WO2004003693A2

WO2004003693A2 - Method and apparatus to invoke a shopping ticker

Info

Publication number: WO2004003693A2
Application number: PCT/US2003/020351
Authority: WO
Inventors: James A. Billmaier; Richard V. Halbert
Original assignee: Digeo, Inc.
Priority date: 2002-06-27
Filing date: 2003-06-27
Publication date: 2004-01-08
Also published as: AU2003251629A8; WO2004003693A3; AU2003251629A1

Abstract

A shopping ticker (520) can be invoked when the viewer presses a BUY button (430) on a remote control (410) while a television program (404) is being shown. The television program (404), which can be a commercial, may not necessarily have an interactive commerce opportunity originally associated with it. However, instead of ignoring a signal sent from the remote control (410) when the BUY button (430) is pressed, the signal is processed to invoke the shopping ticker (520). The shopping ticker (520) can include advertisements (528), links to e-commerce opportunities (505) (including merchant web sites), product information (514), or other information that may be potentially useful to help initiate a transaction with the viewer, including context-sensitive shopping information (509) that is related to the subject matter of the television program (404). A commerce opportunity is thus created in a situation where there originally would not have been such an opportunity and where the viewer's remote control (410) action would otherwise have been ignored. Ticker transactions can be performed securely.

Description

METHOD AND APPARATUS TO INVOKE A SHOPPING TICKER

BACKGROUND OF THE INVENTION

Field of the Invention

This disclosure relates generally to presentation of information on a display device, and in particular but not exclusively, relates to presentation of an interactive television "ticker" for shopping and to providing secure transactions via an interactive television ticker.

Description of the Related Art

An important business element in the production and distribution of television programming is revenue received from manufacturers and service providers who pay to advertise their products. The ubiquitous television commercial is the manifestation of this enterprise. The survival of a television program is heavily dependent on the advertising revenue that can be realized from the television program. Advertisers in turn rely on the ability of the television program to draw viewers who then become potential purchasers of the advertised products.

Television and interactive technologies are beginning to converge. In a typical scenario, a television commercial can be provided with a "trigger" that renders an icon on television display screen, signaling to the viewers that there is a potential e-commerce opportunity. Once this icon is seen, the viewer can press a "BUY" button or other button on a remote control to initiate an e-commerce transaction.

Viewers can then obtain information about goods and services that are advertised in the commercial by, for example, connecting to the Internet (via the BUY button and a set top box) while viewing the commercial and ordering the advertised products. A user interface for this e-commerce transaction can comprise a hypertext markup language (HTML) web page or pop-up window that is rendered on the display screen as an overlay over the current television program or in full screen. Picture-in-picture (PIP) features are also available, where the e- commerce window is displayed concurrently with the television program image (or vice versa). Unfortunately, not all commercials or other television programming are accompanied by e-commerce or informational opportunities. The content provider, merchant, advertiser, or broadcaster, for instance, may have chosen not to provide (or did not have the capability to provide) an interactive e-commerce experience along with the particular piece of television programming. Because of this, there is typically no icon that is rendered on the television display screen to indicate availability of an e-commerce opportunity under such circumstances. Thus, when the viewer presses the BUY button on the remote control, the set top box will generally ignore the resulting signal or command that is sent from the remote control and will not render anything on the display screen. Viewer frustration is likely to result as the viewer continues to press the BUY button and wonder why nothing is being displayed to allow him to make a purchase.

This situation is wasteful of a potential revenue opportunity, since the viewer has indicated an interest in making a purchase by pressing the BUY button. Moreover, the potential revenue opportunity is lost whether the viewer did deliberately press the BUY button in response to an advertisement in a commercial or whether it was pressed accidentally (such as by sitting on the remote control, intending to press a different button, exploring the buttons of the remote control, kids playing with the remote control, etc.). Either way, the signal from the remote control is ignored and no commerce opportunity is provided to the viewer. This is an unfortunate situation given that some studies have shown that viewers are generally annoyed by or unresponsive to commercials, banner advertisements, advertisement pop-up windows, etc. Advertisers and other parties thus have to make the most out of fleeting opportunities when they have (or can potentially obtain) viewers' attention and interests in purchasing an advertised product. The ultimate success of advertising is dramatically reduced when, as described above, no response is provided to the viewer when the viewer presses the BUY button on the remote control.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

Non-limiting and non-exhaustive embodiments of the present invention are described with reference to the following figures, wherein like reference numerals refer to like parts throughout the various views unless otherwise specified.

