Rovi Guides, Inc.

Gemstar Developement Corporation

Index Systems, Inc.

P Christopher Shoaff

Henry C Yuen

Thomas Edward Ward, Iii

Elsie Y Leung

Douglas B Macrae

Thomas E Westberg

Kenneth S Hancock

Arthur Y Ng

Ronald Alexander

Stephen R Dias

Jonathon Sutton

Shawn P O'Neil

Eric Shalkey

A system and method for utilizing data stored in an EPG database for modifying advertisement information. In this way, a service provider and/or an advertiser can transmit a single advertisement to all the television stations regardless of their geographic location and other user specific information, and need not re-transmit the advertisement even if there is a change in the show's program description. When the advertisement is displayed, the correct updated information is retrieved from the EPG database and inserted into the advertisement. In one aspect, the present invention describes a method for modifying an advertisement in an EPG comprising the steps of: storing television schedule information in a first database; storing advertisement information in a second database; incorporating a portion of the television schedule information into a portion of the advertisement information to form a modified advertisement; and displaying the modified advertisement on a screen.

System and method for modifying advertisement responsive to EPG information

An EPG database for a home entertainment system includes files that contain information about television programs retrievable by time and channel. The files are linked to each other so information about a future television program can be obtained by accessing a file about a current television program. A current television program displayed on the screen of a home entertainment system includes an announcement or advertisement of a future television program. The availability of an electronic program guide function (e.g., record, watch, details, display time, display channel, display by theme, and Internet connection) is signaled during, before, or after the announcement. A command is issued to invoke the EPG function. The information about the future television program is retrieved from the file about the current television program in the database. The EPG function is executed with the retrieved information. As a result, an EPG function can be performed with respect to a future television program without embedding information about the future television program in the television signal.

Home entertainment system and method of its operation

Growing community of inventors

Westford, MA, United States of America

P Christopher Shoaff