factored based on a match of the sentiments of the advertisement content items  308 A, . . . ,  308 E with the topics of the programming media content  304 , specifically targeted to the viewers V 1  and V 2  associated with the consumer devices  114 A and  114 B. Such a framework provides various improvements, such as, for example, more impactful targeted advertising, improved ROI for the advertisement generation system  112 A, better user retention for the channel, improved revenues for the broadcasting source, and enhanced user engagement of the viewers V 1  and V 2 . 
       FIGS. 4A and 4B , collectively, depict a flow chart illustrating exemplary operations for dynamically scheduling non-programming media items in programming media content in the media items scheduling and packaging system  102  of  FIGS. 1 and 2 , in accordance with an exemplary embodiment of the disclosure. Referring to  FIGS. 4A and 4B , there is shown a flow chart  400  comprising exemplary operations  402  through  422 . 
     At  402 , a programming media content of a channel may be received. In accordance with an embodiment, the scheduling system  104  in the media items scheduling and packaging system  102  may be configured to receive the programming media content from the distribution source device  118 , via the network  116 . For example, with reference to  FIG. 3A , the scheduling system  104  receives the live video feed of the programming media content  304 , such as TV show “Friends”, on the program channel  302 , such as a TBS channel. In accordance with another embodiment, the scheduling system  104  in the media items scheduling and packaging system  102  may be configured to receive the programming media content from the live media content storage system  202  or the VOD media content storage system  204 . 
     In accordance with an embodiment, the scheduling system  104  may be further configured to receive program-specific information, such as closed captions, associated with the programming media content from the distribution source device  118 , via the network  116 . In accordance with another embodiment, the scheduling system  104  may be configured to determine the program-specific information based on parsing the programming media content of the channel by use of various parsing techniques, known in the art. In accordance with another embodiment, the scheduling system  104  may be configured to receive the program-specific information from the live program-specific information  206 A or the VOD program-specific information  206 B. For example, the scheduling system  104  determines that at a specific timestamp, for example “11th min”, the topic in the programming media content  304  is “birth”. 
     At  404 , contextual data may be extracted from the program-specific information associated with the programming media content of the channel. In accordance with an embodiment, the scheduling system  104  may be configured to extract contextual data from the program-specific information associated with the programming media content of the channel based on various techniques, for example a plurality of natural language processing techniques. For example, the scheduling system  104 , by use of a natural language processing technique, determines that within first “12 min” of duration of the programming media content  304 , the keywords, excluding the stop words (for example “is”, “am”, “I”, and the like), may be “baby”, “celebration”, and “hospital”. Such keywords may correspond to the extracted contextual data. 
     At  406 , the extracted contextual data in the programming media content may be mapped based on a thesaurus database in the data storage system  108 . In accordance with an embodiment, the scheduling system  104  may be configured to map the extracted contextual data in the programming media content based on a thesaurus database in the data storage system  108 . In other words, the scheduling system  104  may be configured to extract keywords from the contextually relevant data of the programming media content based on mapping of the contextually relevant data with the keywords or event information in the thesaurus database. For example, the scheduling system  104 , by use of a natural language processing technique, may determine that at a specific timestamp, for example “11th min”, the topic in the programming media content  304  is “birth”. Based on the extracted topics, the scheduling system  104  may identify advertisers for selection of advertisement content and brands for a target audience, such as the viewers V 1  and V 2 . For example, the scheduling system  104  identifies an advertiser “Gerber” related to baby products, baby accessories, baby clothing, car accessories for babies, and the like. 
     At  408 , a plurality of non-programming media items, such as advertisement content, promotional content, or creative, may be retrieved. In accordance with an embodiment, the scheduling system  104  may be configured to retrieve the plurality of non-programming media items from advertisement content library of an advertiser, such as the advertisement generation system  112 A, via the network  116 . The advertisement content library stores the plurality of non-programming media items, corresponding media item metadata (such as closed captions), a programming media content source (such as an advertiser), media item information (such as creative information), a plurality of users (such as a target audience), and duration of the media item. For example, the scheduling system  104  retrieves various advertisement content items “Gerber cereal”, “Gerber children wear”, “Gerber Life Insurance”, “Gerber Infant Gear”, and “Gerber baby seats” from the advertisement content library of the advertiser “Gerber”. 
