WO2008013387A1

WO2008013387A1 - System and method for providing advertisement with continuous display of grouped multiple independent contents

Info

Publication number: WO2008013387A1
Application number: PCT/KR2007/003545
Authority: WO
Inventors: Taek Hyun Youn; Byoung Duk Lee; Eun Ju Song
Original assignee: HANAROMEDIA Co Ltd
Current assignee: HANAROMEDIA Co Ltd
Priority date: 2006-07-24
Filing date: 2007-07-23
Publication date: 2008-01-31
Anticipated expiration: 2009-01-24

Abstract

There is provided a method of displaying an advertisement with continuous play of multiple contents. In accordance with the present invention, the set- top box requests a transfer of a first content to a content server and receives a first content from the content server. If the content is one of grouped content, then the set-top box also receives information of a second content having a predetermined relation to the first content. The set-top box starts to play the first content and, if the first content is completely received from the content server, then the set-top box requests a transfer of the second content to the content server without any additional input. The set-top box displays an advertisement selected in association with a play status of the first content. A method in accordance with the present invention makes it easy to watch the multiple independent contents produced in series and efficiently provides the advertisement.

Description

SYSTEM AND METHOD FOR PROVIDING ADVERTISEMENT WITH CONTINUOUS DISPLAY OF GROUPED MULTIPLE INDEPENDENT CONTENTS

Technical Field

[1] The present invention generally relates to content play technologies, and more particularly to a system and method for providing advertisement with continuous play of grouped and multiple independent contents. Background Art

[2] Recently, there has been a rapid progress in the standardization of digital broadcasting. The digital broadcasting is advantageous in that information data can be compressed, transmission speed is high and sound and image qualities are excellent compared to analog broadcasting. As the digital broadcasting is fused with communication technologies, its applicable fields are gradually extended. An internet protocol television (IPTV) is representative of fusing the broadcasting technology with the communication technology. The IPTV provides various benefits by fusing the broadcasting technologies and communication technologies. For example, digitized contents may be provided to a user by using an internet network as a broadcasting network and the user can carry out various works such as payment, shopping, forum attendance and the like in an identical network.

[3] A video on demand (VOD) service is the most popular service in the IPTV.

Generally, the VOD service is a service for providing a tremendous amount of video contents in real time on the basis of a user demand. Although a main target of the VOD service is the video contents such movies, drama, music videos and so on, the VOD service may include services that immediately provide various digital data such as a music consisting of only audio, still images, games, documents and the like on the basis of the demand.

[4] The selection and watching of VOD through the digital broadcasting is described in

U.S. Patent Nos. 4,506,387, 4,890,320, 4,995,078, 5,063,610, 5,206,722 and 5,253,275.

[5] Multiple contents, which are independent from each other, may be grouped as the series. For example, a television program, "Romance in Paris," is televised twenty times. While this includes independent contents such as the type of Romance in Paris 1, 2, ... and 20, these independent 20 contents may be grouped as the series of "Romance in Paris."

[6] However, a continuous play of series is not specifically mentioned in the prior art. In order to watch all of Romance in Paris 1-20 according to the prior art, the user has to select each of Romance in Paris 1, 2, ... and 20 one by one, which requires a significant amount of user manipulation. Therefore, a problem arises in that the user has to suffer inconvenience in order to continuously receive series of contents.

[7] Further, the advertisement provision is conventionally not suggested during the continuous play of the series. Disclosure of Invention Technical Problem

[8] The present invention is directed to providing a system and method for continuously playing multiple independent contents, which are grouped, without the additional selection of each content by a user. Further, the present invention is also directed to a system and method for efficiently providing advertisement together with the continuous play of the contents. Technical Solution

[9] In accordance with one aspect of the present invention, there is provided a method of displaying advertisement with continuous play of multiple contents. The method comprises the following steps: requesting a transfer of a first content to a content server; receiving the first content from the content server; if the first content is one of grouped multiple contents, receiving information of a second content having a predetermined relation to the first content among the grouped multiple contents; starting to play the first content; if the first content is completely received from the content server, requesting a transfer of the second content to the content server; and displaying an advertisement selected by being associated with the play of the first content.

