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CN1359591A - 利用epg数据库修改广告的系统和方法 - Google Patents

利用epg数据库修改广告的系统和方法 Download PDF

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CN1359591A
CN1359591A CN00809678A CN00809678A CN1359591A CN 1359591 A CN1359591 A CN 1359591A CN 00809678 A CN00809678 A CN 00809678A CN 00809678 A CN00809678 A CN 00809678A CN 1359591 A CN1359591 A CN 1359591A
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advertisement
epg
relevant
program
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托马斯·E·韦德三世
特德·尼森
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YINDEK SYSTEM CO
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Abstract

利用存储在EPG数据库中的数据,修改广告信息的一种系统与方法。在这种方式下,服务商和/或广告客户向所有电视台可以只发送一个广告,而不考虑其地理位置和其它与用户有关的信息,而且即使播出节目的内容有变化,也不必重新发送广告。当显示广告时,从EPG数据库中检索出正确的、更新后的信息,插入广告中。一方面,本发明描述了一种方法,修改EPG中的广告,包括以下步骤:在第一个数据库中存储电视节目表信息;在第二个数据库中存储广告信息;将电视节目表信息的一部分加入广告数据的一部分中,形成修改后的广告;在屏幕上显示修改后的广告。

Description

利用EPG数据库修改广告的系统和方法
技术领域
本发明涉及在电子节目指南(EPG)中接收和显示广告。更确切地说，本发明是一种系统和方法，利用存储在EPG数据库中的数据，修改广告信息。
背景技术
美国专利申请序列号No.09/120,488(代理机构卷号32714/LTR/E190)”——其内容在此引用以作参考——公开了一种电子节目指南(EPG)，具有窗格广告窗口和频道广告条带，用于显示广告信息。广告信息通常与未来播出的电视节目有关。例如，NBC可能展示一个窗格或条带广告，说明每周四晚上在本地NBC频道播出节目“朋友”。
然而广告中的某些信息，可能在每次发送广告时有变化，或者随电视接收系统的位置不同而改变。例如，在加利福尼亚，可能在晚上8：00播出“朋友”，而在芝加哥，却是在晚上7：00。因此，显示在加利福尼亚电视系统中的广告，可能是：“每周四晚上8：00请收看朋友”，而在芝加哥的广告中，可能出现相同的信息(文本和/或图形)，只是节目的播出时间会不同。所以，对每个不同的时区，服务商必须生成和发送具有恰当时间信息的不同广告。
除了上述情况以外，系列节目中下一集节目的内容，可能每天、每周或每两周会改变。在这种情况下，每当节目内容有变化时，服务商都必须发送一个新的广告，传送更新后的节目内容信息。其它广告，比如宣传一种产品或服务，其部分信息也可能根据时区、地域、用户喜好等等不同而有所改变。因此，对于产品/服务广告，每次价格、电话号码、网站地址、促销日期等等有变化时，服务商也必须发送新的广告，传送更新后的信息。
当广告信息通过垂直消隐间隔(VBI)信号传送时，由于它是有限资源，需要将传送的广告信息量缩减至最小。传送的信息少了，接收信息的电视系统也会使用较少的存储器存放信息。
发明内容
本发明旨在应付与减轻现有技术的上述不便。更具体地说，本发明包括一种系统与方法，利用存储在EPG数据库中的数据，修改广告信息。
在这种方式下，服务商和/或广告客户向所有电视台可以只发送一个广告，而不考虑其地理位置和其它与用户有关的信息，而且即使播出节目的内容有变化，也不必重新发送广告。当显示广告时，从EPG数据库中检索出正确的、更新后的信息，插入广告中。
一方面，本发明描述了一种方法，显示EPG中的广告，包括以下步骤：在数据库中存储电视节目表；接收广告信息；使接收到的广告信息的一部分与已存储的电视节目表信息的一部分相结合；在屏幕上显示EPG中经过结合的信息。另一方面，本发明描述了一种方法，修改EPG中的广告，包括以下步骤：在第一个数据库中存储电视节目表信息；在第二个数据库中存储广告信息；将电视节目表信息的一部分加入广告信息的一部分中，形成修改后的广告；在屏幕上显示修改后的广告。
附图简要说明
通过以下的详细描述和附图，本发明的目的、优点和功能将会更加显而易见：
图1为依据本发明的一个实施例，某个EPG显示的一个示范图；
图2为依据本发明的一个实施例，一个示范遥控器；
图3为依据本发明的一个实施例，某个预定时间表的一个示范图；
图4为依据本发明的一个实施例，某个节目信息包的一个示范图；
图5为依据本发明的一个实施例，某个节目表组织结构的一个示范图；
图6为依据本发明的一个实施例，某个频道数据表的一个示范图；
图7为依据本发明的一个实施例，某个节目列表的一个示范图；
图8为依据本发明的一个实施例，某个节目标题条目的一个示范图；
图9为依据本发明的一个实施例，某个节目介绍条目的一个示范图；
图10为依据本发明的一个实施例，广告数据包中节目表成分的一个示范图；
图11为依据本发明的一个实施例，广告数据包中节目成分的一个示范图；
图12为依据本发明的一个实施例，如何从数据库中检索信息的一个示范图；
发明具体内容
本发明描述了一种系统与方法，利用存储在EPG数据库中的数据，更新广告信息，所以能够只发送一个广告给所有的或许多的电视台，而不考虑其地理位置和广告的特殊性。先从EPG数据库中检索出更新后的播出时间、节目介绍、价格、销售点等等信息，插入传送的广告中，再进行显示。
虽然在介绍的实施例中，修改的可能是播出时间信息和节目介绍信息，熟于此道者应当理解，根据EPG数据库中存储的信息，也可以修改任何其它广告数据，比如图形和任何其它文本数据。而且，被修改的广告可能不限于未来或当前的电视节目，还可以是任何类型产品或服务的广告。
