Patent ID: 7711313

Claim:
A hub computer system for optimizing play of media content, the hub computer system comprising: a first portion resident at a broadcast station, wherein the first portion is configured to: control at least a portion of the broadcast at the broadcast station based on a play list maintained at the broadcast station, wherein the play list is configured to identify media items to be broadcast; a second portion remote from the broadcast station and communicatively coupled with the first portion, wherein the second portion is configured to: monitor in real time an audience response corresponding to the broadcast station's broadcast of media content; receive from an advertiser an ad and a first level of audience response; identify a specific media item and a second level of audience response; dynamically instruct the first portion to preempt a prescheduled entry in the play list with the received ad if the monitored audience response exceeds the first level; and dynamically instruct the first portion to preempt a prescheduled entry in the play list with the identified specific media item if the monitored audience response is less than the second level.