[10] In accordance with another aspect of the present invention, there is provided a method of designating an advertisement to be provided by continuously transferring multiple contents to a terminal through a network. The method comprises the following steps: receiving a transfer request of a first content from the terminal; transferring the first content to the terminal; checking whether the first content is one of grouped multiple contents; if the first content is one of grouped multiple contents, receiving information of a second content having a predetermined relation to the first content among the grouped multiple contents; transferring information of the second content to the terminal; collecting advertisement information indicating an advertisement provided in association with the first content; and transferring the advertisement information to the terminal.

[11] In accordance with yet another aspect of the present invention, there is provided a terminal for receiving and playing multiple contents by being connected to a content server through a network and providing an advertisement. The terminal comprises the following: a data receiving unit configured to receive a first content from the content server; a content storing unit configured to store the first content for a predetermined period; a content processing and controlling unit configured to process and control the first content; and an advertisement scheduler configured to provide an advertisement in association with the process of the first content, wherein, if the first content is one of grouped multiple contents, information of a second content having a predetermined relation to the first content among the multiple contents and advertisement information indicating an advertisement to be provided in association with the process of the first content are received from the content server, and if the first content is completely received, the content processing and controlling unit requests a transfer of the second content to the content server.

[12] In accordance with still yet another embodiment of the present invention, there is provided a content providing system for continuously transferring multiple contents to a terminal through a network and designating an advertisement to be provided. The content providing system comprises the following: a content group database configured to maintain and manage content group information for grouped multiple contents and advertisement metadata for an advertisement to be provided in association with the contents; and a content server configured to maintain and manage the grouped multiple contents and transfer the content and the advertisement metadata corresponding to the content to the terminal in response to a request from the terminal.

Advantageous Effects

[13] The present invention provides a method, which makes it easy to watch the multiple independent contents produced in series. More specifically, if the user selects a content desired to watch, then a content positioned next to the selected content is automatically downloaded and provided to the user. Thus, the closely related contents such as series and the like can be consecutively played so that it is easy to watch them. Brief Description of the Drawings

[14] FIG. 1 is a block diagram schematically illustrating a network configuration of a system for the continuous play of grouped and multiple independent contents and advertisement provision in accordance with one embodiment of the present invention.

[15] FIG. 2 is a block diagram schematically illustrating a set- top box in accordance with one embodiment of the present invention.

[16] FIG. 3 is a block diagram schematically illustrating a service providing system in accordance with one embodiment of the present invention.

[17] FIG. 4 is a sequence diagram showing a continuous play method of grouped and multiple independent contents and advertisement provision in accordance with one embodiment of the present invention. [18] FIG. 5 is a flowchart showing an operation performed at a set- top box in accordance with one embodiment of the present invention.

[19] FIG. 6 is a flowchart showing an operation performed at a content server in accordance with one embodiment of the present invention. Best Mode for Carrying Out the Invention

[20] Hereinafter, the present invention will be described with reference to the accompanying drawings.

[21] FIG. 1 is a block diagram schematically illustrating a network configuration of a system for a continuous play of grouped and multiple independent contents and advertisement provision in accordance with one embodiment of the present invention. In the system, at least one user set- top box 102 is connected to a service providing system 104 through a network 108. The set- top box 102 may be additionally connected to a DNS server 106 through the network 108. The set- top box 102, the service providing system 104 and the DNS server 106 communicate with each other through the network 108. In such a case, an IP-based network may be employed as the network 108. However, the present invention is not limited by the IP-based network and it should be understood that different types of networks can be employed within the spirit and scope of the principles of the present invention.

[22] At the network configuration such as above, the set- top box 102 requests the transfer of a specific content to the service providing system 104. The service providing system 104 provides the requested content to the set- top box 102 through the network 108 in response to the request. The content may be video on demand (VOD). However, the present invention is not limited by VOD. The set-top box 102 downloads the content provided from the service providing system 104 and internally stores it. In such a case, the set- top box 102 can start to play the corresponding content before the content is completely downloaded by using a well-known string technology. The set- top box 102 may operate to display advertisement to the user in the interest of a service provider.