此外，在显示广告时，更新所用的信息可以实时传送到电视系统。在一个实施例中，广告信息的一部分(例如广告内容)是实时传送，而广告信息的另一部分，比如节目信息、播出时间、广告轮换信息和/或网站地址是来自EPG数据库检索，与接收到的广告信息结合之后，形成完整的广告再显示。不仅如此，广告内容，包括文本和图形，都可以实时传送，与EPG数据结合后，再显示广告。
图1为某个EPG显示的一个示范图。该EPG显示在电视屏幕上，是由隔行扫描的常规电视机产生的。当然，逐行扫描的VCR的或PC的监视器，也可以产生这个显示。两个显示广告信息的窗格广告窗口，位于屏幕的左侧，占据整个屏幕的大约1/9。屏幕的剩余区域，(从屏幕顶端到底端)往往是一个操作键栏、一个信息框、导航栏和一个表格形指南。该表格形指南包括若干节目条带，带有节目时间表信息。该表格形指南也可能包括广告条带，也带有广告信息，如图1所示。上文提到的美国专利申请序列号No.09/120,488对包括窗格/条带广告和因特网链接的表格形指南提供了更详细的描述。
简而言之，EPG在表格形指南的一个详细信息区域，显示与列出节目有关的详细信息。详细信息可能包括节目的详细文字介绍、男女演员资料、节目制作情况、产品相关信息、因特网有关站点的标识和在线因特网聊天室。EPG使用户能够采用多种方式，包括加亮表格形指南中某个特定的节目、广告窗口或者某个虚拟频道广告档，从这种指南/数据服务中获取详细信息。在一个实施例中，观众的遥控设备具有一个功能强大的“信息”键。当观众在屏幕上把加亮区/光标移动到EPG屏幕显示中某个特定的条带或窗口时，他可以按下遥控设备的“信息”键，获取附加信息。
在一个实施例中，当观众加亮表格形指南中某个特定的节目、广告窗口或某个虚拟频道广告档，或者其它请求，以访问详细的节目相关信息时，EPG使观众连接到某个外部的信息数据库，比如因特网上的某个站点。观众可以指示EPG把自己连接到详细的专用信息指南/数据服务，比如体育、新闻或者其它指南/数据服务。在一个实施例中，在用户终端的内存中，存储广告窗口和虚拟频道广告档中广告的相关网站地址(统一资源定位器，URL)，以此链接到外部的数据源。该网站地址可能在内存中修改，而广告内容和/或图形保持不变。例如，若是某个销售商的网站地址改变了，而产品及其性质可能保持不变，因此不必修改广告数据库中的内容，而只发送新的网站地址，与广告信息结合后显示即可。
表格形指南中列出的体育节目，提供了一个示范例，说明用户如何交互使用此类详细的专用信息指南/数据服务。当观众加亮表格形指南中列出的某个足球节目时，该节目有关的普通细节将显示在表格形指南的详细信息区中。此外，被加亮节目有关的多个图标也可以显示在表格形指南中。一个图标警告用户，比赛已经开始。另一个图标表明是否有特别的指南信息。观众可以从表格形指南中选择收看和/或录制节目。除此之外，观众还可以选择专用的指南图标。对于体育节目，假如比赛已经开始，选择专用的指南图标，在表格形指南的详细信息区中，将可能显示该比赛的记分牌。若是该比赛安排在将来进行，那么选择专用的指南图标，将可能显示该比赛的运动员和运动队的信息，也许还有结果预测。
另一个图标包括一个或多个URL，例如体育指南记分牌中显示的，使观众可以连接到因特网，比如某个特定的网站，获得比赛的更多信息，可能还包括有关该比赛的在线聊天。在一个实施例中，EPG切换到全屏显示因特网站点。在另一个实施例中，EPG在表格形指南和/或表格形指南与广告窗口过去占用的屏幕区域中，显示因特网站点，而在画中画窗口中，继续显示当前收看的电视节目的实时视频图像。当然，EPG也可以在画中画窗口中显示因特网站点，而在表格形指南和/或表格形指南与广告窗口过去占用的屏幕区域中，显示当前收看的电视节目。EPG最初连接的因特网站点(“关系站点”)可能是一个专用目录，采用预先设定的超链接，将观众连接到其它感兴趣的站点。关系站点可能附带，或者以其它方式提供搜索能力，使观众得到感兴趣的信息。
一旦观众连接到某个专用信息指南/数据服务，就可以使用该指南/数据服务，指导自己获得EPG表格形指南中包含的特定信息。例如，观众选择收看一个新闻节目。在收看新闻节目时，新闻播音员介绍了一个有关宇航员的事件。观众选择新闻指南/数据服务图标，连接到一个因特网站点，获得涉及这些宇航员的特定事件的更多信息，以及其它事物。观众也可以使用关系站点提供的搜索引擎，寻找这些宇航员的更多信息。在后续的站点中，提到一个探索频道，涉及这些宇航员中的某些人。观众可以指示EPG确定有关节目的任何情况，安排录制该节目。在一个实施例中，一个类似加码(PLUS CODE)的地址，用于链接或录制时间表中的节目。
观众可以搜索一个索引，该索引由某种新闻数据服务创建，放在因特网上，用于寻找已经录制的电视新闻节目和报道。若是观众选择了索引中的一个报道，在因特网站点显示占用的屏幕区域中，或者屏上显示的任何其它区域或部分中，就会播出该报道的视频片段。观众可以指示EPG录制该视频片段。
EPG能够将特殊数据服务提供的附加信息加入EPG显示中。例如，对于体育数据服务，EPG可以根据比赛的不同阶段，采用特殊的颜色代码的形式，显示节目列表和/或比赛记分。例如，要是比赛正在进行，EPG以某种颜色，比如绿色，显示节目列表和/或比赛得分；要是比赛已经结束，则可能以不同的颜色，比如蓝色，显示节目列表和/或比赛最终得分。如果比赛正在进行，观众可以加亮与选择记分牌，从记分牌转换到电视中播出的比赛中。在一个实施例中，选定的电视体育节目出现在画中画窗口或者广告窗口，观众在收看相应电视体育节目的同时，可以在体育指南中，阅读该体育节目有关的背景情况。
EPG还能够进一步链接某个专用新闻指南的新闻条目与相关的电视节目。通过加亮和选定新闻指南中的某个新闻条目，观众可以链接到一个新闻节目中，收看或录制该节目。在一个实施例中，选定的电视新闻节目出现在画中画窗口或者广告窗口，观众在收看报道该事件的电视新闻节目的同时，可以在新闻指南中阅读该报道。
在一个实施例中，选定频道的垂直消隐间隔用于传送某个专用数据服务。例如，ESPN的垂直消隐间隔只传输体育数据服务。在一个实施例中，为鼓励这种数据传输，数据服务会在画中画窗口显示ESPN电视节目。由于捕获该数据必须调谐到ESPN，就会有显示在画中画里的电视信号。
EPG赋予商业信息片的制作人延伸的能力，通过广告窗口影响观众。因为购买广告时间成本昂贵，越来越多的产品制造商和销售商，制作其产品的商业信息片，并为商业信息片购买相对廉价的播出时间，不在节目表上的黄金时间，经常也不在主流频道。EPG使商业信息片的制作人有机会使观众能够录制商业信息片，要是其播出时间和频道不便于观众实时收看的话。
