Method and apparatus for targeting of interactive virtual objects

• US 20020112249A1
• Filed: 10/12/2001
• Published: 08/15/2002
• Est. Priority Date: 12/09/1992
• Status: Active Grant

• Current Assignee: Comcast IP Holdings I LLC (Comcast Corporation)
• Original Assignee: Comcast IP Holdings I LLC (Comcast Corporation)
• Inventors: Bonned, Alfred E., Hendricks, John S., Asmussen, Michael L., Mccoskey, John S.
• Granted Patent: US 7,721,307 B2
• Time in Patent Office: Days
• US Class Current: 725/136
• CPC Class Codes: H04H 20/10 Arrangements for replacing or switching information during the broadcast or the distribution
• CPC Class Codes: H04H 20/38 Arrangements for distribution where lower stations, e.g. receivers, interact with the broadcast
• CPC Class Codes: H04H 20/93 which locates resources of other pieces of information, e.g. URL [Uniform Resource Locator]
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• CPC Class Codes: H04H 60/64 for providing detail information
• CPC Class Codes: H04M 1/57 Arrangements for indicating or recording the number of the calling subscriber at the called subscriber's set at the operator set in a manual exchange H04M5/20
• CPC Class Codes: H04N 21/2221 being a cable television head-end CATV in broadcast systems H04H20/78
• CPC Class Codes: H04N 21/234318 by decomposing into objects, e.g. MPEG-4 objects
• CPC Class Codes: H04N 21/235 Processing of additional data, e.g. scrambling of additional data or processing content descriptors
• CPC Class Codes: H04N 21/23608 Remultiplexing multiplex streams, e.g. involving modifying time stamps or remapping the packet identifiers
• CPC Class Codes: H04N 21/2362 Generation or processing of Service Information [SI]
• CPC Class Codes: H04N 21/2381 Adapting the multiplex stream to a specific network, e.g. an Internet Protocol [IP] network transmission of MPEG streams over ATM H04L12/5601
• CPC Class Codes: H04N 21/2389 Multiplex stream processing, e.g. multiplex stream encrypting
• CPC Class Codes: H04N 21/2543 Billing , e.g. for subscription services payment schemes, architectures or protocols G06Q20/00; e-commerce G06Q30/00; arrangements for billing for the use of broadcast information or broadcast-related information H04H60/21
• CPC Class Codes: H04N 21/258 Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data arrangements for services using the result on the distributing side of broadcast systems H04H60/66; profiles in network data switching protocols H04L67/30
• CPC Class Codes: H04N 21/25883 being end-user demographical data, e.g. age, family status or address arrangements for identifying locations of users in broadcast systems H04H60/52
• CPC Class Codes: H04N 21/25891 being end-user preferences retrieval of video data in a video database based on user preferences G06F16/739; arrangements for recognizing users' preferences H04H60/46; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/262 Content or additional data distribution scheduling, e.g. sending additional data at off-peak times, updating software modules, calculating the carousel transmission frequency, delaying a video stream transmission, generating play-lists scheduling strategies for dispatcher in multiprogramming arrangements G06F9/4881; arrangements for scheduling broadcast services or broadcast-related services H04H60/06; flow control in packet networks H04L47/10; establishing a time schedule or organising the servicing of application requests H04L67/62
• CPC Class Codes: H04N 21/26208 the scheduling operation being performed under constraints
• CPC Class Codes: H04N 21/2668 Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063
• CPC Class Codes: H04N 21/42204 : User interfaces specially adapted for controlling a client device through a remote control device; Remote control devices therefor constructive details of casings for the remote control device H01H9/0235; user interfaces for controlling a tuning device of a television receiver through a remote control H03J9/00; remote control of peripheral devices connected to a television receiver through the remote control device of the television receiver H04B1/205
• CPC Class Codes: H04N 21/426 : Internal components of the client ; Characteristics thereof H04N5/44 takes precedence
• CPC Class Codes: H04N 21/42653 : for processing graphics
• CPC Class Codes: H04N 21/42684 : Client identification by a unique number or address, e.g. serial number, MAC address, socket ID network arrangements, protocols or services for addressing or naming H04L61/00
• CPC Class Codes: H04N 21/4312 : involving specific graphical features, e.g. screen layout, special fonts or colors, blinking icons, highlights or animations
• CPC Class Codes: H04N 21/4314 : for fitting data in a restricted space on the screen, e.g. EPG data in a rectangular grid
• CPC Class Codes: H04N 21/4316 : for displaying supplemental content in a region of the screen, e.g. an advertisement in a separate window
• CPC Class Codes: H04N 21/4331 : Caching operations, e.g. of an advertisement for later insertion during playback
• CPC Class Codes: H04N 21/4344 : Remultiplexing of multiplex streams, e.g. by modifying time stamps or remapping the packet identifiers
• CPC Class Codes: H04N 21/4345 : Extraction or processing of SI, e.g. extracting service information from an MPEG stream
• CPC Class Codes: H04N 21/435 : Processing of additional data, e.g. decrypting of additional data, reconstructing software from modules extracted from the transport stream
• CPC Class Codes: H04N 21/4383 : Accessing a communication channel
• CPC Class Codes: H04N 21/4385 : Multiplex stream processing, e.g. multiplex stream decrypting
