CN112204989B

CN112204989B - Broadcast signal receiving apparatus, advertisement replacing method, and advertisement replacing system

Info

Publication number: CN112204989B
Application number: CN201980031636.3A
Authority: CN
Inventors: 渡边浩成
Original assignee: Hisense Visual Technology Co Ltd; Toshiba Visual Solutions Corp
Current assignee: Hisense Visual Technology Co Ltd; Toshiba Visual Solutions Corp
Priority date: 2018-12-20
Filing date: 2019-12-20
Publication date: 2022-06-14
Anticipated expiration: 2039-12-20
Also published as: WO2020125780A1; CN112204989A

Abstract

A broadcast signal receiving apparatus and a broadcast signal receiving method are provided, in which a CM inserted into a broadcast program received by the broadcast signal receiving apparatus is replaced with an appropriate addressable advertisement (replacement CM) and displayed. A broadcast signal receiving apparatus according to the present embodiment receives a program transmitted by a broadcast signal, and is connected to a server, the broadcast signal receiving apparatus including: a display unit that displays the program; and a control unit that acquires, from the server, a first broadcast start time and a first broadcast time length or a first broadcast start time and a first broadcast end time of a first advertisement of the program, and a second advertisement having a second broadcast time length. The control unit may display the second advertisement when a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time.

Description

Broadcast signal receiving apparatus, advertisement replacing method, and advertisement replacing system

The application claims priority of three japanese patent applications with application numbers 2018-.

Technical Field

The embodiment of the invention relates to a broadcast signal receiving device, an advertisement replacing method and an advertisement replacing system.

Background

A function of displaying an addressable advertisement (replacement CM) that displays an optimal advertisement in accordance with the attribute of the viewer is provided in a receiving apparatus capable of connecting to a network. This capability of displaying addressable advertisements (replacement CMs) enables individual service to each viewer of the broadcast signal receiving apparatus.

(prior art documents)

(patent document)

(patent document 1): japanese patent laid-open publication No. 2018-37935

Disclosure of Invention

In order to replace an advertisement (CM, commercial information) inserted into a program transmitted by a broadcast signal with an addressable advertisement (replacement CM) and accurately perform the replacement for each viewer, a broadcast signal receiving apparatus needs to perform appropriate control in accordance with the CM (also referred to as a commercial) inserted into the program.

Accordingly, an embodiment of the present invention provides a broadcast signal receiving apparatus and a broadcast signal receiving method, in which a CM inserted into a broadcast program received by the broadcast signal receiving apparatus is replaced with an appropriate addressable advertisement (replacement CM) and displayed.

A broadcast signal receiving apparatus according to an embodiment of the present invention receives a program transmitted by a broadcast signal and is connected to one or more servers via a network, and the broadcast signal receiving apparatus includes (includes):

a display unit that displays the program; and

a control section acquiring, from the server, a first broadcast start time and a first broadcast time length or a first broadcast start time and a first broadcast end time of a first advertisement inserted into a broadcast time slot of the program, and a second advertisement having a second broadcast time length,

when a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, the control unit may display the second advertisement on the display unit from the first broadcast start time instead of the first advertisement.

In a first aspect, the present invention provides a broadcast signal receiving apparatus for receiving a program transmitted by a broadcast signal and connected to one or more servers through a network; the device comprises: a display section for displaying the program; the control part is used for acquiring the broadcast starting time and the broadcast duration of the first advertisement and acquiring the second advertisement; when the broadcast time length of the second advertisement is consistent with the broadcast time length of the first advertisement, displaying the second advertisement replacing the first advertisement on the display part from the broadcast starting time, wherein the first advertisement is the advertisement inserted into the program.

In one implementation, the control part is specifically configured to acquire the broadcast start time and the broadcast time length of the first advertisement from the server.

In one implementation, the control part is specifically configured to acquire a broadcast start time and a broadcast end time of the first advertisement from a server; and determining the broadcast time length of the first advertisement according to the broadcast starting time and the broadcast ending time of the first advertisement.

In one implementation, the control unit is specifically configured to acquire the second advertisement from a server.

In one implementation, the control unit is specifically configured to display the second advertisement replacing the first advertisement on the display unit from the broadcast start time when the broadcast time length of the second advertisement coincides with the broadcast time length of the first advertisement and an identifier indicating that replacement of the first advertisement with the second advertisement is permitted is acquired from the server.

In one implementation, the control unit is specifically configured to display the second advertisement replacing the first advertisement on the display unit from the broadcast start time when receiving indication information indicating that a broadcast time period of the second advertisement coincides with a broadcast time period of the first advertisement and that replacement of the first advertisement with the second advertisement is permitted.

In one implementation, the control part is further configured to control the broadcast signal receiving apparatus to establish a connection with a server through a network, and the server is configured to distribute the second advertisement to the broadcast signal receiving apparatus and/or to store a broadcast start time, a broadcast duration, or a broadcast end time of the first advertisement.

In a second aspect, the present application provides a broadcast signal transceiving system, comprising a broadcast signal transmitting apparatus and the broadcast signal receiving apparatus according to the first aspect and the various embodiments of the first aspect; wherein, the broadcast signal transmitting device is used for transmitting programs by broadcast signals.

In a third aspect, the present application provides an advertisement replacement system, comprising a server and the broadcast signal receiving apparatus according to the first aspect and the various embodiments of the first aspect; the server is used for distributing the second advertisement to the broadcast signal receiving device and/or storing the broadcast starting time, the broadcast duration or the broadcast ending time of the first advertisement.

In one implementation, the server includes a first server and a second server; the first server is used for distributing a second advertisement with a second broadcasting time length to the broadcasting signal receiving device through the network; and the second server is used for storing the broadcast starting time and the broadcast duration of the first advertisement, or storing the broadcast starting time and the broadcast ending time of the first advertisement.

In one implementation, the first server is further configured to send an identifier to the broadcast signal receiving apparatus, where the identifier is used to indicate that the broadcast signal receiving apparatus is allowed to replace the first advertisement with the second advertisement.

In a fourth aspect, the present invention provides a broadcast signal receiving method applied to a broadcast signal receiving apparatus, the method including: acquiring the broadcast starting time and the broadcast duration of a first advertisement in a program transmitted by a broadcast signal; acquiring a second advertisement; displaying the second advertisement replacing the first advertisement on the display portion from the broadcast start time when the broadcast time length of the second advertisement coincides with the broadcast time length of the first advertisement.

In one implementation, acquiring a broadcast start time and a broadcast duration of a first advertisement in a program transmitted by a broadcast signal includes: the broadcasting start time and the broadcasting time length of the first advertisement are obtained from the server.

In one implementation, acquiring a broadcast start time and a broadcast duration of a first advertisement in a program transmitted by a broadcast signal includes: acquiring the broadcast starting time and the broadcast ending time of the first advertisement from a server; and determining the broadcast time length of the first advertisement according to the broadcast starting time and the broadcast ending time of the first advertisement.