如果广告窗口中显示特定产品的有关信息，按下录制按钮，会指示EPG录制一个商业信息片或广告，只要它安排在将来的某个时间播出。此外，观众也可以把该商业信息片或广告放入收看列表中。更进一步，EPG使商业信息片的制作人有机会使观众能够观看广告中产品的有关视频片段。
在一个实施例中，当观众加亮广告窗口时，就会显示广告窗口中显示的产品和/或节目的相关视频片段。根据实施例和/或观众的选择，视频片段会显示在画中画窗口、广告窗口或全屏。视频片段播放完毕后，EPG通常返回选定播放视频片段之前观众操作的模式。
EPG使电视节目的发行商有更多的机会影响观众。广告窗口可以显示预定播出电视节目的有关信息。如果观众有兴趣录制节目，可以采取许多不同的措施。例如，在一个实施例中，观众可以指示EPG录制预定播出的节目。另外，观众也可以指示EPG在收看列表中增加节目。而且，观众亦可指示EPG显示节目中的视频片段。不仅如此，观众还可以指示EPG，使用户连接到详细的专用信息指南/数据服务，比如体育、新闻，或其它的指南/数据服务。EPG使观众能够以许多方式，包括观众加亮表格形指南中某个特定节目、广告窗口，或者虚拟频道广告档，从此类指南/数据服务处请求详细信息。在一个实施例中，EPG在表格形指南的详细信息区域，显示相关的详细信息。在另一个实施例中，EPG使观众连接到一个外部的信息数据库，比如因特网上的特定站点。
在一个实施例中，窗格广告在指南中占用一个固定的区域，通常布满收费广告。如EPG的示范图图1所示，在画中画正下方的广告窗口中，指南中可用的空间足够两个窗格广告。每个窗格广告占用整个屏幕大约1/9的区域。如果一个给定的广告空间未售出，该空间可以分配给一个存储在ROM中并插入空余空间的占位广告，或者分配给一个馈赠广告。
在一个实施例中，指南的所有屏幕都由“硬页”组成。硬页定义为包含9个频道位置组成的区域。用户每次向下拉动9频位“硬页”时，新的“硬页”就会出现。向回拉动使前一硬页返回视野。每一硬页中可以含有不同的窗格广告。在一个实施例中，在分类屏幕中，硬页的定义与此不同。每一分类范畴(例如电影、体育、儿童)作为一个硬页，不论垂直方向列出的条目有多少。当用户在水平方向移动，从一个范畴到另一个，窗格广告也随之改变。
可用硬页的数目，取决于用户的节目安排的规模，以及开启与关闭频道的数目。如果没有足够的频道以支持售出窗格广告数目所要求的硬页数目，就不显示所有的窗格广告。例如，假设4对窗格广告和4个频道广告保存在内存中。另外，假设一个特定的用户在频道节目安排中，具有20个活化的频道。那么广告将显示如下：
第一对窗格广告搭配1-8频道和第一个频道广告
第二对窗格广告搭配9-16频道和第二个频道广告
第三对窗格广告搭配17-20频道和第三个和第四个频道广告
如果开启更多的频道，要求增加第四个硬页，那么第四对窗格广告变为可见。
在一个实施例中，用户可用加亮这些广告，使扩展信息框自动显示。该扩展信息框可以覆盖表格的整个右侧的2/3。在最后一个有关的信息框屏出现之后，用户取消窗格广告的加亮，或者按下信息按钮，将关闭扩展信息框。在一个实施例中，可以有多个信息“屏”相继显示在扩展信息框中。当广告被加亮时，按下信息按钮，可访问这些附加屏。对附加屏的数目没有确定的限制；这个数字是受内存空间和销售需求的限制。
在一个实施例中，如果一个窗格广告被加亮，并具有相关显示信息，而且广告中的节目正在播放，用户按下一个按钮，即可转至该节目。按下该按钮也将该节目置于一个录制/收看安排表中，使用户能够设置播出期间的频度为每天或每周。如果该节目当前不在播出，按下一个按钮，将该节目置于一个录制/收看安排表中；或者按下另一个按钮，转至广告中节目对应的频道。加入录制/收看安排表中的节目可以设置为一次、每天或每周收看。收看功能与相关的操作按钮标题，其操作方式与表格形指南中安排收看节目相同。
在一个实施例中，如果一个窗格广告具有相关节目信息，加亮该广告并按下某个操作按钮，即可录制该节目。如果该节目正在播出，录制立即开始，并且该节目也置于录制/收看安排表中，使用户能够设置播出期间的频度为每天或每周。如果该节目在将来播出，该节目也置于录制/收看安排表中，以便自动录制。加入录制/收看安排表中的节目可以设置为一次、每天或每周录制。录制功能与相关的操作按钮标题，其操作方式与表格形指南中安排录制节目相同。
在一个实施例中，窗格广告可以是动态的。有两个区域可以是动态的：一个是窗格广告空间；另一个是信息框。窗格广告区域可以随时间而变化，例如，在窗格广告空间，每x秒轮流播出一组不同的图形或文本广告。当加亮一个窗格广告时，停止广告轮换，显示当前的广告图像。只有取消窗格广告加亮之后，才重新开始广告轮换。
窗格广告相关的信息框文本，也可以随时间而变化，例如，每y秒轮流播出一组不同的文本屏幕。如果用户按下信息按钮，就停止屏幕轮换，显示信息文本的第一页。这个功能是为了广告客户在信息框中轮换不同的标题。用户再次按下信息按钮，可以观察后续页面。只有取消窗格广告加亮之后，才重新开始屏幕轮换。
在一个实施例中，EPG为商业信息片制作人提供延伸的能力，使之通过虚拟频道广告档影响观众，也称之为频道广告。虚拟频道广告档显示为表格形指南中的行，通常显示安排在特定频道中之节目的标题。EPG表格形指南的虚拟频道广告档，使广告显示在表格形指南内节目表的一行中。虚拟频道广告档可以使指南中的特定节目多次出现。虚拟频道广告档在表格形指南中的作用如同一个频道条目，观众可以录制、收看、安排收看，和/或从表格形指南的详细信息框内，获取广告中节目的信息。
在图1中，“MTV”条带是虚拟频道广告档的一个实例，为一个电视节目做广告。不论在频道方面，还是在时间方面，该节目列表都不适合放在表格形指南中。换句话说，它并不出现在指南中普通的频道位置和时间位置，但是除此以外，该条带类似于表格形指南中的其它节目列表条带(包括高度)，只是它占用了条带的整个宽度，而不论节目的延续时间如何。当按下向上和向下箭头键时，一个普通的节目列表会移出屏幕。与之相反，在一个实施例中，当按下向上和向下箭头键时，如图所示的一个虚拟频道广告档，却一直出现在屏幕上。因此，在这个实施例中，该广告一直在视野中。
频道广告通常不占用固定的区域。频道广告实质上是插入表格里的频道中。如果没有频道广告售出，表格仅仅是频道/节目条带的连续列表，没有缝隙。这些频道广告占据了表格中的某个频道档之后，需要限制在任一屏中可能出现的数目，以保证表格形指南是电视节目的有用信息源。每个硬页中通常只有大约一个频道广告。频道广告通常与频道档等高，与表格等宽，混合在频道列表中。有几种类型的频道广告，包括相对频道广告、母频道广告和定位频道广告。