• CPC Class Codes: H04N 21/44224 : Monitoring of user activity on external systems, e.g. Internet browsing
• CPC Class Codes: H04N 21/443 : OS processes, e.g. booting an STB, implementing a Java virtual machine in an STB or power management in an STB
• CPC Class Codes: H04N 21/4532 : involving end-user characteristics, e.g. viewer profile, preferences monitoring of user activities for profile generation for accessing a video database G06F16/739; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/454 : Content or additional data filtering, e.g. blocking advertisements
• CPC Class Codes: H04N 21/458 : Scheduling content for creating a personalised stream, e.g. by combining a locally stored advertisement with an incoming stream; Updating operations, e.g. for OS modules ; time-related management operations arrangements for replacing or switching information during the broadcast or during the distribution H04H20/10
• CPC Class Codes: H04N 21/4622 : Retrieving content or additional data from different sources, e.g. from a broadcast channel and the Internet web site content organization and management for information retrieval from the Internet G06F16/958; transmission by internet of broadcast information H04H60/82; stock exchange data over packet-switching network H04L12/1804; push services including data channel over packet-switching network H04L12/1859
• CPC Class Codes: H04N 21/47 : End-user applications
• CPC Class Codes: H04N 21/472 : End-user interface for requesting content, additional data or services; End-user interface for interacting with content, e.g. for content reservation or setting reminders, for requesting event notification, for manipulating displayed content end-user interfaces for retrieving video data from a database G06F16/739; network services for supporting unicast streaming H04L65/612
• CPC Class Codes: H04N 21/47214 : for content reservation or setting reminders; for requesting event notification, e.g. of sport results or stock market stock exchange data over packet-switching network H04L12/1804; push services over packet-switching network H04L12/1859; notification of incoming messages in packet switching networks H04L51/224
• CPC Class Codes: H04N 21/4725 : using interactive regions of the image, e.g. hot spots details of information retrieval from the Internet by using URLs G06F16/955; processing chained hypermedia data for information retrieval G06F16/94
• CPC Class Codes: H04N 21/4755 : for defining user preferences, e.g. favourite actors or genre retrieval personalisation and generation of user profiles for the retrieval of video data G06F16/739; user profiles in network data switching protocols H04L67/306
• CPC Class Codes: H04N 21/478 : Supplemental services, e.g. displaying phone caller identification, shopping application
• CPC Class Codes: H04N 21/4786 : e-mailing message switching systems, e.g. electronic mail systems H04L51/00
• CPC Class Codes: H04N 21/4788 : communicating with other users, e.g. chatting arrangements for providing for computer conferences, e.g. chat rooms, to substation in data switching networks H04L12/1813; distributed application using peer-to-peer [P2P] networks H04L67/104
• CPC Class Codes: H04N 21/482 : End-user interface for program selection broadcast systems using EPGs H04H60/72
• CPC Class Codes: H04N 21/6405 : Multicasting data broadcast and multicast in packet switching networks H04L12/18
• CPC Class Codes: H04N 21/64307 : ATM
• CPC Class Codes: H04N 21/6543 : for forcing some client operations, e.g. recording remote booting in general G06F9/4416
• CPC Class Codes: H04N 21/6547 : comprising parameters, e.g. for client setup
• CPC Class Codes: H04N 21/812 : involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 21/8146 : involving graphical data, e.g. 3D object, 2D graphics
• CPC Class Codes: H04N 21/8583 : by creating hot-spots
• CPC Class Codes: H04N 21/8586 : by using a URL processing chained hypermedia data for information retrieval G06F16/94; information retrieval from the Internet by using URLs G06F16/955; URL in broadcast information H04H20/93; Web-based protocols H04L67/02
• CPC Class Codes: H04N 5/445 : for displaying additional information H04N5/50 takes precedence
• CPC Class Codes: H04N 5/44504 : Circuit details of the additional information generator, e.g. details of the character or graphics signal generator, overlay mixing circuits
• CPC Class Codes: H04N 5/45 : Picture in picture , e.g. displaying simultaneously another television channel in a region of the screen
• CPC Class Codes: H04N 5/602 : for digital sound signals
• CPC Class Codes: H04N 7/088 : the inserted signal being digital
• CPC Class Codes: H04N 7/0884 : for the transmission of additional display-information, e.g. menu for programme or channel selection
• CPC Class Codes: H04N 7/0887 : for the transmission of programme or channel identifying signals
• CPC Class Codes: H04N 7/10 : Adaptations for transmission by electrical cable H04N7/12 takes precedence
• CPC Class Codes: H04N 7/102 : Circuits therefor, e.g. noise reducers, equalisers, amplifiers H04N7/108 takes precedence
• CPC Class Codes: H04N 7/163 : by receiver means only
• CPC Class Codes: H04N 7/165 : Centralised control of user terminal subsequent to an upstream request signal H04N7/17345; Registering at central by two-way working H04N7/17309
• CPC Class Codes: H04N 7/173 : with two-way working, e.g. subscriber sending a programme selection signal
• CPC Class Codes: H04N 7/17318 : Direct or substantially direct transmission and handling of requests
• CPC Class Codes: H04N 7/17336 : Handling of requests in head-ends
• CPC Class Codes: H04N 7/17354 : in an intermediate station common to a plurality of user terminals