In one implementation, obtaining the second advertisement includes: and acquiring the second advertisement from a server.

In one implementation, when the broadcast time length of the second advertisement coincides with the broadcast time length of the first advertisement, displaying the second advertisement for replacing the first advertisement on the display portion from the broadcast start time includes: displaying the second advertisement for replacing the first advertisement on the display section from the broadcast start time when the broadcast time length of the second advertisement coincides with the broadcast time length of the first advertisement and an identifier indicating that replacement of the first advertisement with the second advertisement is permitted is acquired.

In a fifth aspect, the present invention provides another broadcast signal receiving apparatus for receiving a program transmitted by a broadcast signal and connecting to one or more servers via a network, the apparatus comprising: a display unit that displays the program; and a control unit configured to acquire, from the server, a first broadcast start time and a first broadcast time length or the first broadcast start time and a first broadcast end time of a first advertisement inserted into a broadcast time slot of the program, and a second advertisement having a second broadcast time length, wherein when the second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, the control unit replaces the first advertisement with the second advertisement and displays the second advertisement on the display unit from the first broadcast start time.

In one embodiment, the control unit further acquires, from the server, an identifier that allows the first advertisement to be displayed in place of the second advertisement, and if the identifier is allowed when a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, the control unit displays the second advertisement on the display unit in place of the first advertisement from the first broadcast start time.

In a sixth aspect, the present invention provides another broadcast signal receiving method, in which a broadcast signal receiving apparatus receives a program transmitted by a broadcast signal and is connected to one or more servers through a network, the broadcast signal receiving method comprising: and displaying the program, wherein a first broadcast start time and a first broadcast time length or the first broadcast start time and the first broadcast end time of a first advertisement inserted into a broadcast time slot of the program and a second advertisement having a second broadcast time length are acquired from the server, and when the acquired second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, the second advertisement is displayed on a display unit from the first broadcast start time instead of the first advertisement.

In a seventh aspect, the present invention provides another broadcast signal transmitting/receiving system, including: broadcast signal transmitting means for transmitting a program by a broadcast signal; and a broadcast signal receiving apparatus that receives a program transmitted by the broadcast signal and is connected to one or more servers via a network, the broadcast signal transmitting/receiving system including a broadcast signal transmitting apparatus, the broadcast signal transmitting apparatus including: a transmitting unit that transmits the broadcast signal including a video stream and an audio stream, the broadcast signal receiving apparatus comprising: a display unit that displays the program; and a control unit that acquires, from the server, a first broadcast start time and a first broadcast time length or the first broadcast start time and a first broadcast end time of a first advertisement inserted into a broadcast time slot of the program, and a second advertisement having a second broadcast time length, and that, when the second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, displays the first advertisement on the display unit in place of the second advertisement from the first broadcast start time.

In one embodiment, the control unit further acquires, from the server, an identifier that allows the first advertisement to be replaced with the second advertisement and displayed, and when a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, the control unit replaces the first advertisement with the second advertisement from the first broadcast start time and displays the first advertisement on the display unit when the identifier indicates permission.

In an eighth aspect, the present invention provides another broadcast signal receiving/transmitting system, comprising: broadcast signal transmitting means for transmitting a program by a broadcast signal; and a broadcast signal receiving apparatus that receives a program transmitted by the broadcast signal and is connected to one or more servers through a network, the broadcast signal transmitting and receiving method including the broadcast signal transmitting apparatus transmitting the broadcast signal including a video stream and an audio stream, the broadcast signal receiving apparatus including: and displaying the program, acquiring a first broadcast starting time and a first broadcast time length of a first advertisement inserted into a broadcast time slot of the program or the first broadcast starting time and a first broadcast ending time and a second advertisement with a second broadcast time length from the server, and replacing the first advertisement with the second advertisement and displaying from the first broadcast starting time when the acquired second broadcast time length of the second advertisement is consistent with the first broadcast time length or the difference between the first broadcast starting time and the first broadcast ending time.

In a ninth aspect, the present invention provides another advertisement replacement system including a first server, a second server, and a broadcast signal receiving apparatus that receives a program transmitted from a broadcast signal and is connected to the first server and the second server via a network, the broadcast signal receiving apparatus including: a display unit that displays the program; and a control unit that controls connection to the first server and the second server via the network, wherein the second server includes a distribution unit that distributes a second advertisement having a second broadcast time length to the broadcast signal receiving apparatus via the network, the first server includes a control unit that is connected to the broadcast signal receiving apparatus via the network and stores a first broadcast start time and a first broadcast time length or the first broadcast start time and a first broadcast end time of a first advertisement inserted into a broadcast time slot of the program, the control unit transmits at least the second broadcast time length to the first server, and the second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, the control unit transmits an instruction to the broadcast signal receiving apparatus, the instruction including: and displaying a second advertisement on the display unit from the first broadcast start time by replacing the first advertisement with the second advertisement.

In one embodiment, the control unit further stores an identifier indicating that the first advertisement is allowed to be displayed in place of the second advertisement, and when a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, the control unit transmits, to the broadcast signal receiving apparatus, an instruction to: and displaying the second advertisement on the display unit in place of the first advertisement from the first broadcast start time.

In a tenth aspect, the present invention provides another broadcast signal receiving method, the broadcast signal receiving system including a first server, a second server, and a broadcast signal receiving apparatus that receives a program transmitted by a broadcast signal and is connected to the first server and the second server via a network, the advertisement replacing method including: the broadcast signal receiving apparatus displays the program and is connected with the first server and the second server through the network, the second server distributes a second advertisement having a second broadcasting time length to the broadcast signal receiving apparatus through the network, the first server is connected to the broadcast signal receiving apparatus via the network, and stores a first broadcast start time and a first broadcast time length or the first broadcast start time and a first broadcast end time of a first advertisement inserted into a broadcast time slot of the program, and when a second broadcast time length of the second advertisement obtained matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, replacing the first advertisement with the second advertisement and displaying from the first broadcast start time.

In an eleventh aspect, there is provided a computer storage medium having instructions stored thereon, which when executed on a computer, cause the computer to perform the method described in any one of the possible implementations of the above aspects.

In a twelfth aspect, a computer storage medium is provided, having stored therein instructions, which, when run on a computer, cause the computer to perform the method described in any one of the possible implementations of the above aspects.

In a thirteenth aspect, there is provided a computer program product containing instructions stored therein, which when run on a computer, cause the computer to perform the method described in any one of the possible implementations of the above aspects.

Drawings

Fig. 1 is a diagram showing an example of the configuration of an addressable advertising system including an advertisement replacement device according to an embodiment of the present invention.

Fig. 2 is a diagram schematically showing an example of the configuration of a broadcast station (broadcast signal transmitting apparatus).

Fig. 3 is a diagram schematically showing the configuration of a broadcast signal receiving apparatus (unit) including an advertisement replacing apparatus according to an embodiment of the present invention.

