WO2008150044A1

WO2008150044A1 - Method and system for providing advertisement contents associated with vod contents

Info

Publication number: WO2008150044A1
Application number: PCT/KR2007/003752
Authority: WO
Inventors: Yong Tae Choi; Jeong Hyeon Kim; Hee Kyu Sung; Kang Min Lee
Original assignee: Hanaromedia Co., Ltd.
Priority date: 2007-06-05
Filing date: 2007-08-03
Publication date: 2008-12-11
Also published as: KR100823410B1

Abstract

The present application discloses a method and system for providing advertisement contents associated with VOD contents. The present invention first receives a request of VOD contents from a user, accesses the service providing system through a network and transfers a download request of the requested VOD contents. In such a case, the service providing system downloads the requested VOD contents from the set-top box in response to the download request of the VOD contents. The set-top box may be operable to detect a download speed of the VOD contents through the network, compare the download speed with a selected reference speed, and, at a comparison result, if the download speed is lower than the selected reference speed, last a play of the advertisement contents maintains for a longer time than a case of that the download speed is higher than the selected reference speed.

Description

METHOD AND SYSTEM FOR PROVIDING ADVERTISEMENT CONTENTS ASSOCIATED WITH VOD CONTENTS

Technical Field

[1] The present invention relates to a technology playing advertisement contents in an

Internet Protocol (IP) Television, and more particularly to a system and method of playing advertisement contents in a different playback time according to a download speed of VOD contents. Background Art

[2] Recently, there has been a rapid progress in the standardization of digital broadcasting. The digital broadcasting is advantageous in that information data can be compressed, transmission speed is high and sound and image qualities are excellent compared to analog broadcasting. As the digital broadcasting is fused with communication technologies, its applicable fields are gradually extended. An internet protocol television (IPTV) is representative of fusing the broadcasting technology with the communication technology. The IPTV provides various benefits by fusing the broadcasting technologies and communication technologies. For example, digitized contents may be provided to a user by using an internet network as a broadcasting network and the user can carry out various works such as payment, shopping, forum attendance and the like in an identical network.

[3] A video on demand (VOD) service is the most popular service in the IPTV.

Generally, the VOD service is a service for providing a tremendous amount of video contents in real time on the basis of a user demand. Although a main target of the VOD service is the video contents such movies, drama, music videos and so on, the VOD service may include services that immediately provide various digital data such as a music consisting of only audio, still images, games, documents and the like on the basis of the demand.

[4] Detailed description for order and viewing of VOD through the digital broadcasting may refer to U.S. Patent Nos. 4,506,387, 4,890,320, 4,995,078, 5,063,610, 5,206,722 and 5,253,275.

[5] In the typical VOD service, if the user selects specific VOD contents for viewing and the total amount of the VOD contents is 2GB, a background image, which may be previously set, may be displayed or a trailer of the VOD contents may be provided until a predetermined portion (for example, about 2% of the totality) is downloaded to the set-top box. However, there is a problem that the user has to boringly wait for a long time (Sometimes several seconds or several minutes may last according to a network status) until a predetermined amount of the VOD contents selected by the user is downloaded. Also, sometimes the play of the VOD contents may be stopped due to decrease of the download speed during the play of the VOD contents and a predetermined amount of the VOD contents may be downloaded with a television screen of the user paused, so that it may make the user more bored.

[6] Therefore, a way capable of making the user less bored is needed until the predetermined amount of the VOD contents is downloaded before the playback of the VOD contents selected by the user or when the playback is stopped. Disclosure of Invention Technical Problem

[7] An objective of the present invention is to provide a system and method capable of flexibly providing advertisement contents associated with a VOD content such that the user feels less bored before the VOD content selected by the user is played or until a predetermined amount of the VOD contents is downloaded when the play is stopped.