Figure 1 is a block diagram of an example interactive video casting system that can implement a shopping ticker in accordance with an embodiment of the invention.

Figure 2 is a block diagram illustrating example components that can be included in the system of Figure 1 to provide a shopping ticker in accordance with an embodiment of the invention.

Figure 3 is a block diagram of an embodiment of a client terminal that can be used in the system of Figure 1 to present a shopping ticker.

Figure 4 is an example screen shot in conjunction with a remote control for implementing one embodiment of the invention.

Figures 5-6 are screen shots depicting invocation of a shopping ticker in accordance with various embodiments of the invention. Figure 7 is an example screen shot in conjunction with a remote control for implementing one embodiment of the invention.

Figures 8-9 are screen shots depicting secure transactions via a ticker in accordance with various embodiments of the invention.

Figure 10A is a block diagram illustrating components that can interact to present a shopping ticker according to an embodiment of the invention.

Figure 10B is a block diagram illustrating components that can interact to provide secure transactions via a ticker according to an embodiment of the invention. Figure 11 is a flowchart illustrating invocation and presentation of a shopping ticker according to an embodiment of the invention.

Figure 12 is a flowchart illustrating operation of a ticker to provide a secure transaction according to an embodiment of the invention.

DETAILED DESCRIPTION

Embodiments of techniques to invoke a shopping ticker, such as when a viewer presses a BUY button while watching television, are described herein, along with embodiments of techniques to provide secure transactions via a ticker. In the following description, numerous specific details are given to provide a thorough understanding of embodiments of the invention. One skilled in the relevant art will recognize, however, that the invention can be practiced without one or more of the specific details, or with other methods, components, materials, etc. In other instances, well-known structures, materials, or operations are not shown or described in detail to avoid obscuring aspects of the invention. Reference throughout this specification to "one embodiment" or "an embodiment" means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the present invention. Thus, the appearances of the phrases "in one embodiment" or "in an embodiment" in various places throughout this specification are not necessarily all referring to the same embodiment. Furthermore, the particular features, structures, or characteristics may be combined in any suitable manner in one or more embodiments.

As an overview, one embodiment of the invention provides an interactive shopping ticker. The shopping ticker can be invoked when the viewer presses a BUY button (or other button) on a remote control while a television program is being shown on a television set. The television program, which can be a commercial, may not necessarily have an interactive commerce opportunity associated with it when the BUY button is pressed. However, instead of ignoring a signal sent from the remote control when the BUY button is pressed, software in a set top box (or other client terminal) responds to the signal by invoking the shopping ticker.

The shopping ticker can include advertisements, links to e-commerce opportunities (including merchant web sites), product information, or other information that may be potentially useful to help initiate a transaction with the viewer. Therefore, a commerce opportunity is created in a situation where there would not have been such an opportunity associated with the current television program and where the viewer's remote control action would otherwise have been ignored. According to various embodiments, the advertisements and other shopping information presented in the ticker can be context-sensitive in that they relate to the subject matter of the television program currently being shown. Thus, while the television program itself does not provide an interactive commerce opportunity, its subject matter can be used to select context-related information for the shopping ticker, thereby presenting the viewer with information that is directly responsive to his interests that originally motivated him to press the BUY button. In other situations, where the viewer did not intentionally press the BUY button (e.g., the BUY button was pressed accidentally), the shopping ticker at least provides context-sensitive information that may motivate the viewer to conduct a transaction. One technique to provide context-sensitive information in the shopping ticker is through the use of triggers, for instance.

