Patent Publication Number: US-8997149-B1

Title: Context-sensitive interactive television ticker

Description:
CROSS REFERENCE TO RELATED APPLICATION 
     This application claims priority as a divisional application of co-pending U.S. patent application Ser. No. 12/853,420, entitled “Context-Sensitive Interactive Television Ticker,” filed Aug. 10, 2010, which is a divisional of U.S. patent application Ser. No. 10/261,075, entitled “Context-Sensitive Interactive Television Ticker,” filed Sep. 30, 2002, now U.S. Pat. No. 7,774,815, issued on Aug. 10, 2010, each of which is hereby incorporated by reference in its entirety. 
    
    
     BACKGROUND OF THE INVENTION 
     1. Field of the Invention 
     This disclosure relates generally to presentation of information on a display device, and in particular but not exclusively, relates to an interactive television “ticker” for presenting content that is context-sensitive to subject matter of a concurrently shown television program. 
     2. Description of the Related Art 
     It is relatively common to see television programs accompanied by a scrolling “ticker.” The term “ticker” derives from the fact that information in the ticker scrolls sequentially across the bottom of a television screen in a manner analogous to a stock market ticker tape. However, instead of simply including stock market information, current tickers carry a wide variety of other types of information. For instance, tickers that are present on sports channels typically scroll game scores or game schedules. Tickers that are present on news channels scroll the latest headlines, weather reports, or brief news updates. 
     Tickers are generally encoded in the same analog or digital signal as the television signal. For instance, with Motion Pictures Experts Group (MPEG) digital encoding, the ticker information is included along with the MPEG stream. A graphics generator or other mechanism generates the ticker information at a production studio (or other location) and then combines the ticker information with the television signal. The television signal is then broadcast to viewers. Obviously, with this current implementation, viewers have no control over the content, format, layout, or other presentation aspect of the ticker on their television (including whether or not to even display the ticker), since the production studio maintains such control and since the ticker is integrated with the received television signal. 
     An effect of this lack of control is that when the viewer changes from a first television channel (having a ticker) to a second television channel, the ticker disappears. This is because the ticker was encoded with the television signal for the first channel and was not encoded in the television signal for the second channel. Thus, while some current tickers do scroll information that is in-context with the subject matter of the currently shown television program, this in-context correlation was generated at the production studio, where a producer knows ahead of time the subject matter of the television program to be broadcast and therefore tailors the information to be scrolled by the ticker according to that subject matter. This in-context correlation is completely lost when the viewer changes the television channel or when the television program is interrupted by regularly scheduled commercials. 
     Because of the lack of viewer control over the operation of these tickers and over the content that they provide, such tickers are “non-interactive.” The static and predetermined nature of these non-interactive tickers makes them unsuitable for interactive television environments. With interactive television, viewers can access interactive content and services that are generally unavailable through conventional television. The “interactive” viewing experience allows viewers to interact with content and services typically with the push of a button, in a manner not allowed by conventional television. Non-interactive tickers that lose their context or completely disappear when the viewer changes television channels or when there are changes in the television program will cause much viewer aggravation and detract from the interactive viewing experience. 
    
    
     
       BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS 
       Non-limiting and non-exhaustive embodiments of the present invention are described with reference to the following figures, wherein like reference numerals refer to like parts throughout the various views unless otherwise specified. 
         FIG. 1  is a block diagram of an example interactive video casting system that can implement a context-sensitive ticker in accordance with an embodiment of the invention. 
         FIG. 2  is a block diagram illustrating example components that can be included in the system of  FIG. 1  to provide a context-sensitive ticker in accordance with an embodiment of the invention. 
         FIG. 3  is a block diagram of an embodiment of a client terminal that can be used in the system of  FIG. 1  to present a context-sensitive ticker. 
         FIG. 4  is an example screen shot in conjunction with a remote control for implementing one embodiment of the invention. 
         FIGS. 5-6  are additional screen shots depicting a context-sensitive ticker in accordance with various embodiments of the invention. 
         FIG. 7  is a block diagram illustrating components that can interact to present a context-sensitive ticker according to an embodiment of the invention. 
         FIG. 8  is a flowchart illustrating operation of a context-sensitive ticker according to an embodiment of the invention. 
     
    
    
     DETAILED DESCRIPTION 
     Embodiments of techniques to provide a context-sensitive ticker are described herein. In the following description, numerous specific details are given to provide a thorough understanding of embodiments of the invention. One skilled in the relevant art will recognize, however, that the invention can be practiced without one or more of the specific details, or with other methods, components, materials, etc. In other instances, well-known structures, materials, or operations are not shown or described in detail to avoid obscuring aspects of the invention. 
     Reference throughout this specification to “one embodiment” or “an embodiment” means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the present invention. Thus, the appearances of the phrases “in one embodiment” or “in an embodiment” in various places throughout this specification are not necessarily all referring to the same embodiment. Furthermore, the particular features, structures, or characteristics may be combined in any suitable manner in one or more embodiments. 
     As an overview, an embodiment of the invention provides a ticker that is context-sensitive to subject matter of a video program that is concurrently being presented along with the ticker. This context-sensitivity to the subject matter of the video program can be based on the video program&#39;s content and/or based on the television network that airs the video program. Thus, as an example, if the video program involves a basketball game, the ticker can present items related to the players (or teams) in that game, as such players appear in the video program. Alternatively or in addition as an example, if the basketball game is being shown on a sports television network, the ticker can scroll items related to subject matter of various sports programming shown on that network. 
     In one embodiment, when another video program interrupts the current video program, such as when a commercial break occurs or when the viewer changes the television channel, the ticker can remain rendered and continue to present items that are context-sensitive to the new video program. Thus, the ticker can remain rendered and not lose its context-sensitivity whenever the video program changes. Such context-sensitivity may be accomplished by correlating ticker content with television program information, such as information available from triggers, electronic program guides (EPGs), close-captioning data, or other suitable data. 