[23] When the set-top box 102 is connected to the service providing system 104, the set- top box 102 may be connected to the service providing system 104 with an address (e.g., IP address), which can be directly connected to the service providing system 104. Also, if the DNS server 106 is used, then the set- top box 102 may be connected to the service providing system 104 with an identifier (e.g., domain name), which can be converted to an address to be directly connected to the service providing system 104. In such a case, before being connected to the service providing system 104, the set- top box 102 may request a conversion of the domain name into an IP address to the DNS server 106. [24] FIG. 2 is a block diagram schematically illustrating a set-top box in accordance with one embodiment of the present invention. The set- top box 102 may include an input signal receiving unit 202, a data receiving unit 204, a data processing and controlling unit 206, a decoder 208, a network interface 210 and an advertisement scheduler 218. The set- top box 102 may further include a storing unit such as a decoding algorithm storing unit 212, a random access memory (RAM) 214, a content storing unit 216 and an advertisement storing unit 220. The input signal receiving unit 202 receives an input signal from the user. The input signal may be an input signal for the user to select a program desired to watch. The data receiving unit 204 may be used to receive the data transferred from the service providing system 104 through the network 108. The received data may include an electronic program guide (EPG) and content data. The data processing and controlling unit 206 performs the functions for processing and controlling various types of data including EPG and the content data. The decoder 208 performs a function for decoding the content to be displayed on a display unit (not shown) connected to the set- top box 102. The display unit may be a television. The decoder 208 may be configured with a decoding-only chip, which stores a content executing program. In such a case, the content received from the service providing system 104 may be decoded by using the corresponding content executing program such that the content is converted to be processed in the display unit. The network interface 210 provides a network-based service so that the set- top box can be communicated through the network 108. The advertisement scheduler 218 performs an advertisement play control for providing the advertisement to the user.

[25] The decoding algorithm storing unit 212 stores the decoding algorithm for decoding a coded content. The decoding algorithm storing unit 212 may be a flash memory. The memory 214 may be used to temporarily store the data processed in the data processing and controlling unit. The content storing unit 216 may be used to store the content received by the user for a predetermined period (e.g., 3 days). If the predetermined period elapses, then it may be set so that the corresponding content is automatically deleted. The content storing unit 216 may be configured with a hard disk of mass storage. The advertisement storing unit 220 stores an advertisement file containing the contents of the advertisement to be provided to the user. The advertisement file stored in the advertisement storing unit 220 may be played and provided to the user under the control of the advertisement scheduler 218.

[26] FIG. 3 is a block diagram schematically illustrating a service providing system in accordance with one embodiment of the present invention. The service providing system 104 may include a headend server 302 and at least one content server 304. The headend server 302 maintains and manages the user information and content information. The headend server 302 may also maintain and manage the meta data associated with menu/services for the set-top box. The user information may include user identification information, charge information of the user, information of pay channels applied by the user and the like. The headend server 302 performs an authentication procedure and authorizes an access right to the user based on the user information. Also, the content information includes information related to the contents, e.g., a list of contents which can be provided to the user, information of whether specific contents are pay contents, etc. Further, the content information may also include advertisement metadata specifying the advertisement file to be played at an appropriate time (e.g., after completing the play of the content).

[27] The content itself may be maintained and managed in the content server 304, instead of the headend server 302, independently from the content information. In such a case, the content information stored in the headend server 302 further includes identifiers of the content server 304, which stores the contents and identifiers (e.g., file names) of the contents in the corresponding content server 304. In this configuration, if a new content is distributed, then an operator updates the content information of the headend server 302 and stores the new content in the content server 304. The content stored in the content server 304 may be stored by being compressed in a H.264 format and coded.

[28] The service providing system 104 may further include a load dispersing server 306.

If a plurality of contents servers 304 exist, then the load dispersing server 306 determines an optimal content server 304 by considering traffic and performs that the content is provided from the determined content server 304 to the set- top box 102.

[29] Also, the service providing system 104 includes an advertisement file server 310.

The advertisement file server 310 operates to provide the advertisement file to be provided to the user to the set- top box 102. The advertisement file server 310 may actively provide the advertisement file or the provision of the advertisement file may be achieved in response to a request from the set- top box 102. The provision of the advertisement may be achieved in response to the registration of a new advertisement file or in a predetermined time interval. In According to one embodiment of the present invention, the advertisement file provided to the set- top box 102 is stored in the advertisement storing unit 220 in the set- top box 102. When the corresponding advertisement file is played, it may be configured so that the play is internally carried out in the set- top box 102 without connection to the advertisement file server 310. The advertisement file may be initially stored in the set- top box 102, or be provided offline or from the headend server 302 or the like.

[30] Under the above configuration, the set- top box 102 cooperates with the service providing system 104 to thereby provide various information such as the the contents and metadata for the contents. For example, the set-top box 102 requests a VOD content to the service providing system 104 through the network 108 in response to a request of the VOD content from the user. It then receives the VOD content data from the service providing system 104.

