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Description  |
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BACKGROUND OF THE INVENTION
This invention relates to television advertising systems and more
particularly to a satellite advertisement distribution system which allows
customizing the advertisement at each ground terminal.
DESCRIPTION OF THE PRIOR ART
The 1980s have seen an equalization among television sectors. Networks,
independents, cable, government supported, pay, and direct broadcast
satellite are all merging to be simply "television". Viewers support each
medium based upon perceived value versus the cost, either direct cash cost
or aggravation costs.
An equally important trend is the consumer's demand that television content
relate more directly to a viewer. Local news has increased in value the
importance of content that relates to the consumer's personal interests.
These trends are documented as network viewership falls and vertical and
local offerings increase.
As more "television" offerings come into play with content that is more
"local" and "pertinent", a new opportunity is presented to the television
industry:
1. Viewers need to easily know what is on television and what content is
pertinent to each group.
2. Viewers want content and advertising that is local and pertinent.
OBJECTS AND SUMMARY OF THE INVENTION
An object of the present invention is to provide a satellite system that
inexpensively and reliably delivers customized advertising from a central
site to any number of locations in a geographical area.
Another object of the present invention is to uniquely configure the
advertising of each remote site to offer the appropriate services for that
particular market.
A further object of the present invention is to control remote sites from
the central site by a downlink computer that receives content data
signals, which have advertising unique to a particular remote site.
An additional object of the present invention is to customize advertising
at a remote site, using the downlink computer and the content data
signals, and as appropriate, combine the customized content data signals
with locally originated content data signals.
According to the present invention, as embodied and broadly described
herein, an apparatus having a central site with headend equipment and a
remote site with downlink equipment for customizing advertising for
television using a video signal is provided comprising a communications
channel, studio-processor means, scheduling-processor means,
network-processor means, transmitting means, communications-processor
means, first storing means, second storing means, an input source,
audio-processor means, video-processor means, a matrix switch,
cue-processor means, and matrix-switch-processor means.
At the central site, the studio-processor means generates a plurality of
content data signals. The content data signals may include text signals,
phototext signals, and/or digital audio signals. The content data signals
are stored in a content data base. The scheduling-processor means is
located at the central site and is coupled to the studio-processor means.
For each of the plurality of content data signals, the
scheduling-processor means generates a schedule data signal. The schedule
data signal includes a unique identifier, accounting, administrative and
scheduling data. The network-processor means is located at the central
site and generates a communications signal which includes the plurality of
content data signals and the schedule data signals, and which may be
formatted with a video signal. The transmitting means is located at the
central site and transmits the communications signal over the
communications channel.
At the remote site the communications-processor means receives the
communications signal and, using the control data signal, selects a first
content data signal from the plurality of content data signals, targeted
for the remote site. The first storing means is coupled to the
communications-processor means. The first storing means stores the video
signal. The second storing means is coupled to the
communications-processor means. The second storing means stores the first
content data signal. The input source, which is optional, is the source
for an audio signal. The audio-processor means is coupled to the second
storing means and the input source. The audio-processor means mixes the
audio signal with the first content data signal to generate an output
content signal. The video-processor means is coupled to the first storing
means and the audio-processor means. The video-processor means mixes the
video signal with keyed graphic or character information. The matrix
switch is coupled to the video-processor means, the audio-processor means
and a plurality of network communications channels. The cue-processor
means is coupled to network feed channels through the matrix switch. In
response to detecting network-cue signals, the cue-processor means
generates insertion-cue signals. The matrix-switch-processor means is
coupled to the matrix switch. In response to the insertion-cue signals,
the matrix-switch-processor means controls the matrix switch and routing
of the video and audio signals, the output content signal and a
synchronization signal to a network communications channel.
Additional objects and advantages of the invention will be set forth in
part in the description that follows, and in part will be obvious from the
description, or may be learned by the practice of the invention.