相对频道广告出现的位置与表格顶端有相对关系，间隔为n个频道档，n是某个数字。当用户在指南的硬页中翻页时，这些广告就出现或消失。可以在第一页中选定第一个广告的位置，后续的广告每n个频道档出现一次。相同的广告每n档重复一次。这种每n档重复一次的方法，对画中画和非画中画版本都是如此。通常，当用户关闭频道时，这些广告的间隔保持不变(每n个频道档)。在剩余频道不足以维持这种间隔的情况下，广告将出现在表格列表的末端。
母频道广告与广告上方的特定相邻频道有关。母频道广告附属于其相邻的“母”频道(换句话说，该广告跟随母频道)。正如需要限制在任一屏中出现的频道广告数目一样，通常也要限制母频道广告的数目。此外，如果关闭母频道，该广告通常显示在表格底部。定位频道广告位于一个特定的位置，从表格的顶端算起，向下y个频道(y是某个数字)。如果y大于表格中的频道数目，该广告将位于表格的末端。
在一个实施例中，频道广告页面沿着频道列表信息，在垂直方向分布。当表格横向拉动时，这些广告保持固定的位置。用户可以加亮这些频道广告，正如可以加亮任何节目标题一样。这些频道广告加亮后，在信息框内显示附加信息，正如加亮任何频道一样。
频道广告通常被斜线包围，正如任何节目标题一样。频道广告的加亮效果通常与窗格广告的加亮效果类似。在一个实施例中，当用户加亮某个频道广告时，斜线变为水平(非斜)黄色边界。当某个频道广告节目设定为录制时，边界变为红色(不加亮时为暗红色，加亮时为浅/鲜红色)。当某个频道广告节目安排为收看时，边界变为橙色(不加亮时为暗橙色，加亮时为浅/鲜橙色)。在一个实施例中，频道广告可以具有多个后续的信息框“屏”，以显示信息。一个“i”图标，指明能否使用这种附加信息。用户按下信息按钮，可以访问附加信息。频道广告可以是动态的。
在一个实施例中，初次建立表格形指南时，尚未收到初始信息下载。存储在ROM中的占位广告占据窗格广告空间。这些广告通常是“不限时的”，它们出现在每次电视启动时，不论是初次使用还是断电以后。窗格广告空间的一种用途是显示帮助文本。帮助文本可以指导选定广告空间的用户，如何访问窗格广告和信息屏上的附加信息，如何从广告中收看和录制节目。
当观众初次进入EPG时，EPG可以显示一个全屏广告，比如显示广告窗口中的某个广告。观众可以对全屏广告进行交互操作，如同对广告窗口进行交互操作一样。也就是说，如果该广告具有相关的商业信息片或节目，观众可以指示EPG对其进行录制，或者将其加入收看表中。
除了把上次最后收看的频道作为下次打开电视时的第一个频道，也可以自动打开观众选定的某个频道。在一个实施例中，观众在EPG的收看列表功能中，指定自动收看频道。在另一个实施例中，播放者给每个观众发送一个屏幕询问，如果观众希望播放者的频道是打开电视时首先看到的频道，请观众输入一个命令。
除了其它特征之外，广告的特点是可能包括图形、文本，或者图形和文本的组合。在一个实施例中，观众可能对广告和电视进行交互操作。例如，假设广告块具有相关的节目信息，选台广告就能使观众从加亮的广告块，直接转换到正在播送的节目中。只要按下某个按钮，就能转换到广告指示的正在播送的节目。
使用直接录制广告，加亮广告块，用户可以录制正在播送或者安排要播送的节目。对将来播送的节目使用直接录制，实际上没有播放时间的限制。加亮广告后，按下某个操作按钮，就会录制该广告指示的节目。用户可以选择录制的频度为一次、每天或每周。用户按下某个广告中的操作按钮，可将节目置于录制安排表中。在节目正在播送的情况下，加亮某个广告时，按下该操作按钮，将录制正在播送的节目。在用户希望修改录制频度为每天或每周的情况下，在节目结束之前，节目标题也会置于录制安排表中。
收看广告包括任何广告空间中指示的节目。该节目可以置于收看安排表中，只要广告块具有相关的节目信息。对于将来播送的节目，实际上没有播放时间的限制。收看功能与录制功能非常类似，只是它将电视转换到该节目而不是进行录制。收看安排表中的节目开始时，如果用户正在收看电视，会自动转换到该频道。收看安排表中的节目开始时，如果电视未打开，则把电视打开并转换到所选定的频道。
用户可以选择收看频度为一次、每天或每周。用户按下某个广告中的操作按钮，可将节目置于收看安排表中。在节目正在播送的情况下，加亮某个广告时，按下该操作按钮，直接转换到正在播送的节目。在用户希望修改收看频度为每天或每周的情况下，在节目结束之前，节目标题也会置于收看安排表中。
广告的信息可能有多个级别。第一级信息往往是显示在屏幕上的广告拷贝和/或图形，没有用户操作。这包括窗格和频道广告区域。当用户通过拉动方式加亮某个广告块时，第二级信息(如果广告客户提供的话)通常会自动出现(“自动打开”)。选定了某个频道广告时，如果它位于自动扩展版本的信息框中(当加亮窗格广告时，信息框占用整个频道表格区域)，二级信息就会显示在信息框中。广告上的一个“i”图标(在广告客户指定的位置)表明该广告还有更多的信息。根据内存的容量，第二级信息可能是文本和/或图形。
一般说来，是否有第三级信息(如果广告客户提供的话)，根据第二级信息屏上的信息按钮“i”确定。按下该信息按钮，可访问此类信息，并使该频道广告的信息框扩展到覆盖整个表格区域。此类信息可能长达数页。对于所有广告，在最后一屏中按下信息按钮，使信息框缩小成原始尺寸。根据内存的容量，第三级信息可能是文本和/或图形。
广告块可以是动态的。只要内存允许，窗格广告中的图形和/或文本与信息框中的文本可以每X(X是某个数字)秒轮流播出N(N是某个数字)个不同的图形或文本内容。能够对任何一次显示的动态广告的数据进行限制。
广告的持续时间与开始/结束时间可以是预先安排的和/或动态的。在一个实施例中，广告的显示从某个给定的开始时间，到对应的结束时间。开始时间与结束时间的间隔就是广告的持续时间。持续时间的最小增量通常是60秒。在一个实施例中，到了广告的结束时间之后，广告并不自动更换。只有用户的操作产生一个新的“硬页”，或者指南中的新区段出现时(例如从表格形转换到分类法)，广告才发生变化。
在一个实施例中，广告能够轮换。例如，每次用户进入指南中同一页面/区段时，出现不同的广告。对于参与轮换广告的数目，没有严格的限制。广告可以赋予优先级，首次访问一个硬页或区段时，显示具有最高优先级的广告。用户再次观察该页面时，显示第二优先的广告，依此类推。优先级计数器是与页面有关的，这意味着，如果用户第三次观察第一个页面，他们会在页面中看到第三优先的广告，如果他们接着首次转移到第二个页面，他们会看到第二个页面中第一优先的广告。
观察指南中不同的区段时，广告可能不同。例如，若是一个用户正在观察体育主题区域，可能出现一个ESPN体育中心的广告，而用户位于主表格时，会出现一个不同的广告。