[31] In accordance with one embodiment of the present invention, the set- top box 102 first accesses the headend server 302 so that the content information can be received from the headend server 302. At this time, the set-top box 102 may store address information (e.g., IP address) to be directly accessed to the headend server 302. The set- top box 102 may also store an identifier (e.g., domain name) to be converted into a direct access address. When the set-top box 102 stores the domain name, the set-top box 102 may transfer the corresponding domain name to the DNS server 106 through the network 108, receive the IP address corresponding to the domain name from the DNS server 106 and access the headend server 302 by using the received IP address. The content information received from the headend server 302 may include an identifier of the content server 304, which stores the real contents, and an identifier of the content (e.g., file name) in the corresponding contents sever 304. If the user wants to watch a specific content, then the set- top box 102 accesses the content server 304 by using the identifier of the content server 304 storing the corresponding contents and the identifier (e.g., file name) of the content in the corresponding content server 304. It then receives the corresponding contents so that the content is displayed through the display unit (not shown). Various information such as content information and content data transferred through the network 108 are processed by the set- top box 102 and then the processed information provided to the user through the display unit.

[32] The advertisement scheduler 218 in the set- top box 102 may play the advertisement file corresponding to advertisement metadata at an appropriate time (e.g., after the play of the corresponding content is completed) in response to the advertisement metadata contained in the content information. In such a case, when the advertisement file corresponding to the advertisement metadata is stored in the advertisement storing unit 220, the corresponding advertisement file may be searched from the advertisement storing unit 220 and then played.

[33] The identifier of the content server 304 may be an address to be accessed to a real content server. Also, the identifier may be a server name (e.g., domain name) corresponding to a plurality of content servers 304. In such a case, when the set-top box 102 receives the contents from the real content server 304 by using the identifier of the content server 304, it may be configured to pass the load dispersing server 306. In accordance with one embodiment of the present invention, the set- top box 102 transfers the identifier of the content server 304 to the load dispersing server 306. The load dispersing server 306 selects an optimal content server 304 among the plurality of contents severs 304 corresponding to the identifier of the content server 304 by considering factors such as traffic. It then transfers an address (e.g., IP address) capable of directly accessing the selected content server 304. The set- top box 102 may store the address of the content server 304 received from the load dispersing server 306 to a storing unit such as RAM 214.

[34] Until now, although the load dispersing server 306 is described independent from the headend server 302, the load dispersing server 306 may be physically positioned at an identical server with the headend server 302 in accordance with one embodiment of the present invention. Also, although it is described that the set- top box 102 receives the content information from the headend server 302 and requests the address of the real content server to the load dispersing server 306, an optimal content server 304 may be selected through a communication between the headend server 320 and the load dispersing server 306 before the headend server 302 transfers the content information to the set-top box 102. This is so that an address to be directly accessed to the selected content server 304 is transferred to the set- top box 102. In such a case, the set-top box 102 may not communicate with the load dispersing server 306. Further, it is possible that the load dispersing server 306 may be installed between at least one content server 304 and the set-top box. This is so that the load dispersing unit 306 may receive a request from the set- top box 102 and forward the request to the content server 304 selected from at least one content server 304.

[35] In accordance with one embodiment of the present invention, if the multiple independent contents have predetermined relevance (e.g., if a combination of the multiple contents is a serial forming one complete content such as "Romance in Paris" mentioned above or the complete contents have the relevance from each other such as Son of the General I and Son of the General II), then such drama or film series may be grouped as one group. Although a case grouping the drama or film series in one group is described, the drama or film series is not limited to be grouped and contents having relevance by a predetermined reference or selection may be enough to be grouped.

[36] This grouping information may be maintained and managed in the headend server

302. In such a case, the service providing system 104 may further include a storing unit such as a content group database 308 for maintaining and managing the grouping information. The headend server 302 may cooperate with the content group database 308. For example, "Romance in Pairs 1-20" may be grouped as a group name "Romance in Paris." In such a case, connection information for connecting the group name "Romance in Paris" with "Romance in Paris 1-20" may be stored in the content group database 308. Also, according to one embodiment of the present invention, the content group database 308 may further include the advertisement metadata specifying the advertisement to be displayed after the play of respective contents included in the content group is completed. [37] As a specific example, the content group database 308 may be configured to have a structure similar to Table 1 as a relational database. However, it is just described as an example for schematically explaining the embodiment of the present invention. It would be obvious to a person skilled in the art that the different types of data structures can be employed within the spirit and scope of the principles of the present invention.