BRIEF DESCRIPTION OF THE DRAWINGS
The accompanying drawings, which are incorporated in and constitute a part
of this specification, illustrate a preferred embodiment of the invention,
and together with the description, serve to explain the principles of the
invention.
FIG. 1 shows an overview of the advertising delivery network of the present
invention;
FIG. 2 depicts the advertising delivery network architecture;
FIG. 3 is a block diagram of the advertising delivery network headend
architecture;
FIG. 4 is a diagram of headend functions;
FIG. 5 is a block diagram of the advertising delivery network downlink
architecture; and
FIG. 6 is a diagram showing downlink functions.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
Reference will now be made in detail to the present preferred embodiments
of the invention, examples of which are illustrated in the accompanying
drawings, wherein like reference numerals indicate like elements
throughout the several views.
The present invention comprises a central site and any number of remote
sites. The invention is capable of utilizing broadcast protocols:
band-edge, sub-carrier, and vertical blanking intervals. The transmission
speeds can be any speed, but in one preferred embodiment, the speed may be
varied between 9,600 bits per second and 1,550,000 bits per second. The
decision of what protocol, and hence what speed, to use is based on the
cost of the downlink communications processor, the transmission
reliability required, and the volume of the content data signals.
FIG. 1 illustratively shows an overview of the advertising delivery network
of the present invention. The advertising delivery network distributes
television commercials and customized television commercials from a
central site through a satellite network to remote sites. In general, a
central site London 31 originates television commercials for transmission
through a satellite 30 and for delivery to remote sites, which are
facilities such as the Birmingham remote site 32, and the Zurich remote
site 33, for example. The central site may also serve as a remote site.
The remote site may couple into cable systems, hotels, or other
rebroadcast systems. The remote site, using content data signals, tags
each commercial which has been delivered from the central site. Tagging a
commercial includes taking a primary signal, such as a video signal, and
converting or customizing the primary signal into a signal for a
particular location by adding a specific content data signal. The content
data signals may include graphics, text, photographs or audio tracks. The
tagged commercials look like local commercials, and are automatically
inserted into the satellite networks.
Distributed television commercials may be tagged by satellite footprint,
such as North American or Pan European. The distributed television
commercials may also be tagged: by language, such as all French speaking
areas; by country, such as West Germany; by area of dominant influence,
such as Washington, D.C.; by cable system, such as Aberdeen; by hotel,
such as the Savoy; or by any desirable criteria.
The advertising delivery network of the present invention allows customized
television commercials by adding text in any language, adding graphics,
replacing the audio track with a different language, or adding full screen
tags. All customization is accomplished using CACS computers. All tags,
i.e., the customizations, are in digital format. Customization occurs at
each remote site when the content data signals are applied to the full
motion analog commercial.
The advertising delivery network of the present invention inserts
customized commercials into satellite networks. A central scheduling
system determines which commercials play on which networks, in what
daypart or precise time, in which cable system/hotel, etc. The computer at
each remote site executes its schedule. Actual insertion of customized
content data signals is triggered by data cues initiated by each satellite
network. Affidavits are automatically logged and transmitted back to the
central site, which allow for a "ONE BUY, ONE BILL" operation.
As illustratively shown in FIG. 2, the advertising delivery network
architecture may include a central site coupled through a satellite 30 to
a remote site. Broadly, the central site includes a plurality of video
tape recorders 37, a headend computer 36, a CACS mini studio 38, and a
headend antenna 35. The plurality of video tape recorders 37 and the CACS
mini studio 38 are coupled to the headend computer 36. The headend
computer 36 is coupled to the headend antenna 35. The video tape recorder
37 provides a video signal, which is a full motion analog version of a
television advertisement. Other devices, however, may be used for
providing a full motion analog version of a television advertisement.