Another embodiment of the invention provides a user or viewer with the capability to perform secure transactions via an interactive television ticker. According to various embodiments, a visual indicator (such as an icon) can be displayed in the ticker to indicate to the viewer that the transaction is secure. The indicator can remain persistent in the ticker as long as the transaction is taking place, regardless of the constantly changing television program or commercial that is concurrently being shown on the television display screen, thereby reassuring the viewer of the continued secure nature of the transaction. In one embodiment, security can be provided by way of a local encryption application or other security application or software with which the ticker software communicates. In another embodiment, the encryption application can form part of the ticker software.

Advertisements (including e-commerce opportunities) are presented in the ticker, alternatively to being presented in windows or banners on the television display screen, and the viewer can conduct a secure transaction within the ticker in response to the advertisements. Because viewers are relatively used to seeing tickers along with their television programming, placing advertisements within the ticker itself provides a less intrusive technique to expose viewers to transaction opportunities (e.g., a ticker occupies a minority portion of the display screen), as compared to increasing the number of television commercials or showing banner advertisements or advertisement windows that interfere with the television program viewing experience.

In one embodiment, the advertisements within the tickers are provided with hypertext links or other types of links. If selected, these links provide a connection to a merchant web site, an interactive shopping channel or other synthetic channel, or other location from which the viewer can conduct a secure transaction or obtain more information on advertised products. In an embodiment, the viewer can conduct the secure transaction itself within a user interface containing the ticker, rather than through a separate transaction window. This embodiment further reduces interference with television programming (e.g. , viewer distraction) because the transaction is performed in the minority space occupied by the ticker on the display screen, which is a location where viewers readily accept presentation of information.

Although various embodiments of the invention are described herein in the context of secure transactions for e-commerce purposes, it is appreciated that other embodiments may be implemented for non-commercial transactions where the viewer wishes to communicate securely. Examples, include but are not limited to, transmitting club membership information, voting in an election, posting messages, participating in a poll, requesting information, and others. The term "ticker" as used herein is intended to generally describe a presentation of information on a display screen, such as a display screen for a television, and is not intended to be limited solely to implementations where the information is presented in a manner to exactly mimic a stock market ticker. In one embodiment, the ticker can comprise text and graphics that are scrolled or otherwise presented in a region of the display screen, along with a television image (such as an image from a live broadcast or from a recorded program). Various embodiments will be described herein in the context of "scrolling" the ticker information. It is to be appreciated that the term "scrolling" is merely illustrative of a technique to present dynamic ticker information, and that this term, in some embodiments, can encompass implementations where the ticker information is presented via screen segments of information, text segments, one-line-at-a-time, one-sentence-at-a-time, one-word-at-a-time, and the like, rather than the traditional format of one-character-at-a-time typically associated with stock market tickers. Moreover, the term "scrolling" is used generically herein for simplicity to refer not only to vertical movement from bottom to top, but also movement from right to left (often referred to as "crawl") or movement in other directions.

Figure 1 shows an example of an interactive video casting system 100 for distributing ticker content, Internet content, and television content according to an embodiment of the invention. In accordance with an embodiment of the present invention, the system 100 can be integrated with a cable television distribution system to provide interactive television tickers. The system 100 includes an Internet 102, a plurality of content sources 104, a plurality of distribution centers (depicted as the head-ends or H/Es 106), and a plurality of client terminals 108 (depicted as set top boxes). In addition, a content source 104 is depicted as receiving data from data feeds 112, advertisement servers 114, image sources 116, and streaming video sources 118. The content source 104 may also receive content from a broadcast video source. For the sake of clarity and to avoid clutter, not all of these sources are shown in Figure 1 for each content source 104. The plurality of content sources 104 is coupled to the Internet 102.

For example, a content source 104 may comprise a web site portal such as

Go2Net.com™, or a news web site such as CNN.com™, or other types of sources.

Each content source 104 may have various data feeds 112, servers 114, and sources 116/118 coupled to it.