Abstract

A method and an apparatus are used to target interactive virtual objects to subscribers in a television delivery system. Programs are selected and virtual object locations are defined in the selected programs. The virtual objects available for targeting are categorized and the categories are correlated to subscriber information to determine the optimum targeting of the virtual objects. The virtual objects may be targeted based on individual subscriber information or on information related to groups of subscribers. When a frame of a program includes a virtual object location, a default or an alternate virtual object is displayed. The virtual object location may change over space or time. The virtual object maybe interactive, and maybe used to link a subscriber to a remote location, such as an Internet web site. An operations center or a cable headend may generate a group assignment plan that assigns the subscribers'"'"' television terminals to groups, based on factors such as area of dominant influence and household income. A retrieval plan is then generated that instructs the television terminals to select the desired virtual object for display. The television terminals record which virtual objects were displayed, and report this information to the cable headends and the operations center. The reported information is used to generate billing for commercial advertisers, and to analyze viewer watching habits. Interactive virtual objects are received by the television terminal with directions on actions to be taken upon selection of the interactive virtual object. Actions may result in the initiation of processes locally at the television terminal, or communication with a remote site for the initiation of processes to be performed remotely. The invention uses upstream data reception hardware, databases and processing hardware and software, and corresponding features in the televisions to accomplish these functions.

Claims

1. A method for targeting interactive virtual advertisements, comprising:

assigning at least one interactive spot to a program;

assigning one or more interactive virtual objects to the at least one virtual advertisement spot;

generating a retrieval plan; and

providing the retrieval plan to a terminal, wherein the retrieval plan instructs the terminals to select one of the one or more virtual objects.

2. The method of claim 1, wherein generating the retrieval plan comprises:

assigning the terminal to one or more groups;

designating a unique group mask for one or more of the groups; and

assigning one or more of the groups to one of the interactive virtual objects, wherein the group mask indicates whether the terminal displays a particular interactive object.

