Patent ID: 7774815

Claim:
A method, comprising: receiving a television signal and presenting a video program provided by the received television signal on a display screen; identifying a first subject matter of the video program; selecting, from ticker data available for display in an interactive ticker, a first item with a subject matter that is related to the identified first subject matter of the video program, wherein the first item is not pre-selected, prior to presenting the video program, for display with the video program when requested by a viewer; providing the interactive ticker on the display screen with the video program having presented in the interactive ticker the first item, wherein the interactive ticker is a continuously scrolling ticker; and when the first subject matter changes to a second subject matter, selecting and presenting a second item from the ticker data in the interactive ticker, wherein the second item has a subject matter that is related to the second subject matter; wherein providing the interactive ticker on the display screen with the video program having presented in the interactive ticker the first item includes: correlating data associated with the first subject matter to data associated with subject matter of available ticker content; if the correlation determines that there is a match between the data associated with the first subject matter and the data associated with the subject matter of the available ticker content, obtaining the matching ticker content, wherein the matching ticker content is not pre-selected for display with the video program prior to presenting the video program; and presenting the matching ticker content in the ticker as the first item.