[8] Another objective of the present invention is to provide a system and method capable of giving a chance increasing earnings of a VOD service manager by playing the advertisement contents associated with the VOD content desired by the user during a stand-by time of the user. Technical Solution

[9] In accordance with one aspect of the present invention, there is provided a method of providing advertisement contents associated with the provision of VOD contents. The method of providng advertisement contents at a set-top box for receiving and displaying VOD contents with connection to a service providing system through a network, includes: a) receiving a request of a VOD content from a user; b) transferring a download request of the requested VOD content with connection to the service providing server through the network, wherein the service providing server downloads the request VOD content from the set-top box in response to the download request of the VOD content; and c) playing an advertisement content associated with the request VOD content. In this method, the step c) includes cl) detecting a download speed of the VOD content through the network, c2) comparing the download speed with a selected reference speed, and c3) in the comparison result, if the download speed is lower than the selected reference speed, then a play of the advertisement content maintains for a longer time than a case of that the download speed is higher than the selected reference speed. The method may further include repeatedly playing advertisement contents previously stored in the set-top box before the step a). The advertisement contents may be associated with each of the VOD contents or genre codes of the VOD contents. [10] In such a case, the step c) may be repeatedly performed before the VOD content is playe or may last until a predetermined amount of an entire capacity of the VOD content is downloaded. At step a), the VOD content may be requested from an electronic program guide received to user's television, or by using a hot key of a remote control of a user. If the play of the VOD contents are stopped responsive to a decrease of the download speed during the play of the VOD content, the steps a) to c) may be performed.

[11] In accordance with anoter aspect of the present invention, there is provided a set- top box for receiving and playing VOD contents. The set- top box includes a data receiving unit configured to receive a VOD content through a network; and a data processing and controlling unit configured to perform a function processing and controlling data including the VOD contents. The data processing and controlling unit is operable to detect a download speed of the VOD content through the network, compare the download speed with a selected reference speed, and if the download speed is lower than the selected reference speed, last a play of the advertisement contents for a longer time than a case of that the download speed is higher than the selected reference speed. The advertisment contents may be associated with each of the VOD contents or each of genres of the VOD contents. Also, the set- top box may further include an advertisement storing unit for storing the advertisement contents.

Advantageous Effects

[12] In accordance with the present invention, the present invention may provide a system and method capable of flexibly providing advertisement contents associated with VOD contents such that the user feels less bored before the VOD contents selected by the user is played or until a predetermined amount of the VOD contents is downloaded when the play is stopped. Also, the present invention may provide a system and method capable of giving a chance increasing earnings of a VOD service manager by playing the advertisement contents associated with the VOD contents desired by the user during a stand-by time of the user. Brief Description of the Drawings

[13] FIG. 1 is a diagram schematically illustrating a network configuration of a system for providing advertisement contents associated with VOD contents in accordance with one embodiment of the present invention.

[14] FIG. 2 is a diagram schematically illustrating a set- top box in accordance with one embodiment of the present invention.

[15] FIG. 3 is a diagram schematically illustrating a service providing system in accordance with one embodiment of the present invention.

[16] FIG. 4 is a flowchart showing processing of a VOD content transferred through a network and processing of an advertisement content associated therewith for implementing one embodiment of the present invention.

[17] FIG. 5 is a diagram showing a captured display screen of a computer of a VOD service operator for registering advertisement contents.

[18] FIG. 6 is a table of showing a relation between advertisement contents and VOD contents.

[19] FIG. 7 is an exemplary diagram showing a specific embodiment of advertisement contents played really at each of VOD content service steps.

[20] FIG. 8 is a flowchart showing processing of VOD contents transferred through a network when a user presses a hot key of a remote control and processing an advertisement content in a set-top box associated therewith for implementing another embodiment of the present invention. Best Mode for Carrying Out the Invention

[21] Hereinafter, the present invention will be described with reference to the accompanying drawings.

[22] FIG. 1 is a block diagram schematically illustrating a network configuration of a system for providing advertisement contents associated with VOD contents in accordance with one embodiment of the present invention. In the system, at least one user set- top box 102 is connected to a service providing system 104 through a network 108. The set- top box 102 may be additionally connected to a DNS server 106 through the network 108. The set- top box 102, the service providing system 104 and the DNS server 106 communicate with each other through the network 108. In such a case, an IP-based network may be employed as the network 108. However, the present invention is not limited by the IP-based network and, in addition thereto, different types of networks can be applied within a scope maintaining a technical spirit of the present invention.