     At  410 , sentiment types of the plurality of non-programming media items may be determined. In accordance with an embodiment, the scheduling system  104  may be configured to determine the sentiment types of the plurality of non-programming media items based on a match between the media item metadata associated with each of the plurality of non-programming media items and a vocabulary database, such as a mood vocabulary, in the data storage system  108 . In accordance with an embodiment, the scheduling system  104  determines sentiment types of the potential advertisement content items based on a pattern of face recognition, for example happy expression or sad expression, of one or more characters in video stream of the various potential advertisement content items. For example, the scheduling system  104  may determine the sentiment type “happy” of the plurality of non-programming media items based on a pattern of facial expressions of various characters in the video of the advertisement content items “Gerber cereal”, “Gerber children wear”, “Gerber Infant Gear”, and “Gerber baby seats”. In accordance with an embodiment, the sentiment types of the potential advertisement content items may be determined based on natural language processing (NLP) of the program-specific information, such as closed captions (CC) data or other textual information, associated with the potential advertisement content items. In other words, the program-specific information (CC data) associated with the potential advertisement content items may be semantically and/or syntactically parsed (language parsing) by the media items scheduling and packaging system  102  to further determined the sentiment types of the potential advertisement content items. 
     At  412 , a plurality of potential non-programming media items from the plurality of non-programming media items may be determined. In accordance with an embodiment, the scheduling system  104  may be configured to determine the plurality of potential non-programming media items. The plurality of potential non-programming media items may be determined based on a match among the extracted contextual data, a sentiment type and a creative of each of the plurality of non-programming media items. For example, the scheduling system  104  may determine the advertisement content items “Gerber cereal”, “Gerber children wear”, “Gerber Infant Gear”, and “Gerber baby seats” as potential non-programming media items. 
     At  414 , a plurality of candidate spots in the programming media content may be determined. In accordance with an embodiment, the scheduling system  104  may be configured to determine a plurality of candidate spots in the programming media content based on at least the extracted contextual data and the sentiment type of each of the determined plurality of potential non-programming media items. For example, the scheduling system  104  determines a candidate spot at timestamp “11 min” in the programming media content  304  based on at least the extracted contextual data, i.e. “birth”, and the sentiment type, i.e. “happy”, of each of the determined plurality of potential non-programming media items, i.e. “Gerber cereal”, “Gerber children wear”, “Gerber Infant Gear”, and “Gerber baby seats”. 
     At  416 , a schedule of at least one non-programming media item from the determined plurality of potential non-programming media items may be dynamically generated for at least one candidate spot from the determined plurality of candidate spots in the programming media content. In accordance with an embodiment, the scheduling system  104  may be configured to dynamically generate a schedule of at least one non-programming media item from the determined plurality of potential non-programming media items for at least one candidate spot from the determined plurality of candidate spots in the programming media content. The at least one non-programming media item may be dynamically scheduled based on, for example, at least a set of constraints and user estimation data. The dynamic schedule of the at least one non-programming media item for at the at least one candidate spot may be further based on social media data associated with social media behavior of a plurality of users associated with the plurality of consumer devices. 
     In an exemplary embodiment, the scheduling system  104  dynamically generates a schedule of the non-programming media items “Gerber cereal” and “Gerber Infant Gear” from the determined plurality of potential non-programming media items for the candidate spot at timestamp “11 min” in the programming media content  304 . The dynamically generated schedule of the non-programming media items “Gerber cereal” and “Gerber Infant Gear” is based on various constraints, such as duration is “13 sec” and “17 sec”, respectively, for a given permissible duration of “30 sec” for the candidate spot. The “Gerber cereal” and “Gerber Infant Gear” are trending products as per the social media data received from the social media server  122 . Further, the viewers V 1  and V 2  are the estimated audience based on corresponding user profiles. 
