NO320345B1 - An intelligent system for integrated television communication and advertising, especially related to events and socio-economic targeting of the viewers. - Google Patents

Description

Description

The subject of the invention

The present invention generally relates to the subject of avertissement at events, on the site of the event, advertising integrated into subsequent television broadcasts of such activities, the combination of on-site advertising and broadcasting of the combined message (on-site and event advertising) and frameworks for controlling and manage (manage) such advertising systems, where the commercial message can be targeted according to the socio-economic profiles of the viewers.

In particular, the invention relates to a method for integrated TV message transmission for direct broadcast of events or events and later rebroadcasts of such events, using at least one TV camera at the venue, where at least one TV camera is able to establish at least one parameter among environmental and behavioral parameters, and represents a mandatory sensor in a set of at least one sensor among environmental sensors and behavioral sensors at the venue. This at least one sensor is connected to a control unit.

The present invention is a further development of the applicant's previous Norwegian patent no. 316485 and international patent application no. PCT/NO03/00308.

Background

The challenge of broadcasting and distributing event messages electronically to remote viewers, from a mobile or fixed studio, in a timely manner, such as activities at a sports arena or track, concert venue, event at a horse, car or racing track, city or rural activities, natural or in nature activities involving people, animals, machines or vehicles related to sports, leisure activities, work or the like, to pass on messages or activities from one place to another within a defined area such as a trading house, building, sports arena or orbit, one needs a fairly sophisticated broadcasting facility. Outside of a fixed studio, this necessitates an "Outside Broadcasting facility" (OB), which includes a selection of both technical and production-related events, TV or image signal contributions and direct transmission both with ground-based lines and/or satellite communication. Such facilities will most likely involve, but are not limited to, a Mobile Control Room (MCR) for coordinating the event in question, mobile editing unit, portable hand-held editing unit, associated software with "fly away" capability, cameras, video machines, virtual playback, super "slow motion" systems, standard lighting systems and specialized systems such as "intellabeams" (intelligent lighting systems) and digital dimmers, mobile generators, microwave link adapted to different frequencies etc.

In order to convey electronic advertising from such events or events, the traditional way has been to interrupt the regular program with advertising breaks, fit advertising into natural stops in the event, such as the breaks between rounds in a boxing match, or to place passive signs, mechanical scoreboards or even non-intelligent electronic screens, such as stationary display units at the location or attached to the objects that are at the center of the events, such as printed advertisements on racing cars, on the clothing of football players, on skis (downhill, cross-country etc), on artists etc.

Known techniques

US Patent No. 6408278 discloses an information core system for displaying still images or video. The system consists of, among other things, of a control unit that can select screen content in accordance with, for example, socio-economic or behavioral parameter values.

Norwegian patent no. 316,485, belonging to the owner of this invention, demonstrates a system for "out of home" marketing using, for example, display units at locations where both behavioural, socio-economic and environmental parameters are taken into account when the avertissement is changed or replaced on the display unit. This known technique does not deal with television broadcasting situations.

Some known techniques relating to broadcasting and TV advertising exist, which do not entail the interruption of regular broadcasts, or the display of passive signs or mechanical roller boxes in connection with sports arenas. WO01/54401 relates to a video signal, for example a TV signal, for transmission via a broadcasting system, which is adapted to represent a scene for transmission via the broadcasting system, and which is adapted to reproduce in the scene a partial image which partially fills a part of the image, and which is independent of the scene, where the partial image represents an advertising message. US patent application no. 20020080272 describes an information management system that includes a broadcast station module (TV), user module and an advertising agent module. The broadcast station module sends parts of a broadcast information that includes at least video information. The user module receives the broadcast information, selects an image component containing an image from the received broadcast information, and produces specific information indicative of the selected image component. This enables a viewer watching a broadcast program to acquire detailed information about a desired picture component.

In US patent application no. 20020072966, each of the marketers defines its own target group based on the preferred criteria of the marketer, to define special target groups. Each person capable of receiving the advertising message (for example, cable TV subscribers) is connected to appropriate target groups of different marketers, and this target group information may be stored on the subscriber side or accessed by the subscriber's receiving device. Based on the stored information, alerts that have been associated with target groups among the subscribers are then selected and displayed on the subscriber's TV screen.

