Patent Publication Number: US-2016227270-A1

Title: Program guide system with advertisements

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     This application is a continuation of a pending U.S. patent application Ser. No. 11/901,004 filed Sep. 14, 2007, which is a divisional of U.S. application Ser. No. 10/947,545, now U.S. Pat. No. 7,281,261 filed Sep. 20, 2004, which is a continuation of U.S. patent application Ser. No. 09/070,604, filed Apr. 30, 1998, now abandoned, the disclosures of which are incorporated by reference herein in their entireties. 
    
    
     BACKGROUND OF THE INVENTION 
     This invention relates to interactive television program guides, and more particularly, to techniques for presenting advertising to users of such television program guides. 
     Cable, satellite, and broadcast television systems provide viewers with a large number of television channels. Viewers have traditionally consulted printed television program schedules to determine the programs being broadcast at a particular time. More recently, interactive electronic television program guides have been developed that allow television program information to be displayed on a viewer&#39;s television. 
     Interactive program guides are typically implemented on set-top boxes. Such program guides allow users to view television program listings in different display formats. For example, a user may instruct the program guide to display a grid of program listings organized in a channel-ordered or a time-ordered list. Users may also search and sort program listings by theme (e.g., movies, sports, etc.) or by title (i.e, alphabetically). A user may obtain additional information for a program by placing a highlight region on a desired program listing and pressing an “info” key. The user may purchase a pay program from the program guide or may set a reminder for a future program by placing the highlight region on a program listing and pressing an “OK” key. Some systems allow the user to select a program for recording by placing the highlight region on a program listing and pressing a “record” key. 
     Although interactive program guides facilitate the user&#39;s task of locating programming of interest, it would be desirable if more information and more options were available to the user. For example, it would be desirable if advertisements were available in the program guide to give the user access to more information and services. 
     It is therefore an object of the present invention to provide an interactive television program guide system that provides advertising on various program guide screens. 
     It is also an object of the invention to provide an interactive television program guide system with interactive advertising. 
     It is also an object of the invention to provide ways in which a user may navigate to various program guide advertisements. 
     SUMMARY OF THE INVENTION 
     These and other objects of the invention are accomplished in accordance with the principles of the present invention by providing a system having an interactive television program guide that provides advertising on various program guide screens. Banner advertisements may be displayed above and below a program listings region. The user may scroll the program listings in the program listings region by using a cursor key to move a highlight to the upper or lower banner advertisement and by then activating the cursor key another time. 
     Advertisements may contain text, graphics (including animation), and video. Advertisements may also contain a list of program options. 
     Embedded advertisements may be provided in the program listings region. The program guide may display such embedded advertisements immediately adjacent to a related program listing. For example, a program advertisement for “Seinfeld” may be placed immediately adjacent to a program listing for the channel NBC, which is the channel on which the program “Seinfeld” is scheduled to appear. 
     Panel advertisements may be provided adjacent to the program listings. A highlight may be navigated between the program listings in the program listings region and the panel advertisements using dedicated remote control navigation keys (e.g., keys labeled “A,” “B,” and “C”), each of which is associated with a particular region of the screen (e.g., one of the panel advertisements or the program listing region.) This type of arrangement may also be used to navigate to banner advertisements. 
     Another way in which to navigate to the panel advertisements is to use remote control cursor keys. If embedded advertisements are provided in the program listings region, they may be used as navigational bridges between the program listings region and the panel advertisements. The highlight may also be navigated from the program listings region to the panel advertisements without using such navigational bridges if desired. 
     Further features of the invention, its nature and various advantages will be more apparent from the accompanying drawings and the following detailed description of the preferred embodiments. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a diagram of a system in which an interactive television program guide is implemented in accordance with the present invention. 
         FIG. 2  is a diagram of a system similar to the system of  FIG. 1  showing how servers may be located at network nodes in accordance with the present invention. 
         FIG. 3  is a diagram of an illustrative program guide screen containing panel advertisements and a program listings region in accordance with the present invention. 
         FIG. 4 a    is a simplified plan view of an illustrative remote control in accordance with the present invention. 
         FIG. 4 b    is a simplified plan view of another illustrative remote control in accordance with the present invention. 
         FIG. 5  is a diagram of an illustrative program guide screen containing advertising information (text, graphics, and video) and, advertising options in accordance with the present invention. 
         FIG. 6  is a diagram of Illustrative advertising options in accordance with the present invention. 
         FIG. 7  is a diagram of an illustrative program guide screen containing panel advertisements and a program listings region having an embedded advertisement in accordance with the present invention. 
         FIG. 8  is a diagram of an illustrative program guide screen containing panel advertisements and a program listings region having an embedded advertisement that may be scrolled with the program listings in accordance with the present invention. 
         FIG. 9  is a diagram of an illustrative, program guide screen containing panel advertisements and a program listings region having an embedded advertisement with a fixed location within the program listings in accordance with the present invention. 