3. The method of claim 2, wherein the step of assigning the terminal to one or more groups comprises:

generating group assignment rules;

delivering group assignment rules to the terminal;

storing the group assignment rules at the terminal; and

determining one or more group assignments based on the group assignment rules and data related to the terminal.

4. The method of claim 3, wherein the data related to the terminal includes one or more of Area of Dominant Influence (ADI), zip code+4, demographic data and programs watched data, virtual objects viewed, on-screen questionnaires and characteristics imported from marketing databases, the group assignments being updated to reflect changes in the ADI, zip code+4, demographic data, programs watched data, virtual objects viewed, on-screen questionnaires, and characteristics imported from marketing databases.

5. The method of claim 1, wherein the retrieval plan is sent periodically to the terminal, and wherein the group assignment risks are periodically sent to terminal.

6. A method of targeting interactive virtual objects, comprising:

providing a program containing one or more interactive virtual object locations;

providing interactive virtual objects for one or more of the interactive virtual object locations;

providing at least one alternate interactive virtual object for at least one of the one or more interactive virtual object locations; and

generating a retrieval plan at a user'"'"'s terminal, wherein the retrieval plan designates which of the one or more interactive object locations displays an alternate interactive virtual object.

7. The method of claim 6, wherein the program is a television program.

8. The method of claim 6, wherein the program is one of an advertisement, an electronic program guide, and an Internet web page.

9. The method of claim 6, wherein at least one of the interactive virtual object locations is fixed in position across frames of the program.

10. The method of claim 6, wherein at least one of the interactive virtual object locations moves spatially in the program with time.

11. The method of claim 6, further comprising providing at least one non-interactive virtual object.

12. The method of claim 6, wherein the program is broadcast to the terminal, further comprising:

creating categories of interactive virtual objects and content;

defining group categories;

for one or more defined group categories, defining at least one group;

assigning one or more television terminals, for the one or more group, to the at least one group;

creating a group assignment matrix based on the categories of the interactive virtual objects, the group categories and the group assignment;

storing the group assignment matrix in the terminal; and

comparing the retrieval plan to the group assignment matrix to determine interactive virtual objects to display in the one or more interactive virtual object locations.

13. The method of claim 12, wherein generating the retrieval plan, comprises:

assigning the interactive virtual objects to the one or more interactive virtual object locations;

assigning the alternate interactive virtual objects to at least one of the one or more interactive virtual object locations;

assigning a group to one or more of the interactive virtual objects and the alternate interactive virtual objects;

creating a group mask assignment, wherein the group mask assignment is used by the terminal to compare the retrieval plan to the group assignment matrix.

14. The method of claim 13, wherein assigning the group to each of the default interactive virtual objects and the alternate interactive virtual objects, comprises:

ranking one or more of programs based on categories of targeted interactive virtual objects and a first percentage of total viewers who view one or more of the programs;

ranking of targeted interactive virtual objects based on a second percentage of total viewers;

determining, for the one or more ranked programs and the targeting categories, targeted interactive virtual objects with overall highest rankings, based on the first and the second percentages;

assigning targeted interactive virtual objects with the overall highest rankings to be displayed as the interactive virtual objects; and

assigning targeted virtual objects with lower overall rankings to be displayed as the alternate interactive virtual objects.

15. The method of claim 13, wherein groups are defined based on characteristics of users.

16. The method of claim 15, wherein the characteristics include user demographic information.

17. The method of claim 15, wherein the characteristics include user entered information.

18. The method of claim 15, wherein the characteristics include programs watched data.

19. The method of claim 15, wherein the characteristics include interactive virtual objects watched data.

20. The method of claim 15, wherein the characteristics include user activation of the interactive virtual objects.

21. The method of claim 12, wherein the terminal is a television set top terminal.

22. The method of claim 12, wherein the terminal is incorporated into one of a television, a personal computer and a PDA with video viewing capabilities.

23. The method of claim 12, wherein the television terminal is coupled to a satellite television receiver.

24. The method of claim 12, further comprising:

at the terminal, recording in a memory an identification of a virtual object displayed in a virtual object location;

providing the identification to a remote site; and

deleting the identification from the memory.