US Patent Application No. 20020087978/WO02/54754 is closely related to US Patent Application No. 20020072966 in the sense that it requires a subscription receiver and associated subscription channel. The receiver unit monitors for triggers to deliver advertising to the subscriber's TV. The advertising feature can be keyed down in advance of a triggering of an advertising occasion, and stored locally in connection with the receiving unit.

WO00/64165 is also subscription-based. It describes a system for managing advertising in a digital video environment, including methods for selecting appropriate advertising based on subscription profiles, and replacing advertising in a program stream. This advertising management system handles the sale and insertion of digital video advertising in cable TV, switching digital video, or router ("streaming") internet based environments. WO02/15570 describes an advertising method for displaying an advertising message mixed with an image for TV broadcasting, mobile communication terminals or storage media. The procedure describes the simultaneous display of a message from, for example, the upper left corner of the screen at the same time as the ordinary program

Summary of the invention

None of the aforementioned known techniques describes an integrated TV dissemination system, based on real or virtual images, both locally at the scene of the incident, and/or to a remote viewer with socio-economic or time-controlling algorithmic capacity. Integrating the warning system into a broadcasting facility will add a new dimension to the commercialization of an event. In this way, better socio-demographic targeting of the warning can be achieved based on nationality, race, age, income, gender, education or any other way of classifying people into demographic or socio-economic groups, using integrated programmable display units at the scene or virtual signs, boards, pictures or messages either at the location of the event, on the object in question (cars, players, balls, horses etc.) or equipped electronically in or are part of the broadcasting system and apparently give the impression of being present at the location or at the main (movable) objects at the event or event. The warning system can involve communication in real time from and to the recipient (consumer) using, among other things, a. telephone, internet, which enables the ordering and invoicing of goods or services, adding supplementary information or sound, in real time, associated with the warnings or messages shown on the display unit, both locally and for the remotely located TV viewer.

Therefore, in accordance with the invention, there is described a method for integrated TV communication in connection with live broadcasts from events and later replays from such events, where at least one camera is used at an event location, where at least one TV camera is able to establish at least one parameter among environmental and behavioral parameters, and represents a mandatory sensor in a set of at least one sensor among environmental sensors and behavioral sensors at the scene of the incident. This at least one sensor is associated with a control unit. The method, in accordance with the invention, is characterized by the fact that an instantly changeable message is combined into a broadcast image, using communication control algorithms stored in the control unit, where the algorithm operates based on: - At least one parameter among established environmental parameters and established behavioral parameters at the scene of the incident, and - At least one parameter among socio-economic parameters established for spectators at the scene of the incident and socio-economic parameters established for a targeted remotely located TV audience.

Preferred embodiments of the method according to the invention appear from the attached independent claims 2-20.

In another aspect, the present invention consists of a system as precisely defined in the attached claim 21, and preferred embodiments which appear in the independent claims 22-34.

Brief description of drawings

In what follows, a detailed description will be given with reference to the attached drawings, where

figures 1-6 show, schematically, interaction between TV cameras, various sensors and a broadcasting system, in event or event places of different types, which illustrate continuations of the present invention.

Detailed description

Alongside traditional technologies such as cathode ray tubes (CRT), large multi-coloured flat screens based on e.g. a. combinations of smectic A, smectic C, cholesteric liquid crystal (LCD), light-emitting diodes (LED), organic light-emitting diodes (OLED), plasma display panels (PDP) or other upcoming technologies, will be able to revolutionize the outdoor advertising market.

In a modern society, both in rural and urban areas, different demographic or socio-economic groups, based on nationality, race, address, income, education, age, gender etc. will pass or will be at particular (public) places as a function of day of the week, time, weather conditions, type of event at a (sports) arena or track etc. Corresponding groupings according to socio-economic parameters, is also valid for TV viewers, who watch the same broadcast event.

From a marketing point of view, it is a challenge to target these different groups of people selectively and in a cost-optimal way, with the added possibility of real-time interaction or communication between the marketer and/or the presented message(s) and the recipients (consumers), both locally and towards the remote TV viewers.