The content data signal, which is the customized material for the
television advertisement, is generated at the CACS mini studio 38. The
content data signal includes, but is not limited to, adding text in any
language, adding graphics, replacing the audio track of the television
advertisement with another language, and adding full screen tags. The CACS
mini studio adds schedule data signals as digital tags to the content data
signal. The headend computer 36, in general, formats the content data
signal with the video signal for transmission via headend antenna 35 as a
communications signal through satellite 30. Alternatively, the content
data signal may be generated at a central site remote from the site
generating the video signal, and transmitted at a time different from, and
over a communications channel separate from, that used for the video
signal. Thus, the communications signal may include the content data
signal and/or the video signal.
In the exemplary arrangement shown, the remote site of FIG. 2 includes one
or more video tape recorders 43, matrix switch 44, universal system
platform 42 and downlink antenna and receiver 41. The video tape recorder
43 is coupled to the universal system platform 42, and to the matrix
switch 44. The universal system platform is coupled to the downlink
antenna and receiver 41.
The downlink antenna and receiver 41 receives the communications signal
from the satellite 30. The communications signal passes to the universal
system platform 42 and is processed by the communications processor. The
video signal portion of the communications signal passes through the
universal system platform 42 and is recorded onto magnetic tape by the
video tape recorder 43. The content data signal and schedule data signal
portion of the communications signal is processed by the communications
processor of the universal system platform 42. The content data signal is
inserted into the proper advertising video signal, which is stored on
video tape recorder 43.
In operation, the advertising delivery network of the present invention, at
the central site, reviews full-motion analog advertising commercials as
video signals, designs content data signals for the video signals. The
content data signals may include text, graphics, full screen tags, and new
audio tracks. The content data signals and video signals are sent to each
universal system platform of each remote site. The communications
processor of the universal system platform receives the content data
signals, and the content data signals are stored on a disk. At a
prescribed time, the full-motion video signals, which are the analog
commercials, are transmitted from the headend computer to each universal
system platform. The communications processor in each universal system
platform receives and tags uniquely each video signal, thereby generating
a customized commercial. The customized commercials are stored on video
tape recorders with digital encoding. In response to receiving a cue
signal, the universal system platform inserts the scheduled commercial
into a local network.
Headend Architecture
FIG. 3 provides a graphic representation of the headend equipment. The
headend equipment incorporates a series of existing devices that are
connected over a local area network 51. The center of the interconnected
system is a content data base 76. All content data signals are tracked
from the point of receipt to being broadcast on the satellite network.
As illustratively shown in FIG. 3, a central site for customizing
advertising for television using a video signal is provided comprising
studio-processor means, scheduling-processor means, network-processor
means, and transmitting means. The studio-processor means,
scheduling-processor means, network-processor means, and transmitting
means may be embodied as studio processors 73, 74, 75, a scheduling
processor 71, a network processor 83, and a transmitter 84, respectively.
The studio processor 73 is located in a studio at the central site and
generates a plurality of content data signals. The studio processor 73
digitizes a photograph, provides photographic enhancing, adds text and
graphics, and manages the storyboarding of the content. The audio
subsystem digitizes audio and allows the creator to integrate the digital
audio with the storyboard.
The scheduling processor 71 is located at the central site and is coupled
through the local area network 51 to the studio processor 73 and to a
schedule data base 72. In response to each of the plurality of content
data signals, the scheduling processor 71 generates a schedule data
signal, which is stored in schedule data base 72. The schedule data base
72 includes scheduling information for merging content data signals with
the video signals. The scheduling processor 71 logs each content data
signal received, assigns a unique identifier, records accounting,
administrative data, schedules, and, if necessary schedules creation work.
The scheduling for the network is accomplished based on network
availability.
The quality control processor 81 simulates a downlink system in the field.
Each content data signal is assembled, scheduled and then displayed.
Rejected advertising content is returned to the appropriate creation
department. Approved advertising content is double checked for schedule
and control accuracy. Once each piece of advertising content is totally
approved, the quality control processor 81 places the advertising content
as a content data signal into the live data base 82.