For example, news or stock quote feeds 112 (including data for tickers) may be fed into the content source 104. Servers 114 may provide advertisements for insertion into multimedia content delivered by the content source 104 in accordance with one embodiment of the invention. Sources 116 and 118 may provide images 116, streaming video 118, and other content to the content source 104. Various other feeds, servers, and sources may also be coupled to the content source 104 of Figure 1. An example configuration of components that can be integrated with the system 100 to provide ticker information to client terminals 108 is shown in Figure 2. The Internet 102 comprises a network of networks and is well known in the art. Communications over the Internet 102 can be accomplished using standard protocols such as transmission control protocol/internet protocol (TCP/IP), hypertext transfer protocol (HTTP), file transfer protocol (FTP), or other protocols. Web sites, such as merchant web sites, can be included within or otherwise be in communication with the Internet 102. The Internet 102 is coupled to the plurality of distribution centers 106, and each distribution center 106 is in turn coupled to a plurality of client terminals 108, which may comprise a set top box, a PC, an interactive television set, or another type of communication device or display device. In alternative or in addition to the Internet 102 being used to distribute multimedia content (including ticker data and advertisements) from the content sources 104 to distribution centers 106, communications channels or networks 120 (which can include satellite delivery sources/networks) apart from the Internet 102 may couple one or more content sources 104 to one or more distribution centers 106. One example of such an alternate path for communications is illustrated by a first dashed line 120 in Figure 1. Alternately or additionally, peering connections may exist between distribution centers 106. One example of such peering is illustrated by a second dashed line 122 in Figure 1. Other communications configurations are also possible and are included within the scope of the present invention.

Caches 110 may be provided at (or otherwise coupled to) the distribution centers 106. Such caches 110 may be used to increase the performance in the delivery of multimedia content (including ticker data and advertisements) to the client terminals 108. For example, larger files for video and other high bandwidth content may be stored in such caches 110, which may be closer-in-time to the client terminals 108 than to the content sources 104. In addition, reliability and guaranteed bandwidth may be provided because the Internet 102 is not in-between such caches 110 and the client terminals 108. In one embodiment, the caches 110 or other storage media in the system 100 can store ticker information and advertisements, rather than or in addition to having such information buffered, cached, or otherwise stored at the client side.

In an embodiment, servers may be present in the distribution centers 106, with such servers including or being coupled to the caches 110 or other storage media. Alternatively or in addition, these servers may be located remotely from but still communicatively coupled to the distribution centers 106, via the Internet 102 or other communications channels or networks. Examples of such servers that can be used in connection with providing ticker information to client terminals 108 are shown in Figure 2.

In accordance with one embodiment of the invention, different or multiple portals may be used to access the information provided through the interactive video casting systems of Figure 1 , based on the type of client terminal being used by the end user. That is, for example, a television portal may be provided for an end user that uses a television set coupled to the client terminal 108 to access the information. A PC portal may be provided for an end user that uses a PC to access the information. Portals can be provided for end users that use cellular telephones, personal digital assistants (PDAs), audio devices, and the like to access the interactive video casting system 100 of Figure 1.

Such portals may be provided in several possible ways. In one embodiment, the client terminal (e.g., the end user's display device or audio device) can be suitably configured with an adapter that includes hardware and software. The adapter converts the television signals, the Internet or web page content, or other information provided from the interactive video casting system into a digitized format or other format that is compatible with the operational features of the particular client terminal 108. In another embodiment, a cable service provider can deliver signals having different formats to the various client terminals 108, with the client terminals not necessarily having special adapters. Therefore, as an example, the cable service provider or other party can generate/deliver information (e.g., television programming, web page content, ticker information, and the like) having a format that is compatible for end users that receive the information via a television set. The cable service provider or other party can also generate/deliver the same information (e.g., simultaneously with the television portal on the same communication link, separately on a different communication link, on-demand independent of the television portal, and the like) using a format that is compatible with end users that receive the information via PCs, PDAs, cellular telephones, and the like. Thus, the term "interactive video casting system" is used to describe generally a system that can deliver video information and other information over any network and any network-compatible device by broadcasting, multicasting, or unicasting. An "interactive television system" is one type of or one means of access to an "interactive video casting system."