         FIG. 10  is a diagram of an embedded advertisement arrangement in which the user may page through the program listings without disturbing the position of the advertisement in accordance with the present invention. 
         FIGS. 11   a,    11   b , and  11   c  are diagrams illustrating how an embedded advertisement may be introduced into a program listings region in real time using a graphics special effect in accordance with the present invention. 
         FIGS. 12 a  and 12 b    are diagrams illustrating how a user may navigate a highlight to selectable logos in accordance with the present invention. 
         FIG. 13  is a diagram of an illustrative program guide screen containing panel advertisements and a program listings region having two embedded advertisements that may be used as navigational bridges in accordance with the present invention. 
         FIG. 14  is a diagram of an illustrative program guide screen containing panel advertisements and a program listings region from which the user may directly navigate to the panel advertisements in accordance with the present invention. 
         FIG. 15  is a diagram of an illustrative program guide screen containing banner advertisements and a program listings region between which the, user may navigate using special navigation keys in accordance with the present invention. 
         FIG. 16  is a diagram of an illustrative program guide screen containing banner advertisements that shows how a user may scroll program listings by depressing a cursor key after having navigated a highlight to one of the banners in accordance with the present invention. 
         FIG. 17  is a diagram of ah illustrative program guide screen containing panel advertisements and a selectable program-related banner advertisement in accordance with the present invention. 
         FIG. 18  is a diagram of an illustrative program guide screen that may be provided when the user selects a program-related advertisement such as the program-related banner advertisement of  FIG. 17  in accordance with the present invention. 
         FIG. 19  is a diagram of an illustrative program guide screen that may be provided when the user selects a pay-per-view program-related advertisement in accordance with the present invention. 
         FIG. 20  is a diagram of an illustrative program guide screen with banner advertisements (upper screen), an illustrative screen that may be provided when a pay-per-view program-related advertisement is selected (middle screen), and an illustrative screen that may be provided when a non-pay-per-view program related advertisement is selected (lower screen) in accordance with the present invention. 
         FIG. 21  is a diagram of an illustrative program guide screen containing a program listings region with an embedded advertisement that has been automatically positioned immediately adjacent to an associated program listing in accordance with the present invention. 
         FIG. 22  is a diagram illustrating how a program guide in accordance with the present invention may provide a program guide screen containing advertisements related to a particular channel (upper screen) and how selection of such an advertisement may direct the program guide to present a program guide screen containing a time-ordered list of program listings for that channel (lower screen) in accordance with the present invention. 
         FIG. 23  is a flow chart of steps involved in presenting selectable advertisements and in taking suitable actions when such advertisements are selected using a program guide in accordance with the present invention. 
     
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS 
     An illustrative program guide system  30  in accordance with the present invention is shown in  FIG. 1 . Main facility  32  contains a program guide database  34  for storing program guide information such as television program guide listings data, pay-per-view ordering information, television program promotional information, etc. Main facility  32 . also contains an advertising database  36  for storing advertising information. Information from databases  34  and  36  may be transmitted to television distribution facility  38  via communications link  40 . Link  40  may be a satellite link, a telephone network link, a cable or fiber optic link, a microwave link, a combination of such links, or any other suitable communications path. If it is desired to transmit video signals (e.g., for advertising and promotional videos) over link  40  in addition to data signals, a relatively high bandwidth link such as a satellite link is generally preferable to a relatively low bandwidth link such as a telephone line. 
     Television distribution facility  38  is a facility fox distributing television signals to users, such as a cable system headed, a broadcast distribution facility, or a satellite television distribution facility. 
     The program guide information transmitted by main facility  32  to television distribution facility  38  includes television program listings data such as program times, channels, titles, descriptions, etc. Transmitted program information also includes pay program data such as pricing information for individual programs and subscription channels, time windows for ordering programs and channels, telephone numbers for placing orders that cannot be impulse ordered, etc. The advertising information transmitted by main facility  32  to television distribution facility  38  includes text, graphics, and video advertisements for various products and services. If desired, some of the program guide and advertising information may be provided using data sources at facilities other than main facility  32 . For example, data related to pay program order processing (e.g., billing data and the like) may be generated by an order processing and billing system that is separate from main facility  32  and separate from television distribution facility  38 . Similarly, advertising information may be generated by an advertising facility that is separate from main facility  32  and television distribution facility  38 . 
     Regardless of its source, advertising Information may be maintained on a server  42  within television distribution facility  38  if desired. Server  42  may be capable of handling text, graphics, and video. 