The network processor 83 is located at the central site and generates a
communications signal by formatting the plurality of content data signals
and the schedule data signals with the video signal. The network processor
83 automatically draws from the live data base 82, formats and packetizes
the content data signals and schedule data signals, and transmits the
content data signals and schedule data signals as a digital data stream to
the modulator 85. The modulator formats the content data signals and
schedule data signal as a communications signal. The communications signal
may include the video signal, content data signal and/or schedule data
signal.
The transmitter 84 is located at the central site, is coupled to the
modulator 85, and transmits the communications signal over the
communications channel.
The control processor 78 maintains overall control of the system and
dispatches tasks to, and coordinates the operation of, the other
processors. It runs in a completely unattended mode with no local
intervention required. The control processor 78 also drives the master
control stations 79, 80 that remotely command each remote site.
Headend Functions
Scheduling and control functions 50, as illustrated in FIG. 4, include
logging each piece of advertising content upon receipt, including target
audience, display timeframes, creation instructions, customizing programs,
accounting, and special instructions.
The creation functions include mastering 60 full motion video 59 on to
laserdisc. Each piece of content data is uniquely identified. The master
is expressed to a duplicating facility that in turn expresses the
laserdiscs to each remote site downlink. The label contains explicit
instructions as to when the disc is inserted in which machine. A full
motion video alternatively be transmitted as a video signal from a central
site to a remote site.
A series of studios are connected through the local area network 51.
Content data signals having phototext are created using photographs 52 and
a studio 53. When each content data signal having phototext is completed
it is transmitted to and stored in a content data base 61.
Content data signals having digital audio are developed from audio script
56 in a sound studio 57 using traditional audio equipment. After the audio
track has been `laid down` on tape, the tape is played into the digitizer
58 and then into either a studio to combine with phototext 55, or to the
content data base 61.
The quality control functions 62 of the central site include having each
content data signal displayed in a quality control station. When requested
by a content provider, the content data signal is forwarded for review.
The approval process can be accomplished by transmitting the content to a
remote site equipped with a preview facility. Quality control, after
approval, confirms the final schedule and control data base.
The live data base 63 directly feeds through network management 64 to a
modulator which in turn inserts the content into the video signal for
transmission to the satellite.
The scheduling and control functions 50 include master control stations at
the headend equipment which permit operators to directly dial over
standard telephone lines into each remote site downlink equipment. Once
connected, the master control station takes control of the downlink
equipment at the remote site. A remote diagnostics system checks all
functions within the downlink and reports the results to the central site
headend equipment. Corrective commands can be issued by the master control
stations, including the complete reloading of system software, content,
schedules and commands. When hardware failures ar detected the headend
operator telephones the downlink with specific instructions on how to
remove the failed hardware. The master control stations are also used to
retrieve accounting information from each downlink.
Downlink System Architecture
FIG. 5 is a diagram of the processing subsystems that make up the downlink
operating environment. It is a real-time process control computer system
having a series of parallel processing elements controlled by a master
control program running in the control processor 109. Depending on
configuration, in a preferred embodiment, from three to sixteen megabytes
of high speed main memory is available to the processors. In addition, the
system may be supported by 60 megabytes of disc memory which is
expandable. The system architecture allocates the various processors into
a single system structure to allow powerful asynchronous processing of
independent functions thus ensuring adequate processing power and
redundancy through a full range of system loading.
As illustrated in FIG. 5, the remote site downlink equipment of the present
invention includes communications-processor means, first storing means,
second storing means, audio-processor means, video-processor means,
cue-processor means, and matrix-switch-processor means, which may be
embodied as a communications processor 103, a first storing device 107, a
second storing device 105, 108, audio processors 114, 115, video
processors 111, 112, 113, a cue processor 116, and a matrix-switch
processor 117, respectively.