     An embodiment of the invention further provides the context-sensitive ticker with interactivity. For example, the viewer may be watching a basketball game and concurrently viewing in-context basketball ticker items. The viewer may then select one of the ticker items to view additional information related to that ticker item, such as detailed statistics, video highlights, news stories, advertisements, or links to other information. An embodiment of the context-sensitive ticker may be implemented in an interactive television system that provides video and interactive information to display devices, including televisions, wireless devices, and the like. 
     The term “ticker” as used herein is intended to generally describe a presentation of information on a display screen, such as a display screen for a television, and is not intended to be limited solely to implementations where the information is presented in a manner to exactly mimic a stock market ticker. In one embodiment, the ticker can comprise text and graphics that are scrolled or otherwise presented in a region of the display screen, along with a television image (such as an image from a live broadcast or from a recorded program). Various embodiments will be described herein in the context of “scrolling” the ticker information. It is to be appreciated that the term “scrolling” is merely illustrative of a technique to present dynamic ticker information, and that this term, in some embodiments, can encompass implementations where the ticker information is presented via screen segments of information, text segments, one-line-at-a-time, one-sentence-at-a-time, one-word-at-a-time, and the like, rather than the traditional format of one-character-at-a-time typically associated with stock market tickers. Moreover, the term “scrolling” is used generically herein to refer not only to vertical movement from bottom to top, but also movement from right to left (often referred to as “crawl”) or movement in other directions. 
       FIG. 1  shows an example of an interactive video casting system  100  for distributing ticker content, Internet content, and television content according to an embodiment of the invention. In accordance with an embodiment of the present invention, the system  100  can be integrated with a cable television distribution system to provide interactive television tickers. The system  100  includes an Internet  102 , a plurality of content sources  104 , a plurality of distribution centers (depicted as the head-ends or H/Es  106 ), and a plurality of client terminals  108  or other devices (depicted as set top boxes). In addition, a content source  104  is depicted as receiving data from data feeds  112 , advertisement servers  114 , image sources  116 , and streaming video sources  118 . The content source  104  may also receive content from a broadcast video source. For the sake of clarity and to avoid clutter, not all of these sources are shown in  FIG. 1  for each content source  104 . 
     The plurality of content sources  104  is coupled to the Internet  102 . For example, a content source  104  may comprise a web site portal such as Go2Net.com™, or a news web site such as CNN.com™, or other types of sources. Each content source  104  may have various data feeds  112 , servers  114 , and sources  116 / 118  coupled to it. 
     For example, news or stock quote feeds  112  (including data for tickers) may be fed into the content source  104 . Servers  114  may provide advertisements for insertion into multimedia content delivered by the content source  104  in accordance with one embodiment of the invention. Sources  116  and  118  may provide images  116 , streaming video  118 , and other content to the content source  104 . Various other feeds, servers, and sources may also be coupled to the content source  104  of  FIG. 1 . An example configuration of components that can be integrated with the system  100  to provide ticker information to client terminals  108  is shown in  FIG. 2 . 
     The Internet  102  comprises a network of networks and is known in the art. Communications over the Internet  102  can be accomplished using standard protocols such as transmission control protocol/internet protocol (TCP/IP), hypertext transfer protocol (HTTP), file transfer protocol (FTP), or other protocols. Web sites, such as merchant web sites, can be included within or otherwise be in communication with the Internet  102 . The Internet  102  is coupled to the plurality of distribution centers  106 , and each distribution center  106  is in turn coupled to a plurality of client terminals  108 , which may comprise a set top box, a PC, an interactive television set, or another type of communication device or display device. 
     In alternative or in addition to the Internet  102  being used to distribute multimedia content (including ticker data) from the content sources  104  to distribution centers  106 , communications channels or networks  120  (which can include satellite delivery sources/networks) apart from the Internet  102  may couple one or more content sources  104  to one or more distribution centers  106 . One example of such an alternate path for communications is illustrated by a first dashed line  120  in  FIG. 1 . Alternately or additionally, peering connections may exist between distribution centers  106 . One example of such peering is illustrated by a second dashed line  122  in  FIG. 1 . Other communications configurations are also possible and are included within the scope of the present invention. 
     Caches  110  may be provided at (or otherwise coupled to) the distribution centers  106 . Such caches  110  may be used to increase the performance in the delivery of multimedia content (including ticker data) to the client terminals  108 . For example, larger files for video and other high bandwidth content may be stored in such caches  110 , which may be closer-in-time to the client terminals  108  than to the content sources  104 . In addition, reliability and guaranteed bandwidth may be provided because the Internet  102  is not in-between such caches  110  and the client terminals  108 . In one embodiment, the caches  110  or other storage media in the system  100  can store ticker information, rather than or in addition to having such information buffered, cached, or otherwise stored at the client side. 
     In an embodiment, servers may be present in the distribution centers  106 , with such servers including or being coupled to the caches  110  or other storage media. Alternatively or in addition, these servers may be located remotely from but still communicatively coupled to the distribution centers  106 , via the Internet  102  or other communications channels or networks. Examples of such servers that can be used in connection with providing ticker information to client terminals  108  are shown in  FIG. 2 . 
     In accordance with one embodiment of the invention, different or multiple portals may be used to access the information provided through the interactive video casting systems of  FIG. 1 , based on the type of client terminal being used by the end user. That is, for example, a television portal may be provided for an end user that uses a television set coupled to the client terminal  108  to access the information. A PC portal may be provided for an end user that uses a PC to access the information. Portals can be provided for end users that use cellular telephones, personal digital assistants (PDAs), audio devices, and the like to access the interactive video casting system  100  of  FIG. 1 . 