Figure 2 is a block diagram illustrating example components that can be included in the system 100 of Figure 1 to provide data for tickers in accordance with an embodiment of the invention. The data feeds 112 include a plurality of different ticker data feeds 200 that provide a variety of different topical data that can be displayed in a ticker. For instance, the different ticker data can include sports data, weather data, national news, and so forth. The sources that can provide this data can include entities such as Reuters™, The Sporting News™ (TSN), Associated Press™ (AP™), and others (including feeds that can provide advertisements or other shopping-related or commerce-related ticker data). In one embodiment, the ticker data from the data feeds 200 comprises "raw" unformatted data (e.g., data with minimal or no formatting or graphics).

The raw ticker data is provided to a feed server 202. In an embodiment, the feed server 202 operates as a content aggregator that pulls or otherwise receives the raw ticker data from the data feeds 200. The feed server 202 also performs data manipulation on the received ticker data to manipulate the data into a database format so that the data can be indexed and stored. A feed engine 204, which can be embodied in software or other machine-readable instructions stored on one or more machine-readable media according to an embodiment, can reside and run in the feed server 202 to perform at least some of this data manipulation.

The feed server 202 is coupled to provide the manipulated ticker data to a production server 206. The production server 206 includes or is otherwise coupled to a database 208. The feed engine 204 calls on the database 208, and instructs the database 208 where to place the various ticker data. For example, the database 208 can include a plurality of database code objects 210 that cooperate with ticker tables 212 (such as a sports table 214, a weather table 216, and so forth) to index or store ticker data. The feed engine 204 calls the database 208 and identifies the database code objects and ticker tables where the ticker data is to be stored. The various components of the database 208, such as the ticker tables 212, can also be configured in a manner that optimizes the organization and distribution of the ticker data. For example, ticker data unique to various geographic regions can be segregated from or otherwise identifiable from each other, so that ticker data that is relevant to only particular client terminals 108 need not be broadcast to all client terminals. For instance, California weather information can be segregated from Oregon weather information in the database 208 in a manner that client terminals 108 of California users do not receive Oregon weather information, unless specifically requested. This feature improves transmission efficiency and transmission time, since the bandwidth of communication paths to certain client terminals 108 are not clogged by non- relevant ticker data.

In an embodiment, the production server 206 can also perform data manipulation, such as before the data is stored in the database 208, while it is stored in the database 208, or after the data is retrieved from the database 208 for transmission to client terminals 108. For instance, the production server 206 can perform data manipulation to place the ticker data into a format that is "consumable" or otherwise compatible with operating software of the client terminals 108. For instance, the production server 206 can place the ticker data into formats such as hypertext markup language (HTML), extensible markup language (XML), or other suitable formats.

The production server 206 is coupled to provide ticker data from the database 208 to one or more distribution servers 218, which may be located in or otherwise communicatively coupled to a distribution center 106 (such as a headend). The distribution server 218 operates to provide the ticker data to the client terminals 108 via several possible communication paths or channels, as will be described with reference to Figure 3.

It is to be appreciated that the components shown in Figure 2 are merely illustrative of the various components of one embodiment that can be used to provide ticker information. For example, other embodiments can use more or fewer servers, as well as different components, to perform the various operations. Moreover, the various servers and their components (such as the feed engine 204 and the database 208) can be distributed elsewhere in the system 100, instead of or in addition to the locations shown in Figure 2. There may be multiple feed servers 202, production servers 206 and databases 208, distribution servers 218, and so on to account for load balancing, redundancy in case of outages or broken connections, and other factors that can affect distribution of ticker information.

Figure 3 is a block diagram of an embodiment of a client terminal 108 for the system 100 of Figure 1 that can implement an embodiment of the invention to present a shopping ticker or a ticker through which a viewer can perform secure transactions. For the sake of simplicity of illustration and explanation, only the components that are germane to understanding an embodiment of the invention are shown in Figure 3. It is understood that the embodiment of the client terminal 108 shown in Figure 3 can have other components different than or in addition to what is shown. Moreover, the various illustrated components may be suitably combined in some embodiments, instead of being separate. It also should be noted that the client terminal 108 is only one embodiment of the invention and that some or all of the components described as embodied in the client terminal 108 can be incorporated into a client television rather than in a separate device. A bus 301 is shown symbolically to depict coupling between the various components.