     Television distribution facility  38  distributes program guide and advertising information to the user television equipment  44  of multiple users via communications paths  46 . User television equipment  44  may be any suitable equipment for providing television to the user that contains sufficient processing capabilities to implement an interactive television program guide. Paths  46  may be cable links, fiber optic links, satellite links, broadcast links, or other suitable link or combination of such links. Any suitable communications scheme may be used to transmit data over paths  46 , including in-band transmissions, out-of-band transmissions, digital transmissions, analog transmissions, cable transmissions, satellite transmissions, over-the-air transmissions, multichannel multipoint distribution services (MMDS) transmissions, etc. 
     If desired, program guide data may be distributed over an out-of-band channel on paths  46  or over an in-band path such as the vertical blanking interval (VBI). Advertising information may be distributed using any of a number of suitable techniques. For example, text and graphics advertisements may be distributed over an out-of-band channel using an out-of-band modulator. Video advertisements may also be distributed in this way, although large quantities of video information may be more efficiently distributed using one or more digital channels on path  46 . Such digital channels may also be used for distributing text and graphics. 
     Each user has a receiver, which is typically a set-top box such as set-top box  48 , but which may be other suitable television equipment such as an advanced television receiver into which circuitry similar to set-top-box circuitry has been integrated or a personal computer television (PC/TV). Program guide data is distributed to set-top boxes  48  periodically. Television distribution facility  38  may also poll set-top boxes  48  periodically for certain information (e.g., pay program account information or information regarding programs that have been purchased and viewed using locally-generated authorization techniques). Main facility  32  preferably contains a processor to handle information distribution tasks. Each set-top box  48  preferably contains a processor to handle tasks associated with implementing a program guide application on the set-top box  48 . Television distribution facility  38  may contain a processor for handling tasks associated with the distribution of program guide and advertising information. 
     Each set-top box  48  is typically connected to an optional videocassette recorder  50  so that selected television programs may be recorded. Each videocassette recorder  50  is connected to a television  52 . To record a program, set-top box  48  tunes to a particular channel and sends control signals to videocassette recorder  50  (e.g., using infrared transmitter  43 ) that direct videocassette recorder  50  to start and stop recording at the appropriate times. 
     During use of the interactive television program guide implemented on set-top box  48 , television program listings may be displayed on television  52 . Each set-top box  48 , videocassette recorder  50 , and television  52  may be controlled by one or more remote controls  54  or any other suitable user input interface such as a wireless keyboard, mouse, trackball, dedicated set of keys, etc. 
     Communications paths  46 , preferably have sufficient bandwidth to allow television distribution facility  38  to distribute scheduled television programming, pay programming, advertising and other promotional videos, and other video information to set-top boxes  44  in addition to non-video program guide, and advertising data. Multiple television and audio channels (analog, digital, or both analog and digital) may be provided to set-top boxes  48  via communications paths  46 . If desired, program listings and advertising information may be distributed by one or more distribution facilities that are similar to but separate from television distribution facility  38  using communications paths that are separate from communications paths  46 . 
     Certain functions such as pay program purchasing may require set-top boxes  48  to transmit data to television distribution facility  38  over communications paths  46 . If desired, such data may be transmitted over telephone lines or other separate communications paths. If functions such as these are provided using facilities separate from television distribution facility  38 , some of the communications involving set-top boxes  48  may be made directly with the separate facilities. 
     Users may interactively order additional information, products, or services. Such orders may be satisfied by fulfillment facilities  49  and  51 . If desired, orders may be transmitted directly to fulfillment facilities such as fulfillment facility  51  via links  53 , which may be telephone links, the Internet, or other suitable communications links. Orders may also be transmitted to television distribution facility  38  via links  4   6 , where the billing system of the television distribution facility may be used. After the television distribution facility  38  has processed the user&#39;s order, television distribution facility  38  may transmit the order to fulfillment facility  49  via link  55 . 
     A number of suitable techniques may be used to distribute videos related to advertising. For example, if each path  46  includes a number of traditional analog television channels, one or more of these channels may be used to support a number of digital channels. The bandwidth of each analog channel that is used to support digital channels may support ten or more of such digital channels. If desired, videos may be provided from server  42  in a continuously looped arrangement on these digital channels. Information provided to set-top box  48  may then be used to determine which digital channels to tune to when it is time to display a desired video. Alternatively, videos may be provided on demand. With this approach, set-top box  48  and server  42  may negotiate to determine a channel on which to provide the desired video. Videos that originate from main facility  32  or a separate facility are preferably distributed to user television equipment  44  using these or other suitable techniques. 
     As shown in  FIG. 2 , the capabilities of server  42  may be provided using servers  56  located at network nodes  58 . Servers such as servers  56  may be used instead of server  42  or may be used in conjunction with a server  42  located at the television distribution facility. 
