Patent ID: 7634785

Claim:
A targeted advertisement system, comprising: a digital video recorder (DVR) configured to record media content and maintain the recorded media content for on-demand viewing, the DVR further configured to provide a first data stream of the recorded media content for viewing when requested; an advertisement data store configured to maintain advertisements; an advertisement manager configured to: designate one or more advertisement regions in the recorded media content as the media content is being recorded, an advertisement region including a first boundary and a second boundary to designate the advertisement region in the recorded media content; monitor the first data stream of recorded media content when rendered for viewing; and detect that a playback position of the first data stream has crossed at least one of the first boundary or the second boundary of the advertisement region, and initiate that an advertisement obtained from the advertisement data store be provided as a second data stream to render the advertisement for viewing, wherein the DVR is further configured, when the first data stream is displayed in reverse order as rewinding, to detect that the second boundary of the advertisement region that is crossed before the first boundary, and play back the advertisement obtained from the advertisement data store in reverse order.