[23] At the network configuration such as above, the set-top box 102 requests the transfer of a specific content to the service providing system 104. The service providing system 104 provides the requested content to the set- top box 102 through the network 108 in response to the request. The content may be video on demand (VOD). However, the present invention is not limited by VOD. The set-top box 102 downloads the content provided from the service providing system 104 and internally stores it. In such a case, the set- top box 102 may be configured to start to play the corresponding content before the content is not completely downloaded by using a well-known streaming technology. The set- top box 102 may operate to display advertisement to the user so as to look after interests of a service provider.

[24] When the set- top box 102 is connected to the service providing system 104, the set- top box 102 may be connected to the service providing system 104 with an address (e.g., IP address), which can be directly connected to the service providing system 104. On the contrary, when the set-top box 102 dose not know an IP address, which can be directly connected to the service providing system 104, the set- top box 102 may request the DNS server 106 to convert a domain name of the service providing system 104 to an IP address and be connected to the service providing system 104 by using the converted IP address.

[25] FIG. 2 is a diagram schematically illustrating a set-top box in accordance with one embodiment of the present invention. The set- top box 102 may include an input signal receiving unit 202, a data receiving unit 204, a data processing and controlling unit 206, a decoder 208, a network interface 210 and an advertisement scheduler 218. The set- top box 102 may further include storing units such as a restoration algorithm storing unit 212, a random access memory (RAM) 214, a content storing unit 216 and an advertisement storing unit 220.

[26] The input signal receiving unit 202 receives an input signal from the user. The input signal may be an input signal for the user to select a program desired to watch. The data receiving unit 204 may be used to receive the data transmitted from the service providing system 104 through the network 108. The received data may include an electronic program guide (EPG) and content data. The data processing and controlling unit 206 performs the functions for processing and controlling various types of data including EPG and the content data. The decoder 208 performs a function for decoding the content to be displayed on a display unit (not shown) connected to the set-top box 102. The display unit may be a television. The decoder 208 may be configured with a decoding-only chip, which stores a content executing program. In such a case, the content received from the service providing system may be decoded by using the corresponding content executing program such that the content is converted to be processed in the display unit. The network interface 210 provides a network-based service so that the set- top box can be communicated through the network 108. The advertisement scheduler 218 performs an advertisement play control for providing the advertisement to the user.

[27] The restoration algorithm storing unit 212 stores the restoration algorithm for a de- scrambling content, which is scrambled. The restoration algorithm storing unit 212 may be a flash memory. The RAM 214 may be used to temporarily store the data processed in the data processing and controlling unit. The content storing unit 216 may be used to store the content received by the user for a predetermined period (e.g., 3 days). If the predetermined period elapses, then it may be set so that the corresponding content is automatically deleted. The advertisement storing unit 220 may store an advertisement file containing a content of the advertisement to be provided to the user. The advertisement file stored in the advertisement storing unit 220 may be played under the control of the advertisement scheduler 218 to thereby be displayed to the user. In such a case, the content storing unit 216 and the advertisement storing unit 220 may be configured by using a high capacity hard disk.

[28] FIG. 3 is a diagram schematically illustrating a service providing system in accordance with one embodiment of the present invention. The service providing system 104 may include a headend server 302 and at least one content server 304. The headend server 302 may maintain and manage the user information and content information. The user information may include user identification information, charge information of the user, information of pay channels applied by the user and the like. The content information includes information related to the contents, e.g., a list of contents which can be provided to the user, information of whether or not a specific content is a pay content, etc. The headend server 302 performs an authentication procedure and authorizes an access right to the user based on the user information. The headend server 302 may maintain and manage an electronic program guide (EPG) for the set-top box. The EPG is a guide service for transmitting information associated with the content to the set-top of the user to thereby show the information associated with the content. The user may select a desirable content by using the EPG.