     Graphics information for advertisements may be downloaded periodically (e.g., once per day) to set-top boxes  48  of  FIG. 1  and stored locally. The graphics, information may be accessed locally when needed by the program guide implemented on set-top box  48 . Alternatively, graphics information may be provided in a continuously-looped arrangement on one or more digital channels on paths  46 . With such a continuously-looped arrangement, a map indicating the location of the latest graphics information is preferably downloaded periodically to set-top boxes  48  (e.g., once per day). This allows the content on the digital channels to be updated. The program guides on set-top boxes  48  may use the map to locate desired graphics information on the digital channels. Another approach involves using a server such as server,  42  or servers  56  ( FIG. 2 ) to provide the graphics information after a set-top box  48  and that server have negotiated to set up a download operation. A bitmap or other suitable set of graphics information may then be downloaded from the server to the set-top box. If desired, the server may download instructions informing the set-top box where the desired graphics information can be located on a particular digital channel. The graphics information can be updated periodically if the server that is responsible for downloading the instructions for informing the set-top box of the location of the graphics information is also updated periodically. 
     Text information for advertisements may be provided to set-top boxes  48  using the same paths that are used for distributing program guide data. For example, advertising data from database  36  of  FIG. 1  may be provided to set-top boxes  48  using link  40 , television distribution facility  38 , and paths  46 . The text information may be stored locally in set-top boxes  48  and updated periodically (e.g., once per day). 
     Text information, graphics information, and videos for advertisements may also be distributed using a combination of these techniques or any other suitable technique. 
     If desired, advertising related information (whether video, graphics, text, or a combination of video, graphics, and text) may be presented to the user based on the user&#39;s interests, as determined by the user&#39;s interactions with the program guide. This is described in Knudson et al. U.S. patent application Ser. No. 09/034,939, filed Mar. 4, 1998, which is hereby incorporated by reference herein in its entirety. 
     As shown in  FIG. 3 , the program guide of the present invention may display a program guide screen such as by time listings screen  60  that contains advertising information in the form of panel advertisements  62  and  64 . Although the advertisements depicted in  FIG. 3  are shown in the context of a by time program guide listings screen, advertisements may be displayed as part of any program guide screen if desired. Examples of program guide screens on which advertisements may be displayed Include a menu screen, a by channel listings screen, a screen containing program listings for premium channels, a pay-per-view listings screen, a screen containing programs for a particular genre of programming, a help screen, a music channel menu, a search screen, etc. 
     The content of advertisements  62  and  64  may be cycled over a suitable time period (e.g., every few seconds) if desired. Transitions between advertisements such as advertisements  62  and  64  or advertisements of any other format that are cycled may be abrupt or may involve a gradual fade, dissolve, wipe, morph, or other suitable special effect. If the user has highlighted a particular advertisement, the program guide may inhibit cycling of that advertisement. 
     Each advertisement may have a label that corresponds to a key on a remote control that the user may press to access the advertisement. For example, advertisement  62  has label  66  (i.e., the letter “A”) and advertisement  64  has label  68  (i.e., the letter “B”). Other areas on the program guide screen may also be provided with such labels if desired. For example, program listings region  70  has label  72  (i.e., the letter “C”). 
     A suitable remote control that may be used to navigate between advertisement  62 , advertisement  64 , and program listings region  70  is shown in  FIG. 4 a   . When the user presses navigation keys  86   a  (i.e., the “A”), the program guide highlights advertisement  62  of  FIG. 3 , which is the region of the program guide screen containing label  66  (the letter “A”). When the user presses navigation key  86   b,  the program guide highlights advertisement  64  of  FIG. 3 , which is the region of the program guide screen containing label  68  (the letter “B”). When the user presses navigation key  86   c,  the program guide places a highlight region such as highlight  87  of  FIG. 3  on one of the program listings in program, listings region  70 , which is the region of program guide screen  60  containing label  72  (the letter “C”). 
     Remote control  74  of  FIG. 4 a    has channel up and down keys  76 , numeric keys  78 , up, down, right, and left cursor keys  80 , a select or “OK” key  82 , and functions keys  84 . Function keys  84  may include a “menu” key, an “exit” key, a “guide” key, and keys for other program guide functions. Various other keys such as a power on/off key, volume control keys, etc. are typically provided on remote control  74 , but are not shown in  FIG. 4 a    to avoid over-complicating the drawing. 
     If desired, a remote control may be provided that has dedicated buttons  75  with the same shape and layout as the advertisements and program listings on the display screen, as shown in  FIG. 4   b.  Pressing button  75   a  takes the user to the upper panel advertisement. Pressing button  75   b  takes the user to the lower panel advertisement. Pressing button  75   c  takes the user to the program listings region. 
     As shown in  FIG. 3 , program guide screens such as screen  60  may be provided with a cable system operator (“MSO”) logo  88  and a logo  90  for the provider of the program guide. Any other suitable logos may be provided if desired. A title  92  may be provided to indicate the type of program guide screen that is currently being displayed. The current time and the channel to which set-top box  48  is tuned may be displayed in current time and channel region  93 . 