To briefly describe an embodiment, the client terminal 108 receives ticker data and advertisement data from the distribution server 218 or other sources, and then performs the appropriate processing of the data to allow the data to be displayed in a ticker on a display screen of a television set. The client terminal 108 can be passive in that it receives the ticker data (as well as updates) and when the data is sent by the distribution server 218, independently of whether the client terminal 108 requested the ticker data (e.g., the distribution server 218 "pushes" the data to client terminals 108). Alternatively or in addition, the client terminal 108 can poll or otherwise explicitly request the data from the distribution server 218, including polling the distribution server 218 for updated data (e.g., the client terminal 108 "pulls" the data from the distribution server 218). In some embodiments, both push and pull mechanisms may be involved.

Once it receives the ticker data from the distribution server 218, the data can be buffered or cached (if appropriate), and processed for presentation on the display screen of the television set. In an embodiment, ticker software in the client terminal 108 can work in conjunction with a ticker template or other ticker user interface to display the ticker (and its ticker items) in the appropriate scrolling layout, format, locations, time intervals, topics, content, and so forth. In one embodiment where the ticker data is obtained from the Internet 102, this ticker software can comprise browser-based software or other software capable to cooperate with a web browser. According to various embodiments, the ticker can be generated and made interactive through Flash, C++, Java, HTML, or other suitable code or software.

The client terminal 108 comprises a first tuner 300 to tune to a Moving Pictures Experts Group (MPEG) stream 302 or other video source. The stream 302 may include video, live transmission, and/or application code, including corresponding text and graphic resources. In an embodiment where tickers are provided in an integrated manner along with the video signal, the ticker can be received by way of the stream 302. One skilled in the art will recognize that there will be a plurality of streams 302, depending on the number of channels and programs that the cable service provider makes available to the client terminal 108.

The first tuner 300 is coupled to a decoder 306 that decodes the video, application, and/or audio into a format that is compatible with a television set coupled to the client terminal 108. The client terminal 108 may include a second tuner 310. The second tuner 310 can work in conjunction with a cable modem 312 to obtain ticker data 314 from the Internet 102, such as via a Data Over Cable Service Interface Specifications (DOCSIS) connection with the distribution server 218. In addition to the ticker data 314, advertisements and Internet content can also be received by the client terminal 108 by way of the DOCSIS connection through the second tuner 310 and the cable modem 312. In one embodiment, the second tuner 310 can be used to obtain such advertisement data from a server (such as that used by a merchant or advertiser), remote database, Internet location or web site, or other source depicted in Figure 1. In addition, the client terminal 108 includes or is coupled to an input interface 315, through which other sources 316 of ticker data (including shopping data or advertising data) can be provided to the client terminal 108. An example of the input interface 315 comprises an out-of-band tuner that can be used to tune to ticker data or advertisements that are provided via an out-of-band channel. In an embodiment, the out-of-band channel(s) can comprise one or more low-bandwidth frequencies carried on the same coaxial cable used to provide the MPEG streams and the Internet content. The out-of-band channel(s) tuned to by the input interface 315 to receive ticker data or advertisements can be used alternatively or in addition to the DOCSIS channel tuned to by the second tuner 310 in such an embodiment. In one embodiment, user transactions (including secure transactions) or other responses in response to information displayed in a shopping ticker may be communicated to and from the client terminal 108 via the input interface 315. Further alternatively or in addition, the input interface 315 can comprise another television broadcast tuner (such as the first tuner 300) to tune to one or more channels that may be carrying ticker data or advertisements. For example, ticker data (including updates) and advertisements may be broadcast in one or more channel frequencies specifically dedicated for transmission of such data to client terminals 108. Thus, as an illustration, the first tuner 300 can tune to a channel showing a television program, while the input interface 315 is tuned to receive data (in the form of packets, for example) from a ticker channel or shopping channel (or merchant channel or other synthetic channel accessible through a network address) to allow a ticker having shopping and advertising information therein to be simultaneously shown on the same television screen as the television program.