     Such portals may be provided in several possible ways. In one embodiment, the client terminal (e.g., the end user&#39;s display device or audio device) can be suitably configured with an adapter that includes hardware and software. The adapter converts the television signals, the Internet or web page content, or other information provided from the interactive video casting system into a digitized format or other format that is compatible with the operational features of the particular client terminal  108 . 
     In another embodiment, a cable service provider can deliver signals having different formats to the various client terminals  108 , with the client terminals not necessarily having special adapters. Therefore, as an example, the cable service provider or other party can generate/deliver information (e.g., television programming, web page content, ticker information, and the like) having a format that is compatible for end users that receive the information via a television set. The cable service provider or other party can also generate/deliver the same information (e.g., simultaneously with the television portal on the same communication link, separately on a different communication link, on-demand independent of the television portal, and the like) using a format that is compatible with end users that receive the information via PCs, PDAs, cellular telephones, and the like. Thus, the term “interactive video casting system” is used to describe generally a system that can deliver video information and other information over any network and any network-compatible device by broadcasting, multicasting, or unicasting. An “interactive television system” is one type of or one means of access to an “interactive video casting system.” 
     In one embodiment of the invention, content providers and/or broadcasters can be in partnership with a ticker provider (such as a multiple service provider or other interactive service provider) to use a standard content identification system. For example, the content providers can identify the subject matter of their video programs under a standard set of identifiers (IDs). The general category of “Sports” may be identified as ID #20, for instance. Certain sports types, teams, players, etc. may then be further identified, respectively, as ID #20A, #20A1, #20A1a, and so forth. Various ID numbering schemes are possible. Once the subject matter has been identified as such, the broadcasters can insert triggers or other mechanisms in their broadcasts that contain these identifiers in concert with the broadcasted video. Thus, when a basketball game is broadcast, certain frames or other portions of the broadcasted signal can be accompanied by the triggers that identify the subject matter (such as a player) appearing in those frames. 
     The ticker provider also uses the same or similar ID numbers for its ticker content. Thus, the ticker provider can correlate the IDs from the television broadcasts with the IDs of its available ticker content, to select and scroll in a ticker items that are in-context with the subject matter of tuned-to television broadcasts. 
       FIG. 2  is a block diagram illustrating example components that can be included in the system  100  of  FIG. 1  to provide data for tickers in accordance with an embodiment of the invention. The data feeds  112  include a plurality of different ticker data feeds  200  that provide a variety of different topical data that can be displayed in a ticker. For instance, the different ticker data can include sports data, weather data, national news, and so forth. The sources that can provide this data can include entities such as Reuters™ The Sporting News™ (TSN), Associated Press™ (AP™), and others. In one embodiment, the ticker data from the data feeds  200  comprises “raw” unformatted data (e.g., data with minimal or no formatting or graphics). 
     The raw ticker data is provided to a feed server  202 . In an embodiment, the feed server  202  operates as a content aggregator that pulls or otherwise receives the raw ticker data from the data feeds  200 . The feed server  202  may also perform data manipulation on the received ticker data to manipulate the data into a database format so that the data can be indexed and stored. It is noted that data may be stored to a database  208  “as-is” (e.g., no data manipulation). For example, the complete extensible markup language (XML) data from a content provider (of the data feeds  112 ) can be stored in the database  208  (to be parsed downstream), without any data manipulation. Furthermore, there are available XML-based databases in which all data is stored in XML format. A feed engine  204 , which can be embodied in software or other machine-readable instructions stored on one or more machine-readable media according to an embodiment, can reside and run in the feed server  202  to perform at least some of this data manipulation. 
     The feed server  202  is coupled to provide the manipulated ticker data to a production server  206 . The production server  206  includes or is otherwise coupled to a database  208 . The feed engine  204  calls on the database  208 , and instructs the database  208  where to place the various ticker data. For example, the database  208  can include a plurality of database code objects  210  that cooperate with ticker tables  212  (such as a sports table  214 , a weather table  216 , and so forth) to index or store ticker data. The feed engine  204  calls the database  208  and identifies the database code objects and ticker tables where the ticker data is to be stored. 
     The various components of the database  208 , such as the ticker tables  212 , can also be configured in a manner that optimizes the organization and distribution of the ticker data. For example, ticker data unique to various geographic regions can be segregated from or otherwise identifiable from each other, so that ticker data that is relevant to only particular client terminals  108  need not be broadcast to all client terminals. For instance, California weather information can be segregated from Oregon weather information in the database  208  in a manner that client terminals  108  of California users do not receive Oregon weather information, unless specifically requested. This feature improves transmission efficiency and transmission time, since the bandwidth of communication paths to certain client terminals  108  are not clogged by non-relevant ticker data. 
     In an embodiment, the production server  206  can also perform data manipulation, such as before the data is stored in the database  208 , while it is stored in the database  208 , or after the data is retrieved from the database  208  for transmission to client terminals  108 . For instance, the production server  206  can perform data manipulation to place the ticker data into a format that is “consumable” or otherwise compatible with operating software of the client terminals  108 . For instance, the production server  206  can place the ticker data into formats such as hypertext markup language (HTML), extensible markup language (XML), or other suitable formats. 
     The production server  206  is coupled to provide ticker data from the database  208  to one or more distribution servers  218 , which may be located in or otherwise communicatively coupled to a distribution center  106  (such as a head-end). The distribution server  218  operates to provide the ticker data to the client terminals  108  via several possible communication paths or channels, as will be described with reference to  FIG. 3 . 
     It is noted that in one embodiment, the database  208  or other intermediate data locations, including the feed server  202 , may be bypassed during the flow of data. The data may also be pushed directly from the content providers as well. In some embodiments, the data may or may not be stored in the database  208  at all. The data may reside in memory, stored to disk in flat files, or otherwise cached. For purposes of simplicity of explanation, various embodiments will be described herein in the context of storing data in the database  208 , and it is of course appreciated that the invention is not restricted to this implementation. 