     Program listings  95  in program listings region  70  may be arranged in a channel ordered list (in the vertical dimension) and by time (in the horizontal orientation). Program listings region  70  typically contains program title information for various television programs and may include descriptive information such as plot summaries, actors, ratings, etc. 
     Advertisements such as advertisements  62  and  64  may include text, graphics, and video information. A user may select an advertisement of interest by highlighting that advertisement using navigation keys  86  and pressing “OK” key  82  of remote control  74  ( FIG. 4 ). The program guide may take various actions when an advertisement is selected by the user. For example, the program guide may provide a screen such as screen  94  of  FIG. 5  that contains text advertising information  96 , graphics advertising information.  98  (which may include animation), and video advertising information  100 . Screen  94  may also contain advertising options  102  that provide the user with further opportunities to View information, place an order, etc. 
     The action taken by the program guide when a user selects an advertisement varies depending on the type of advertisement. For example, if the advertisement is a promotion for a television program, the program guide may provide the user with an opportunity to tune to the program (if it is currently being broadcast) or to set a reminder for the program (if it is to be broadcast in the future). If the program being promoted in the advertisement is a pay-per-view program, the program guide may provide the user with an opportunity to order the program. If the advertisement is a promotion for a television channel, the program guide may display program listings for that channel. 
     When an advertisement is a promotion for a television program or channel, text advertising information  96  may be text describing the program or channel, graphics information may be a still image of the actors in the program or a graphic image of a logo. Video advertising information  100  may be a promotional video of the program or upcoming programming on the channel. Screen  94  may contain some or all of these different types of advertising media. 
     If the advertisement is not directly related to a television program or channel (i.e., the advertisement is a conventional advertisement), the program guide may provide the user with an opportunity to purchase the product or service being advertised. The program guide may also allow the user to view more information on the product or service being advertised. In this situation, the text advertising information  96  of  FIG. 5  may be a description of the product or service, the graphics advertising information  98  may be an image of the product or service, and the video advertising information  102  may be a video promotion of the product or service. Advertising options  102  may allow the user to order more information or a brochure, to view a video of the product, or to request a call from a salesperson, etc. 
     For example, if the item being advertised in an advertisement is a new truck, the program guide may provide advertising options  104  of  FIG. 6 . Advertising options  104  may be presented as part of screen  94 , in place of screen  94 , or as part of the advertisement itself. Typical options related to advertising a new truck include an option  106  to request a brochure, an option  108  to view a video tour of the new truck, an option  110  to view a list of local dealers, an option  112  to view or request financing information, or an option  114  to purchase the truck. Additional options may be accessed by scrolling up or down, as indicated by arrows  116 . 
     As shown in  FIG. 7 , an embedded selectable advertisement  118  may be provided within program listings region  120  of program guide screen  122 . The user may access region  120  by pressing the “C” navigation key  86   c  on remote control  74  ( FIG. 4 a   ). Selecting program listings region  120  causes the program guide to display highlight  122  at a suitable location within the program listings region. For example, highlight  122  may be placed on the program listing that was most recently highlighted or may be placed on the program listing at the top of program listings region  120 . 
     Advertisement  118  may be fixed or may scroll with the program listings. If advertisement  118  scrolls with the program listings in region  120 , pressing the down cursor key  80  when the highlight is on the program listing for channel 9 as shown in  FIG. 7  will cause the listings to scroll to the positions shown in  FIG. 8 . As shown in  FIG. 8 , highlight region  122  has moved to the program listing for the next program in region  120  (i.e., the listing for channel  10 ). Moreover, advertisement  118  has moved up one line relative to its position in  FIG. 7 . Using the up cursor key  80  when highlight  122  is in the top position of program listings region  120  causes the program listings in region  120  and advertisement  118  to scroll in the downward direction. 
     If advertisement  118  has a fixed position in program listings region  120 , scrolling up or down with cursor keys  80  does not affect the position of advertisement  118 , but merely moves the program listings. If the down cursor key is pressed when highlight is positioned on top of the channel 9 program listing as shown in  FIG. 7 , the position of advertisement  118  remains unchanged, but the program listings move up one line and highlight  112  is placed on top of the program listing for channel  10 , as shown in  FIG. 9 . 
     If desired, the program guide may allow the user to page through various program listings while the position of an advertisement in the program listings remains fixed, as shown in  FIG. 10 . To page through the program listings, the user may use remote control page up and down keys (shown as functions keys  84  in  FIG. 4 a   ). Alternatively, the program guide may provide a new page of program listings whenever the user activates the down cursor key after positioning the highlight on the last program listing on the page (e.g., the listing for channel 6 on the upper screen of  FIG. 10 ). 