根据观众在进入EPG之前，所收看的电视频道上正在显示的广告，EPG可以确定显示哪个广告。换句话说，如果观众在进入EPG时，正在收看的电视频道上显示着丰田的广告，那么EPG可以在某个部分，例如广告窗口，显示相关的丰田广告。
在一个实施例中，EPG检测观众的概况，以决定在观众与EPG对话期间的不同时刻，显示哪个广告。EPG可以根据广告客户的投资和有关观众的概况，分配广告和页面的优先级。
图形动态变化的广告，往往每x秒(x是某个数字，可短至1.0秒)显示不同的图形，轮流播出n(n是某个数字)个图形或文本内容。在任一时刻，通常仅仅显示有限数目的广告(每屏的最大值很可能是1)，因为杂乱的屏幕会降低广告的效果和指南的效力。广告一旦放入内存，就必须是“可确认的”和“可存取的”，以便广告客户在发送时“拉出”广告、更新广告以及更正错误。
观众可以加亮广告窗口，以获得广告中产品的附加信息。在一个实施例中，观众加亮广告窗口的方式为：按下遥控设备上的箭头/方向键，使遥控设备的指针移到电视监视器的屏幕显示中的广告窗口。当遥控设备的指针移到电视监视器的屏幕显示中的广告窗口时，屏幕显示中的广告窗口即被加亮。此外，EPG为商业信息片的制作人提供机会，使观众能够看到有关广告中产品的视频片段。
广告窗口可选为交互的。广告窗口中显示的广告，其相关信息所在站点的因特网地址，可以显示在广告窗口中，以站点地址的形式，以图标的形式，或者以某种其它的图形方式，比如符号化的“i”表明附加的交互信息。此外，观众与广告窗口的交互操作受到EPG的监视，并被记录为观众概况的一部分。
EPG为观众提供机会，以访问他们关注的延伸的产品信息。由于购买广告时间的成本昂贵，越来越多的产品制造商和销售商制作其产品的商业信息片。由于播出时间的价格不同，许多制造商和销售商按照非黄金时间节目表，为其商业信息片购买相对廉价的播出时间，而且经常选在非黄金频道。如果商业信息片播出的时间和频道，不便于观众实时收看，EPG使他们能够录制。若是广告窗口显示某个特定产品的相关信息，按下录制按钮，会指示EPG录制商业信息片，只要该片安排在将来播出。此外，用户也可以在收看列表中指定该商业信息片。
EPG也使用户能够指示EPG录制或收看安排将来播出的电视节目。广告窗口可以显示将要播出电视节目的有关信息。如果用户有兴趣录制该节目，可以指示EPG录制这个将要播出的节目。在一个实施例中，用户按下遥控设备上的录制按钮，指示EPG录制将要播出的节目。此外，用户也可以指示EPG把节目加入收看列表中。不仅如此，用户还可以观察该节目的视频片段。
在本发明的一个实施例中，广告消息和虚拟频道广告的一个数据库，存储在用户终端的内存中，或者可从网站访问，要是用户终端连接因特网的话。不论哪种情况，数据库中的广告条目都是按照范畴代码标注，对应于分配给电视广播电视节目的范畴代码标识(优选情况下，这些范畴即是屏上范畴或主题指南中，对节目进行分类的范畴)。电视节目的范畴标识，可以存储在内存中，作为EPG数据库的一部分，根据实时时钟和频道设置的消息，从可用的节目信息包(“SIP”)中检索。这种信息确认了指向这个可用SIP的时间和频道。在这个电视模式中，用户刚刚收看的上一个节目的范畴标识，从EPG数据库中检索出之后，即将它与存储在内存中的，广告消息和虚拟频道广告数据库中对应的标识进行匹配。
EPG结合对EPG显示的广告消息进行“邻近内容”客户化来使用观众概况信息。观众概况信息，包括观众当前在EPG或相关的数据服务中加亮的内容识别。利用这种方法，EPG显示不同的广告，依据包括：哪个节目正被用户在表格形指南中加亮，哪项运动在体育数据服务中被加亮，或者新闻服务中哪类新闻被加亮(国际、本地等等)。
EPG可以从多处选择广告，包括一个广告库，其中有的广告是通过垂直消隐间隔下载后存放在观众的终端内存中，有的广告是来自电缆电视的输入端，还有的取自EPG与因特网/万维网的链接。广告的形式可以是图形、文字、视频片段、音频片段，也可以是它们的组合。可以给每个广告分配主题码，概况码和其它选择特征码。在一个实施例中，为了使广告显示满足客户的要求，EPG搜索了库中的可用广告，使之满足广告客户所要求的条件：“选取内容”、“邻近内容”，和/或用户概况信息。在另一个实施例中，EPG根据预先设定的选择准则来挑选显示用广告。在一个实施例中，给库中的广告分配了主题码；记录屏上主题菜单或节目指南的使用过程；EPG微处理器分析使用过程后，决定播放哪个广告。
例如，一个特定的汽车广告可能分配给一个体育主题。在一个简单实施例中，如果在一个的预定时间内，某个特定EPG的用户选择体育主题多于其它主题，将会播放汽车广告。选择一项主题，就会在屏幕上显示一个列表，根据节目的时间、频道和标题排序，这些特征对应于该主题的二级主题。在内存中记录使用过程时，可以覆盖内存中最早的数据。如果需要，可以使用更精细的分析方法。因此，可以对选择频度进行加权，使新近的选择比较早的选择更受重视，或者与主题组合，决定下一个播放的广告。
在另一个实施例中，将库内广告分配给特定的电视节目，或者一类电视节目；EPG记录信息框的使用情况，包括访问频度，一次访问所用的时间，和/或所有访问所用的总时间；建立信息框与电视节目的关系，根据分析的结果决定播放哪个广告。除了信息框以外，可用同样方式监视EPG屏幕的任何其它区域，决定播放哪个广告。在每一种情况下，都是将库内广告分配给受监视区域的信息类型或主题，以便更好地发现用户感兴趣的广告。
在另一个实施例中，也是将库内广告按照频道和时间，分配给特定的电视节目，或者一类电视节目；然后监视接收频道；建立频道和时间与电视节目的关系；根据分析的结果决定播放哪个广告。例如，一位著名篮球明星为名牌运动鞋做的广告，可能分配给一个篮球节目。如果某个EPG的用户在看篮球比赛时进入了EPG，就会选择播放该运动鞋的广告。
在另一个实施例中，也是将库内广告按照频道和时间，分配给特定的电视节目，或者一类电视节目；然后记录进入“录制-收看表”的电视节目；通过分析决定播放哪个广告。同时也考虑收看电视的时间，以区分使用同一EPG的或有相互关系的多个电视观众。前提是一天中不同时间使用EPG收看电视的人，具有不同的兴趣——家庭主妇可能更多在上午使用EPG，孩子们可能在傍晚，而工作在外的男人们可能在星期天下午使用EPG。
图2是一个示范实施例中的遥控器，用于激活电视系统中的EPG功能。为了描述本发明的操作，假定遥控器向电视系统中的微处理器发送红外线命令，在时钟的协助下，微处理器会执行指定的操作。遥控器有上，下，左，右箭头键，控制EPG光标的移动。按下遥控器的箭头键，光标可以选择即加亮EPG的任何窗口和条带。加亮生效的标志，是增加围绕窗口的边界，如果它本来就有边界，则改变边界的颜色。