25. The method of claim 12, wherein the retrieval plan is provided with the transmission of the program and periodically to the terminal, the terminal storing the retrieval plan in a memory.

27. The method of claim 26, further comprising at one or more of the terminals receiving the program, retrieving one of the targeted virtual objects for display in the at least one virtual object location.

28. The method of claim 27, wherein the retrieval step, comprises:

comparing the group assignment matrix to the retrieval plan; and

selecting an interactive virtual object for display based on the comparison.

29. The method of claim 26, wherein one or more of at least one virtual object location contains an interactive virtual object, further comprising:

receiving a selection of the interactive virtual object; and

linking a terminal selecting the interactive virtual object to an alternate program.

30. The method of claim 29, wherein the alternative program comprises an Internet web site.

31. The method of claim 26, wherein the step of generating the group assignment matrix, comprises:

generating group assignment rules;

delivering group assignment rules to terminal; and

determining one or more group assignments at one or more of the terminals based on the group assignment rules and individual terminal data and terminal group data.

32. The method of claim 31, wherein the individual terminal data, comprises one or more of viewer demographic data, programs watched data, virtual objects viewed data, on-screen questionnaires, and characteristics imported from marketing databases, and wherein the terminal group data, comprises one or more ADI, zip code, and geographical data.

33. The method of claim 31, wherein the group assignment rules are stored in one or more of the terminals.

35. The terminal of claim 34, wherein the interactive virtual objects are received with programming content, and wherein the extractor extracts the interactive virtual objects from the programming content.

36. The terminal of claim 34, wherein the interactive virtual objects are received independently of programming content.

37. The terminal of claim 36, wherein the interactive virtual objects are received over the Internet.

38. The terminal of claim 34, wherein the terminal is a terminal in a television program delivery system.

39. The terminal of claim 38, wherein the terminal is a set top terminal.

40. The terminal of claim 38, wherein the terminal is a television.

41. The terminal of claim 34, wherein the terminal is one of a personal computer, a personal data assistant, and a wireless telephone.

42. The terminal of claim 34, further comprising a placement log coupled to the selector processor that logs the placement of an interactive virtual object and further logs an interactive response to the interactive virtual object, wherein the placement and the response are stored in the memory, and wherein the selector processor uses the placement and the response in determining placements of future interactive virtual objects.

26. A method of targeting interactive virtual objects to terminals, comprising:

creating a package of targeted interactive virtual objects;

providing the package to one or more of the terminals;

generating a group assignment matrix, wherein the group assignment matrix assigns terminals to groups;

generating a retrieval plan;

storing the retrieval plan at one or more of the terminals; and

providing a program to one or more of the terminals, the program including at least one interactive virtual object location, wherein the retrieval plan designates interactive virtual objects to be displayed during a display of the program.

34. A terminal for targeting interactive virtual objects, comprising:

a connector that receives the interactive virtual objects and interactive virtual object locations and metadata;

an interactive virtual objects extractor coupled to the connector that extracts the interactive virtual objects, the locations and the metadata;

a storage processor coupled to the extractor that determines which of the extracted interactive virtual objects are targeted to the terminal and saves the targeted interactive virtual objects in a memory; and

an interactive virtual object selector processor coupled to the storage processor that determines an interactive virtual object placement for one or more stored interactive virtual objects.

43. A system for targeting interactive virtual objects, comprising:

an interactive virtual object insertion center that defines interactive virtual object locations in program content for insertion of interactive virtual objects, the insertion center, comprising;

an interactive virtual object location definer,

an interactive virtual object selector coupled to the definer, and

an interactive virtual object manager coupled to the definer and the selector; and

a terminal, coupled to the insertion center, that receives interactive virtual objects and the program content having interactive virtual object locations, wherein the terminal, comprises;

a location processor that detects interactive virtual object locations in the program content;

a selector processor that determines which of the received interactive virtual objects are to be placed in allowable content locations for the interactive virtual objects, and

an interactive virtual object trigger processor that receives and processes an interactive selection.

44. The system of claim 43, wherein the processed interactive selection is received at the insertion center, and wherein the received selection triggers a response that is sent to the terminal.