     It is also noted that one embodiment may parse and/or search the ticker data on-demand at runtime, as opposed to being indexed in the database  208 . Several implementations of data storage, routing, and processing are possible and within the scope of the invention. 
     In one embodiment, the ticker data (whether it is stored in the database  208  or stored in other locations or obtained directly from feeds or other sources) is tagged with IDs that specifically identify its subject matter, where these IDs are from the same standard IDs used by the content providers and broadcasters in their television broadcasts. Thus, the general ticker category of “Sports” may be similarly identified as ID #20, for instance. A certain sport, team, player, and other related ticker content (if available) may then be further similarly identified, respectively, as ID #20A, #20A1, #20A1a, and so forth, so as to match the standard identification system used by the content providers and broadcasters. 
     It is to be appreciated that the components shown in  FIG. 2  are merely illustrative of the various components of one embodiment that can be used to provide ticker information. For example, other embodiments can use more or fewer servers, as well as different components, to perform the various operations. Moreover, the various servers and their components (such as the feed engine  204  and the database  208 ) can be distributed elsewhere in the system  100 , instead of or in addition to the locations shown in  FIG. 2 . There may be multiple feed servers  202 , production servers  206  and databases  208 , distribution servers  218 , and so on to account for load balancing, redundancy in case of outages or broken connections, and other factors that can affect distribution of ticker information. 
       FIG. 3  is a block diagram of an embodiment of a client terminal  108  for the system  100  of  FIG. 1  that can implement an embodiment of the invention to present a context-sensitive interactive ticker. For the sake of simplicity of illustration and explanation, only the components that are germane to understanding an embodiment of the invention are shown in  FIG. 3 . It is understood that the embodiment of the client terminal  108  shown in  FIG. 3  can have other components different than or in addition to what is shown. Moreover, the various illustrated components may be suitably combined in some embodiments, instead of being separate. It also should be noted that the client terminal  108  is only one embodiment of the invention and that some or all of the components described as embodied in the client terminal  108  can be incorporated into a client television rather than in a separate device. A bus  301  is shown symbolically to depict coupling between the various components. 
     To briefly describe an embodiment, the client terminal  108  receives ticker data from the distribution server  218  or other sources, and then performs the appropriate processing of the data to allow the data to be displayed in a ticker on a display screen of a television set. The client terminal  108  can be passive in that it receives the ticker data (as well as updates) and when the data is sent by the distribution server  218 , independently of whether the client terminal  108  requested the ticker data (e.g., the distribution server  218  “pushes” the data to client terminals  108 ). Alternatively or in addition, the client terminal  108  can poll or otherwise explicitly request the data from the distribution server  218 , including polling the distribution server  218  for updated data (e.g., the client terminal  108  “pulls” the data from the distribution server  218 ). In some embodiments, both push and pull mechanisms may be involved. 
     Once it receives the ticker data from the distribution server  218 , the data can be buffered or cached (if appropriate), and processed for presentation on the display screen of the television set. In an embodiment, ticker software in the client terminal  108  can work in conjunction with a ticker template or other ticker user interface to display the ticker (and its ticker items) in the appropriate scrolling layout, format, locations, time intervals, topics, content, and so forth. In one embodiment where the ticker data is obtained from the Internet  102 , this ticker software can comprise browser-based software or other software capable to cooperate with a web browser. According to various embodiments, the ticker can be generated and made interactive through Flash, C++, Java, HTML, or other suitable code or software. 
     The client terminal  108  comprises a first tuner  300  to tune to a Moving Pictures Experts Group (MPEG) stream  302  or other video source. The stream  302  may include video, live transmission, and/or application code, including corresponding text and graphic resources. In an embodiment where tickers are provided in an integrated manner along with the video signal, the ticker can be received by way of the stream  302 . One skilled in the art will recognize that there will be a plurality of streams  302 , depending on the number of channels and programs that the cable service provider makes available to the client terminal  108 . 
     The first tuner  300  is coupled to a decoder  306  that decodes the video, application, and/or audio into a format that is compatible with a television set coupled to the client terminal  108 . The client terminal  108  may include a second tuner  310 . The second tuner  310  can work in conjunction with a cable modem  312  to obtain ticker data  314  from the Internet  102 , such as via a Data Over Cable Service Interface Specifications (DOCSIS) connection with the distribution server  218 . In addition to the ticker data  314 , Internet content can also be received by the client terminal  108  by way of the DOCSIS connection through the second tuner  310  and the cable modem  312 . 
     In addition, the client terminal  108  includes or is coupled to an input interface  315 , through which other sources  316  of ticker data can be provided to the client terminal  108 . An example of the input interface  315  comprises an out-of-band tuner that can be used to tune to ticker data that is provided via an out-of-band channel. In an embodiment, the out-of-band channel(s) can comprise one or more low-bandwidth frequencies carried on the same coaxial cable used to provide the MPEG streams and the Internet content. The out-of-band channel(s) tuned to by the input interface  315  to receive ticker data can be used alternatively or in addition to the DOCSIS channel tuned to by the second tuner  310  in such an embodiment. 
     Further alternatively or in addition, the input interface  315  can comprise another television broadcast tuner (such as the first tuner  300 ) to tune to one or more channels that may be carrying ticker data. For example, ticker data (including updates) may be broadcast in one or more channel frequencies specifically dedicated for transmission of such data to client terminals  108 . Thus, as an illustration, the first tuner  300  can tune to a channel showing a television program, while the input interface  315  is tuned to receive data (in the form of packets, for example) from a ticker channel to allow a ticker having context-sensitive information therein to be simultaneously shown on the same television screen as the television program. 
     Yet another example of the input interface  315  is an interface to receive outputs of recording devices such as a PVR or a digital video recorder (DVR) that may have ticker data, which may be received via download. Alternatively or in addition, the input interface  315  can comprise a communication interface, such as an Ethernet connection, a digital subscriber line modem, a wireless communication interface, and so forth, which can provide a link to the server  218  to receive ticker data and advertisements, for instance. 