     At  418 , the at least one non-programming media item from the determined plurality of potential non-programming media items may be inserted at the at least one candidate spot from the determined plurality of candidate spots within the programming media content. In accordance with an embodiment, the PEMCC  106  may be configured to insert the at least one non-programming media item at the at least one candidate spot within the programming media content to generate a program stream, such as the program stream  310 . The generated program stream may represent a version of a combination of programming media content and non-programming media items that corresponds a specific set of consumer devices that find the inserted non-programming media items to be most relevant, impactful, and seamless. For example, the PEMCC  106  executes video stitching of the non-programming media items “Gerber cereal” and “Gerber Infant Gear” within the programming media content  304  at the candidate spot  306 A to generate the program stream which corresponds to a customized video feed for the viewers V 1  and V 2 . 
     The PEMCC  106  may be configured to execute video stitching of the determined plurality of potential non-programming media items within the programming media content to generate the program stream which corresponds to a customized video feed. For example, the insertion (e.g. video stitching) may include replacement of a segment of the plurality of segments with the determined programming media content. In another example, the video stitching may include insertion or addition of the determined non-programming media item among the plurality of segments of the programming media content. In yet another example, the video stitching may further include a re-ordering of the plurality of segments of the programming media content along with the insertion of the determined programming media content. 
     At  420 , the generated program stream may be distributed (e.g. multicast). In accordance with an embodiment, the scheduling system  104  in conjunction with the PEMCC  106 , may be configured to distribute the generated program stream, for example the program stream  310 , on the channel to be viewed at a set of computing devices of the plurality of consumer devices  114 A, . . . ,  114 N, via one or more communication mediums, such as the network  116 . In accordance with an embodiment, a generated program stream to be viewed on the set of user-computing devices may correspond to a set of users that may be referred to as a target audience. In such scenario, a set of users may view streaming of the generated program stream, which comprises non-programming media items that are most relevant to the set of users. For example, the scheduling system  104  in conjunction with the PEMCC  106  distributes the generated program stream on the program channel  302  to be viewed at the computing devices  114 A and  114 B, via the CDN  208 . 
     At  422 , an engagement index of the plurality of users associated with the plurality of consumer devices  114 A, . . . ,  114 N may be determined. In accordance with an embodiment, the scheduling system  104  may be configured to determine the engagement index of the plurality of users associated with the plurality of consumer devices  114 A, . . . ,  114 N for the distributed program stream. Such engagement index of the plurality of users may be objectively quantified to emphasize on metrics and/or statistics associated audience retention and impact translation for different topics associated with the programming media content. The determined engagement index may be optimized to reflect on an increased return of investment (ROI) for the non-programming media items, such as the advertisements, displayed based on the generated dynamic schedule. 
       FIG. 5  is a conceptual diagram illustrating an example of a hardware implementation for a media items scheduling and packaging system employing a processing system for dynamically scheduling media items in programming media content, in accordance with an exemplary embodiment of the disclosure. Referring to  FIG. 5 , the hardware implementation shown by a representation  500  for the media items scheduling and packaging system  102  employs a processing system  502  for dynamically scheduling non-programming media items in programming media content, in accordance with an exemplary embodiment of the disclosure, as described herein. In some examples, the processing system  502  may comprise one or more hardware processors  504 , a non-transitory computer-readable medium  506 , a hardware scheduling system  104 , a hardware PEMCC  106 , a hardware data storage system  108 , the hardware live media content storage system  202 , the hardware VOD media content storage system  204 , and the hardware cloud storage system  206 . In accordance with an embodiment, the data storage system  108  may include the hardware live media content storage system  202 , the hardware VOD media content storage system  204 , and the hardware cloud storage system  206 . 
     In this example, the media items scheduling and packaging system  102  employing the processing system  502  may be implemented with bus architecture, represented generally by bus  508 . The bus  508  may include any number of interconnecting buses and bridges depending on the specific implementation of the media items scheduling and packaging system  102  and the overall design constraints. The bus  508  links together various circuits including the one or more processors, represented generally by the hardware processor  504 , the non-transitory computer-readable media, represented generally by the computer-readable medium  506 , the hardware scheduling system  104 , the hardware PEMCC  106 , the hardware data storage system  108 , the hardware live media content storage system  202 , the hardware VOD media content storage system  204 , and the hardware cloud storage system  206  which may be configured to carry out one or more operations or methods described herein. A bus interface  510  provides an interface between the bus  508  and a transceiver  512 . The transceiver  512  provides communicating via the network  116  with various other apparatus, such as the plurality of published data sources  110 A, . . . ,  110 N, the plurality of advertisement generation systems  112 A, . . . ,  112 N, the plurality of consumer devices  114 A, . . . ,  114 N (such as the client device  210 ), the distribution source device  118 , the audience data source  120 , and the social media server  122 . 
