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(12) United States Patent (10) Patent No.: US 9,191,722 B2 Alexander Et Al

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(12) United States Patent (10) Patent No.: US 9,191,722 B2 Alexander Et Al US009 191722B2 (12) United States Patent (10) Patent No.: US 9,191,722 B2 Alexander et al. (45) Date of Patent: Nov. 17, 2015 (54) SYSTEMAND METHOD FOR MODIFYING (58) Field of Classification Search ADVERTISEMENT RESPONSIVE TO EPG USPC ............................................ 725/9–11, 13,46 INFORMATION See application file for complete search history. (71) Applicant: Gemstar Development Corporation, (56) References Cited Santa Clara, CA (US) U.S. PATENT DOCUMENTS (72) Inventors: Ronald Alexander, Needham, MA (US); Stephen Dias, Sharon, MA (US); 3,440,427 A 4, 1969 Kammer Kenneth S. Hancock, Nashua, NH (US); 3.492.577 A 1/1970 Reiter et al. Elsie Y. Leung, South Pasadena, CA (US); Douglas B. Macrae, Weston, MA (Continued) (US); Arthur Y. Ng, Waltham, MA (US); Shawn P. O'Neil, Danville, NH FOREIGN PATENT DOCUMENTS (US); P. Christopher Shoaff, Westford, AU T31010 7, 1998 MA (US); Jonathon Sutton, Concord, AU 5619898 7, 1998 MA (US); Thomas E. Ward, Weston, (Continued) MA (US); Thomas E. Westberg, Stow, OTHER PUBLICATIONS MA (US); Henry C. Yuen, Pasadena, CA (US) US 5,047,897.9/1991, Strubbe et al. (withdrawn). (73) Assignee: Rovi Guides, Inc., Santa Clara, CA (US) (Continued) (*) Notice: Subject to any disclaimer, the term of this Primary Examiner — Nasser Goodarzi patent is extended or adjusted under 35 Assistant Examiner — Fred Peng U.S.C. 154(b) by 0 days. (74) Attorney, Agent, or Firm — Ropes & Gray LLP (21) Appl. No.: 14/094,573 (57) ABSTRACT (22) Filed: Dec. 2, 2013 A system and method for utilizing data stored in an EPG database for modifying advertisement information. In this (65) Prior Publication Data way, a service provider and/or an advertiser can transmit a US 2014/OO8998O A1 Mar. 27, 2014 single advertisement to all the television stations regardless of their geographic location and other user specific information, Related U.S. Application Data and need not re-transmit the advertisement even if there is a (63) Continuation of application No. 10/066,811, filed on change in the show's program description. When the adver Feb. 4, 2002, now Pat. No. 8,635,649, which is a tisement is displayed, the correct updated information is retrieved from the EPG database and inserted into the adver (Continued) tisement. (51) Int. C. In one aspect, the present invention describes a method for H04N 5/445 (2011.01) modifying an advertisement in an EPG comprising the steps G06F 3/00 (2006.01) of storing television schedule information in a first database; storing advertisement information in a second database; (Continued) incorporatingaportion of the television schedule information (52) U.S. C. into a portion of the advertisement information to form a CPC ......... H04N 2 1/488 (2013.01); H04N 5/44543 modified advertisement; and displaying the modified adver (2013.01); HO)4N 7/17318 (2013.01); tisement on a screen. (Continued) 20 Claims, 12 Drawing Sheets 1 O 44- -46 1. 18 12 10:03PM 8 WACH RECORD 24 PREME REWE SA, DONALDson INTERws - Pip WINDOy ANDTig SANFSOSREMUSIC's pATY, PIONEERS, AMY GRANT OSENAME | ABC 13 9:00PM (1h.) cc 2O CHAINE WEE SORT SCHEDULE MESSAGES ) l 14 Hui- sat goal 3. 36 N. AD WINDOW ES, PRIME ME LIVE l ASC DISPLAYING PANEL AD || CBS 52 16 t / 22 AD WINDOW 2 || FN 3S DSPANG PANEL AD ESPN 22%2 US 9,191,722 B2 Page 2 Related U.S. Application Data 3,833,757 9, 1974 Kirk, Jr. et al. 3,891,792 6, 1975 Kimura continuation of application No. 09/595.216, filed on 3,936,868 2, 1976 Thorpe Jun. 16, 2000, now abandoned, which is a continuation 3.996,583 12, 1976 Hutt et al. 4,004,085 1/1977 Makino et al. of application No. 09/120.488, filed on Jul. 21, 1998, 4,016,361 4, 1977 Pandey now Pat. No. 6,177,931. 4,024.401 5, 1977 Bernstein et al. 4,026,555 5, 1977 Kirschner et al. (60) Provisional application No. 60/071,811, filed on Jan. 4,031,548 6, 1977 Kato et al. 20, 1998, provisional application No. 60/071,812, 4,052,719 10, 1977 Hutt et al. filed on Jan. 20, 1998, provisional application No. 4,058,830 11, 1977 Guinet et al. 4,070,693 1, 1978 Shutterfly 60/071,882, filed on Jan. 20, 1998, provisional appli 4,079,419 3, 1978 Siegle et al. cation No. 60/068,375, filed on Dec. 22, 1997, provi 4,081,753 3, 1978 Miller sional application No. 607061,119, filed on Oct. 6, 4,081,754 3, 1978 Jackson 1997, provisional application No. 60/055,761, filed on 4,096,524 6, 1978 Scott 4,103,524 8, 1978 Mitchell et al. 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