Research and statistical analysis may be required to obtain adequate basic time-varying socio-economic data as a function of location (place), season, day of the week, time, the relevant TV channel etc.

At the same time, it would be advantageous to vary the exposure time of each message or advertising feature and/or the information/message itself, as a function of input from at least one sensor among environmental and behavioral sensors, e.g. a. with regard to changing weather conditions, or sound/accumulated voice or dB level or when a particular sports person or team ("sports team") enters the field, passes a particular geographical point or a particular event takes place in a particular place on the arena or track.

This can be combined with real-time interaction or communication between the sent message(s) and the recipient(s) [consumer(s)] for the sending of additional information such as sound, music or enabling the ordering of goods or services related to the message(s), with invoicing routines, both locally and for remote TV viewers.

In this way, profitability can be achieved by optimizing exposure to viewers, and at the same time the broadcaster (or marketer) can collect valuable statistics and/or billing data. At the same time, it is advantageous for these systems to allow communication and/or interaction between the marketer, the avertissement(s) or the message(s) and the recipient(s) using any wireless means of communication such as bluetooth, telephone, wap telephony, internet ( handheld) etc, in real time, which enables the recipient(s) to obtain additional information about the warning(s) or message(s), sound or music, or to order the goods or services in question.

The present invention, with reference to boards or display units associated with the following examples, consists of a display system having at least one local display unit or screen and a local processing unit (CPU), which is labeled (8) in fig. 1. The CPU may also be integrated into the board or display unit, which is not shown separately. The CPU can be connected by cable or wireless communication to the integrated TV system. The CPU may have one or more analog or digital data interfaces ("interfaces") with capacity for input of combinations of text, music, speech, graphics, video, film, or other means of audio or visual communication. The local CPU can be in communication with a central server or control unit that can communicate with receivers (consumers) and/or for updating different timing algorithms.

The CPU may be connected to a geographic positioning device (not shown), a data storage device (not shown) for storing combinations of text, music, speech, graphics, video, live motion picture or other means of audio or visual communication, and a real-time communication device ( not shown) for communication from and to the recipient (consumers) using, for example, telephony or the internet, which enables the ordering and invoicing of goods and services, the dissemination of additional information or sound, in real time, according to the warnings or messages displayed on the screen.

As an integral part of the CPU(s) is an algorithm or algorithms that are characterized by their ability to;

- Combining an immediately immutable message into a broadcast image ("image"). - Manage the interface between data input, data storage and geographic positioning either locally or via a centrally located server unit. - Supply data either as analogue or digital signals to and from transmitters/receivers either directly or via a centrally located server unit. - Management and control of the sending and receiving of analogue and/or digital signals to one or more electronic boards, screens or project display areas, using a cable or wireless connection.

- Interaction with sensors.

- Communication from or to the recipient (consumer) either directly or via a centrally located server unit.

There will always be the possibility of manually intervening with the system, updating the primary sequencing chain (order and content of the different commercials in the main module) and/or the secondary or replacement modules through cable or wireless means, either locally or from elsewhere in the world, through a centrally located server unit or not.

The various behavioral and environmental sensors can be of varied combinations, represented by commercial or non-commercial types, such as cameras, image (number) detectors, temperature indicators, (infrared) motion detectors, radars, humidity detectors, light intensity detectors, light intensity detectors, pressure gauges, lasers, microphones, wave, particle, emission, radiation detectors etc.

Technologies for virtually imaged warnings at the event location ("event") or electronically fed into the broadcast system

Virtual images as carriers of commercial messages or containing warnings in the form of 2D (D=dimensional) or 3D still images, 2D or 3D live film, with or without sound and/or interaction with telephone, internet or other wireless means of communication, which have a interaction with events at the event site, manually operated or controlled by behavioral sensors such as cameras (analogue, digital, temperature, motion and/or image based etc), microphones, infrared detectors, lasers, radar, pressure indicators or any other type of commercial or custom-made behavioral detectors, or environmental sensors such as light sensors, hygrometers, cameras, microphones, thermometers, pressure gauges or any other type of commercial or custom-made detectors, may be placed at the location of the event and/or added to the actual location of the event or on objects such as vehicles , machines, cars, motorcycles, tricycles, structures, men boxes, animals, clothing, balls, skis or other types of objects associated with the particular activity, by means of any electronic means of communication, and supplied to the remote (TV) viewer by means of terrestrial and/or wireless connection.