     The hardware processor  504  may be configured to manage the bus  508  and general processing, including the execution of a set of instructions stored on the computer-readable medium  506 . The set of instructions, when executed by the hardware processor  504 , causes the media items scheduling and packaging system  102  to execute the various functions described herein for any particular apparatus. The computer-readable medium  506  may also be used for storing data that is manipulated by the hardware processor  504  when executing the set of instructions. The computer-readable medium  506  may also be configured to store data for one or more of the hardware scheduling system  104 , the hardware PEMCC  106 , the hardware data storage system  108 , the hardware live media content storage system  202 , the hardware VOD media content storage system  204 , and/or the hardware cloud storage system  206 . 
     In an aspect of the disclosure, the hardware processor  504 , the computer-readable medium  506 , or a combination of both may be configured or otherwise specially programmed to execute the operations or functionality of the hardware scheduling system  104 , the hardware PEMCC  106 , the hardware data storage system  108 , the hardware live media content storage system  202 , the hardware VOD media content storage system  204 , and/or the hardware cloud storage system  206 , or various other components described herein. For example, the hardware processor  504 , computer-readable medium  506 , or a combination of both may be configured or otherwise specially programmed to perform the operations and functionality of the hardware scheduling system  104 , the hardware PEMCC  106 , the hardware data storage system  108 , the hardware live media content storage system  202 , the hardware VOD media content storage system  204 , and/or the hardware cloud storage system  206  as described with respect to  FIGS. 1, 2, 3A, 3B, 4A and 4B . 
     The scheduling system  104 , in conjunction with at least the PEMCC  106 , the data storage system  108 , the audience data source  120 , and the social media server  122  in the media items scheduling and packaging system  102 , provides specific improvements to the functioning of a computer, in accordance with various embodiments of the present disclosure. Existing systems require to pre-determine the buckets (or candidate spots) for the non-programming media items in the programming media content and pre-store the association of the non-programming media items for various candidate spots in the memory. In contrast, the media items scheduling and packaging system  102 , in accordance with the dynamically generated schedule, generates the program stream in which the non-programming media item is inserted at run time at various candidate spots (also determined in real time) and thus, utilizes less memory than would otherwise be required as in the existing systems. Therefore, in accordance with various embodiments of the present disclosure, the media items scheduling and packaging system  102  exhibits reduced memory requirement and faster computation time (i.e. faster processing time) without sacrificing relevancy and accuracy. 
     Further, the scheduling system  104 , in conjunction with at least the PEMCC  106 , the data storage system  108 , the audience data source  120 , and the social media server  122  in the media items scheduling and packaging system  102 , provides various improvements in the technology. In the existing systems, the buckets for the non-programming media items in the programming media content are pre-determined, and thus, may not be targeted to the preferences, and the engagement metrics, such as likes, or dislikes of users. In such scenarios, such non-programming media items may be mostly irrelevant, thus, less impactful and less effective. In contrast, the media items scheduling and packaging system  102  provides an ability to dynamically schedule the non-programming media items in the programming media content in an impactful, effective, and relevant manner for an enhanced user experience. The media items scheduling and packaging system  102  is enabled to operate more efficiently and optimally providing both an economic and a cost advantage, and at the same time ensures that a right non-programming media item is inserted at right spot for the right audience. Specifically, the media items scheduling and packaging system  102  is enabled to dynamically schedule non-programming media items and insert the non-programming media items in an existing programming media content of a channel to generate a program stream which is directly delivered over the network  116  to be viewed on one or more consumer devices  114 A, . . . ,  114 N. The program stream in which the non-programming media item is inserted, in accordance with the dynamically generated schedule, may be more impactful as the sentiment types of the non-programming media items are synchronized with the topics of the programming media content. The media items scheduling and packaging system  102  provides increased engagement index of the users associated with the consumer plurality of devices  114 A, . . . ,  114 N. The increased engagement index may facilitate audience retention and provides an objective function for translation of impact of the combination of the topic associated with the programming media content and the sentiment types of the non-programming media items. The media items scheduling and packaging system  102  further provides increased return of investment (ROI) for the non-programming media items, such as the advertisements, displayed based on the generated dynamic schedule. The media items scheduling and packaging system  102  further facilitates in increasing the revenues of the organization. Thus, the media items scheduling and packaging system  102  not only provides impactful programming media content to the users but also provides an enhanced user experience due to increased relevance and wider appeal of the non-programming media items. 