电视节目数据，由电视系统以数据包的形式接收，并存储在EPG的数据库中。数据包通过垂直消隐间隔信号发送，由电视系统的微处理器接收。数据包中含有电视节目时间表信息和路由选择数据，帮助系统确定如何在存储器中存放信息。
在EPG数据库中，电视节目数据是以数据结构形式存放，使得系统能够解释这些数据。数据包和EPG数据库的内容与组织结构的细节，在美国专利中请序号No.08/987,795(代理机构卷号32557/LTR/S787)和美国专利申请序列号No.08/475,395(代理机构卷号27971/LTR/E190)中有更详细的讨论，因此其内容在此引用做为参考。
根据本发明的一个实施例，存储EPG数据的数据结构，包括预定的时间表和节目信息包。预定时间表为系统中每个频道指定电视节目信息的位置。预定时间表只引用当日(今天)或次日(明天)就要播出的电视节目信息。
图3是一个预定时间表的示范图。该表包含一个指针组313，每组有12个指针，对应于系统中的每个频道。每个指针对应4个小时电视节目的节目信息数据包。例如，在图3中，指针E1对应于第一频道下午4点到晚上8点的节目数据。指针A2到L2用于表示系统中第二频道的节目数据。12个指针表示当日24小时的节目信息和次日24小时的节目信息。
每个指针包含一个地址，指向一个可变长度的节目信息包，该信息包含有实际的电视节目数据。需要特定的数据时，系统首先查找预定时间表，取得指针，然后使用该位置发现的地址，确定数据的实际存放处。例如，若是需要系统中第二频道晚上8点到午夜12点的数据，系统使用指针F2中的地址，确定数据所在的节目信息包的位置。
节目信息包是可变长度的数据结构，含有电视节目时间表的实际数据。每个节目信息包含有一个特定频道4小时电视节目的数据。节目信息包的长度是可变的，因为每个4小时的时段内，节目的数目取决于各个节目的延续时间。
图4展示了一个节目信息包。节目信息包内容如下：存储量，用于确定存储节目信息包所使用的存储空间，也就是节目信息包不再需要时可以释放的存储空间；控制日期，用于确定特定节目信息包中的数据是否为当日、次日、或者在当前的二日时窗之外；版本号，用于指出节目数据的特定版本。
这三个数据区之后，是4小时的时段内每个节目的特定数据。对于一个给定的、由块314表示的节目，在节目信息包中有下列数据区，多重节目标志区，用于确定该节目是否为本包内的最后一个节目，或者后面还有没有节目要处理；起始时间区，自4小时时间块起始时间的延迟，这个延迟加上4小时时间块的时间，决定了节目的起始时间；延续时间区，指定特定节目的播出时间；主题区，包含节目的类型信息；例如节目可能是体育事件，新闻节目，或是电影；CC区确定节目是否为封闭字幕的；立体声区，确定节目是否为立体声播音；附加区，留作扩展，本区包含节目更多的、成为技术标准之后的信息。
在这些数据区之后的数据区表示节目标题、主要介绍(节目的简短介绍)、次要介绍(节目的较详细介绍)和VCR+PLUSCODE。这些项目中，每一个都由两个区表示，一个区为特定项目的长度，比如标题长度，另一个区含有项目本身，比如标题。
以上信息之后是节目终点区。节目终点区用于指明特定节目的信息结束。一个节目信息包可能含有一个或多个节目的信息，取决于该4小时时间块内播送多少节目。存在多个节目由315和316表示。
图5说明了根据本发明的另一个实施例，节目时间表信息的组织结构。如图5所示，数据库的内部构造，为节目表数据结构和主题数据结构，以句柄和句柄表链接。每个句柄都是一个句柄表的索引，句柄表中含有指向存储器区块的指针，而数据库的结构就存储在这些区块中。
节目表数据结构的层次体系，从上到下依次为：
频道数据表：包含用户单元的频道列表；
节目列表：包含某个频道中将要播出的每个节目的时间档；
节目标题：包含标题文本和节目标题属性；
节目介绍：包含节目的级别、属性和介绍文本。
如图6中所所示，一个频道数据表通常为层次体系中最高的数据结构。该表包括电视单元接收到的各个频道的条目。频道数据表中的这些条目不常变化，而且由电视单元的位置和接收到的服务类型所决定。在启动过程中，当要求用户提供电视所在区域的邮政编码时，将电视单元的位置输入电视的存储器中。每个频道数据表条目，都包括该频道的有关信息及指向该频道节目列表句柄表的一个句柄。
层次体系中下一级数据结构为节目列表，如图7中所展示。节目列表包括起始时间，一般是格林尼治标准时间的午夜，并按24小时制安排。频道的节目安排表，是以有序的播出时间档的形式给出，为特定日期特定频道中播出的每个节目，指定一个播出时间档。每个时间档包括延续时间、节目标题句柄和节目介绍句柄。寻找给定起始时间对应的条目，需要按次序搜索每个条目，条件是节目列表的起点加上延续时间值。
在一个实施例中，构造完成的数据库包含每个频道一星期的节目列表。将节目列表句柄每次增加两个字节，就能到达星期内的每一天。节目列表在每天的格林尼治标准时间的午夜进行更新，删除刚过去一天的节目列表，并在数据库中加入下周同一天的节目列表。
节目表层次体系中再下级的数据结构为节目标题条目，如图8中所示，以及节目介绍条目，如图9所示。对一个给定的播出档，利用该档包含的句柄，来访问节目标题条目和节目介绍条目。节目标题条目与节目介绍条目，存放在划分为区块的存储池中。每个节目标题由唯一的节目标识号(SID)确认。而每个节目介绍是由在顶端分配的每个唯一数字确认。节目标题句柄的依据是SID，而且节目标题句柄就是节目标题句柄表中的偏移量。由特定节目标题句柄访问的，节目标题表中的条目，包括存储池中存放节目标题条目的第一个区块的地址。同样，节目介绍句柄访问的节目介绍句柄表条目，存放存储池中存放节目介绍条目的第一个区块的地址。
除了电视节目数据，电视系统还接收数据包中的广告数据。然后将广告数据存放在广告(ad)数据库中。广告往往与将来的电视节目有关。不过，本领域的技术人员应当理解，广告也可能涉及普通的产品、服务和类似的事物，而不仅仅是将来节目的广告。
根据本发明的一个实施例，广告数据包包含节目表组件和节目组件。这两个组件都是由一个信息广播系统发送。图10为节目表组件的示范图。如图10所示，节目表成分包括起始时间和24小时内的广告安排。起始时间为要播送这些广告的时间，可能是一天中的任何时间。不过一般说来，这些广告的起始时间是12：00am。
起始时间之后，是节目表中每个广告的延续时间和广告标识。延续时间指明特定广告要显示的期间。在一个实施例中，广告延续时间的范围可以是5分钟至24小时。广告标识用于访问特定广告的广告拷贝(文本和图形)。
除了节目表组件，信息广播系统还发送节目组件。节目组件使电视系统链接到广告所说的节目中。根据本发明的一个实施例，图11展示了节目组件。如图11所示，节目组件包括广告标识、指南频道、起始时间和延续时间。广告标识使指南频道、起始时间和延续时间联系到特定的广告。电视系统利用指南频道，发现该频道的节目表信息。起始时间和延续时间用于发现该频道播送的特定节目。
