AT&T Chases Cash From ‘Metamorphic’ Advertising

AT&T has come up with a solution to fight the boredom that subscribers may encounter when viewing the same ad repeatedly.

The telco won a U.S. patent on Tuesday for an invention titled, “System And Method For Metamorphic Content Creation.”

Austin, Texas-based inventor Srilal Weerasinghe details how ads and other media programs could be customized by altering hair color or dress colors in commercials, or by combining multiple ads to create a new spot.

Abstract: A system that incorporates teachings of the present disclosure may include, for example, a device having a controller programmed to receive a media program having a repetitive portion that plays every time the media program is played. A first portion of the repetitive portion of the media program is modified while leaving another portion unmodified to produce a first modified portion. The first modified portion is presented after an initial presentation of the repetitive portion. The repetitive portion is further modified to produce multiple different modified repetitive portions used for successive presentations of the repetitive portion. Other embodiments are disclosed.

Patent

att2Claims:

  1. A device comprising: a memory that stores executable instructions; and a controller comprising a processor coupled to the memory, wherein the processor, responsive to executing the instructions facilitates performance of operations comprising: receiving a video program having a repetitive portion; modifying a first portion of an image of the repetitive portion while leaving another portion of the image of the repetitive portion unmodified, resulting in a first modified repetitive portion of the video program, wherein modifying the first portion of the image of the repetitive portion is performed for a first instance the repetitive portion is presented; modifying a second portion of the image of the repetitive portion while leaving another portion of the image of the repetitive portion unmodified, resulting in a second modified repetitive portion of the video program, wherein modifying the second portion of the image of the repetitive portion is different from modifying the first portion of the image of the repetitive portion and is performed for a second, successive instance the repetitive portion is presented; and modifying differently one of the first portion of the image of the repetitive portion, the second portion of the image of the repetitive portion, or a third portion of the image of the repetitive portion, while leaving another portion of the image of the repetitive portion unmodified for every successive instance the repetitive portion is presented, causing different changes to the repetitive portion for each of every successive instance the repetitive portion is presented.
  1. The device of claim 1, wherein the video program is received from a broadcast distribution system comprising one of an analog broadcast distribution system, a digital broadcast distribution system, a cable television system, or a satellite broadcast system, and wherein the video program is one of an advertisement, a serial series program, or a combination thereof.
  1. The device of claim 1, wherein the operations further comprise formatting the video program and each of the first and second modified repetitive portions for a target device selected from a group consisting of a digital television having set-top box functionality, a digital television coupled to a set-top box, a mobile display device, a digital video receiver, a computer with an internet connection, a personal digital assistant, a cellular phone and combinations thereof.
  1. The device of claim 1, wherein the operations further comprise detecting pre-defined objects from the video program and replacing the pre-defined objects.
  1. The device of claim 1, wherein the operations further comprise: storing a descriptor file containing instructions to modify the repetitive portion after each presentation of the repetitive portion; and extracting modification instructions from the descriptor files and modifying each of the first and second portions of the image of the repetitive portion of the video program according to the modification instructions.
  1. The device of claim 5, wherein the modifying of a respective portion of the image of the repetitive portion of the video program occurs after each presentation using frame substitution, wherein frames are replaced in accordance with the instructions in the descriptor file using substitute video frames.
  1. The device of claim 5, wherein the modifying of a respective portion of the image of the repetitive portion of the video program occurs after each viewing using frame substitution, wherein frames are further modified in accordance with the instructions in the descriptor file by rearranging a sequence of frames in the repetitive portion.
  1. The device of claim 5, wherein the modifying of a respective portion of the image of the repetitive portion of the video program occurs after each viewing in accordance with instructions in the descriptor file describing a change in color in a portion of the image of the repetitive portion.
  1. The device of claim 5, wherein the operations further comprise storing content used in modifying the repetitive portion of the video program.
  1. The device of claim 9, wherein the descriptor files include instructions to modify audio in the repetitive portion according to the content.
  1. The device of claim 1, wherein the device is a server in communication with a set-top box.
  1. A machine-readable storage device, comprising executable instructions which, responsive to being executed by a processor, cause the processor to facilitate performance of operations comprising: receiving a media program having at least a repetitive portion that is repeatedly presented each time the media program is presented; modifying the repetitive portion to produce a first modified repetitive portion presented after an initial presentation of the repetitive portion, wherein the modifying of the repetitive portion comprises modifying a first portion of the repetitive portion while leaving another portion of the repetitive portion unmodified, resulting in a first modified media content; and further modifying the repetitive portion to produce a plurality of different modified repetitive portions, each different modified repetitive portion of the plurality of different modified repetitive portions presented after each subsequent presentation of the repetitive portion, wherein further modifying the repetitive portion comprises modifying one of the first portion of the repetitive portion, a second portion of the repetitive portion, or a combination of the first and the second portions of the repetitive portion, while leaving another portion of the repetitive portion unmodified, differently for every time the repetitive portion is presented, resulting in a further modified media content for each successive instance the repetitive portion is presented, causing different changes to the repetitive portion for every each of successive instances the repetitive portion is presented.
  1. The storage device of claim 12, wherein the operations comprise detecting the media program having the repetitive portion.
  1. The storage device of claim 12, wherein the operations comprise presenting the media program with one of the first modified media content, the further modified media content or the combination of the first modified media content and the further modified media content.
  1. The storage device of claim 12, wherein the operations further comprise formatting the media program and the one of the first modified media content, the further modified media content, or the combination of the first modified media content and the further modified media content for a target device.
  1. The storage device of claim 12, wherein the operations further comprise sending the media program including one of the first modified media content, the further modified media content, or the combination of the first modified media content and the further modified media content to a different channel.
  1. A method comprising: streaming, by a system comprising a processor, media content from a server to a media processor, wherein the media content comprises an advertisement; modifying, by the system, a first portion of the media content of the advertisement while leaving another portion of the media content of the advertisement unmodified after the advertisement is first presented, resulting in a first modified media content; and modifying, by the system, differently one of the first portion of the media content of the advertisement, a second portion of the media content of the advertisement, or a combination of the first and the second portions of the media content of the advertisement, while leaving another portion of the media content of the advertisement unmodified for every each of successive instances the media content of the advertisement is presented, resulting in different changes to the media content of the advertisement for every each of successive instances the advertisement is presented.
  1. The method of claim 17, further comprising substituting frames of the advertisement with substitute frames having different content.
  1. The method of claim 17, further comprising rearranging a frame order in the frames of the advertisement.
  1. The method of claim 17, further comprising performing the modifying of a respective portion of the media content of the advertisement after each time the advertisement is presented.