45. The system of claim 43, wherein the processed interactive selections are retained at the terminal, wherein the received selection triggers a response that is generated at the terminal.

46. The system of claim 43, wherein the interactive virtual objects are delivered to the terminal by one of a cable television system, a wireless broadcast system, a satellite broadcast system, a wired data network, a wireless PCS network, and a terrestrial television broadcast network.

47. The system of claim 43, further comprising an interactive virtual object retrieval plan, wherein the interactive virtual objects and the retrieval plan are delivered from an interactive virtual object delivery system.

48. The system of claim 43, further comprising an interactive virtual object retrieval plan, wherein the interactive virtual objects and the retrieval plan are delivered from the insertion center.

49. The system of claim 48, further comprising replacement interactive virtual objects and a replacement interactive virtual object retrieval plan, wherein the replacement interactive virtual objects and the replacement retrieval plan are delivered from the local insertion center.

50. The system of claim 43, wherein an interactive virtual object, comprises:

an interactive virtual object identifier;

interactive virtual object placement rules, wherein the rules provide guidance to the terminal in managing insertion of interactive virtual objects into the program content;

an interactive virtual object digital module, wherein the module comprises a digital file of the interactive virtual object; and

an interactive virtual object trigger action that defines an action to be taken upon triggering of the virtual object at the terminal.

51. The system of claim 50, wherein the interactive virtual object further comprises a virtual object applet that provides software capable of initiation by a source external to the terminal.

52. The system of claim 50, wherein the interactive virtual object trigger action initiates an interactive request to a location external to the terminal.

53. The system of claim 52, wherein the location external to the system further comprises:

an interactive virtual object management center; and

an interactive virtual object servicing center coupled to the interactive virtual object management center, wherein the management center provides interactive virtual object response management guidelines to the servicing center, and wherein the guidelines determine an appropriate response based on receipt of an interactive request from the terminal.

54. The system of claim 43, wherein the terminal further comprises:

an interactive virtual object extractor that extracts interactive virtual objects from data received at the terminal;

an interactive virtual object location detector processor, coupled to the extractor, that determines the allowable content locations for the interactive virtual objects; and

an interactive virtual object insertion processor, coupled to the selector processor, that inserts the selected interactive virtual objects into the allowable content locations.

55. The system of claim 54, wherein the terminal further comprises a storage management processor coupled to the extractor, wherein the management processor uses an interactive virtual object retrieval plan to determine which received interactive virtual objects are to be stored at the terminal.

56. The system of claim 43, wherein the interactive virtual objects are selectable by a user at the terminal.

57. The system of claim 43, wherein the interactive selection is processed automatically by the terminal.

58. The system of claim 43, wherein the terminal further comprises a virtual object placement log, wherein when a virtual object is placed in a virtual object location, the selector processor records the event in the virtual object placement log.

60. The method of claim 59, wherein one or more virtual objects include triggers that initiate a signal from the terminal, the method further comprising:

receiving a trigger;

retrieving an interactive virtual object trigger action in response to receipt of the trigger; and

determining if the interactive virtual object trigger action requires initiation of an interactive request.

61. The method of claim 60, wherein the interactive virtual object trigger action requires initiation of the interactive request, the method further comprising:

sending the interactive request;

awaiting an interactive response; and

initiating an interactive action based on the interactive response.

62. The method of claim 60, wherein the interactive virtual object trigger action does not require initiation of the interactive request, the method further comprising initiating processing required by the interactive virtual object trigger action.

63. The method of claim 59, wherein one or more of at least one virtual object location contains an interactive virtual object, further comprising:

receiving a selection of the interactive virtual object; and

linking a terminal selecting the interactive virtual object to an alternate program.

64. The method of claim 63, wherein the alternative program comprises an Internet web site.

59. A method of targeting interactive virtual objects to terminals, comprising:

creating a package of targeted interactive virtual objects;

providing the package to one or more of the terminals;

generating a group assignment matrix, wherein the group assignment matrix assigns terminals to groups;

generating a retrieval plan; and

providing a program to one or more of the terminals, the program including at least one interactive virtual object location, wherein the retrieval plan designates interactive virtual objects to be displayed during a display of the program.