[38] Table 1

[39] Hereinafter, a method of continuously displaying the grouped and multiple independent contents and providing the advertisement will be described with reference to FIG. 4 in accordance with one embodiment of the present invention. FIG. 4 is a sequence diagram showing a continuous play method of grouped and multiple independent contents and the advertisement provision in accordance with one embodiment of the present invention.

[40] If the user selects a specific group, e.g., a group name "Romance in Paris," then the set- top box 102 requests content information for the selected content group to the headend server 302 in response to the selection at step S402. The headend server 302 receiving the request collects the content information of the corresponding content group and transfers the collected content information to the set- top box 102 at step S404. In order to collect the content information, the headend server 302 may refer to the content group database 308. The collected content information may include a list of individual contents contained in the content group, i.e., a list such as "Romance in Paris 1," "Romance in Paris 2," ... and "Romance in Paris 20" in case of the content group "Romance in Paris." The collected content information may further additionally include information related to the entire content group, i.e., metadata such as explanation for a series drama "Romance in Paris" (e.g., director, actors, summary, etc.) in case of "Romance in Paris." Further, although it is not illustrated, the headend server 302 may receive user information from the user and carry out an authentication and authorize an access right based on the received user information. [41] The set- top box 102, which receives the content information, requests a transfer of a specific content (hereinafter referred to as a first content) among the contents contained in the selected content group to the content server 304 at step S406. At this time, in order to determine the first content in accordance with one embodiment of the present invention, the set- top box 102 may provide a list of the contents contained in the selected content group with a selection window to the user such that the user can select the content desired to watch. For example, in case of "Romance in Paris" group, the set-top box 102 may provide a select window containing "Romance in Paris 1," "Romance in Paris 2," "Romance in Paris 3," ... and "Romance in Paris 20" to the user through the display unit. Then, if the user selects the content desired to watch, the set- top box 102 may receive a corresponding selection signal through an input signal receiving unit 202. If the user has watched up to "Romance in Paris 3", then it may be selected such that "Romance in Paris 4" is played.

[42] In such a case, although it is described that the set-top box 102 provides the selection window to the user and receives the selection signal from the user to determine the contents to be played, it merely corresponds to an example and the first content may be automatically selected according to a predetermined policy in a specific case. Also, if the content contained in the content group is a single, then the content may be directly requested without providing the selection window. Further, while the set- top box 102 requests the transfer of the content to the content server 304, an additional operation for selecting an appropriate content server 304 among at least one content server through the load dispersing server 306 may be carried out. In such a case, an additional effect such as load dispersion may occur.

[43] The content server, which receives the request for transferring the first content from the set- top box 102, starts to transfer the requested first content to the set- top box 102. The set- top box 102 begins to download the first content transferred from the content server 304 at step S408. If the first content is one of the grouped contents, then the content server 304 transfers the first content to the set- top box 102 and information for specifying a content of a next episode of the first content among the selected content group is transferred to the set-top box 102. For example, if "Romance of Paris 4" is requested as the first content among the content group of "Romance in Pars," then the content server 304 may transfer the requested first content "Romance in Paris 4" to the set-top box 102 together with a request message for downloading "Romance in Paris 5," which is the content of next episode. For example, the request message for requesting "Romance in Paris 5" may be inserted to a header of the content "Romance in Paris 4." Also, according to one embodiment of the present invention, the advertisement metadata may be additionally provided together with the first content and the information upon the content of the next episode. In such a case, the metadata may indicate the advertisement to be displayed after the play of the first content is completed. Further, the advertisement file may be displayed before the first content is played.

[44] If at least a portion of the first content is downloaded, then the set- top box 102 starts to play the first content through the display unit to be provided to the user at step S410. In such a case, the play of the first content at step S410 may be simultaneously carried out by continuously downloading the first content ate step S408. In accordance with a specific embodiment of the present invention, the data processing and controlling unit 206 in the set- top box 102 operates to store the content data downloaded from the content server 304 in the content storing unit 216. At this time, even if a part is stored from the entire contents (e.g., 24MB for 3GB), the data processing and controlling unit 206 can command to start to play the content, such that the play and the download of the content are carried in parallel. In response to the command to start to play the content, the coded content is decoded by using the decoding algorithm stored in the decoding algorithm storing unit 212 and the decoded content transferred to the decoder 208. The decoder 208 runs the content executing program stored in the decoder 208 such that the decoded content can be displayed on the display unit.