[29] The content itself may be maintained and managed in the content server 304, instead of the headend server 302, independently from the content information. In such a case, the content information stored in the headend server 302 may further include an identifier of the content server 304, which stores the contents, and identifiers (e.g., file names) of the contents in the corresponding content server 304. In this configuration, if a new content is distributed, then an operator updates the content information of the headend server 302 and the new content is stored in the content server 304. The contents stored in the content server 304 may be stored by being compressed in a H.264 format and coded.

[30] The service providing system 104 may further include a load dispersing server 306.

If a plurality of contents servers 304 exist, then the load dispersing server 306 determines an optimal content server 304 in consideration of a traffic, etc. and allows the content to be provided from the determined content server 304 to the set-top box 102.

[31] Also, the service providing system 104 may include an advertisement file server 310.

The advertisement file server 310 plays a role of providing the advertisement file, which will be provided to the user, to the set- top box 102. In such a case, the provision of the advertisement file may be carried out actively by the advertisement file server 310 or in response to a request from the set- top box 102. The provision of the advertisement may be also performed in response to the registration of a new ad- vertisement file or in a predetermined time interval. As described later, the advertisement file provided to the set- top box 102 is first stored in the advertisement storing unit 220 of the set- top box 102. When the corresponding advertisement file is played, it may be configured so that the play is internally carried out in the set-top box 102 without connection to the advertisement file server 310.

[32] Under the above configuration, the set- top box 102 cooperates with the service providing system 104 to thereby provide various information such as the content and metadata for the content to the user. For example, the set- top box 102 requests the corresponding VOD content to the service providing system 104 through the network 108 in response to a request of the VOD content by the user. It then may receive the VOD content data from the service providing system 104.

[33] In accordance with the present invention, the set-top box 102 first accesses the headend server 302 so that the content information can be received from the headend server 302. The content information received from the headend server 302 may include an identifier of the content server 304 in which real contents are stored, and identifiers (e.g., file names) of the contents in the corresponding content server 304. If there is a receiving request of a specific content from the user, then the set- top box 102 may be operable to receive the corresponding content by using the identifier of the content server 304 storing the corresponding content and the identifier of the content in the corresponding content server 304, and provide it to a display unit (not shown) of the user.

[34] Meanwhile, the scheduler 218 of the set- top box 102 may play the advertisement file corresponding to the advertisement meta data at an appropriate time, e.g., before display of the corresponding content or after completion thereof, in response to the advertisement meta data included in the content information. In such a case, when the advertisement file corresponding to the advertisement metadata is stored in the advertisement storing unit 220, the corresponding advertisement file may be searched from the advertisement storing unit 220 and then played. In accordance with one embodiment of the present invention, the set- top box 102 compares the download speed with a selected reference speed. If the download speed is lower than the reference speed, the play of the advertisement content may last for longer time than a case of which the download speed is higher than the reference speed.

[35] In such a case, the set-top box 102 may be configured to pass the load dispersing server 306 in order to receive the content from the real content server 304 by using the identifier of the content server 304. In accordance with the present invention, the load dispersing server 306 may be configured to receive the identifier of the content server 304 from the set- top box 102, select an optimal content server 304 among the plurality of contents severs 304 corresponding to the identifier of the content server 304 in con- sideration of factors such as traffic, and transfer an address (e.g., IP address) capable of directly accessing the selected content server 304 to the set- top box 102. The set- top box 102 may store the address of the content server 304 received from the load dispersing server 306 in a storing unit such as RAM 214.

[36] Until now, although the load dispersing server 306 is described independent from the headend server 302, the load dispersing server 306 may be physically positioned at an identical server with the headend server 302 in accordance with one embodiment of the present invention. Also, although it is described that the set- top box 102 receives the content information from the headend server 302 and requests the address of the real content server to the load dispersing server 306, in accordance with one embodiment, it may be configured that an optimal content server 304 may be selected through a communication between the headend server 320 and the load dispersing server 306 before the headend server 302 transmits the content information to the set- top box 102, and an address to be directly accessed to the selected content server 304 is straightly transferred to the set- top box 102. In such a case, the set- top box 102 may not communicate with the load dispersing server 306.