     An embodiment of the client terminal  108  includes a processor  320  to control operation of the various components shown in  FIG. 3 . The processor  320  may work in conjunction with ticker software or other machine-readable instructions stored on at least one machine-readable storage medium  322 . Such ticker software may cooperate with the processor  320  to present ticker data in a ticker template or other screen interface or user interface, configure the format and layout of the ticker displayed on the display screen of the television, correlate television program information with available context-sensitive ticker information, select and insert context-sensitive information into a ticker, process received user commands related to interaction with the ticker, and other operations. In an embodiment, the ticker software can be pre-installed in the client terminal  108 . In another embodiment, the ticker software may be installed by way of download from the system  100 . 
     An audio and video output subsection  308  of the client terminal  108  receives decoded video and/or other applications (including ticker templates and the ticker data presented therein), and provides the decoded information to a television set. A wireless interface  318  operates to receive commands from a user input device (such as a wireless remote control). Such commands can include user commands to interact with a context-sensitive ticker, in an embodiment. The wireless interface  318  provides these commands to the processor  320  so that the processor  320  can cooperate with the ticker software to perform the corresponding operation. 
     In an embodiment of the invention, the storage medium  322  can also store user data  324  related to operation of the ticker. For instance, the user data  324  can include various user configuration settings related to the context-sensitive ticker. In any of these storage locations, multiple sets of user data  324  may be stored, such as in implementations where multiple users in a household log into a same client terminal  108 . 
     The storage medium  322  can include cache(s), buffer(s), or other types of storage locations where ticker data or other information may be stored. For example, received sports scores can be stored in the storage medium and retrieved during the appropriate times during the course of the scrolling of the ticker. The ticker data stored in the storage medium  322  can be replaced as updates are received from the distribution server  218 . In one embodiment, less time-dependent ticker information (e.g., information that need not necessarily be updated several times per day), including graphics for weather displays, game schedules, some types of advertisements, and the like, can be downloaded to the storage medium  322  during non-peak television viewing periods (such as late at night), and then retrieved from the storage medium  322  when that piece of information is appropriate for presentation in the ticker. 
       FIGS. 4-6  are television screen shots depicting operation of a context-sensitive interactive ticker or other similar interactive scrollable display in accordance with various embodiments of the invention. For simplicity of explanation, not all of the possible types of context-sensitive content and related ticker operations are shown or described, as such other possible information can be ascertained by examination of the features specifically shown in  FIGS. 4-6 . Moreover, it is to be appreciated that the format, layout, direction, content, and other characteristics of the ticker shown in  FIGS. 4-6  are merely illustrative and that variations are possible. 
     In  FIG. 4 , a television set  400  is coupled to the client terminal  108  in a manner that allows a display screen  402  of the television set to show a television program  404 . The television program  404  in this example is a basketball game, and it is understood that the television program  404  can include other types of video programs (including a television commercial). A channel indicator  420  indicates that the current channel is “Channel 7.” A ticker  406  is shown scrolling across the bottom of the display screen  402 . The ticker  406  can be in a screen interface that overlays the television program  404 , or the television program  404  may be scaled appropriately on the display screen  402  to fit the screen interface for the ticker  406  and thereby avoid the need for an overlay. 
     In the example of the ticker  406 , the ticker  406  is scrolling from right to left (as symbolically depicted by an arrow  408 ). It is to be appreciated that in other embodiments, the ticker  406  may be scrolling in different directions and may also be positioned differently on the display screen  402 . A navigation control  428 , such as a stationary center focus box into which scroll ticker items or a movable selection rectangle that can be moved within the scroll region of the ticker, can be used to make selections of items presented in the ticker  406 . 
     A wireless remote control  410  is in communication with the client terminal  108  (via the wireless interface  318 ) to perform conventional television-viewing operations and also to control operation of the ticker  406  according to an embodiment of the invention, including viewer interaction involving selection of ticker items. The remote control  410  includes an alphanumeric keypad  412  and buttons  418  that are similar to play, rewind, fast forward, pause, etc. buttons. In an embodiment, the remote control  410  can include a ticker button  414 , which if pressed, causes a command to be sent to the client terminal  108  to instruct the ticker software to render the ticker  406  on the display screen  402 . If the ticker button  414  is pressed again, the ticker  406  is taken off the display screen  402 . Alternatively or in addition, a TV button  422  can be pressed to dismiss the ticker  406 . 
     In one embodiment, selection of items presented by the ticker  406  may be performed via arrow keys  416  that are used to control movement of the navigation control  428  (if it is a movable selection rectangle), followed by pressing an OK button  419  or an INFO button  430 . In embodiments where the navigational control  428  is a stationary center focus box, the OK button  419  or the INFO button  430  can be pressed when the desired item scrolls into the center focus box. 
       FIG. 4  illustrates one embodiment of the invention where at least one item presented by the ticker  406  is directly related to or otherwise in-context with the television program  404 . More specifically, assuming that the television program  404  is a Sonics basketball game, an item  426  can present a news story, headline, advertisement, link to detailed information or video, statistics, or other information that is context-sensitive to the subject matter of the television program  404  (e.g., a headline announcing that a Sonic player “Smith” has been named to an all-star team, in this example). In some situations, the item  426  is presented by the ticker  406  during specific instances that the player Smith actually appears in the televised Sonics basketball game (television program  404 ), or just generally whenever Sonics basketball games are televised. In both instances, the item  426  is context-sensitive to the television program  404  because it presents information about Smith that is directly related to the subject matter (basketball) of the television program  404 . The item  426  can be presented within the scroll region of the ticker  406  in bold, in a different color (which may indicate a hyperlink or other link), accompanied with an icon, underlined, or via some other technique to alert the viewer that he can interact with the item  426  to perform a purchase. 