     Various embodiments of the disclosure comprise a media content scheduling and packaging system  102  that may be configured to schedule and distribute one or more channels to be viewed on a plurality of consumer devices (such as the plurality of consumer devices  114 A, . . . ,  114 N). The media content scheduling and packaging system  102  may comprise, for example, the scheduling system  104 , the PEMCC  106 , and the data storage system  108 . The media items scheduling and packaging system  102  may further comprise, for example, the live media content storage system  202 , the VOD media content storage system  204 , and the cloud storage system  206 . The cloud storage system  206  may further include the live program-specific information  206 A and the VOD program-specific information  206 B. The scheduling system  104  may extract contextual data from program-specific information associated with programming media content of a channel received from a distribution source device  118  over the network  116 . The scheduling system  104  may determine a plurality of potential non-programming media items for a plurality of users based on a match between a sentiment type of each of a plurality of non-programming media items and the extracted contextual data. The scheduling system  104  may determine a plurality of candidate spots in the programming media content based on at least the extracted contextual data and the sentiment type of each of the determined plurality of potential non-programming media items. The scheduling system  104  may dynamically generating a schedule of at least one non-programming media item from the determined plurality of potential non-programming media items for at least one candidate spot from the determined plurality of candidate spots in the programming media content of the channel to be viewed at the plurality of consumer devices (such as the plurality of consumer devices  114 A, . . . ,  114 N). The generation of the dynamic schedule may be based on at least a set of constraints and user estimation data associated with the plurality of users. 
     Various embodiments of the disclosure may provide a non-transitory computer-readable medium having stored thereon, computer implemented instruction that when executed by a processor causes the media content scheduling and packaging system  102  to execute operations to schedule and distribute one or more channels to be viewed on a plurality of consumer devices (such as the plurality of consumer devices  114 A, . . . ,  114 N). The media content scheduling and packaging system  102  may execute operations comprising extracting contextual data from program-specific information associated with programming media content of a channel received from a distribution source device  118  over the network  116 . A plurality of potential non-programming media items may be determined for a plurality of users based on a match between a sentiment type of each of a plurality of non-programming media items and the extracted contextual data. Based on at least the extracted contextual data and the sentiment type of each of the determined plurality of potential non-programming media items, a plurality of candidate spots in the programming media content may be determined. A schedule of at least one non-programming media item from the determined plurality of potential non-programming media items may be dynamically generated for at least one candidate spot from the determined plurality of candidate spots in the programming media content of the channel to be viewed at the plurality of consumer devices (such as the plurality of consumer devices  114 A, . . . ,  114 N). The generation of the dynamic schedule may be based on at least a set of constraints and user estimation data associated with the plurality of users. 
     The word “exemplary” is used herein to mean “serving as an example, instance, or illustration.” Any embodiment described herein as “exemplary” is not necessarily to be construed as preferred or advantageous over other embodiments. Likewise, the term “embodiments of the disclosure” does not require that all embodiments of the disclosure include the discussed feature, advantage or mode of operation. 
     As utilized herein the terms “circuits” and “circuitry” refer to physical electronic components (i.e. hardware) and any software and/or firmware (“code”) which may configure the hardware, be executed by the hardware, and/or otherwise be associated with the hardware. As used herein, for example, a particular processor and memory may comprise a first “circuit” when executing a first one or more lines of code and may comprise a second “circuit” when executing a second one or more lines of code. As utilized herein, “and/or” means any one or more of the items in the list joined by “and/or”. As an example, “x and/or y” means any element of the three-element set {(x), (y), (x, y)}. As another example, “x, y, and/or z” means any element of the seven-element set {(x), (y), (z), (x, y), (x, z), (y, z), (x, y, z)}. As utilized herein, the term “exemplary” means serving as a non-limiting example, instance, or illustration. As utilized herein, the terms “e.g.,” and “for example” set off lists of one or more non-limiting examples, instances, or illustrations. As utilized herein, circuitry is “operable” to perform a function whenever the circuitry comprises the necessary hardware and code (if any is necessary) to perform the function, regardless of whether performance of the function is disabled, or not enabled, by some user-configurable setting. 