Fig. 4A is a diagram showing an outline of a process for replacing a CM inserted into a program with an addressable advertisement (replacement CM) performed by the advertisement replacement apparatus according to the embodiment of the present invention.

Fig. 4B is an example of a CM list acquired from the management server 121 by the advertisement replacement device according to the embodiment of the present invention.

Fig. 4C is a diagram schematically showing an example of the configuration of the advertisement replacing apparatus according to the embodiment of the present invention.

Fig. 4D is a process flow showing an example of a process of replacing an addressable advertisement (replacement CM) by the advertisement replacement device according to the embodiment of the present invention.

Detailed Description

Hereinafter, embodiments will be described with reference to the drawings.

The addressable advertising system comprises: a broadcasting station (broadcast signal transmitting apparatus) 100, a broadcast signal receiving apparatus 140, a CM distribution server 120, and a management server 121. The broadcast signal receiving apparatus 140 receives a program broadcast by the broadcasting station (broadcast signal transmitting apparatus) 100 and includes an advertisement replacing apparatus of an embodiment of the present invention. The broadcasting station 100 and the broadcast signal receiving apparatus 140 are connected to the CM distribution server 120 and the management server 121 via the network 130.

The broadcasting station 100 may be a base station that programs and broadcasts the programmed program to the broadcast signal receiving apparatus 140 through a broadcast signal. The broadcasting station 100 may also be referred to as a broadcast signal transmitting apparatus.

The broadcasting station 100 has a CM management server 101 that stores and manages CMs produced by a CM company 110. The broadcasting station 100 inserts and programs a CM (commercial message) stored in the CM management server 101 into the middle of a broadcast program, and broadcasts (transmits) the program as a series of video streams and audio streams to the broadcast signal receiving apparatus 140 by a broadcast signal. The CM company 110 creates an advertisement in response to a request from an advertiser (such as a client requesting the CM company 110 to create an advertisement) 111 based on a contract, for example, and registers the created CM in the CM management server 101 of the broadcasting station 100. That is, in one implementation, the CM company 110 creates a CM in accordance with a request from a contract-based advertiser 111, such as a client who requests the CM company 110 to create an advertisement, and registers the created CM in the CM management server 101 of the broadcasting station 100.

The broadcasting station 100 has a function of connecting to the network 130, and is connected to the CM distribution server 120 and the management server 121 via the network 130.

The CM distribution server 120 is a server as follows: the addressable advertisement (replacement CM) transmitted from the CM management server 101 connected through the network 130 is stored, and the stored addressable advertisement (replacement CM) is issued in accordance with a request from the broadcast signal receiving apparatus 140. That is, the CM distribution server 120 stores the replacement CM transmitted by the CM management server 101, and distributes the stored replacement CM according to a request from the broadcast signal receiving apparatus 140, wherein the CM distribution server 120 is connected to the CM management server 101 through the network 130; in one possible implementation, the replacement CM may also be sent by the CM company 110.

The management server 121 is a server for providing an additional service associated with a program received by the broadcast signal receiving apparatus 140. That is, the management server 121 serves to provide an additional service associated with a program received by the broadcast signal receiving apparatus 140. The additional services provided by the management server 121 are, for example, the following services: the broadcast signal receiving apparatus 140 is provided with a CM period that can be replaced with an addressable advertisement (replacement CM) for the broadcast signal receiving apparatus 140 to replace a CM inserted halfway in a program with an addressable advertisement (replacement CM) and provide the addressable advertisement (replacement CM) to a user who is viewing the program. The CM period that the management server 121 provides to the broadcast signal receiving apparatus 140 can be replaced with an addressable advertisement (replacement CM) is based on the addressable CM period information transmitted from the CM management server 101 of the broadcasting station 100. That is, the CM period that can be replaced with the replacement CM may be determined based on the replacement CM period information transmitted from the CM management server 101. Note that the replacement CM period information may be transmitted together with the broadcast signal, but may be transmitted through the management server 121 and/or the CM distribution server 120.

The management server 121 also has a function of collecting a viewing history of the broadcast signal receiving apparatus 140. The broadcast signal receiving apparatus 140 includes the fact that the CM inserted halfway through the program is replaced with an addressable advertisement (replacement CM) in the viewing history and transmits the replaced CM. That is, the broadcast signal receiving apparatus 140 may record the fact that the CM inserted in the middle of the program is replaced with the replacement CM in the viewing history, and transmit the result to the management server 121.

The broadcast signal receiving apparatus 140 is a receiving apparatus that receives a program broadcast by a broadcast signal from the broadcasting station 100. The broadcast signal receiving apparatus 140 has a function of connecting to the network 130, and is connected to the CM distribution server 120 via the network 130. The broadcast signal receiving apparatus 140 stores the addressable advertisement (replacement CM) distributed from the CM distribution server 120 in the managed recording medium 160.

In addition, the broadcast signal receiving apparatus 140 can set a connection to the management server 121 through, for example, a function setting screen of the broadcast signal receiving apparatus 140 in order to receive an additional service related to a broadcast program. The broadcast signal receiving apparatus 140 can register, for example, information unique to the broadcast signal receiving apparatus 140 and the family status (sex and age of people who form a family) of the user using the broadcast signal receiving apparatus 140 as information necessary for connection to the management server 121 by the user operating the function setting screen on the management server 121. Thus, the management server 121 can uniquely identify each broadcast signal receiving apparatus 140 by (for example) the device ID of the broadcast signal receiving apparatus 140.

Thus, the broadcast signal receiving apparatus 140 registers information necessary for connection to the management server 121 through the function setting screen, and can receive various additional services associated with a program received by (through) a broadcast signal from the management server 121.

Further, the broadcast signal receiving apparatus 140 includes the advertisement replacing apparatus of the present embodiment. The broadcast signal receiving apparatus 140 has the following functions: based on the estimation result of the advertisement replacement device, the best addressable advertisement (replacement CM) is selected from the addressable advertisements (replacement CMs) stored in the recording medium 160 and displayed on the display screen. The broadcast signal receiving apparatus 140 can provide the viewer who views the program with the selected optimum addressable advertisement (replacement CM) by displaying the addressable advertisement (replacement CM) in accordance with the time zone that can be replaced with the addressable advertisement transmitted from the management server 121.

Fig. 2 is a diagram schematically showing an example of the configuration of a broadcast station (broadcast signal transmitting apparatus). The broadcasting station (broadcast signal transmitting apparatus) 100 encodes (also referred to as encode) video data, audio data, and the like of a program in which a CM stored in the CM management server 101 is inserted and arranged, and transmits the encoded data as a broadcast signal.

The data broadcasting encoder 210 has a function of encoding data of data broadcasting associated with a scheduled program. The data broadcasting encoder 210 encodes data of the data broadcasting.

The video encoder 211 has a function of encoding video data of a program to be scheduled. The video encoder 211 encodes video data of a scheduled program.