根据一个实施例，指南频道、起始时间和延续时间按照广告安排的顺序发送。例如，第一个指南频道、起始时间和延续时间对应于节目表中的第一个广告，第二个指南频道、起始时间和延续时间对应于节目表中的第二个广告，依此类推。所以，根据这个变通的实施例，信息广播系统不必发送相应的广告标识。
图12展示了如何从广告和EPG数据库中检索信息。从起始时间开始，电视系统检索出广告标识(在这个例子中是第一个广告标识)，然后在广告数据库中确定相应广告拷贝的位置。每个广告拷贝包括一个文本区和一个指向标志图/图形的指针。文本区包含特殊的标志，作为特定数值的占位符。这些占位符可以在广告拷贝中保留空间，用来存储广告中节目的播出时间、某一集的标题/介绍、或者从EPG数据库中得到的任何其它信息。根据这种思路，可以按照EPG数据库中存储的信息，修改广告，而不必再为不同的时区或不同集的介绍生成新的广告。
如果需要，广告条目还包括一个指向广告标志图的指针。该广告标志图包括一个标志图(例如NBC标志图)的图形文件，或者任何其它图形数据，与广告同时显示。电视系统利用节目组件将广告链接到相应的电视节目。这就允许电视系统在广告的文本占位符处，插入适当的信息。此外，将节目与广告链接，使得用户能够安排节目收看，或者从广告中直接观看。
根据本发明的一个实施例，在广告与相应电视节目的链接中，节目组件内指南频道用于定位特定频道的指针映射，每个指针对应于一个节目信息包，其中含有该频道4小时电视节目的数据。延续时间区使系统能够在节目信息包中，检索特定节目的信息。当定位到特定的节目时，电视系统检索出的数值，将插入相应广告的占位符处。例如，可能从节目信息包中检索出节目介绍，插入广告中的节目介绍占位符处。另外，也可以检索出节目的播送时间，插入播送时间占位符处。
根据一个实施例，EPG数据库包含一整星期的节目信息。在这种情况下，指南频道用于定位节目列表的句柄表，一个句柄指向当日特定频道的一个节目列表。起始时间和延续时间用于定位适当的节目介绍条目。
在本发明的一个实施例中，没有以数据包的形式发送节目成分，而是根据广告节目表成分中发送的信息，在电视系统中生成。根据这个实施例，信息广播系统在发送节目表组件的同时，还发送被搜索节目的标题、节目将要播出的起止时间、以及一个网络电台指示器，该指示器用于寻找广播该节目的网络电台。例如，广告可能含有指令“在星期四晚上链接到NBC的节目‘朋友’”。有了这条信息，电视系统就在EPG数据库中搜索节目‘朋友’，并生成相应广告的节目成分。在这种方式下，能够调谐到多个NBC分支台的电视系统，就会选择本电视系统事实上调谐到的NBC分支台的频道。
虽然是通过特定的展示实施例描述本发明，但是与本发明相关领域的技术人员，不难设计出不违背本发明实质的变化。例如，尽管展示的实施例中，只描述了修改未来电视节目广告的时间和节目介绍，如果需要的话，也不妨修改其它类型的广告信息。
此外，被修改的广告可以不限于未来电视节目，而可以是任何类型的产品或服务的广告。广告中产品和/或服务的有关信息，比如价格、电话号码、销售点、网站地址、促销日期等等，也都可以根据存储在EPG数据库中的信息进行修改。例如，若是某个产品分销商的网站地址变了，只需在EPG中显示广告时，将新地址发送并插入已存储广告的适当位置。另外，也可以从EPG数据库中检索出网站地址，再与已存储广告的部分结合。在另一个例子中，可以从EPG数据库中检索出广告轮换信息，比如开始时间、延续时间、显示频度，与存储在广告数据库中的广告内容相结合，用于EPG中的显示。
本领域的技术人员将会理解，对于本发明的上述已展示的和其它的实施例，可以有各种变形，而不脱离本发明的范围。因此应当理解，本发明并非局限于已公开的特定实施例或方案，而是涵盖本发明的范围和实质内的任何变化、改进、修改，如附加的权利要求书所规定。

Claims (58)

1.在电子节目指南(EPG)中显示广告的一种方法，包括以下步骤：
在数据库中存储电视节目表信息；
接收广告信息；
将接收到的广告信息的一部分与存储的电视节目表信息的一部分相结合；以及
在屏幕上显示EPG中结合后的信息。
2.根据权利要求1中所述的方法，其特征在于，接收、结合与显示的步骤实质上实时执行。
3.根据权利要求1中所述的方法，其特征在于，接收步骤包括接收有关未来电视节目的宣传信息。
4.根据权利要求1中所述的方法，其特征在于，接收步骤包括接收有关当前播出电视节目的宣传信息。
5.根据权利要求1中所述的方法，其特征在于，接收步骤包括接收一个或多个产品与服务的宣传信息。
6.根据权利要求1中所述的方法，其特征在于，存储步骤包括存储节目介绍，结合步骤包括，将接收到的广告信息的一部分与存储的节目介绍相结合。
7.根据权利要求1中所述的方法，其特征在于，存储步骤包括，存储节目播出时间，结合步骤包括，将接收到的广告信息的一部分与存储的节目播出时间相结合。
8.根据权利要求1中所述的方法，其特征在于，存储步骤包括，存储网站地址，结合步骤包括，将接收到的广告信息的一部分与存储的网站地址相结合。
9.根据权利要求1中所述的方法，其特征在于，存储步骤包括，存储地理位置相关的信息，结合步骤包括，将接收到的广告信息的一部分与地理位置相关的信息相结合。
10.根据权利要求1中所述的方法，其特征在于，存储步骤包括，存储电视观众相关的信息，结合步骤包括，将接收到的广告信息的一部分与电视观众相关的信息相结合。
11.根据权利要求1中所述的方法，其特征在于，存储步骤包括，存储EPG中轮换广告信息相关的信息，结合步骤包括，将接收到的广告信息的一部分与轮换广告信息相关的信息相结合。
12.根据权利要求11中所述的方法，进一步包括，根据轮换信息，显示EPG中的广告信息。
13.根据权利要求3中所述的方法，其特征在于，宣传信息是视频预览，与未来电视节目有关。
14.根据权利要求5中所述的方法，其特征在于，宣传信息是视频预览，与一个或多个产品与服务有关。
15.根据权利要求1中所述的方法，进一步包括，利用一个定位设备选择显示信息的步骤，以及激活与选定信息有关的一个功能的步骤。
16.根据权利要求15中所述的方法，其特征在于，激活一个功能的步骤包括，根据与选定信息有关的地址，链接到一个网站，并显示来自该网站的更多信息。
17.根据权利要求15中所述的方法，其特征在于，激活一个功能的步骤包括，显示与选定信息有关的更多详细信息。
18.根据权利要求15中所述的方法，其特征在于，激活一个功能的步骤包括，安排录制一个未来电视节目。