[37] FIG. 4 is a flowchart showing a procedure of processing VOD contents transferred through a network and processing advisement contents in the set-top box linked thereto in accordance with one embodiment of the present invention. First, the data processing and controlling unit 206 of the set- top box 102 may be operable to display a background image and the EPG stored in the advertisement storing unit 220 at step S401. If a request of a VOD content order is received from the user at step S402, then the set- top box 102 transfers the order information of the user to the headend server 302 of the service providing system 104 at step s403. Thereafter, the headend server 302 transfers the VOD content stored in the advertisement filer server 310 to the set- top box 102 at step S404 and the set- top box 102 receives the VOD content from the advertisement file server 310 at step S405. In such a case, the data processing and controlling unit 206 of the set- top box 102 measures a VOD content capacity and a download speed of the VOD content and then selects an advertisement content to be displayed during a buffering process time based on the comparison result at step S406. This selected advertisement content is read out from the advertisement storing unit 220 and then displayed during the buffering process time at step S407. If the selected advertisement content is not stored in the advertisement storing unit 220, then the selected advertisement content is downloaded from the advertisement file server 310 of the service providing server 104 and then displayed. If the buffering process is completed, the VOD contents selected by the user are displayed on a user's television at step S408.

[38] Hereinafter, a specific embodiment of the step S406 will be described in detail. The data processing and controlling unit 206 of the set- top box 102 first measures the download speed of the VOD contents. If the download speed is higher than the reference speed (e.g., 3 MB/second), then the VOD content is played after downloading, for example, over 11 MB. If the download speed is lower than the reference speed, then the VOD content is played after downloading, for example, over 24 MB. Preferably, the data processing and controlling unit 206 of the set- top box 102 checks the capacity of the VOD content such that the advertisement content is played until a predetermined amount, e.g., 2 % of the total capacity is downloaded.

[39] FIG. 5 is a diagram showing a captured display screen of a computer of a VOD service operator for registering the advertisement content. In registering the advertisement content, the VOD service operator may register it with a channel number by pressing a channel selection button 501 or a genre code by pressing a genre selection button 502 according to necessity. The genre code, for example, may be classified with 'domestic movie', 'foreign movie', 'television drama', 'entertainment/fun', 'infant', 'child' and the like. The advertisement content, which is not associated with the channel number or the genre code, is provided only on a 'home' screen and is not played in connection with the VOD content selection of the user.

[40] FIG. 6 is an exemplary table showing relation between the advertisement contents and the VOD contents. For example, the advertisement contents 'adOO.ts - adOO3.ts' are associated with channel numbers '1001' and '1050' but not associated with the genre codes. The advertisement contents 'ad004.ts - ad007.ts' are not associated with the channel numbers but associated with the genre code '101'. The advertisement content 'adO15.ts' is associated with the channel number '1100' and the genre code '102', and the advertisement contents 'ad020.ts' and 'adO8O.ts' are not associated with any of the channel numbers and the genre codes.

[41] FIG. 7 is a diagram showing an example of a specific embodiment of the advertisement content really played at each of VOD content service steps. First, background images of a 'home' screen advertisement group are sequentially and repeatedly provided on a 'home' screen, which is an initial screen. If the user selects information of the specific channel '1001', a trailer of the corresponding channel is provided. Also, if the user selects watching the channel '1001', a download speed of the VOD content is measured. If the download speed is higher than the reference speed (e.g., 3 MB/second), the advertisement contents 'adOOl.ts - adOO3.ts' are repeatedly provided until the VOD content is downloaded, for example, over 11 MB. If the download speed is lower than the reference speed, the advertisement contents 'adOOl.ts - adOO3.ts' are repeatedly provided unit the VOD content is downloaded, for example, over 24 MB. In such a case, until a predetermined amount (e.g., 2 % of the total capacity) of the VOD content capacity of the corresponding channel '1001' is downloaded, the advertisement contents adOOl.ts - adOO3.ts associated with the channel 1001 may be repeatedly provided. Also, for example, if the user selects watching the other specific channel '1100', the advertisement content 'adO15.ts' associated with the channel '1100' may be repeatedly provided, or the advertisement content 'adO15.ts' and the advertisement contents 'ad008.ts - adO14.ts' associated with the genre code '102', which belong to the channel '1100', may be repeatedly provided. The advertisement contents (e.g., 'ad020.ts' and 'ad080.ts'), which are not associated with the channel numbers or the genre codes, are used to be provided to the 'home' screen. Finally, if the user finishes watching the VOD content of a specific channel, the advertisement contents associated with the genre belonging to the channel may be played for a constant time. Of course, if the genre codes belonging to the channel do not exit, the advertisement contents may be directly played at 'home'.