The audio encoder 212 has a function of encoding audio data of a scheduled program. The audio encoder 212 encodes audio data of the scheduled program.

The subtitle encoder 213 has a function of encoding subtitle data of a scheduled program. The subtitle encoder 213 encodes subtitle data of the scheduled program.

The control information generation unit 214 has a function of generating TLV packets and control information of MMT. The control information of the TLV packet is control information (also referred to as TLV-SI) related to multiplexing of the IP packet, and provides information for channel selection, and correspondence information between the IP address and the service. The MMT control information is control information related to the configuration of the plug-in of the MMT and the broadcast service (also referred to as MMT-SI). The control information generation unit 214 generates a signal containing the TLV packet of the control information related to the program to be encoded by the audio encoder 212 and the video encoder 211 and the control information of the MMT.

The scrambler 215 has the following functions: the encoded audio data output from the audio encoder 212 and the encoded video data output from the video encoder 211 are scrambled in cooperation with the CAS module 216.

The CAS module 216 is a module that generates a key used when the scrambler 215 scrambles.

The multiplexer 217 has the following functions: a data broadcast stream generated by encoding in the data broadcast encoder 210, a video stream generated by encoding in the video encoder 211, an audio stream generated by encoding in the audio encoder 212, a subtitle stream generated by encoding in the subtitle encoder 213, and control information generated in the control information generation unit 214 are multiplexed in the MMT/TLV system. The multiplexer 217 generates a TLV stream in which the audio stream, the video stream, the TLV packet, and the control information of the MMT are multiplexed.

The transmitting unit 218 has a function of transmitting a broadcast signal composed of TLV streams as a broadcast wave. The transmission unit 218 performs transmission path encoding processing such as modulation such as 16APSK and error correction encoding on the TLV stream generated by the multiplexer 217 and transmits the TLV stream as a broadcast wave.

Fig. 3 is a diagram schematically showing the configuration of a broadcast signal receiving apparatus (unit) 140 including an advertisement replacing apparatus according to an embodiment of the present invention.

The broadcast signal receiving apparatus 140 includes a basic function 341 as a receiving function for receiving a broadcast signal and a control unit 342.

The basic functions 341 include: a broadcast tuner 301, a demultiplexer 302, a descrambler 303, a CAS module 304, a data broadcast engine 305, a video decoder 306, an audio decoder 307, a subtitle decoder 308, a control information analysis unit 309, a GUI320, and a compositor 326.

The tuner 301 has a function of receiving a broadcast signal (TLV stream) transmitted by a broadcast wave. The broadcast signal received by the tuner 301 is input to the demultiplexer 302.

The demultiplexer 302 has a function of separating the multiplexed TLV stream into a data broadcast stream, a video stream, an audio stream, a subtitle stream, and control information. The demultiplexer 302 inputs the separated data broadcast stream, video stream, audio stream, data broadcast stream, and subtitle stream to the descrambler 303, and inputs an SI signal as control information to the control information analysis unit 309.

The descrambler 303 has the following functions: the input data broadcast stream, video stream, audio stream, and subtitle stream are descrambled in cooperation with the CAS module 304. The descrambler 303 inputs the descrambled data broadcast stream into a data broadcast engine 305, a video stream into a video decoder 306, an audio stream into an audio decoder 307, and a subtitle stream into a subtitle decoder 308.

The CAS module 304 has a function of generating a key used when descrambled by the descrambler 303.

The data broadcast engine 305 has a function of performing a reception process of an input data broadcast stream. The data broadcasting engine 305 converts the received data broadcasting stream into data to be displayed on the display unit 350 and transmits the data to the synthesizer 326. The data for broadcasting transmitted to the synthesizer 326 is synthesized with the video data and the like and displayed on the display unit 350.

The video decoder 306 has a function of decoding an input video stream. The video decoder 306 decodes the video stream and generates a signal to be displayed on the display unit 350.

The audio decoder 307 has a function of decoding an input audio stream. The audio decoder 307 decodes the audio stream and generates a signal output to the speaker 351.

The subtitle decoder 308 decodes the subtitle stream and generates a signal to be displayed on the display unit 350.

The decoded video signal, caption signal, and data broadcast signal are synthesized by the synthesizer 326 and output to the display unit 350. Further, the decoded audio signal is output to the speaker 351.

The control information analysis unit 309 analyzes an SI signal which is control information of a broadcast signal. If the control information analysis unit 309 analyzes the SI signal, the analysis result thereof is transmitted to the control unit 342.

The control unit 342 controls the overall operation of the broadcast signal receiving apparatus 140. Further, the control unit 342 has the advertisement replacing apparatus 330 of the embodiment of the present invention inside, and controls the advertisement replacing apparatus 330. Further, the control unit 342 also performs control of a network I/F331 that is an I/F with the network 130, and an external input I/F332 that is a connection I/F with an external device.

Further, the control unit 342 also performs control as follows: the CM in the time slot that can be replaced with the addressable advertisement is replaced with the addressable advertisement (replacement CM) output by the advertisement replacement device 330 and displayed.

The advertisement replacement means 330 performs processing for replacing the advertisement inserted in the program with an addressable advertisement (replacement CM).

Fig. 4A shows an outline of a process performed by the advertisement replacement device 330 for replacing a CM inserted in a program with an addressable advertisement (replacement CM). Fig. 4C shows an example of the structure of the advertisement replacing apparatus 330. Fig. 4D shows an example of the process of the advertisement replacing device.

Fig. 4A is a diagram showing an outline of a process performed by the advertisement replacement device 330 for replacing a CM inserted in a program with an addressable advertisement (replacement CM).

In order to replace the CM inserted into the program with an addressable advertisement (replacement CM), the advertisement replacement means 330 needs to acquire the following information: the time when the CM inserted into the program is displayed, the duration of the display, etc., and the addressable advertisements that are replaced with the CM inserted into the program and displayed.

The advertisement replacement means 330 can acquire a CM list as information (information of a time slot) of a display start time, a display time period, and the like of an advertisement inserted into a program by making a request to the management server 121 providing an additional service associated with the program at an arbitrary timing.

The advertisement replacement device 330 can acquire an addressable advertisement (replacement CM) and store it in the recording medium 160 by requesting the CM distribution server 120 at an arbitrary timing.

The method in which the advertisement replacement means 330 requests the CM issue server 120 for the addressable advertisement (replacement CM) may be such that the advertisement replacement means 330 transmits, for example, a download request message of the addressable advertisement (replacement CM) to the CM issue server 120, and the CM issue server 120 that received the message downloads the addressable advertisement (replacement CM) to the advertisement replacement means 330; for example, the advertisement replacement device 330 may transmit a download request message including a download start time of an addressable advertisement (replacement CM) to the CM delivery server 120, and the CM delivery server 120 having received the download request message may download the addressable advertisement (replacement CM) to the advertisement replacement device 330 when the download start time of the addressable advertisement (replacement CM) reaches the time included in the message.