[45] Subsequently, if the downloading of the first content (S408) is completed, then the set- top box 102 may request a transfer of a content of a next episode (hereinafter referred to as a second content) to the content server 304 while the play of the first content (S410) continues at step S412. That is, while the first content is played at step S410, the transfer of the second content (S412) may be achieved. Therefore, the download of the second content may start. According to the above example, if the download of the content "Romance in Paris 4" is completed, then a message for requesting a transfer of the content "Romance in Paris 5," which is the content of the next episode, is transferred to the content server 304 without any user input so that the download of the content "Romance in Paris 5" may start. Also, if the play of the first content is completed, then the advertisement scheduler 218 provides the advertisement to the user. This may be achieved by playing the advertisement file stored in the advertisement storing unit 220. In such a case, in order to select the advertisement file to be played, the advertisement scheduler 218 refers to the advertisement metadata provided together with the first content to search and play the advertisement file indicated by the corresponding advertisement metadata from the advertisement storing unit 220 at step S416. The download of the second content is continuously carried out.

[46] If the advertisement provision (S416) is completed, then the play of the second content (S418) may start without any input of the user. Through the above process, the grouped contents may be played with providing the advertisement, which has a high relation to the content and is inserted into the content. Also, since the advertisement file stored in the advertisement storing unit 220 of the set- top box 102 is provided, a buffering time for completely downloading the second content may be provided. This is so that it has an effect on solving a screen pause, which occurs in playing two neighboring contents.

[47] This process is repeatedly carried out until the content of the next episode does not exist so that the grouped contents, in which the contents independently exist, can be played consecutively. According to the above example, the content server 404 receiving a request of the content "Romance in Paris 20," which is the last content in the grouped contents "Romance in Paris," transfers the content "Romance in Paris 20" to the set- top box 102 at step S420. However, since the content of the next episode does not exist in the corresponding content group, content information of the next episode is not transferred. After downloading the content "Romance in Paris 20," the set- top box 102 finishes the play of the contents since the content of the next episode does not exist.

[48] Although the continuous play achieved by transferring the first content selected from the content server 304 together with the request message for requesting the content of the next episode is described above, it is not limited by the above. For example, in accordance with another embodiment of the present invention, if the content server 304 receives the transfer request for the first content, then the content server 304 may transfer the first content and the entire request messages for all the contents positioned after the first content in the selected content group. This is so that the set-top box 102 may request the transfer of all the contents.

[49] Also, although it is described that the advertisement to be displayed after the display of the first content is completed is specified by the advertisement metadata provided each time together with the first content from the content server, the present invention is not limited to the above. For example, the metadata may be provided from the headend server or the content server. Alternatively, the advertisement scheduler may perform the selection of the advertisement file to be played.

[50] Hereinafter, an operation performed in the set-top box will be described with reference to FIG. 5 in accordance with one embodiment of the present invention. The set- top box 102 first checks whether a specific content group is selected by the user at step S502. If the specific content group is selected by the user, then the set-top box 102 requests a transfer of a list of contents contained in the selected content group to the headend server 302 at step S504. The set- top box 102 receives the list of the contents from the headend server 302 at step S506 and provides the list of the contents to the user through a selection window at step S508 so that a selection of a content to be downloaded by the user is inputted.

[51] The set- top box 102 checks whether the content to be downloaded is selected at step S510. If the content to be downloaded is selected, then the set-top box 102 requests the corresponding content to the content server 304 at step S512. At this time, if the requested content is one of the grouped contents, then the content server 304 transfers a request message of the content of the next episode and the advertisement metadata to the set-top box 102. The request message may be a message including information upon the content of a next episode of the requested content in the corresponding content group, e.g., a server address and a file name for downloading the content of the next episode. The advertisement metadata indicates an advertisement file to be displayed after completing the play of the requested content. The set- top box 102 receives the information upon the content of the next episode and the advertisement metadata transferred from the content server 304 at step S514 and the set-top box 102 starts to download the requested content transferred from the content server 304 at step S516. In such a case, even though the requested content is not completely downloaded, it may be configured that the set- top box 102 may start to play the requested content when at least a portion of the requested content is downloaded. Thereafter, if the play of the requested content is completed, then the advertisement scheduler of the set-top box 102 starts to display the advertisement file indicated by the advertisement metadata, which is received at step S514.