[42] FIG. 8 is a flowchart showing processing of VOD contents transferred through a network when a user presses a hot key of a remote control and processing an advertisement content in a set-top box associated therewith for implementing another embodiment of the present invention. The data processing and controlling unit 206 of the set- top box 102 displays the background images and EPG stored in the advertisement storing unit 220 at step S801. If the user presses a hot key of the remote control while the VOD content advertisement for promotion is played, the headend server 302 transfers the VOD content stored in the advertisement file server 310 to the set-top box 102 at step S804. In such a case, the 'hot key', which is a specific function key mounted on the remote control, is a function key for performing a function of directly watching the VOD content displayed at a user's television for promotion. Other steps S803-S809 are performed in the same manner with the steps S402-S408 described with reference to FIG. 4, so that detailed described will be omitted.

[43] Although embodiments have been described with reference to a number of illustrative embodiments thereof, it should be understood that numerous other modifications and embodiments can be devised by those skilled in the art that will fall within the spirit and scope of the principles of this disclosure. More particularly, numerous variations and modifications are possible in the component parts and/or arrangements of the subject combination arrangement within the scope of the disclosure, the drawings and the appended claims.

Claims

[1] A method of providing advertisement contents at a set- top box for receiving and displaying VOD contents with connection to a service providing system through a network, comprising: a) receiving a request of a VOD content from a user; b) transferring a download request of the requested VOD content with connection to the service providing server through the network, wherein the service providing server downloads the request VOD content from the set-top box in response to the download request of the VOD content; and c) playing an advertisement content associated with the request VOD content, wherein the step c) includes cl) detecting a download speed of the VOD content through the network, c2) comparing the download speed with a selected reference speed, and c3) in the comparison result, if the download speed is lower than the selected reference speed, then a play of the advertisement content maintains for a longer time than a case of that the download speed is higher than the selected reference speed.

[2] The method of Claim 1, further comprising repeatedly playing advertisement contents previously stored in the set- top box before the step a).

[3] The method of Claim 1, wherein the advertisement contents are associated with each of the VOD contents.

[4] The method of Claim 1, wherein the advertisement contents are associated with each of genres of the VOD contents.

[5] The method of Claim 1, wherein the step c) is performed before the VOD content is played.

[6] The method of Claim 1, wherein the step c) lasts until a predetermined amount of an entire capacity of the VOD content is downloaded.

[7] The method of Claim 1, wherein, at step a), the VOD content is requested from an electronic program guide received to user's television.

[8] The method Claim 1, wherein, at step a), the VOD contents are requested by using a hot key of a remote control of a user.

[9] The method Claim 1, wherein, if the play of the VOD contents are stopped responsive to a decrease of the download speed during the play of the VOD content, the steps a) to c) are performed.

[10] A set-top box for receiving and playing a VOD content, comprising: a data receiving unit configured to receive a VOD content through a network; and a data processing and controlling unit configured to perform a function processing and controlling data including the VOD contents, wherein the data processing and controlling unit is operable to detect a download speed of the VOD content through the network, compare the download speed with a selected reference speed, and if the download speed is lower than the selected reference speed, last a play of the advertisement contents for a longer time than a case of that the download speed is higher than the selected reference speed.

[11] The set- top box of Claim 10, wherein the advertisement contents are associated with each of the VOD contents.

[12] The set- top box of Claim 10, wherein the advertisement contents are associated with each of genres of the VOD contents.

[13] The set-top box of Claim 10, further comprising an advertisement storing unit configured to store the advertisement contents.