The function of the advertisement replacement device 330 requesting an addressable advertisement (replacement CM) from the CM distribution server 120 may be included in the broadcast signal reception device 140 in advance, or may be acquired by the broadcast signal reception device 140 accessing a specific server (not shown) based on information included in the control information (TLV-SI, MMT-SI) in the broadcast signal. In this way, the broadcast signal receiving apparatus 140 obtains the following functions: the broadcast signal reception device 140 requests the CM delivery server 120 for an addressable advertisement (replacement CM) by accessing a specific server (not shown in the drawings) based on information included in the control information (TLV-SI, MMTSI) in the broadcast signal, and may use a service called a data content service, for example, or other services, as a means for achieving the above-described function.

Fig. 4B is an example of an embodiment of the CM list acquired from the management server 121 by the advertisement replacing apparatus 330 of the present invention. The CM list 400 includes: an ID401 as a CM identifier, a Start _ time402 as a broadcast Start time of the CM, a duration 403 as a time duration for broadcasting the CM, and an enable404 indicating whether or not the addressable advertisement can be replaced.

For example, the ID of 410 is 001002201. The ID format, for example, first 3 bits 001 represents a channel number, next 4 bits 0022 represents an identifier of a program, and next 2 bits represent an identifier of a CM included in the program identified by the first 4 bits. Such an ID may be in any format as long as it can identify CMs included in all programs of all channels received by the broadcast signal receiving apparatus 140.

Further, Start _ time of 410 is 20181215201500. The format of Start _ time, for example, the first 8 th 20181215 represents the middle month and day of the west calendar (yyymmdd), and the next 6 th 201500 represents the hour, minute and second (hhmmss).

The duration of 410 is 15. The format of duration represents the display time.

Further, enable of 410 is 0. The format (value) of enable is set to 1 when the addressable advertisement (replacement CM) can be replaced, and is set to 0 when the addressable advertisement (replacement CM) cannot be replaced.

In addition, the CM list may contain information of the product type, the manufacturer name, and the like of the CM.

Fig. 4C is a diagram schematically showing an example of the configuration of the advertisement replacing apparatus 330 according to the embodiment of the present invention. The advertisement replacing apparatus 330 includes a control part 330-1 and an analysis part 330-2.

The control unit 330-1 controls the entire operation of the advertisement replacing apparatus 330 and controls the analysis unit 300-2 to determine an addressable advertisement (replacement CM) for replacing a CM included in a broadcast program, and display the addressable advertisement (replacement CM) on the display unit 350 of the broadcast signal receiving apparatus 140.

Further, the control section 330-1 acquires a plurality of addressable advertisements, which are candidates for a replacement CM, from the CM distribution server 120 and stores the addressable advertisements in the recording medium 160, and acquires a CM list from the management server 121 and stores the CM list in the recording medium 160.

The analysis section 330-2 analyzes the CM list stored in the recording medium 160, and determines whether the CM described in the CM list can be replaced with an addressable advertisement (replacement CM).

Fig. 4D is a process flow showing an example of the process of replacing the addressable advertisement (replacement CM) by the advertisement replacement device 330 according to the embodiment of the present invention.

If the broadcast signal receiving means 140 starts receiving the broadcast program, the advertisement replacing means 330 starts a process for replacing the CM contained in the received program with the addressable advertisement (S400).

The control section 330-1 of the advertisement replacing apparatus 330 accesses the management server 121 and confirms whether or not an updated CM list exists in the management server 121 (S401).

If the updated CM list exists as a result of the confirmation (yes at S402), the control section 330-1 acquires and saves the updated CM list from the management server 121 (S403).

If the updated CM list does not exist as a result of the confirmation (no in S402), the control unit 330-1 repeats the confirmation process continuously or while waiting for a predetermined time until the updated CM list newly appears in the management server 121 (S401). That is, if there is no updated CM list, the control section 330-1 continues the confirmation process (S401) or periodically performs the confirmation process (S401) at intervals of a certain time until an updated CM list newly appears in the management server 121.

Next, the control section 330-1 acquires the start _ time of the CM included in the program being viewed by the viewer, which is the program displayed on the display unit 350 of the broadcast signal receiving apparatus 140, from the stored CM list, and confirms whether the current time has reached the start _ time (S404). That is, the control unit 330-1 acquires the start _ time of the CM included in the program displayed on the display unit 350 of the broadcast signal receiving apparatus 140 (i.e., the program being viewed by the viewer) from the stored CM list, and confirms whether or not the current time has reached the start _ time (S404).

If it is confirmed (S404) that the current time reaches the start _ time (yes in S405), the control section 330-1 inquires of the analysis section 330-2 whether or not there is a replacement CM (addressable advertisement) that can be displayed in place of the CM inserted into the program (S406).

When the analysis unit 330-2 is queried and confirmed (S406) that there is a CM for replacement (addressable advertisement) (yes in S407), the control unit 330-1 acquires the corresponding CM for replacement (addressable advertisement) from the analysis unit 330-2 instead of the CM inserted into the program and displays the same on the display unit 350 (S408).

When the analysis unit 330-2 is inquired and confirmed (S406) that there is no replacement CM (addressable advertisement) (no in S407), the CM inserted into the program is displayed on the display unit 350 as it is (S409).

If the current time does not reach start _ time as a result of the confirmation (S404) (no in S405), the control unit 330-1 repeats the confirmation process in S404 until the current time reaches start _ time. That is, if the current time does not reach start _ time, the control section 330-1 repeats the confirmation process of S404 until the current time reaches start _ time.

The absence of a corresponding replacement CM (addressable advertisement) may mean, for example, a case where there is no replacement CM (addressable advertisement) that matches the duration 403 of a certain CM described in the CM list 400, or a case where there is no CM in the CM list 400 whose enable is 1 (replaceable).

Further, the following may be also possible: the analysis unit 330-2 has a function (not shown) of estimating a viewer who views a program being displayed by the display unit 350, for example, and determines that there is no CM most suitable for the estimated viewer.

Next, the control unit 330-1 checks whether or not the current time has reached the display end time of the CM (S410). The display end time can be calculated from the start _ time and the duration.

If the result of the confirmation (S410) is that the current time has reached the display end time of the CM (yes in S411), the control unit 330-1 inquires of the analysis unit 330-2 and confirms whether or not there is a CM continuing to be displayed next to the CM whose display end time has been reached (S412).

When the analysis unit 330-2 is inquired and confirmed (S412) that there is a CM continuing to be displayed next to the CM having reached the display end time (yes in S413), the control unit 330-1 returns to the processing in S406 to inquire whether there is a CM for replacement (addressable advertisement) that can be displayed in place of the next CM to the CM having reached the display end time (S406).