     As shown in  FIGS. 11   a,    11   b,  and  11   c,  an advertisement may be inserted into a program listings region dynamically, using graphics animation. In  FIG. 11   a,  program listings region  124  contains only program listings  126 . After a suitable time interval (e.g., a few seconds after the program guide presents screen  124  of  FIG. 11 a   ), the program guide may generate an animated graphic advertisement that appears to slide into the program listings region  124  dynamically, as shown in  FIG. 11   b.  When the animated sliding movement is complete, the program listings region  124  appears as shown in  FIG. 11   c,  with advertisement  128  embedded in program listings  12   6 . The animated movement shown in  FIGS. 11   a,    11   b,  and  11   c  is illustrative only. Any other suitable type of special effect may be used to display advertisement  128 . Examples of special effects that may be used include fades, wipes, bounces, and morphs. 
     As shown in  FIGS. 12 a    and  12   b,  the program guide may allow the user to position highlight region  138  on logos such as MSO logo  130  and program guide provider logo  132  that are not in the program listings region  136 . In the arrangement shown in  FIG. 12   a,  the user may navigate to logo  130  from advertisement  134  using an up cursor key  80 . The user may navigate from logo  130  to advertisement  134  using a down cursor key  80 . Navigation between logo  130  and logo  132  may be accomplished using left and right cursor keys. In the arrangement of  FIG. 12   b,  navigation to guide provider logo  132  is also possible using the up cursor key from program listings region  136 . Initially, pressing the up cursor key  80  scrolls the program listings in program listings region  136 . After the user has scrolled to the first program listing in the list (e.g., channel 1), further use of the up cursor key  80  causes highlight region  138  to be repositioned from the channel 1 program listing to logo  132 , as shown in  FIG. 12   b.    
     If the user selects MSO logo  130 , the program guide may provide additional information on MSO services. If the user selects guide provider logo  132 , the user may be provided with program guide help. These are only examples of the types of information that may be accessed by selecting logos. Any other suitable type of information or program guide function may be accessed in this way if desired. 
     As shown in  FIG. 13 , program listings region  140  may contain more than one embedded advertisement. Embedded advertisements such as advertisements  142  and  144  may be used as navigational bridges between the program listings region  140  and advertisements such as panel advertisements  146  and  148 . For example, if the user positions highlight  150  on advertisement  142  as shown in  FIG. 13 , depressing the left cursor key  80  directs the program guide to reposition highlight  150  on advertisement  146 . The user may navigate back to advertisement  142  in program listings region  140  using right cursor key  80 . If the user positions highlight  150  on advertisement  144 , depressing the left cursor key  80  directs the program guide to reposition highlight  150  on advertisement  148 . The user may navigate between advertisements  146  and  148  using up and down cursor keys  80 . 
     When the user has positioned highlight  150  on one of program listings  152  in program listings region  140 , subsequent use of the left and right cursor keys  80  directs the program guide to display program listings for different times. In the example of  FIG. 13 , pressing the right cursor key  80  directs the program guide to display program listings for 5:30 PM and 6:00 PM in place of the program listings already displayed for 5:00 PM and 5:30 PM. Pressing the left cursor key  80  directs the program guide to display program listings for 4:30 PM and 5:00 PM in place of the program listings already displayed for 5:00 PM and 5:30 PM. 
     With the arrangement of  FIG. 13 , the user may navigate from program listings region  140  to advertisements  146 , and  148  using advertisements  142  and  144  as navigational bridges even when the current time (2:03 in the example of  FIG. 13 ) is earlier than the starting time period for the displayed program listings (5:00). 
     In the arrangement of  FIG. 14 , the user navigates between the program listings region and advertisements  154  and  156  by repeatedly pressing the left cursor key  80  until the starting time period for the program listings has been reduced to match the current time (within, e.g., a 30 minute window). This is shown in  FIG. 14 , in which the starting time  162  of the program listings has been reduced-to 2:00 PM to bring it in line with the current time  164  (2:03 PM) by repeated pressing of the left cursor key  80  while the highlight  158  was on one of the program listings  166  or on advertisement  160 . 
     When the left cursor key  80  is pressed, the program guide may position highlight  158  on the nearest adjacent advertisement (i.e., advertisement  154  when highlight  158  is on a program listing on the upper portion of the screen or advertisement  156  when highlight,  158  is on a program listing on the lower portion of the screen). If desired, the program guide may position highlight  158  on one of the advertisements based on some other criteria, (e.g., always on the upper advertisement, always on the advertisement for which a greater fee has been paid, etc.) 
       FIG. 15  shows how the program guide may provide advertisements in the form of banner advertisements  168  and  170  positioned above and below the program listings region  172 . Advertisement  170  is shown as containing video  171 .  FIG. 15  shows how advertisements  168  and  170  and program listings region  172  may have labels  174  to assist in navigation between portions of the screen when using special navigational keys such as navigation keys  86  on remote control  74  of  FIG. 4   a.  When the user presses navigation key  86   a  of remote control  74 , the program guide positions highlight  176  on banner advertisement  168 . When the user presses navigation key  86   b  of remote control  74 , the program guide positions highlight  176  on banner advertisement  170 . When the user presses navigation key  86   c  of remote control  74 , the program guide positions highlight  174  on one of the program listings in program listings region  172  (e.g., the uppermost program listing or the most recently highlighted program listing). If desired, numeric keys may be used as the special navigation keys, rather than dedicated keys  86   a,    86   b  and  86   c.    