     When the item  426  scrolls into the center focus box  428 , the viewer can then press the INFO button  430  or the OK button  419  on the remote control  410  so as to view additional details of the item  428 , such as the full story. In one embodiment, responding to or otherwise interacting with the item  426  in this manner results in presentation of related additional item(s)  424  within the scroll region of the ticker  406  itself, or presented in other ways (such as in a pop-up window) on the display screen  402 . The additional information  424  may be provided via a hyperlink or other link (which may include channel tuning), retrieval of content from storage locations, provided in a manner similar to providing other ticker items, or other suitable technique that would be familiar to those skilled in the art having the benefit of this disclosure. 
     In one embodiment, context sensitivity can be provided by using Advanced Television Enhancement Forum (ATVEF) triggers or other triggering mechanisms to correlate the subject matter of the television program  404  to available ticker content. For instance, identification (ID) information or other information can be placed in the vertical blanking interval (VBI) of signal the television program  404  in a manner that identifies the teams in the game, the type of sport, the location of the game, time of the game, the player(s) in particular video frames, and so forth. Such ID information can be extracted and processed, based on techniques familiar to those skilled in the art having the benefit of this disclosure, to identify and select context-sensitive ticker items, correlated to the same (or similar) ID information, to present in the ticker  406 . In the example of  FIG. 4 , triggers from the signal of the television program  404  have been processed by software to select the item  426  (a news item) relating to one of the players involved in the basketball game. 
     Other techniques may be used to correlate the subject matter of the television program  404  to available ticker content. For instance, EPG data can be parsed and processed to determine the television program, subject matter, actors, and so forth that are being shown on a particular channel at a particular time. As another example, close-captioning data can also be parsed and processed to extract various identifying information about the subject matter of the television program, and then this identifying information is used to select from available ticker content. It is appreciated that in some situations, there may not be a “direct” correlation or match of subject matter of the television program and available ticker content. In such situations, one embodiment of the invention chooses the “closest” fit, as will be further described below. 
       FIG. 5  illustrates an example when the television program  404  (the basketball game) is interrupted by another television program  502 , such as a commercial. As shown in  FIG. 5 , the television program  502  on the same “Channel 7” is a commercial advertising travel to Hawaii. The ticker  406  has detected this change in television programming, and has therefore started scrolling context-sensitive items related to Hawaii. That is, the ticker  406  has remained rendered, and has transitioned from scrolling basketball information to scrolling Hawaii information. 
     For example, the ticker  406  is now scrolling information related to Hawaiian history item(s)  500 , sites of interest item(s)  506 , ticket price item(s)  504 , and so forth. When any of these items scroll into the center focus box  428 , the viewer can press the INFO button  430  (or the OK button  419 ) to interact with the ticker. For example, when the ticket price item  504  scrolls into the center focus box  428 , the viewer can select that item to view (within the ticker  406  itself or in a pop-up window) prices, advertisements from travel agencies, terms and conditions, or other travel-related information. 
       FIG. 6  illustrates an example when the viewer has tuned from “Channel 7” to “Channel 15,” as indicated by the channel indicator  420 . In this example, Channel 15 shows dramatically different program subject matter than Channel 7. That is, rather than showing sports programming, Channel 15 is a television network that shows programming related to food and cooking, such as a cooking program  604 . 
     The ticker  406  has detected this change in television channels and has remain rendered. Moreover, the ticker  406  is now transitioned to scrolling context-sensitive information related to the cooking program  604 . An item  606  is an interactive item prompting the viewer to obtain the recipe for the dish being prepared during the cooking program  604 . When this item scrolls into the center focus box  428 , the viewer can press the OK button  419  or the INFO button  430  on the remote control  410  to view the recipe. As before, the recipe may then be rendered within the scroll region of the ticker  406  itself or elsewhere, such as in a pop-up window. 
     One or more items  608  scrolled by the ticker  406  can include information about upcoming programming on Channel 15. The item(s)  608  may be related or unrelated to the cooking program  604 , but in either case, the item(s)  608  are context-sensitive to subject matter of the television network (e.g., Channel 15). 
     In variations to the above illustrated examples, the ticker  406  may be a type of ticker that may be organized according to different categories, such as weather, sports, news, entertainment, and the like. When one of these categories is active, the ticker  406  scrolls items related to that category. Thus, the user may be watching a movie on a particular television channel, yet the ticker  406  is scrolling the latest sports scores under the sports category. In an embodiment, when the ticker  406  detects a trigger or other identification mechanism in the movie and recognizes that the trigger can be correlated to an available ticker item, then the ticker  406  interrupts the sports scores and presents the new ticker item. Thus, if a certain actor appears in the movie (along with a trigger that identifies the actor in the video frames), the ticker  406  detects that trigger and correlates that trigger with available ticker content related to that actor. The ticker  406  then interrupts its scrolling of sports scores, and scrolls a news item or other item related to that actor. 
       FIG. 7  is a block diagram  700  illustrating components that can interact to present in-context items in the ticker  406  according to an embodiment of the invention. At least some of the components of  FIG. 7  can be embodied in software or other machine-readable instruction stored on a machine-readable medium, such as the storage medium  322 . An embodiment of the ticker software includes a ticker user interface (UI)  702  that presents the ticker  406  on the display screen  402 , as well as being able to receive and process viewer responses. A ticker application program interface (API)  704  interacts with the ticker UI  702  to control what the ticker UI displays, how to display, when to display, and so forth. In an embodiment, the ticker API  704  provides in-context items to the ticker UI  702 , as well as processing user commands that interact with the presented items (if necessary) and that are entered via the ticker UI  702 . 
     The ticker API  704  interfaces with a plurality of applications  708 . In embodiments of the ticker  406  where content is organized according to categories, these applications can include a sports application, news application, weather application, or other applications associated with categories. A feed manager (FM)  706  (or other software controller) operates to determine when new or updated ticker information is present and needs to be provided to the ticker API  704 . 