When the result of inquiring and confirming (S412) the analysis unit 330-2 is that there is no CM continuing to be displayed next to the CM whose display end time has been reached (no in S413), the control unit 330-1 inquires and confirms whether or not a CM is displayed at a later timing in the program being displayed on the display unit 350, to the analysis unit 330-2 (S414).

When the analysis unit 330-2 is queried and it is confirmed (S414) that the CM is displayed at a later timing (yes in S415), the control unit 330-1 returns to the processing in S405 and continues the processing of whether or not there is a replacement CM for the CM displayed at the later timing. That is, the process proceeds to determine whether or not a replacement CM exists in a CM to be subsequently displayed.

When the result of the inquiry to the analysis unit 330-2 and confirmation (S414) is that the CM is not displayed at a later timing (no in S415), the control unit 330-1 returns to the processing in S402 and continues the processing of whether or not the CM inserted into the new program has a replacement CM. That is, whether or not there is a replacement CM in the CM inserted into the new program is continuously processed.

In this way, the control section 330-1 checks whether or not there are replacement CMs (addressable advertisements) in all CMs inserted in the broadcasted program by referring to the CM list 400.

Note that, if the CM list 400 shown in fig. 4B is taken as an example, the confirmation of the presence or absence of a CM to be continuously displayed in S412 is the CM of the information of the CM confirmation 413 in S412, that is, the confirmation of the presence or absence of a CM to be continuously displayed in S412 means that the presence or absence of a CM corresponding to the information shown in 413 is further confirmed after the corresponding CM of the information shown in 412 is confirmed. As indicated by the ID number, the CM of the information shown in 412 and the CM of the information described in 413 are CMs that are continuously (continuously) broadcast in the same program.

In addition, if the CM list 400 shown in fig. 4B is taken as an example, the confirmation of whether or not a CM is displayed at a later timing in S414 is to confirm 415 the CM of the information at the point when the display of the CM of the information 414 is completed. As indicated by the ID numbers, the CM of the information 414 and the CM of the information 415 are CMs broadcast in the same program, and the CM of the information 415 is a CM broadcast discontinuously (continuously) from the CM of the information 414. That is, the confirmation of whether or not a CM is displayed at a later timing in S414 means that the CM corresponding to the information shown in 415 is confirmed at the point when the display of the CM corresponding to the information shown in 414 is completed.

The addressable advertising system including the advertisement replacement device 330 and the advertisement replacement device 330 according to the embodiment of the present invention has been described above with reference to the drawings, but the present invention is not limited to the above examples.

In the configuration example of the addressable advertising system shown in fig. 1, the following case is taken as an example for explanation: the broadcast station (broadcast signal transmitting apparatus) 100 transmits the broadcast wave multiplexed in the MMT/TLV system, and the broadcast signal receiving apparatus 140 receives the broadcast wave multiplexed in the MMT/TLV system, but the broadcast wave may be multiplexed in the MPEG-2 system. Alternatively, in the configuration example of the addressable advertising system shown in fig. 1, the broadcasting station (broadcast signal transmitting apparatus) 100 may distribute the program content to the broadcast signal receiving apparatus 140 via the network 130. Among them, the broadcast wave may also be referred to as a broadcast signal.

In addition, in the configuration example of the addressable advertising system shown in fig. 1, only one broadcast signal receiving device 140 is included as an example, but a plurality of them may be included. In this case, the management server 121 can identify and manage the plurality of broadcast signal receiving apparatuses 140 using the device ID of each broadcast signal receiving apparatus 140.

Further, the CM replacing apparatus 330, which has described the embodiment of the present invention, is included in the broadcast signal receiving apparatus 140, but may be included in a separate component capable of communicating with the broadcast signal receiving apparatus 140 and identifying each broadcast signal receiving apparatus 140 by its device ID. For example, the separate component may be the management server 121.

When the advertisement replacing means 330 is included in the individual component, the advertisement replacing means 330 in the individual component performs the processing shown in fig. 4D through the network 130, the time length information of the addressable advertisement (replacement CM) broadcast held in the recording medium 160 of the broadcast signal receiving means 140, and the CM list acquired from the management server 121, and the processing of causing the display unit 350 to display as shown in S408 may be performed as long as a display instruction is issued to the broadcast signal receiving means 140 through the network 130.

As described above, the advertisement replacement device 330 according to the embodiment of the present invention determines whether all CMs of a program displayed on the display unit 350 can be replaced with an addressable advertisement (replacement CM) based on information on CMs described in the acquired CM list, and displays the replaceable CMs on the display unit 350 as they can be replaced with the addressable advertisement (replacement CM).

Some embodiments of the present invention have been described, but these embodiments are presented only as examples and are not intended to limit the scope of the invention. These new embodiments can be implemented in other various ways, and various omissions, substitutions, and changes can be made without departing from the spirit of the invention. These embodiments and modifications thereof are included in the scope and gist of the invention, and are included in the invention described in the claims and the equivalent scope thereof. In the respective components of the claims, the case where the components are expressed by dividing the components, the case where a plurality of the components are combined, or the case where the components are expressed by combining the components is included in the scope of the present invention. Further, the device of the present invention is also applied to a case where the claims are expressed as a control logic, a case where the claims are expressed as a program including instructions for causing a computer to execute, and a case where the claims are expressed as a computer-readable recording medium describing the instructions. The terms and expressions used are not limited to those used, and other expressions are included in the present invention as long as they have substantially the same contents and the same purpose.

(description of reference numerals)

100 … broadcasting stations (broadcast signal transmitting apparatuses), 120 … CM distribution servers, 121 … management servers, 140 … broadcast signal receiving apparatuses, and 160 … recording media.

Claims

1. A broadcast signal receiving apparatus for receiving a program transmitted by a broadcast signal and connecting with one or more servers via a network;

the device comprises:

a display section for displaying the program; and

the control unit is provided with an advertisement replacing device, is used for controlling the advertisement replacing device, and is also used for replacing the advertisement in the time slot which can be replaced by the replacement advertisement with the replacement advertisement output by the advertisement replacing device and sending the advertisement to the display part for displaying;

the advertisement replacing device comprises a control part and an analysis part, is used for replacing the advertisement inserted into the program with the replacing advertisement, and is also used for requesting the function of the replacing advertisement to a second server, the function is obtained by the broadcast signal receiving device accessing a specific server based on the information contained in the control information in the broadcast signal, and the control information comprises the control information of the TLV-SI data packet and the MMT-SI control information;

the control information of the TLV-SI data packet refers to control information related to multiplexing of an IP data packet, and the MMT-SI control information refers to control information related to broadcast service;

the control part is used for controlling the analysis part by controlling the whole action of the advertisement replacing device, and determining the replacing advertisement for replacing the advertisement contained in the broadcast program; further configured to acquire a plurality of the replacement advertisements that are candidates for the replacement advertisement from the second server and save the replacement advertisements to a recording medium of the broadcast signal receiving apparatus; the advertisement list is further used for obtaining the advertisement list from the first server and storing the advertisement list in the recording medium; the system is also used for acquiring the broadcast starting time and the broadcast duration of the first advertisement and acquiring a second advertisement from the recording medium; when the broadcast time length of the second advertisement is consistent with the broadcast time length of the first advertisement, inquiring and confirming the analysis part that the second advertisement which can be displayed in place of the first advertisement exists, acquiring the corresponding second advertisement from the analysis part to replace the first advertisement inserted into a program, and displaying the second advertisement which is used for replacing the first advertisement on the display part from the broadcast starting time, wherein the first advertisement is the advertisement inserted into the program, and the second advertisement is one of the candidate replacement advertisements;

the advertisement list comprises an ID of an advertisement identifier, start time information of the advertisement, duration information of the advertisement and an identifier indicating whether the replacement advertisement can be replaced;

and an analysis unit configured to analyze the stored advertisement list and determine whether or not the advertisement described in the advertisement list can be replaced with the replacement advertisement.