Although it is natural for humans to see in three dimensions, most displays can still only display two-dimensional images. Some 3D displays have been developed.

The human eye gives a perception of depth to everything we see. This is because one eye focuses on the object in question at a slightly different angle than the other. The brain then combines the two images and calculates the distance to the observed object. This principle can be applied to 3D display devices.

Screens that alternate with a frequency of 120 Hz between an image for the right eye and one for the left are relatively common today. Special shutters prevent one eye from seeing the image intended for the other, so that each eye effectively only sees 60 images per second. The brain is unable to detect this rapid alternation and consequently constructs an image in three dimensions.

More suitable for practical applications are auto-stereoscopic 3D LCD screens, which are manufactured by several major companies such as Philips, Sanyo and Samsung. The principle behind this technology is simple. A network of rod-shaped cylindrical lenses or prisms is attached to the front of an LCD screen. The network directs the light from a row of pixels to one eye and the light from the neighboring row to the other eye. The viewer's brain combines the two images in such a way that the 3D effect is produced.

Laser holography involves illuminating an object with a laser followed by photographic storage of the pattern produced, so that the reflected light interferes with a reference steel. By illuminating this reference pattern with a laser beam, a 3D image of the object floating in space is produced. Unfortunately, this process is only appropriate for small stationary objects.

In the 1990s, a technique called electroholography was developed at MIT. The technique can produce holographic videos, because acousto-optical elements cause such a large influence of the laser beams in real time, that overlapping waves generate a 3D image for each of the viewers. It is also possible to produce 3D images of models stored in computing devices, but it is still not possible, satisfactorily, to add enough computing power needed to process the massive data volumes needed.

An alternative solution was proposed back in the 1970s by Rudiger Hartwig at the University of Heidelberg. This involves the use of color lasers to illuminate a transparent helical plexiglass that rotates at 1,200 revolutions per minute. At such speeds, the spiral shape itself becomes invisible so that only points hit by the laser beams can be seen. If the beams are moved fast enough, it is possible to illuminate every point of the volume covered by the rotating spiral, thereby generating a 3D image. This principle was first exploited in the 1980s, and has later been developed by several companies.

A new technique, presented by the Heinrich Hetz Institute in Berlig in 2003, dispenses with the use of screen-type objects completely. Instead, two small projectors are used to project a left-sided and a right-sided image directly into each of the viewer's eyes. The spectator then sees a 3D object floating directly in front of the person's eyes. For a continuation of (possible) 3D techniques, see for example w4.siemens.de.

The arena as a (partial) virtual studio

The venue, sports arena or location for an event can be constructed on the basis of a virtual or partially virtual studio. Images within an arena can be created using computer animation ["computer graphics" (CG)] and/or combined with real images, where interaction with warnings can be part of the CG, and further can be integrated into the broadcast image itself. Existing CG technologies are still not equivalent to images taken on location in the real world. Therefore, one still relies on creating image ("image") - components from real images instead of CG, to achieve the most realistic depiction possible.

In a virtual studio, based on real images, to construct the event set, the broadcast producer can choose the imaging of small objects (3D imaging component), and place them in the imaging of an "all-round" surrounding scene (environmental imaging component). Real images are used in combination with these imaging components, such as when comparing with the conventional approach. Images of a more realistic electronic studio set can be obtained, and these images can be equivalent to real images.

The environmental imaging component consists of a high-resolution spherical surface imaging component taken from all angles around the viewpoint, creating a real-time, high-resolution image.

The 3D rendering components have 3D modeling data and the surface rendering of the objects as separate individual data. They allow free viewing angle and light. In order to achieve more flexible and realistically composed studio set depictions in the future, one can aim to create a system that takes into account the use of high quality sets. This can be achieved by separating the three-dimensional elements from the stressed conditions of the imaged environmental component, and by reconstructing the detailed lines of the 3D image component.

A key component of any virtual production system is a way to measure the precise position and orientation of each of the (studio) cameras so that the virtual scene can be viewed from the most appropriate vantage point. There are systems available that can report camera position data.

