Distributed architecture for digital program insertion in video streams delivered over packet networks

• US 20060075449A1
• Filed: 09/24/2004
• Published: 04/06/2006
• Est. Priority Date: 09/24/2004
• Status: Abandoned Application

• Current Assignee: Cisco Technology, Inc. (Cisco Systems, Inc.)
• Original Assignee: Cisco Technology, Inc. (Cisco Systems, Inc.)
• Inventors: Wu, Fang, Jagadeesan, Ramanathan T., May, William B. Jr.
• Application Number:
  US10/949,551
• Publication Number:
  US 20060075449A1
• Time in Patent Office: Days
• US Class Current: 725/113
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04N 21/23424 involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
• 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 21/64322 IP
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• 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

Abstract

A system and method for digital ad insertion includes a unit to mark a video bitstream with Internet protocol (IP) splice points based on cue tone signals embedded within the video bitstream. The unit outputs a single transport stream (TS) that is sent across a packet-based network. A splicing device with an associated ad server is operable to receive the TS and detect the IP splice points. The splicing device signaling the ad server to retrieve one or more ads for insertion into the TS at one of the IP splice points. It is emphasized that this abstract is provided to comply with the rules requiring an abstract that will allow a searcher or other reader to quickly ascertain the subject matter of the technical disclosure. It is submitted with the understanding that it will not be used to interpret or limit the scope or meaning of the claims.

Claims

1. A method for digital program insertion comprising:

inserting, by a head-end unit, Internet protocol (IP) splice points into a digital video transport stream embedded with cue tone signals;

sending the digital video transport stream across an IP distribution network;

splicing, at a downstream edge device of the IP distribution network, a digital program into the digital video transport stream, the digital program being inserted into the digital video transport stream at one of the IP splice points;

delivering the digital video transport stream with the digital program inserted to a viewing device.

2. The method of claim 1 further comprising:

selecting the digital program based on information of an targeted end-user or group.

3. The method of claim 1 wherein the viewing device comprises a set-top box.

4. The method of claim 1 wherein the digital video transport stream comprises a live broadcast television program.

5. The method of claim 1 wherein the splice points occur at an IP packet transport boundary.

6. An method for digital program insertion comprising:

inputting into a head-end unit a digital video transport stream having embedded cue tone signals;

marking, by the head-end unit, splice points in the digital video transport stream based on the cue tone signals;

outputting, by the head-end unit, a single, conditioned digital video transport stream to a distribution network, the single, conditioned digital video transport stream containing the splice points so as to permit a downstream splicing device to insert a targeted program into the digital video transport stream at one of the splice points.

7. The method of claim 6 further comprising:

performing, by the head-end unit, elementary and picture level processing on the digital video transport stream.

8. The method of claim 6 further comprising:

adjusting a packetization size of the digital transport stream so as to ensure that the splice points occur at an Internet protocol (IP) transport packet boundary.

9. The method of claim 6 wherein marking the splice points comprises inserting special packets that contains splice information into the digital video transport stream.

10. The method of claim 6 further comprising:

selecting the targeted program based on personal information of an end-user or group.

11. The method of claim 6 wherein the downstream slicing device is located on an edge device of the distribution network.

12. The method of claim 11 wherein the edge device comprises a user-facing router or switch.

13. The method of claim 6 wherein the digital video transport stream comprises a multicast, live broadcast television program.

14. The method of claim 6 wherein the digital video transport stream comprises a unicast, on-demand transport stream.

15. The method of claim 14 wherein the downstream slicing device comprises a digital video recording (DVR) device that stores video programs contained within the digital video transport stream as video on-demand (VoD) content.

16. A method for digital program insertion comprising:

inserting, by a head-end unit, Internet protocol (IP) splice points into a digital video transport stream;

sending the digital video transport stream to a network digital video recording (NDVR) device that stores video programs as video on-demand (VoD) content;

inserting, by the NDVR device, a targeted program into the digital video transport stream, the targeted program being inserted into the digital video transport stream at one of the IP splice points;

streaming, in real-time, an on-demand digital video transport stream that contains the VoD content with the targeted program inserted to an end-user or group.

