System and method for construction, delivery and display of iTV content

US8745658B2 · kind B2 · utility

Assignee

• TVWorks, LLC · US

Inventors

• John Carney · Mill Valley, US
• David de Andrade · San Anselmo, US
• Sithampara Babu Niranjan · Larkspur, US
• David Brandyberry · San Rafael, US
• Leon Franzen · Redwood Shores, US
• Lena Chane · San Francisco, US
• Matt Marenghi · San Francisco, US
• Prakash Hegde · Mill Valley, US
• Alex Chung · San Francisco, US
• Viva Chu · Dolphin Cove, US
• Greg Thomson · Mill Valley, US
• Ruth Dawson · Nicasio, US

Key dates

• Filing date: Jun 16, 2011
• Grant date: Jun 3, 2014
• Expiry date: Jun 16, 2031

Classification

• Technology area (CPC H): Electricity
• CPC primary: H04N21/478
• WIPO field: Audio-visual technology
• WIPO sector: Electrical engineering

Abstract

iTV content is created and deployed using a server component adapted to allow content developers to create applications according to an authoring specification that describes a framework for same; a transport component configured to optimize and deliver the applications to one or more clients; and a client component adapted to render the applications through a television so as to permit user interaction therewith. The authoring specification provides for the presentation of content through one or more templates defined therein, allowing application definition and behavior to remain common across multiple client device types, middleware platforms, and/or iTV operating environments. The framework for applications accommodates advertising, promotions, content placement packages and/or programming campaign definitions, so as to permit a selection of a specific advertisement, promotion or content at a time of preparation of the iTV content by the server, and/or a time of execution of the applications by the client.