The essential difference between a conventional "blue-screen" studio and a virtual studio is the ability to move the studio-arena cameras or maintain fixed focus on a moving object using a stationary camera(s), while maintaining the correct registration between the foreground and the virtual background or components (displays or panel unit) is maintained. The method used to measure camera positions and orientations (or vice versa) will have a significant effect on the ease of use and realism that can be achieved, and can also be a significant factor in terms of installation costs.

Ideally, a moving target camera position measurement system should;

- Allow for unrestricted movement of an object with respect to the "line of sight" of the cameras. - Working with a wide range of camera mounting devices (including manual and robotic pedestals, cranes and hand held). - Measure the object and orientation with sufficient accuracy to introduce negligible drift or noise in relative positions.

- Measure object parameters with minimal delay.

Two approaches to the problem were proposed by G. Thomas et al ("A versatile camera positioning measurement system for virtual reality TV production", Inc. Broadcasting Convention, Amsterdam, 1997), see also www. bbc. co. UK

The first method relies on markers placed "in-shot", while the second uses markers "out-of-shot", viewed with a second camera. The second method appears to be the most suitable for the majority of applications.

In the following, examples, illustrated drawings, will be described:

Example 1

The traditional way of covering, for example, an international football match, from a TV marketing point of view, is to install fixed boards on each side of the pitch (the long sides) and place cameras on both opposite sides, and broadcast TV images to the home audience of one team from cameras from one side of the arena, covering the boards on the opposite side of the pitch, and vice versa.

With reference to Figure 1, during a soccer match, the screens (2A, B, C ...) with or without behavioral and/or environmental sensors (3a, 3aa, 3b, 3c, 3cc etc.) are placed around the pitch (1) or at the sports arena. Several cameras (6A, B, C, D...) are located around the stadium. If an activity (4) occurs in the field of vision (5) or within a special sector of a screen (2A), for example players from team alpha attack within 16 meters of team bravo, sensor(s) (3a) can detect this activity, or that a camera is turned on

(6A), a special warning message will be displayed on a panel (2A). This combined activity, warning by means of a processing unit (8), message on a panel (2A) and action (4) is distributed through the control room (7) via terrestrial or wireless communication (9,10) to remote viewers. If team alpha is (attacking) within the sector(s) of a panel (2A), the advertising message will be aimed at viewers who support team alpha. A similar situation can occur with an activity in favor of team bravo, within the field of view of panel (2C), by means of camera (6D), where the displayed warning will be aimed at a (TV) punlicum in favor of team bravo. Regular commercials, in accordance with a timing algorithm, can be displayed on the screens (2A), (2B) and (2C) when the cameras (6A) and (6D) are not in use. Regular displays using the time algorithm can be interrupted/changed/modified with sensor input above trigger levels, such as a certain dB level measured at (3a) and/or a photo (light) sensor (3aa), 3bb) registers the passage of a ball (goal). Individual players can be identified using image recognition and subsequent personalized or individual-related advertising messages can be displayed on a screen (2A, 2B, 2C). These screens (2A, 2B, 2C) may be real or virtual at the location/on-site and/or virtual in front of a virtual studio or broadcast system.

Example 2

With reference to figure 2, in a European handball court or in an ice hockey stadium (1), the screen units (2A, 2B) may be part of or be integrated into the court itself or be located under the ice of a hockey arena, in addition to or instead of to be placed around the pitch with associated sensors, as described in example 1. Different sensors (3a, b, c,...) can be placed around, on or in the arena. If an activity takes place at a particular location within the track (the ring) and/or a sensor (3a, b, c,..) can detect an activity, or a special camera (4A) is switched on, a special advertising message can be shown on, for example, screen (2A). The combined action, avertissement by means of the processing unit (6), the message on the screen (2A) and the activity, is distributed via the control room (5) and further by land-based or wireless methods (7, 8) to remote television viewers (9) .

Other characteristics are or could be equivalent to those described under example 1. The display units (2A, 2B) can be real or virtual on site and/or be virtual in a virtual studio or in a broadcast system.