At the remote site the communications processor 103 receives the
communications signal and, using the control data signal, selects a first
content data signal targeted for the remote site apparatus from the
plurality of content data signals. The communications processor 103
provides the communications front-end for the system. The communications
processor 103 receives all incoming communications from the satellite data
feed, sorts out the portion required for the specific remote site, and
ensures that the data are properly formatted and stored in the downlink
system.
All data are error detected and corrected within the communications
processor 103 prior to being made available to the rest of the system for
use by the other processing applications. In addition, a remote control
facility 102 is provided through telephone modem communications allowing
total control of the downlink system through the communications processor
103 from the headend equipment or any other remote point. This remote
control feature may provide for the following:
1. Remote operation from any location thus allowing the system to be placed
in an unattended location.
2. Remote diagnostic analysis directly from the headend equipment in the
event of malfunction.
3. Periodic integrity checking of the system from the headend equipment to
ensure proper operation.
4. Readout of accounting and logging data on a periodic basis.
The first storing device 107 is located at the remote site and coupled to
the communications processor 103. The first storing device 107, which may
be embodied as a video tape, stores the video signal which passes through
communications processor 103.
The second storing means is located at the remote site coupled to the video
processor 113. The second storing means stores the first content data
signal. As illustrated in FIG. 5, if the content data signal is text and
phototext, then the second storing means may be embodied as text and
phototext data base 105. If the content data signal is digital audio, then
the second storing means may be embodied as digital audio database 108.
An input source independently may be located at the remote site and be the
source for an audio signal. The audio processors 114, 115 are located at
the remote site and are coupled to the second storing means and the input
source. The audio processors 114, 115 mix the audio signal with the first
content data signal to generate an output content signal. The output
content signal typically is an analog signal. The audio processors 114,
115 also provide all the processing required for the generation of digital
audio and/or the mixing of a combination of digital audio and a continuous
analog audio source. The audio processor 114, 115 can receive input data
from the audio data base or input feeds from an analog source. Audio is
output to the system through the matrix switch 118.
The video processors 111, 112, 113 are located at the remote site and are
coupled to the first storing device 107. The video processors 111, 112,
113 provide all the processing required for mixing live video feeds with
keyed graphic or character information as well as the generation of local
video in the form of phototext. The video processors 111, 112, 113 also
provide for a video in the form of phototext. The video processors 111,
112, 113, in addition, provide for a variety of special effects as well as
the generation of local video in the form of phototext. The video
processors 111, 112, 113 further provide for a variety of special effects,
such as animation, as well as significant memory caching in order to allow
multiple video images to be operating at the same time. Each of the video
processors 111, 112, 113 can receive input data from the video data base
or full motion video from laserdisc, video tape or live channel feed.
Output of video to the system is effected through the matrix switch 118.
Alternatively, the video processor and audio processor can be used to tag
the video signal and content data signal as they are being recorded on
video tape. Such signals can be replayed at a later time and are ready for
insertion into the network or other channels.
The matrix switch 118 is located at the remote site and is coupled to the
video processors 111, 112, 113 the audio processors 114, 115 and a
plurality of network communications channels.
The cue-decoding processor 116 is located at the remote site and is coupled
to network feed channels through the matrix switch 118. In response to
detecting network-cue signals, the cue-decoding processor 116 generates
insertion-cue signals. The cue-decoding processor 116 provides all the
processing required for analysis of all incoming network signals, which
may include audio and/or data signals, with detection and discrimination
of the coded dual tone multiple frequency (DTMF) or other information. In
this manner, valid network cue signals are detected in real-time and
directed to the control processor 109 to schedule insertion activities and
operate the matrix switch 118.
The matrix-switch processor 117 is located at the remote site and is
coupled to the matrix switch 118. In response to the insertion-cue
signals, the matrix-switch processor 117 controls the matrix switch and
routing of the video signal, the output content data signal and a
synchronization signal from a network feed channel to a consumer channel.
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