     To generally describe operation of the ticker  406  in one example embodiment, the ticker API  704  logs and knows what the ticker  406  is displaying, and also knows how often the displayed information needs to be refreshed (based on business rules or other requirements present in functions defined in the ticker UI  702 ). In an embodiment, there may be rules in the ticker UI level that define when at least some of the in-context (or non-context) items are to be presented. For example, there may be viewer-configurable rules that specify that the ticker  406  should not present player statistics but should present news items related to a player, if that player appears in a television sports program or in a certain channel. If it is time for an update, the ticker API  704  (acting as a container of data) calls a load function that will cause the feed manager  706  to loop through the applications  708  to search for new data, and if there is new data, the feed manager  706  will pass the new data from the application(s)  708  to the ticker API  704  so that the ticker API  704  can pass the new data to the ticker UI  702 . 
     In an alternative embodiment, the ticker API  704  manages the information that the ticker UI  702  will display, but it does not have knowledge of what the ticker UI  702  displays and when it is displayed. The ticker UI  702  invokes the lower level components via method calls to retrieve business objects. This means that the invocations of these lower levels are done potentially many times for each accessor/factory method to get a particular business object (assuming that there may be more than one business object needed to gather all data), including objects associated with in-context items. There are at least two routes that the ticker UI  702  can take in an embodiment. 
     First, the ticker UI  702  invokes the feed manager  706 . This is done in situations when the business object contains some data (such as in-context data) that needs to be refreshed periodically during the session. The feed manager  706  receives several arguments that tell it which method in the ticker API  704  will return the business object, how frequently the feed manager  706  should poll this business logic, and the name of the ticker UI variable (a collection such as an array) that holds the properties of the business object for the ticker UI  702  components to use and display. The feed manager  706  calls the ticker API  704  immediately, and then at the intervals specified by the ticker UI  702 . Second, the ticker UI  702  invokes the ticker API  704  directly. This bypasses the feed manager  706  and is done for data that only needs to be instantiated once during the session. 
     In yet another embodiment, for a ticker where the feed manager  706  (not the ticker API  704 ) knows when it is time for an update, the process can be as follows to provide updated ticker content. The ticker UI  702  calls the ticker API  704  to start a feed. The ticker API  704  calls the feed manager  706 , and the feed manager  706  constructs a “callback object” that will be responsible for retrieving and dispersing information at a regular interval. The feed manager  706  will then return an empty object array to the ticker API  704 , which in turn returns the empty object array to the ticker UI  702 . 
     The feed manager  706  calls an appropriate application  708  for a business object. The application  708  will then obtain the information from an external device, such as a Java Server Page (JSP)  710 —other techniques may be used to return that information. Once the information is returned, it is constructed into a business object, and the business object(s) is returned to the feed manager  706  in an array. A copy of this object array is saved in the feed manager&#39;s  706  “callback object.” If this is the first return response, the feed manager  706  will return the object array to the ticker API  704 , which in turn returns the object array to the ticker UI  702  to allow the ticker UI  702  to present the in-context data contained in the object array. The feed manager  706  will then call a HandleLoad function, for instance, to notify the ticker UI  702  that the information is available. 
     At a particular interval, the feed manager  706  calls an application  708  for new information. The business objects are returned to the feed manager  706  by the application  708  in an array, and the feed manager  706  checks that array with the saved array for different information. If the content has changed, then the feed manager  706  returns an object array to the ticker UI  702  and calls a HandleLoad function. The ticker UI  702  calls the ticker API  704  to stop a feed. The ticker API  704  calls the feed manager  706  to stop the feed, and the feed manager  706  stops the feed. 
     To obtain new ticker data, in an embodiment, the application(s)  708  calls the JSP  710  at a web server (which may be located at the distribution server  218 ). Java objects at the web server will then communicate with the database  208  to obtain the appropriate ticker information that match the IDs of the subject matter in the television program. The Java objects will then construct XML code from the ticker information obtained from the database  208 , and send the XML code to the corresponding application  708 . The application  708  then converts the XML code to local data objects, in one embodiment, and returns the object(s) to the ticker API  704  (or to the feed manager  706 ). The ticker API  704  subsequently sends the object(s) to the ticker UI  702  for display in the ticker  406 . 
     In an embodiment, one of the applications  708  can comprise an application to determine whether it is appropriate for the ticker UI  702  to render an in-context item. Alternatively or in addition, such an application can be a separate application  712  that performs ID detection and correlation. For example, the application  712  can comprise software to detect triggers sent along with television signals, extract subject matter IDs from the triggers, and then correlate or otherwise compare the extracted IDs with known ticker content IDs. Thus, if the ID extracted from the television signal by the application  712  is ID #20A1 for “Sonics basketball,” the application  712  compares this ID #20A1 to information in a database (such as the database  208 ), a lookup table, a data feed, or other ticker data source to determine if there is ticker content that exactly matches and is tagged with ID #20A1, or is sufficiently related (such as ID #20A for “basketball” ticker content in general or ID #20 for “sports” in general). 
     It is appreciated that the ticker content need not necessarily be tagged explicitly with IDs. For example, a lookup table can be provided that correlates to television subject matter IDs to ticker content subject matter (that do not have IDs). The application  712 , after obtaining the IDs for the television subject matter, consults this lookup table to determine the corresponding ticker content (such as “Sonic player Smith”). Once “Smith” is identified from the lookup table, the application  712  can parse, key word search, or otherwise search through the database  208  for ticker content related to “Smith.” 