       FIG. 16  shows how the program guide may allow the user to navigate to banner advertisements such as banner advertisements  178  and  180  from program listings region  182  without the use of navigation keys such as dedicated navigation keys  86   a,    86   b,  and  86   c  of remote control  74  ( FIG. 4 a   ). With the arrangement illustrated in  FIG. 16 , when the user has positioned highlight  184  on the lowermost program listing in program listings region  182  (i.e., the channel 5 program listing as shown in the upper screen of  FIG. 16 ), subsequent activation of down cursor key  80  directs the program guide to reposition highlight region  184  on lower banner advertisement  180 , as illustrated in the middle screen of  FIG. 16 , rather than immediately scrolling the program listings in program listings region  182 . Further activation of down cursor key  80  directs the program guide to display the next page of program listings in program listings region  182 , as shown in the lower screen in  FIG. 16 , while repositioning highlight  184  on banner advertisement  178 . The user may then activate down cursor  80  to position highlight  184  on a desired listing. 
     The user may navigate to upper banner advertisement  178  using the up cursor key  80 . When the user has positioned highlight  184  on the uppermost program listing in program listings region  182 , subsequent activation of up cursor key  80  directs the program guide to reposition highlight region  184  on upper banner advertisement  178 . Activation of up cursor key  80  when highlight region  184  is positioned on advertisement  178  directs the program guide to display the previous page of program listings in program listings region  182 , while repositioning highlight region  184  on banner advertisement  180 . The user may then activate up cursor  80  to position highlight  184  on a desired listing. 
     Advertisements may be used to promote any desired type of product or service. When advertisements are used to promote television programs, the program guide may allow the selection of an advertisement to provide access to program guide features that might otherwise be accessed by selecting a program listing from a program guide screen. Features that may be accessed in this way include viewing (tuning to) a program, recording a program, setting a reminder for a program, etc. This allows advertisements to be used to promote programs, thereby generating revenue and increasing the user&#39;s awareness of the availability of the advertised programs, while continuing to provide the user with the same program guide features with which the user is most familiar. 
     For example, if the user selects advertisement  186  of  FIG. 17  for the program “ER,” the program guide may present screen  188  of  FIG. 18 , which contains a program description  190  for an episode of ER, advertisements  192  and  194 , and program options  196 . Program options  196  include “exit” (to exit screen  188 ), “view” (to tune to the channel for ER), and “record” (to instruct the program guide implemented in set-top box  48  to direct videocassette recorder  50  to record ER). Other options may be accessed by using left and right cursor keys  80 , as indicated by arrows  198 . 
     The program options that may be provided depend on the type, of program being advertised in the selected advertisement. For example, if a selected advertisement is for a future program, the program guide might provide the user with an opportunity to set a reminder for the program. As shown in  FIG. 19 , if an advertisement for a pay-per-view program is selected, the user may be presented with an option  200  to order the program. Screen  202  also contains program descriptions  204  and  206 , title  208 , logos  210 , and an area  212  containing a video of the program (which may be provided, e.g., over a digital channel on path  46 ), a still image, or other such material. 
     The descriptions provided in descriptions regions such as those for descriptions  204  and  206  may be promotional descriptions that are specifically designed to attract viewer interest or may be more neutral reviews of the program being described. 
     Screen  213  of  FIG. 20  contains banner advertisement  214  for a pay-per-view program and banner advertisement  216  for a series. Program listings region  218  contains an embedded advertisement  220 . Navigation between the advertisements and program listings of screen  213  may be accomplished using up and down cursor keys as shown in  FIG 16 . 
     If the user selects advertisement  214  of  FIG. 20 , the user is presented with screen  222 . Because the program “Volcano” that is the subject of advertisement  214  is a pay-per-view program, selecting advertisement  214  directs the program guide to display pay-per-view program options  224  as part of pay-per-view description box  226 . Program options  224  include options to buy the program Volcano (e.g., by impulse ordering or by calling a certain telephone number), to record the program, or to cancel the presentation of box  226  and options  224 . Box  226  may also include information  230  on the channel and airtimes of the program of interest. With the arrangement of screen  222 , the uppermost program listing from program listings region  218  of screen  213  (i.e., the program listing  228  for the program “Andy Griffith”) is still displayed. This provides the user with a visual cue that the program listings of program listings region  218  are still available if the user selects “cancel.” 