Example 3

With reference to Figure 3, similarly to a baseball game, the screens (4A, B, C,...) with or without behavioral and/or environmental sensors (5A, B, C), are placed around the field or sports arena. Several cameras (5A, B, C, D...) are located around the stadium. In addition to combinations of properties represented by examples 1 and 2, a tracking system is added to the players. In this way, a virtual message can be placed on the uniforms (3,13) of the participating players (2), either locally (8) or remotely (11) so that different (virtual) warnings can be displayed on the uniforms of the players depending on the network or distribution channel that the viewer is associated with. The screens (4A, B, C,...) can be real or virtual on location and/or be virtual in a virtual studio or in a broadcast system.

A special "home run" indicator, consisting for example of a radar and/or a microphone (dB indicator) would be a natural component in such a system. When a "home run" is achieved, a special avertissement will occur on the panels (A, B, C,..). Also, individual players can be identified using image recognition and subsequent personalized or individual-related advertising messages can be displayed on the same screens.

Example 4

With reference to figure 4, equivalent to a car race competition, screens (4A, B, C.) with or without behavioral and/or environmental sensors (5A, B, C) are placed around the track (1,2). Several cameras (5A, B, C, D...) are located around the facility. In addition to combinations

of properties as shown in examples 1 - 3, a tracking system can be assigned to the cars. In this way, a virtual avertissement can be applied to the cars (3,13), either locally (8) or remotely (11) so that different (virtual) advertising messages can appear on the car(s) or on the arena depending on the network or distribution channel the viewer is associated with. The screens (4A, B, C.) may be real or virtual on site and/or be virtual in a virtual studio or in a broadcast system.

Example 5

With reference to figure 5, equivalent as for an alpine (slalom, giant slalom, super G,

downhill) ski competition trail (1), behavioral and/or environmental sensors (3A, 3B...) are placed in the trail. When a skier (2), whose identity is established by the start order or image recognition, passes a sensor, a message associated with the skier, such as a brand on the skis, bindings or ski boots he or she is wearing, or an advertising message related to the country where the skier lives or is associated with, is shown on the screens (3, A, B, C,..). A camera (5, A, B, C,...) in the vision sector (6) can capture the combined image of the skier (8) and the panel (3). The image is distributed through a control room (9) via land-based or wireless methods (11,12) to remotely located TV viewers (14). A virtual or tracking system can be added to the skiers (2,8). In this way, virtual advertising or messages can be presented on the clothes (7, 15), either locally (10) or remotely (13) so that different (virtual) warnings or messages can appear on the skiers' outfits depending on which network (channel) or distribution channel that the viewer is associated with.

The boards (3, A, B, C,...) or screens can be real or virtual on site and/or be virtual in a virtual studio or in a broadcast system.

In addition to the above possibilities, combinations described in examples 1-4

be supplied.

A similar arrangement or system can be developed and installed for athletics competitions. For example, at international competitions, when a particular athlete enters a location on the field to perform, for example, a long or high jump, a closely placed screen, within a special camera angle, which has been established to capture the performance in question, the screen can simultaneously present a message associated with the athlete. The message can be a brand ("brand") belonging to the same nationality as the athlete, a special type of sports item (brand)

associated with the athlete etc.

A natural element of the system can be a (world) record indicator, such as, when

an athlete achieves a record, can perform a special warning module on the relevant screens.

All combinations of properties discussed in the examples may be applicable to athletics competitions.

Example 6

With reference to Figure 6, in addition to features in Examples 1-5, the combined message may be distributed within a shopping center, building or the arena itself.

in all the examples or applications, there may be the possibility of communication from and to the local or remote recipient (consumer) using, for example, telephone, internet, or any method of communication (satellite telephone, fiber optics, touch TV, identification card, credit card, debit card , smart cards etc.) that enable the ordering and invoicing of goods and services, add further information or sound, in real time, in accordance with the warning or the message as shown on the board or the virtual message.

The present invention is not limited to the described system or algorithms, in the sense that all generic variations to the system or devices, such as different arrangements or rearrangements of the different components, different sizes and geometric designs of the components, independent and automatic control and management of components of the system, coordination of multiple screens or displays, continuous or partial ("part time") connection to a central server or control unit, the placement of sensors or panels or any component on a moving arrangement, built-in or partially or totally integrated systems or solutions, are all obvious variations that can be deduced by one skilled in the art, provided that this description of the claimed invention is available.