17. The method of claim 16 further comprising:

detecting, by the NDVR device, the splice points of the digital video transport stream;

querying a management system in real-time to determine the targeted program to be spliced based on personal information of an end-user or group

18. The method of claim 17 wherein determination of the targeted program is based on personal information of an end-user or group.

19. A method for digital program insertion comprising:

inserting, by a head-end unit, Internet protocol (IP) splice points into a digital video transport stream;

sending the digital video transport stream to a network digital video recording (NDVR) device that stores video programs contained within the digital video transport stream as video on-demand (VoD) content;

creating, by the NDVR device, a template play-list with marked placeholders corresponding to the IP splice points of the digital video transport stream;

generating a dynamic play-list using the template play-list, the dynamic play-list including a sequence of personalized programs targeted to an end-user or group, each personalized program being inserted at one of the marked placeholders;

streaming an on-demand digital video transport stream that includes the VoD content and the sequence of personalized programs to an end-user or group.

20. The method of claim 19 wherein the dynamic play-list is generated in response to a request from a set-top box.

21. The method of claim 20 further comprising

querying, by the NDVR device, a management system to determine the personalized programs to be inserted in response to the request from the set-top box.

22. A system for digital ad insertion comprising:

a unit to mark a video bitstream with Internet protocol (IP) splice points based on cue tone signals embedded within the video bitstream, the unit outputting a single transport stream (TS) that is sent across a packet-based network;

a splicing device of the packet-based network;

an ad server associated with the splicing device, wherein the splicing device is operable to receive the TS and detect the IP splice points, the splicing device signaling the ad server to retrieve one or more ads for insertion into the TS at one of the IP splice points.

23. The system of claim 22 wherein the splicing device comprises a user-facing edge device of the network.

24. The system of claim 22 further comprising an ad management system coupled to the ad server.

25. The system of claim 22 wherein the unit also performs elementary and picture level processing on the video bitstream.

26. Apparatus for inserting a digital ad at a marked Internet Protocol (IP) splice point of a digital video transport stream transmitted across a packet network comprising:

an IP splicing device operable to receive the digital video transport stream and detect the IP splice points;

an ad server that stores a plurality of digital ads, the ad server being associated with the IP splicing device;

wherein upon detecting an IP splice point, the IP splicing device signaling the ad server to retrieve one or more ads from the ad server, and inserting the one or more ads into the digital video transport stream at the IP splice point.

27. The apparatus of claim 26 wherein the IP splicing device comprises a user-facing edge device of the packet network.

28. The apparatus of claim 26 wherein the digital video transport stream comprises a multicast, live broadcast television program.

29. A network digital video recording (NDVR) device comprising:

means for receiving a digital video transport stream and storing video programs contained within the digital video transport stream as video on-demand (VoD) content;

means for creating a template play-list with marked placeholders corresponding to the IP splice points of the digital video transport stream;

means for generating a dynamic play-list using the template play-list, the dynamic play-list including a sequence of personalized advertisements targeted to an end-user or group, each personalized advertisement being inserted at one of the marked placeholders; and

means for streaming an on-demand digital video transport stream that includes the VoD content and the sequence of personalized advertisements to a set-top box (STB) of an end-user.

30. The NDVR of claim 29 further comprising:

means for querying an ad management system to determine the personalized advertisements to be inserted in response to a request from the STB.

31. A network digital video recording (NDVR) device for inserting a digital ad at a marked Internet Protocol (IP) splice point of a digital video transport stream transmitted across a packet network comprising:

a unit to receive the digital video transport stream that includes marked splice points, and to store video programs contained within the digital video transport stream as video on-demand (VoD) content, the unit outputting a unicast on-demand (OD) stream in response to a selection request received from a set-top box (STB) of an end-user;

an ad server that stores personalized digital ads, the ad server inserting one or more of the personalized digital ads into the unicast OD stream at one or more of the marked splice points.

32. The NDVR of claim 31 further comprising:

means for querying an ad management system to determine and retrieve the personalized advertisements to be inserted in response to a request from the STB.

33. The NDVR of claim 31 further comprising:

means for streaming the unicast OD stream that includes the VoD content and the one or more personalized advertisements to the set-top box (STB).