     If the user selects advertisement  216  of  FIG. 20 , the user is presented with screen  232 . Because the program “ER” that is the subject of advertisement  216  is not currently being broadcast and is not a pay-per-view program, selecting advertisement  216  directs the program guide to display program options  234  as part of description box  236 . Program options  234  include options to set a reminder for the program (so that the program guide will generate a reminder message when the program is about to be aired), to record the program, or to cancel. With the arrangement of screen  23 . 2 , the uppermost program listing from program listings region  218  of screen  213  (i.e., the program listing  238  for the program “Andy Griffith”) is still displayed. This provides the user with a visual cue that the program listings of program listings region  218  are still available if the user selects “cancel.” 
     When the program guide displays screens  222  and  232 , the program descriptions information and program options are displayed on the lower portion of the screen, so that upper banner advertisement  214  is not blocked. Logos  240  and  242  may be displayed on screens  213 ,  222 , and  232 . The current time and channel to which set-top box  48  is tuned may be displayed simultaneously or periodically (e.g., alternating every few seconds) in region  244 . The title of the program guide, display screen may be displayed in region  246 . 
     As shown in  FIG. 21 , the program guide may automatically position embedded advertisements such as embedded advertisement  248  immediately adjacent to the program listings for the channel (e.g., channel 1) that the embedded advertisement is promoting. For example, advertisement  248  may contain text and graphics that promote program “X” on channel 1. Advertisement  248  is immediately adjacent to program listing  252  for channel 1. The content of the embedded advertisement need not be directly related to the promotion of the adjacent program, but may be related to the adjacent program in some other way. For example, an embedded advertisement for football souvenirs may be placed immediately adjacent to the program listing for a football game. If desired, the program guide may provide the user with an opportunity to purchase an advertised product by selecting such an advertisement. Because advertisements such as advertisement  248  may contain colorful text, graphics (including animation), and video that attract the user&#39;s attention to the subject of the advertisement, placing such advertisements adjacent to their associated program listings may increase the user&#39;s interest in the program listings. Embedded advertisements may be repositioned with the program listings (e.g., during scrolling or paging of the program listings by the user), so that they remain immediately adjacent to their associated program listings. 
     If the embedded advertisement is for a program, users who are attracted to the advertisement does not have to scroll through the listings (potentially for many pages) to locate the program listings for the program being promoted. This provides the user with a simple visual indication of the association between, e.g., the channel 1 program listing and the adjacent embedded advertisement. It also provides the user with access to both the original program listing for the program and the advertisement. Because the content of the description and the options that are available may differ between the program listing and the advertisement, access to both the program listings and the advertisement provides the user with more options. 
     Moreover, users who are interested in certain program listings often revisit those program listings. The advertising space adjacent to such program listings may therefore be desirable for certain advertisers. Routinely positioning embedded advertisements immediately adjacent to associated program listings, may increase the value of such embedded advertisements to advertisers. 
     As shown in  FIG. 22 , advertisements may be related to a particular channel (e.g., the channel “HBO”). If the user selects HBO advertisement  252  of screen  254 , the program guide may present a screen such as screen  256 . Screen  256  contains an advertisement  258  that is related to HBO. Advertisement  258  is shown as containing a graphic image  260 , but may contain any suitable combination of text, graphics (including animation), and video. Program listings region  262  contains a time-ordered list of programs scheduled to appear on HBO. Highlight  264  in screen  256  is positioned on top of a menu option  266  for the channel “HBO.” The user can navigate to menu option  268  (for the channel “SHO”) and menu option  270  (for the channel “TBS”): using left and right cursor keys  80 . Additional channels can be accessed by further use of the left and right cursor keys  80 , as indicated by arrows  272 . The current time  274  and logos  276  may be displayed on both screens  254  and  256 . 
       FIG. 23  is a flow chart of illustrative actions that may be taken by the program guide when the user selects an advertisement. At step  278 , the program guide displays a selectable advertisement as part of a suitable program guide screen. At step  280 , the user may use a remote control such as remote control  74  of  FIG. 4 a    to select a desired advertisement. Selecting an advertisement involves navigating to the advertisement by positioning a highlight on the advertisement with cursor keys  80  and activating a select or “OK” key  82 . Any suitable type of highlight may be used to highlight the advertisement, including highlights based on changes in color, shading, outlines, etc. 
     The type of action that the program guide takes next depends on the type of advertisement selected by the user. Actions that may be taken include: tuning to a channel (step  282 ), setting a reminder for a program (step  284 ), recording a program (step  286 ), arranging for the purchase of a pay-per-view program (step  288 ), arranging for the purchase of a video-on-demand (VOD) program (step  290 ), displaying program listings (step  292 ), displaying additional information (step  294 ), processing an inquiry for additional information such as a brochure request, etc. (step  296 ), and arranging for the purchase of goods or services (step  298 ). The program guide may perform these steps separately or in any suitable combination. 
     The foregoing is merely illustrative of the principles of this invention and various modifications can be made by those skilled in the art without departing from the scope and spirit of the invention.