[52] The set- top box 102 checks whether the download of the requested content is completed at step S518. If the download of the requested content is completed, then it is checked whether the content of the next episode exists based on the received information of the content of the next episode at step S520. If the content of the next episode exists, then the process goes back to step S520 and the set-top box requests a transfer of the content of the next episode to the content server 304. In such a case, the content of the next episode of the requested content may be played according to the completion of the display of the advertisement file. In this process, the advertisement may be provided in a type of inserting the advertisement between the grouped contents.

[53] This process is repeatedly carried out until it is determined that the content of the next episode does not exist at step S520. This is so that the set-top box may provide the grouped and multiple independent contents to the user by continuously playing them without any user individual inputs and to efficiently provide the advertisement.

[54] Hereinafter, an operation performed in the content server will be described with reference to FIG. 6 in accordance with one embodiment of the present invention. If the content server 304 receives a content request from the set-top box 102 at step S602, then it is determined whether the request content corresponds to one of the grouped contents at step S604. This determination may be achieved by checking whether an identifier indicating a content group in the request message for requesting the content exists or by searching whether the requested content belongs to a specific content group in the content group database 308. Further, the determination may be achieved by various ways so as to be easily conceived by a person skilled in the art. If it is determined that the requested content corresponds to one of the grouped contents at step S604, then the content server 304 searches information upon a content of a next episode of the requested content among the grouped contents, i.e., an universal resource identifier (URI), which is required to download the content of the next episode, in the content group database 308 at step S606. Also, the content server 304 searches the advertisement metadata associated with the requested content in the content group database 308 at step S608. Subsequently, the searched information upon the content of the next episode and the advertisement metadata are transferred to the set-top box 102 at step S610. Also, the content server 304 transfers the requested content itself to the set- top box 102 at step S612. Further, the information upon the content of the next episode, the advertisement metadata and the requested content may be transferred at the same time. Alternatively, it may be possible that the requested content is transferred prior to the transfer of the information upon the content of the next episode or the advertisement metadata. On the other hand, if it is determined that the requested content does not correspond to one of the grouped contents at step S604, since the content of the next episode does not exist, the step S612 is directly carried out and the requested content is transferred to the set- top box 102.

[55] "Grouped contents" in the disclosure represents contents managed as one group.

These contents are independently configured. The user may arbitrarily select one of the grouped contents. The content of the next episode may be automatically downloaded by the selection. Specifically, when contents "XXXl," "XXX2," "XXX3" and "XXX4" are included in a specific group name "XXX," the selection of respective contents is independently carried out. However, if "XXX2" is selected, then play and display of "XXX3" and "XXX4" may be automatically carried out.

[56] Although embodiments have been described with reference to a number of illustrative embodiments thereof, it should be understood that numerous other modifications and embodiments can be devised by those skilled in the art that will fall within the spirit and scope of the principles of this disclosure. For example, although a case for transmitting and receiving the advertisement metadata indicating the advertisement file to be displayed together with the content to be played is described, the present invention in not limited to the transmission and reception of the advertisement metadata. Alternatively, it is possible that the advertisement file to be displayed is transmitted and received together with the content to be played. More particularly, numerous variations and modifications are possible in the component parts and/or arrangements of the subject combination arrangement within the scope of the disclosure, the drawings and the appended claims.

Claims

[I] A method of displaying advertisement with continuous play of multiple contents, comprising: a) requesting a transfer of a first content to a content server; b) receiving the first content from the content server; c) if the first content is one of grouped multiple contents, receiving information of a second content having a predetermined relation to the first content among the grouped multiple contents; d) starting to play the first content; e) if the first content is completely received from the content server, requesting a transfer of the second content to the content server; and f) displaying an advertisement selected by being associated with the play of the first content.