     Once the application  712  determines that the appropriate ticker content under an ID is available (or otherwise identifies the available ticker content), the application  712  notifies the ticker API  704 , which then obtains the ticker content in a manner described in the preceding paragraphs. Alternatively or in addition, the application  712  can obtain this in-context ticker content directly from the JSP  710  and database  208 , and provide the obtained content to the feed manager  706  (as symbolically denoted in  FIG. 7  by a broken line  716 ) or to the ticker API  704 . Once the application  712  has identified and correlated the appropriate IDs and the appropriate in-context content has been obtained, the in-context content is propagated back to the ticker UI  702  in the manner described above for presentation to the viewer. 
     In an embodiment, the IDs associated with the television program can be obtained from a subject matter ID source  714 . In situations where the application  712  reads triggers, the ID source  714  can comprise video streams or video signals that are accompanied by triggers having IDs. In other implementations, the ID source  714  can comprise EPG data, close-captioning data, or other data that can be used to identify the subject matter of the television program. For embodiments where the EPG data or the close-captioning data may not necessarily be explicitly provided with IDs, the application  712  can parse this data for the relevant information, such as via a key word search. 
       FIG. 8  is a flowchart  800  illustrating operation of the context-sensitive ticker  406  according to an embodiment of the invention. Elements of the flowchart  800  may be embodied in software or other machine-readable instruction stored on a machine-readable medium, such as the storage medium  322 . Moreover, operations shown in the flowchart  800  need not necessarily occur in the exact order shown. 
     At a block  802 , a video program is received, such as a television signal that provides the television programs  404  for presentation on the display screen  402 . The application  712  identifies the subject matter of the currently tuned-to video program at a block  804 . As described above, this identification can be performed by examining triggers for IDs and extracting the IDs, parsing close captioning or EPG data, or via other suitable technique. 
     At a block  806 , the application  712  compares the identified subject matter with available ticker content. Again as described above, this may be performed by comparing the extracted IDs with ticker content IDs, parsing or key word searching ticker content repositories for in-context ticker items that match the subject matter of the video program, or other suitable technique. 
     If there is determined to be a (substantially exact) match at a block  808 , then the corresponding in-context ticker item(s) is dynamically obtained at a block  810  from sources of ticker data, such as from the database  208 . This operation at the block  810  is in contrast to current tickers that are integrated along with the television signal, where the tickers are generated at a production studio prior to broadcast of the television program and with a prior knowledge of the subject matter of the television program—rather, an embodiment of the invention dynamically “pulls” data for the ticker in response to the frequently changing subject matter of television programs. The obtained in-context ticker item(s) is presented in the ticker  406  at a block  812 . 
     If, back at the block  808 , it is determined that there is no substantially exact match, then the application  712  obtains the most closely related ticker content (e.g., the “best fit”) at a block  816 . For example, if there are no ticker items specifically related to Sonic player “Smith,” then the “best fit” ticker items that are obtained are general ticker items related to the Sonics or to basketball. The obtained “best fit” ticker items are then presented at the block  812 . It is noted that if no “best fit” ticker items are identified, then one embodiment of the ticker  406  continues scrolling its current contents (whatever they may be, whether in-context or not) on the display screen  402 , until new subject matter in the video program is detected that can be correlated to best fit ticker items, or until “best fit” ticker items become available for the video program subject matter. 
     At a block  814 , the application  712  detects a change in the current video program. This change may include a change in subject matter within the same video program, interruption of the current video program by a commercial, a change in television channels, or other types of changes or combinations thereof, which results in new subject matter being presented on the display screen  402 . This change can be accompanied by a new triggers, new close-captioning data, or by correlation of tuner activity to EPG data or other activity indicative of the change. 
     In response to the change, the application  712  identifies the new subject matter of the current video program at the block  804 . The flowchart  800  then repeats as described above to locate and present ticker content that is in-context with the new subject matter. 
     The above description of illustrated embodiments of the invention, including what is described in the Abstract, is not intended to be exhaustive or to limit the invention to the precise forms disclosed. While specific embodiments of, and examples for, the invention are described herein for illustrative purposes, various equivalent modifications are possible within the scope of the invention and can be made without deviating from the spirit and scope of the invention. 
     As an example, a satellite television (TV) delivery system may be implemented alternatively or in addition to a cable distribution system. A satellite TV delivery system may comprise a direct broadcast satellite (DBS) system. A DBS system may comprise a small 18-inch satellite dish (which is an antenna for receiving a satellite broadcast signal); a digital integrated receiver/decoder (IRD), which separates each channel, and decompresses and translates the digital signal so a television can show it; and a remote control. Programming for a DBS system may be distributed, for example, by multiple high-power satellites in geosynchronous orbit, each with multiple transponders. Compression (e.g., MPEG) is used to increase the amount of programming that can be transmitted in the available bandwidth. 
     A digital broadcast center (e.g., analogous to the head-end  106 ) may be used to gather programming content, ensure its digital quality, and transmit the signal up to the satellites. Programming may come to the broadcast center from content providers (TBS™, HBO™, CNN™, ESPN™, etc.) via satellite, fiber optic cable, and/or special digital tape. Satellite-delivered programming is typically immediately digitized, encrypted and uplinked to the orbiting satellites. The satellites retransmit the signal back down to every earth-station—or, in other words, every compatible DBS system receiver dish at customers&#39; homes and businesses. 
     Some programs may be recorded on digital videotape in the broadcast center to be broadcast later. Before any recorded programs are viewed by customers, technicians may use post-production equipment to view and analyze each tape to ensure audio and video quality. Tapes may then be loaded into a robotic tape handling system, and playback may be triggered by a computerized signal sent from a broadcast automation system. Back-up videotape playback equipment may ensure uninterrupted transmission when appropriate. 
     These and other modifications can be made to the invention in light of the above detailed description. The terms used in the following claims should not be construed to limit the invention to the specific embodiments disclosed in the specification and the claims. Rather, the scope of the invention is to be determined entirely by the following claims, which are to be construed in accordance with established doctrines of claim interpretation.