2. The apparatus of claim 1, wherein the control unit is specifically configured to obtain a broadcast start time and a broadcast duration of a first advertisement in a program being watched by the viewer from the advertisement list.

3. The apparatus of claim 1, wherein the first and second electrodes are disposed on opposite sides of the housing,

the control unit is further configured to access the first server, and when it is determined that an updated advertisement list exists in the first server, acquire and store the updated advertisement list in the first server.

4. The apparatus according to claim 1, wherein the control unit is further configured to access the first server, and when it is determined that the updated advertisement list does not exist, continuously confirm the first server, or periodically confirm the first server at intervals until the updated advertisement list newly appears in the first server.

5. The device according to any one of claims 1 to 3,

the control unit is specifically configured to display the second advertisement in place of the first advertisement on the display unit from the broadcast start time when the broadcast time length of the second advertisement coincides with the broadcast time length of the first advertisement and the identifier indicating that the replacement of the first advertisement with the second advertisement is permitted is acquired from the analysis unit.

6. The apparatus according to any one of claims 1 to 3, wherein the control unit is further configured to, when it is confirmed that the current time reaches the display end time of the second advertisement, inquire the analysis unit and determine that there is a next third advertisement to be continuously displayed, and continuously display the third advertisement; the third advertisement is one of the candidate plurality of the replacement advertisements.

7. The apparatus of claim 1, wherein the first and second electrodes are disposed on opposite sides of the housing,

and the control part is also used for controlling the broadcast signal receiving device to establish connection with the one or more servers through the network, and the one or more servers are used for distributing the second advertisement to the broadcast signal receiving device and/or storing the broadcast starting time, the broadcast time length or the broadcast ending time of the first advertisement.

8. A broadcast signal transceiving system comprising a broadcast signal transmitting apparatus and the broadcast signal receiving apparatus of any one of claims 1 to 6; wherein the content of the first and second substances,

the broadcast signal transmitting device is used for transmitting programs through broadcast signals.

9. An advertisement replacement system comprising a server and the broadcast signal receiving apparatus of any one of claims 1 to 6; wherein the content of the first and second substances,

and the second server is used for distributing the second advertisement to the broadcast signal receiving device and/or storing the broadcast starting time, the broadcast duration or the broadcast ending time of the first advertisement.

10. The advertisement replacement system according to claim 9,

the second server for distributing a second advertisement having a second broadcasting time length to the broadcast signal receiving apparatus via the network;

the first server is used for storing the broadcast starting time and the broadcast duration of the first advertisement, or storing the broadcast starting time and the broadcast ending time of the first advertisement.

11. The advertisement replacement system according to claim 9,

the first server is further configured to send an identifier to the broadcast signal receiving apparatus, the identifier indicating that the broadcast signal receiving apparatus is allowed to replace the first advertisement with the second advertisement.

12. A broadcast signal receiving method applied to a broadcast signal receiving apparatus, the method comprising:

acquiring control information in a broadcast signal, and determining a function of replacing advertisements according to control information of a TLV-SI data packet and MMT-SI control information in the control information, wherein the control information of the TLV-SI data packet refers to control information related to multiplexing of an IP data packet, and the MMT-SI control information refers to control information related to broadcast services;

acquiring an advertisement list from a first server, wherein the advertisement list comprises an ID of an advertisement identifier, start time information of an advertisement, duration information of the advertisement and an identifier indicating whether the replacement advertisement can be replaced;

acquiring the broadcast starting time and the broadcast duration of a first advertisement in a program transmitted by a broadcast signal;

obtaining a second advertisement, wherein the second advertisement is one of a plurality of replacement advertisements which are obtained from a second server and are candidates of the replacement advertisement;

and when the broadcast time length of the second advertisement is consistent with the broadcast time length of the first advertisement, and the identifier of the replacement advertisement in the advertisement list is used for determining that the second advertisement can be displayed instead of the first advertisement, displaying the second advertisement replacing the first advertisement on a display part from the broadcast starting time, wherein the first advertisement is the advertisement inserted into the program.

13. The method of claim 12, acquiring a broadcast start time and a broadcast time duration of a first advertisement in a program transmitted through a broadcast signal, comprising:

and acquiring the broadcast starting time and the broadcast duration of the first advertisement in the program watched by the viewer from the advertisement list.

14. The method of claim 12, upon determining that an updated advertisement list exists, retrieving and saving the updated advertisement list.

15. The method of claim 12, wherein the confirming to the first server is continued when it is determined that the updated advertisement list does not exist, or is periodically confirmed at intervals until the updated advertisement list newly appears in the first server.

16. The method according to claim 12, wherein when it is determined that the current time reaches the display end time of the second advertisement and it is determined that there is a next third advertisement which continues to be displayed, the third advertisement continues to be displayed; the third advertisement is one of the candidate plurality of the replacement advertisements.

17. A broadcast signal receiving apparatus for receiving a program transmitted through a broadcast signal and connecting with one or more servers through a network, comprising:

a display unit that displays the program; and

the control part is used for controlling the analysis part by controlling the whole action of the advertisement replacing device, and determining the replacing advertisement for replacing the advertisement contained in the broadcast program; the server is further used for acquiring a plurality of replacement advertisements which are candidates of the replacement advertisements from the second server and saving the replacement advertisements to a recording medium; the server is further configured to obtain the advertisement list from a first server and store the advertisement list in a recording medium of the broadcast signal receiving apparatus; further for acquiring a first broadcast start time and a first broadcast time length or the first broadcast start time and a first broadcast end time of a first advertisement inserted into a broadcast time slot of the program from the advertisement list and acquiring a second advertisement having a second broadcast time length from the recording medium,

when a second broadcast time length of the second advertisement matches the first broadcast time length or the difference between the first broadcast start time and the first broadcast end time and it is checked that there is the second advertisement that can be displayed in place of the first advertisement by inquiring the analysis unit, the second advertisement is acquired from the analysis unit in place of the first advertisement inserted into the program, and the second advertisement is displayed on the display unit from the first broadcast start time, the first advertisement being an advertisement inserted into the program, the second advertisement being one of the candidate plurality of replacement advertisements;

18. The broadcast signal receiving apparatus according to claim 17, wherein the control section further acquires, from the advertisement list, an identifier that allows display of the second advertisement in place of the first advertisement; and displaying the second advertisement on the display unit in place of the first advertisement from the first broadcast start time if a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time and the identifier is allowable.