[2] The method of Claim 1, wherein the step f) includes: fl) receiving advertisement information associated with the first content from the content server; and f2) selecting an advertisement indicated by the advertisement information as an advertisement to be displayed. [3] The method of Claim 2, wherein the advertisement information is metadata indicating an advertisement file containing a content of the advertisement to be displayed. [4] The method of Claim 3, wherein the steps a) to f) are carried out in a set- top box including an advertisement storing unit for storing the advertisement file. [5] The method of Claim 2, wherein the advertisement information associated with the first content is received together with the first content. [6] The method of Claim 1, wherein the step f) includes displaying the advertisement in response to completion of the play of the first content. [7] The method of any one of Claim 1, wherein the information of the second content is received together with the first content. [8] The method of Claim 1, wherein the second content having the predetermined relation to the first content is a content of a next episode of the first content. [9] The method of Claim 1, wherein the steps a) to f) are carried out in a set- top box including a content storing unit for storing the received first content. [10] The method of Claim 9, wherein the step d) includes starting to play the first content in response to storage of a portion of the first content in the content storing unit.

[I I] The method of Claim 10, further comprising starting to download the second content before the display of the first content is not completed. [12] The method of Claim 1, before the step a), further comprising: aa) requesting content group information including a list of the grouped multiple contents to a headend server; and ab) receiving the content group information from the headend server. [13] The method of any one of Claims 1 to 12, wherein the steps b) and f) are repeatedly carried out until the grouped multiple contents are completely received.

[14] A method of designating an advertisement to be provided by continuously transferring multiple contents to a terminal through a network, comprising: a) receiving a transfer request of a first content from the terminal; b) transferring the first content to the terminal; c) checking whether the first content is one of grouped multiple contents; d) if the first content is one of grouped multiple contents, receiving information of a second content having a predetermined relation to the first content among the grouped multiple contents; e) transferring information of the second content to the terminal; f) collecting advertisement information indicating an advertisement provided in association with the first content; and g) transferring the advertisement information to the terminal.

[15] The method of Claim 14, wherein the advertisement information is metadata indicating an advertisement file containing a content of the advertisement to be displayed. [16] The method of Claim 14, wherein the advertisement information is transferred together with the first content. [17] The method of Claim 14, wherein the information of the second content is transferred together with the first content. [18] The method of any one of Claims 14 to 17, wherein the second content having the predetermined relation to the first content is a content of a next episode of the first content. [19] A terminal for receiving and playing multiple contents by being connected to a content server through a network and providing an advertisement, comprising: a data receiving unit configured to receive a first content from the content server; a content storing unit configured to store the first content for a predetermined period; a content processing and controlling unit configured to process and control the first content; and an advertisement scheduler configured to provide an advertisement in association with the process of the first content, wherein, if the first content is one of grouped multiple contents, information of a second content having a predetermined relation to the first content among the multiple contents and advertisement information indicating an advertisement to be provided in association with the process of the first content are received from the content server, and if the first content is completely received, the content processing and controlling unit requests a transfer of the second content to the content server.

[20] The terminal of Claim 19, wherein the advertisement information is metadata indicating an advertisement file containing a content of an advertisement to be provided, wherein the terminal further comprises an advertisement storing unit for storing the advertisement file.

[21] The terminal of Claim 19, wherein the second content having the predetermined relation to the first content is a content of a next episode of the first content.

[22] The terminal of Claim 19, wherein, if a portion of data of the first content is stored in the content storing unit, the content processing and controlling unit starts to play the first content.

[23] The terminal of Claim 19, wherein the content processing and controlling unit starts to store the second content in the content storing unit while the first content is played.

[24] The terminal of any one of Claims 19 to 23, wherein the terminal is a user set- top box.

[25] A content providing system for continuously transferring multiple contents to a terminal through a network and designating an advertisement to be provided, comprising: a content group database configured to maintain and manage content group information for grouped multiple contents and advertisement metadata for an advertisement to be provided in association with the contents; and a content server configured to maintain and manage the grouped multiple contents and transfer the content and the advertisement metadata corresponding to the content to the terminal in response to a request from the terminal.

[26] The content providing system of Claim 25, further comprising an advertisement server configured to provide an advertisement file containing a content of the advertisement to be provided.

[27] The content providing system of Claim 25, wherein the content server transfers information of a content of a next episode of the content among the grouped multiple contents to the terminal together with the transfer of the content and the advertisement metadata. [28] The content providing system of Claim 25, wherein the content group information includes identifiers for identifying all of the grouped multiple contents and information for respective contents included in the grouped multiple contents.

[29] The content providing system of Claim 25, further comprising a headend server configured to provide content group information including a list of the grouped multiple contents to the terminal.

[30] The content providing system of any one of Claims 25 to 29, wherein the network is an IP-based network.