As a result, all devices or systems that are functionally equivalent will be included by the scope of this invention, and all modifications to the invention, will lie within the stated claims. Based on the above statement, all drawings and figures are to be interpreted illustratively and not in a limiting context. It is further assumed that all claims must be interpreted so that they cover all generic and specific features of the invention described, and that all aspects related to the invention, without regard to specific use of language, must be included. On this background, the cited references shall be included as part of this invention's basis, methodology, method of operation, apparatus and system.

Claims (34)

1. Procedure for integrated TV communication in connection with live broadcasts from events and later replays from private events, where at least one camera is used at an event location, where at least one TV camera is able to establish at least one parameter among environmental and behavioral parameters , and represents a mandatory sensor in a set of at least one sensor among environmental sensors and behavioral sensors at the scene, with at least one sensor being associated with a control unit, characterized by the fact that an instantly changeable message is combined into a broadcast picture, with the help of message control algorithms stored in the control unit, where algorithms act on - at least one parameter among established environmental parameters and established behavioral parameters at the scene of the incident, and - at least one parameter among socio-economic parameters established for spectators at the scene of the incident and socio-economic parameters established for a TV viewer target group. 2. Method according to claim 1, characterized in that the message is combined into the broadcast image by immediate change of the message in at least one controllable message-distribution unit at the scene, with at least one message display unit being visible in the field of view of at least one TV camera. 3. Method according to claim 2, characterized by using, as the at least one message display unit, any one of an LCD screen, an LED screen, an OLED screen, a CRT screen, a plasma screen, a mechanical variable board and a rolling display unit, connected to the control unit. 4. Method according to claim 2, characterized by using as the at least one message display device any of a projector/screen combination, a laser/screen combination, a laser/smoke combination and any floating light/particle combination, and a hologram device , connected to the control unit. 5. Procedure According to claim 1, characterized by the fact that the message is combined into the broadcast image by instantaneous change of the message in an electronically controllable image generator which is part of a broadcasting system and which is capable of combining live and system-generated images. 6. Method according to claim 5, characterized in that the system-generated images are generated by at least one ordinary TV camera which records a computer display showing the message, the data display being controlled by the control unit. 7. Method according to claim 5, characterized in that the system-generated images are generated by a computer and combined electronically and directly into the broadcast image. 8. Method according to claim 5, characterized by the fact that the system-generated images are combined into live film sequences in the broadcast image. 9. Method according to claim 5, characterized in that the system-generated images are processed so that they are adapted and can follow a moving film sequence in a broadcast image, in size, perspective or both. 10. Method according to claim 1, characterized in that the message control algorithms also work on the basis of content in a broadcast picture. 11. Method according to claim 1, characterized in that at least one environmental parameter is established using at least one environmental sensor that measures parameters such as sound level, temperature, atmospheric pressure, light conditions, humidity, movement, and wave and particle emission as well as radiation, at the scene of the incident. 12 Method according to claim 1, characterized in that at least one behavioral parameter is established using at least one behavioral sensor at the scene of the incident, by detecting in real time parameters such as pedestrian density, pedestrian position, pedestrian speed, vehicle density, vehicle position, vehicle speed, vehicle speed, spectator density, spectator position, spectator movement, participant position, participant density, participant speed, participant speed, participant acceleration, participant identity, participant performance, participant result, as well as position, concentration, speed, speed, acceleration, performance, order, image, sound, light, color, temperature, mood, attitude, expression and smell of any of people, animals , machines, vehicles, creatures and objects made by man or by natural processes. 13 Method according to claim 1, characterized by socio-economic parameters for spectators at the scene of the incident being established on the basis of statistical data with regard to the frequency of visits for specific socio-economic population groups that visit the scene of the incident, as a function of type of incident and time. 14. Method according to claim 1, characterized in that the socio-economic parameters of the TV viewer target group are established on the basis of statistical data with regard to viewer profiles for specific socio-economic population groups who watch a broadcast session from the scene of the incident on specific TV channels in different time periods. 15. Method according to claim 1, characterized by combining in the broadcast image an advertising message which is dependent on the target group of TV viewers. 