19. A broadcast signal receiving method in a broadcast signal receiving apparatus that receives a program transmitted by a broadcast signal and is connected with one or more servers through a network, the broadcast signal receiving method comprising:

the program is displayed on the display unit and,

acquiring a first broadcast start time and a first broadcast time length or the first broadcast start time and a first broadcast end time of a first advertisement inserted into a broadcast time slot of the program and a second advertisement having a second broadcast time length from a second server,

and displaying the second advertisement on a display unit from the first broadcast start time by replacing the first advertisement with the second advertisement when the acquired second broadcast time length of the second advertisement matches the first broadcast time length or the difference between the first broadcast start time and the first broadcast end time and the second advertisement is determined to be displayable instead of the first advertisement based on the identifier of the replacement advertisement in the advertisement list.

20. A broadcast signal transceiving system comprising: broadcast signal transmitting means for transmitting a program by a broadcast signal; and a broadcast signal receiving means which receives a program transmitted by the broadcast signal and is connected to one or more servers through a network,

the broadcast signal transmitting apparatus includes: a transmitting unit transmitting the broadcast signal including a video stream and an audio stream,

the broadcast signal receiving apparatus includes:

a display unit that displays the program; and

the control unit is provided with an advertisement replacing device and is used for controlling the advertisement replacing device and replacing advertisements in a time slot capable of being replaced by replacing advertisements with the replacing advertisements output by the advertisement replacing device and sending the replacing advertisements to the display part for displaying;

the control part is used for controlling the analysis part by controlling the whole action of the advertisement replacing device, and determining the replacing advertisement for replacing the advertisement contained in the broadcast program; the server is further used for acquiring a plurality of replacement advertisements which are candidates of the replacement advertisements from the second server and saving the replacement advertisements to a recording medium; the server is further configured to obtain the advertisement list from a first server and store the advertisement list in a recording medium of the broadcast signal receiving apparatus; further configured to acquire, from the first server, a first broadcast start time and a first broadcast time length or the first broadcast start time and a first broadcast end time of a first advertisement inserted into a broadcast slot of the program, and a second advertisement having a second broadcast time length,

when a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time and it is checked that there is the second advertisement that can be displayed in place of the first advertisement by inquiring the analysis unit and displaying the second advertisement on the display unit from the first broadcast start time, the second advertisement is acquired from the analysis unit and is displayed in place of the first advertisement inserted into the program;

21. The broadcast signal transceiving system of claim 20,

the control unit may further acquire, from the advertisement list, an identifier that allows the first advertisement to be replaced with the second advertisement and displayed, and when a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, the control unit may replace the first advertisement with the second advertisement from the first broadcast start time and display the second advertisement on the display unit when the identifier indicates permission.

22. A broadcast signal transceiving method in a broadcast signal transceiving system, the broadcast signal transceiving system comprising: a broadcast signal transmitting means for transmitting a program by a broadcast signal; and a broadcast signal receiving apparatus that receives a program transmitted by the broadcast signal and is connected with one or more servers through a network, the method comprising:

the broadcast signal transmitting apparatus transmits the broadcast signal including a video stream and an audio stream;

the broadcast signal receiving apparatus performs the following processing:

the program is displayed on the display unit and,

and when the acquired second broadcast time length of the second advertisement is consistent with the first broadcast time length or the difference between the first broadcast start time and the first broadcast end time, and when it is determined that the second advertisement can be displayed in place of the first advertisement according to the identifier of the replacement advertisement in the advertisement list, replacing the first advertisement with the second advertisement and displaying the second advertisement from the first broadcast start time, wherein the first advertisement is an advertisement inserted into the program, and the second advertisement is one of a plurality of candidate replacement advertisements.

23. An advertisement replacement system including a first server, a second server, and a broadcast signal receiving device that receives a program transmitted from a broadcast signal and is connected to the first server and the second server via a network, the advertisement replacement system comprising,

the broadcast signal receiving apparatus includes:

a display unit that displays the program; and

a control unit that controls connection with the first server and the second server via the network, and further includes an advertisement replacement device that controls the advertisement replacement device, and that replaces an advertisement in a time slot that can be replaced with a replacement advertisement with the replacement advertisement output by the advertisement replacement device and sends the replacement advertisement to the display unit to be displayed; the broadcast signal receiving device is further configured to, based on information included in control information in the broadcast signal, request a second server to acquire a second advertisement by accessing a specific server, where the control information includes TLV-SI packet control information and MMT-SI control information, the TLV-SI packet control information is control information related to multiplexing of an IP packet, and the MMT-SI control information is control information related to a broadcast service;

the advertisement replacing device is used for acquiring a plurality of replacing advertisements which are candidates of the second advertisement from the second server and saving the replacing advertisements to a recording medium of the broadcast signal receiving device; the server is further used for obtaining an advertisement list from the first server and storing the advertisement list in the recording medium; the advertisement list comprises an ID of an advertisement identifier, start time information of the advertisement, duration information of the advertisement and an identifier indicating whether the replacement advertisement can be replaced;

the second server includes a distribution unit that distributes a second advertisement having a second broadcast time length to the broadcast signal receiving apparatus via a network,

the first server includes a control unit connected to the broadcast signal receiving apparatus via a network and storing a first broadcast start time and a first broadcast time length or a first broadcast start time and a first broadcast end time of a first advertisement inserted into a broadcast time slot of the program,

the control unit sends at least the second length of broadcast time to the first server,

when a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, and the broadcast signal receiving apparatus confirms that the second advertisement that can be displayed in place of the first advertisement exists, the control unit acquires the corresponding second advertisement, and transmits an instruction to the broadcast signal receiving apparatus: and displaying a second advertisement on the display unit from the first broadcast start time by replacing the first advertisement with the second advertisement.

24. The advertisement replacement system according to claim 23, wherein the control unit further stores an identifier indicating that the first advertisement is allowed to be displayed in place of the second advertisement, and when a second broadcast time length of the second advertisement matches the first broadcast time length or a difference between the first broadcast start time and the first broadcast end time, the control unit transmits, to the broadcast signal receiving apparatus, an instruction to: and displaying the second advertisement on the display unit in place of the first advertisement from the first broadcast start time.

25. A computer storage medium having stored therein instructions which, when run on a computer, cause the computer to perform the method of any of the preceding claims 12-16, 19, 22.

26. An electronic device comprising a computer program of instructions having instructions stored therein, which when run on a computer, cause the computer to perform the method of any of the preceding claims 12-16, 19, 22.