19.根据权利要求15中所述的方法，其特征在于，激活一个功能的步骤包括，调谐到一个当前播出的电视节目。
20.在电子节目指南(EPG)中修改广告的一种方法，包括以下步骤：
在第一个数据库中存储电视节目表信息；
在第二个数据库中存储广告信息；
将第一个数据库中电视节目表信息的一部分，合并到广告信息的一部分，形成修改后的广告；以及
在屏幕上显示修改后的广告。
21.根据权利要求20中所述的方法，其特征在于，存储广告信息步骤包括，存储有关未来电视节目的宣传信息。
22.根据权利要求20中所述的方法，其特征在于，存储广告信息步骤包括，存储有关当前播出电视节目的宣传信息。
23.根据权利要求20中所述的方法，其特征在于，存储广告信息步骤包括，存储有关一个或多个产品与服务的宣传信息。
24.根据权利要求20中所述的方法，其特征在于，存储节目表信息步骤包括存储节目介绍，合并步骤包括，将接收到的广告信息的一部分与存储的节目介绍相合并。
25.根据权利要求20中所述的方法，其特征在于，存储节目表信息步骤包括存储节目播出时间，合并步骤包括，将存储的广告信息的一部分与存储的节目播出时间相合并。
26.根据权利要求20中所述的方法，其特征在于，存储节目表信息步骤包括存储一个网站地址，合并步骤包括，将存储的广告信息的一部分与存储的网站地址相合并。
27.根据权利要求20中所述的方法，其特征在于，存储节目表信息步骤包括，存储地理位置相关的信息，合并步骤包括，存储的广告信息的一部分与地理位置相关的信息相合并。
28.根据权利要求20中所述的方法，其特征在于，存储节目表信息步骤包括，存储电视观众相关的信息，合并步骤包括，将接收到的广告信息的一部分与电视观众相关的信息相合并。
29.根据权利要求1中所述的方法，其特征在于，存储节目表信息步骤包括，存储EPG中轮换广告信息相关的信息，合并步骤包括，将存储的广告信息的一部分与轮换广告信息相关的信息相合并。
30.根据权利要求29中所述的方法，进一步包括，根据轮换信息，显示EPG中的广告信息。
31.根据权利要求21中所述的方法，其特征在于，宣传信息是视频预览，与未来电视节目有关。
32.根据权利要求23中所述的方法，其特征在于，宣传信息是视频预览，与一个或多个产品与服务有关。
33.根据权利要求20中所述的方法，进一步包括，利用一个定位设备选择显示信息的步骤，以及激活与选定广告有关的一个功能的步骤。
34.根据权利要求33中所述的方法，其特征在于，激活一个功能的步骤包括，根据与选定广告有关的地址，链接到一个网站，并显示来自该网站的更多信息。
35.根据权利要求33中所述的方法，其特征在于，激活一个功能的步骤包括，显示与选定广告有关的更多详细信息。
36.根据权利要求33中所述的方法，其特征在于，激活一个功能的步骤包括，显示一个与选定广告有关的视频预览。
37.根据权利要求33中所述的方法，其特征在于，激活一个功能的步骤包括，安排录制一个未来电视节目的时间。
38.根据权利要求33中所述的方法，其特征在于，激活一个功能的步骤包括，调谐到一个当前播出的电视节目。
39.一个交互电子节目指南(EPG)系统，包括：
一个第一数据库，用于存储电视节目表信息；
一个第二数据库，用于存储广告数据，其特征在于，第一数据库包括一个指针，指向第二数据库中的某个条目，使得第一数据库中存储的信息的一部分，与第二数据库中相应条目中广告数据的一部分相结合，形成修改后的广告；以及
一个显示屏幕，用于显示修改后的广告。
40.根据权利要求39中所述的EPG，其特征在于，广告数据是宣传信息，与未来的电视节目有关。
41.根据权利要求39中所述的EPG，其特征在于，广告数据是宣传信息，与当前播出的电视节目有关。
42.根据权利要求39中所述的EPG，其特征在于，广告数据是宣传信息，与一个或多个产品与服务有关。
43.根据权利要求39中所述的EPG，其特征在于，第一数据库包括节目介绍，用于将广告数据的一部分与存储的节目介绍相结合。
44.根据权利要求39中所述的EPG，其特征在于，第一数据库包括节目播出时间，用于将广告数据的一部分与存储的节目播出时间相结合。
45.根据权利要求39中所述的EPG，其特征在于，第一数据库包括一个网站地址，用于将广告数据的一部分与存储的网站地址相结合。
46.根据权利要求39中所述的EPG，其特征在于，第一数据库包括地理位置数据，用于将广告数据的一部分与存储的地理位置数据相结合。
47.根据权利要求39中所述的EPG，其特征在于，第一数据库包括电视观众相关的信息，用于将广告信息的一部分与电视观众相关的信息相结合。
48.根据权利要求39中所述的EPG，其特征在于，第一数据库包括EPG中轮换广告信息相关的信息，用于将广告信息的一部分与轮换广告信息相关的信息相结合。
49.根据权利要求40中所述的EPG，其特征在于，宣传信息是视频预览，与未来电视节目有关。
50.根据权利要求42中所述的EPG，其特征在于，宣传信息是视频预览，与一个或多个产品与服务有关。
51.根据权利要求39中所述的EPG，进一步包括一个输入设备，用于选择显示的广告，以及激活与选定广告有关的一个功能。
52.根据权利要求51中所述的EPG，其特征在于，该输入设备激活一个功能，根据选定广告有关的地址，链接到一个网站。
53.根据权利要求51中所述的EPG，其特征在于，该输入设备激活一个功能，显示选定广告有关的更多详细信息。
54.根据权利要求51中所述的EPG，其特征在于，该输入设备激活一个功能，安排录制一个未来电视节目的时间。
55.根据权利要求51中所述的EPG，其特征在于，该输入设备激活一个功能，调谐到一个当前播出的电视节目。
56.根据权利要求51中所述的EPG，其特征在于，该输入设备激活一个功能，显示一个与选定广告有关的视频预览。
57.一种计算机可读介质，在其上存储着一套指令，包括在电子节目指南(EPG)中显示广告的指令，用微处理器执行时，该指令使微处理器实现以下步骤：
在数据库中存储电视节目表信息；
接收广告信息；
将接收到的广告信息的一部分与存储的电视节目表信息的一部分相结合；以及
在屏幕上显示EPG中结合后的信息。
58.一种计算机可读介质，在其上存储着一套指令，包括在电子节目指南(EPG)中修改广告的指令，用微处理器执行时，该指令使微处理器实现以下步骤：
在第一个数据库中存储电视节目表信息；
在第二个数据库中存储广告信息；
将第一个数据库中电视节目表信息的一部分，合并到广告信息的一部分，形成修改后的广告；以及
在屏幕上显示修改后的广告。
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