     The terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting of embodiments of the disclosure. As used herein, the singular forms “a”, “an” and “the” are intended to include the plural forms as well, unless the context clearly indicates otherwise. It will be further understood that the terms “comprises”, “comprising,”, “includes” and/or “including”, when used herein, specify the presence of stated features, integers, steps, operations, elements, and/or components, but do not preclude the presence or addition of one or more other features, integers, steps, operations, elements, components, and/or groups thereof. 
     Further, many embodiments are described in terms of sequences of actions to be performed by, for example, elements of a computing device. It will be recognized that various actions described herein can be performed by specific circuits (e.g., application specific integrated circuits (ASICs)), by program instructions being executed by one or more processors, or by a combination of both. Additionally, these sequence of actions described herein can be considered to be embodied entirely within any non-transitory form of computer readable storage medium having stored therein a corresponding set of computer instructions that upon execution would cause an associated processor to perform the functionality described herein. Thus, the various aspects of the disclosure may be embodied in a number of different forms, all of which have been contemplated to be within the scope of the claimed subject matter. In addition, for each of the embodiments described herein, the corresponding form of any such embodiments may be described herein as, for example, “logic configured to” perform the described action. 
     Another embodiment of the disclosure may provide a non-transitory machine and/or computer readable storage and/or media, having stored thereon, a machine code and/or a computer program having at least one code section executable by a machine and/or a computer, thereby causing the machine and/or computer to perform the steps as described herein for dynamically scheduling non-programming media items in contextually relevant programming media content. 
     The present disclosure may also be embedded in a computer program product, which comprises all the features enabling the implementation of the methods described herein, and which when loaded in a computer system is able to carry out these methods. Computer program in the present context means any expression, in any language, code or notation, of a set of instructions intended to cause a system having an information processing capability to perform a particular function either directly or after either or both of the following: a) conversion to another language, code or notation; b) reproduction in a different material form. 
     Further, those of skill in the art will appreciate that the various illustrative logical blocks, modules, circuits, algorithm, and/or steps described in connection with the embodiments disclosed herein may be implemented as electronic hardware, computer software, firmware, or combinations thereof. To clearly illustrate this interchangeability of hardware and software, various illustrative components, blocks, modules, circuits, and steps have been described above generally in terms of their functionality. Whether such functionality is implemented as hardware or software depends upon the particular application and design constraints imposed on the overall system. Skilled artisans may implement the described functionality in varying ways for each particular application, but such implementation decisions should not be interpreted as causing a departure from the scope of the present disclosure. 
     The methods, sequences and/or algorithms described in connection with the embodiments disclosed herein may be embodied directly in firmware, hardware, in a software module executed by a processor, or in a combination thereof. A software module may reside in RAM memory, flash memory, ROM memory, EPROM memory, EEPROM memory, registers, hard disk, a removable disk, a CD-ROM, or any other form of storage medium known in the art. An exemplary storage medium is coupled to the processor such that the processor can read information from, and write information to, the storage medium. In the alternative, the storage medium may be integral to the processor. 
     While the present disclosure has been described with reference to certain embodiments, it will be noted understood by, for example, those skilled in the art that various changes and modification could be made and equivalents may be substituted without departing from the scope of the present disclosure as defined, for example, in the appended claims. In addition, many modifications may be made to adapt a particular situation or material to the teachings of the present disclosure without departing from its scope. The functions, steps and/or actions of the method claims in accordance with the embodiments of the disclosure described herein need not be performed in any particular order. Furthermore, although elements of the disclosure may be described or claimed in the singular, the plural is contemplated unless limitation to the singular is explicitly stated. Therefore, it is intended that the present disclosure not be limited to the particular embodiment disclosed, but that the present disclosure will include all embodiments falling within the scope of the appended claims.