16. Method according to claim 15, characterized in that remotely arranged control devices in the broadcasting system deliver targeted messages to be combined into image positions determined by the control unit. 17. Method according to claim 1, characterized by composing of the instantly changeable message in the form of a still image, a live film, a still image sequence, an animation or any combination of these. 18. Method according to claim 1, characterized by using the instantly changeable message for marketing or advertising purposes. 19. Method according to claim 1, characterized by the fact that manual operator intervention overrides the algorithm control of the message delivery. 20. Method according to claim 1, characterized by a member of the TV viewer target group interacting with a message source in real time using any wireless means, in response to a message from the source. 21. System for integrated TV message dissemination by live broadcasting from events and later replays from such events, comprising at least one camera at an event location, where the at least one TV camera is able to establish at least one parameter among environmental and behavioral parameters, and constitutes a mandatory sensor in a set of at least one sensor among environmental sensors and behavioral sensors at the scene of the incident, which at least one sensor is associated with a control unit, characterized in that the control unit is operative to combine an instantly changeable message into a broadcast picture, using message control algorithms stored in the control unit, which algorithms act on - at least one parameter among established environmental parameters and established behavioral parameters at the scene of the incident, and - at least one parameter among socio-economic parameters established for spectators at the scene of the incident and socio-economic parameters established for a TV viewer target group. 22. System according to claim 21, characterized in that it further comprises at least one controllable message display unit at the scene, to combine the message into the broadcast image by changing the message on the screen unit instantly, with the at least one message display unit becoming visible in a field of view of at least one TV camera. 23. System according to claim 22, characterized in that the at least one message display unit is any one of an LCD screen, an LED screen, an OLED screen, a CRT screen, a plasma screen, a mechanical variable board and a rolling display unit, connected to the control unit. 24. System according to claim 22, characterized in that the at least one message display unit is any of a projector/screen combination, a laser/screen combination, a laser/smoke combination and any hovering light/particle combination, as well as a hologram device, connected to the control unit. 25. System according to claim 21, characterized by. an electronically controllable image generator for combining the message into the broadcast image by changing the message instantaneously, the electronically controllable image generator being part of a broadcast system and capable of combining live and system-generated images. 26. System according to claim 25, characterized by a data display unit that displays the message, the system-generated images being generated by at least one ordinary TV camera that records the data display unit that displays the message, which data display unit is controlled by the control unit. 27. System according to claim 25, characterized by a computer unit that generates the system-generated images and combines them electronically and directly into the broadcast image. 28. System according to claim 27, characterized in that the computer unit is arranged to combine the system-generated images into live film sequences in the broadcast image. 29. System according to claim 27, characterized in that the computer unit is arranged to process the system-generated images so that they are adapted to and follow a moving film section in the broadcast picture message, in size, perspective or both. 30. System according to claim 21, characterized in that the control unit is arranged to make the message control algorithms also work on the basis of the content of the broadcast image. 31. System according to claim 21, characterized by at least one environmental sensor for establishing at least one environmental parameter, with the at least one environmental sensor measuring parameters such as sound level, temperature, atmospheric pressure, light conditions, humidity, movement, and wave and particle emission as well as radiation at the incident site. 32 System according to claim 21, characterized by at least one behavior sensor for establishing at least one behavior parameter at the scene of the incident, where the at least one behavior sensor detects in real time parameters such as pedestrian density, pedestrian position, pedestrian speed, vehicle density, vehicle position, vehicle speed, vehicle speed, spectator density, spectator position, spectator movement, participant position, participant density, participant speed, participant speed, participant acceleration, participant identity, participant execution, participant result, as well as position, concentration, speed, speed, acceleration, execution, sequence, image, sound, light, color, temperature, mood, attitude, expression, smell of any of people, animals , machines, vehicles, creatures and objects made by man or by natural processes. 33. System according to claim 21, characterized in that the control unit is further arranged to combine into the broadcast image an advertising message which depends on the TV viewer target group. 34. System according to claim 33, characterized by remotely arranged control devices in the broadcasting system for performing the intercombination of targeted messages in image positions determined by the control unit.