Yet another example of the input interface 315 is an interface to receive outputs of recording devices such as a PVR or a digital video recorder (DVR) that may have ticker data (including shopping and advertising information), which may be received via download. Alternatively or in addition, the input interface 315 can comprise a communication interface, such as an Ethernet connection, a digital subscriber line modem, a wireless communication interface, and so forth, which can provide a link to the server 218 to receive ticker data and advertisements, for instance. An embodiment of the client terminal 108 may include a processor

320 to control operation of the various components shown in Figure 3. The processor 320 may work in conjunction with ticker software or other machine- readable instructions stored on at least one machine-readable storage medium 322. Such ticker software may cooperate with the processor 320 to invoke a ticker in response to a button press on a remote control, present ticker data in a ticker template or other screen interface or user interface, establish a secure communication conducted through the ticker, configure the format and layout of the ticker displayed on the display screen of the television, select and insert an advertisement or other shopping information into a ticker, format an advertisement or other information for a ticker, process received user commands related to responding to information presented in the ticker, and other operations. In an embodiment, the ticker software can be pre-installed in the client terminal 108. In another embodiment, the ticker software may be installed by way of download from the system 100. An audio and video output subsection 308 of the client terminal 108 receives decoded video and/or other applications (including ticker templates and the ticker data presented therein), and provides the decoded information to a television set. A wireless interface 318 operates to receive commands from a user input device (such as a wireless remote control). Such commands can include user commands to invoke a ticker, such as when the viewer presses a BUY button, as well as other commands related to interaction with the invoked ticker, in an embodiment. The wireless interface 318 provides these commands to the processor 320 so that the processor 320 can cooperate with the ticker software to perform the corresponding operation. In an embodiment of the invention, the storage medium 322 can also store user data 324 related to operation of the ticker. For instance, the user data 324 can include user settings for the ticker (such as location, font size, topics or other subject matter displayed, and others). In any of these storage locations, multiple sets of user data 324 may be stored, such as in implementations where multiple users in a household log into a same client terminal 108. According to one embodiment, one or more personal identification numbers (PINs), passwords, or other security data may be stored as the user data 324, and automatically retrieved from the storage medium 322 during the course of performing a secure transaction within the ticker.

The storage medium 322 can include cache(s), buffer(s), or other types of storage locations where ticker data, advertisements and shopping data, or other information may be stored. For example, received sports scores can be stored in the storage medium and retrieved during the appropriate times during the course of the scrolling of the ticker. The ticker data stored in the storage medium 322 can be replaced as updates are received from the distribution server 218. In one embodiment, less time-dependent ticker information (e.g., information that need not necessarily be updated several times per day), including graphics for weather displays, game schedules, some types of advertisements or other shopping information, and the like, can be downloaded to the storage medium 322 during non-peak television viewing periods (such as late at night), and then retrieved from the storage medium 322 when that piece of information is appropriate for presentation in the ticker.

Figure 4 is an example screen shot in conjunction with a remote control 410 for implementing one embodiment of the invention, while Figures 5-6 are television screen shots depicting a shopping ticker invoked in accordance with various embodiments of the invention. For simplicity of explanation, not all of the possible types of information capable of being displayed in the shopping ticker are shown or described, as such other possible information can be ascertained by examination of the features specifically shown in the figures. Moreover, it is to be appreciated that the format, layout, direction, content, and other characteristics of the ticker shown in Figures 5-6 and other figures herein are merely illustrative and that variations are possible.

In Figure 4, a television set 400 is coupled to the client terminal 108 in a manner that allows a display screen 402 of the television set to show a television program 404. The television program 404 in this example is a basketball game, and it is appreciated that other types of television programs can be shown, such as commercials, public service announcements, and so forth. The television program 404 may be completely non-interactive or it may have at least some degree of interactivity. For instance, the television program 404 may be accompanied by triggers such that if the viewer presses an INFO button (not shown) on the remote control 410, supplemental information related to the television program (such as player statistics) is rendered on the display screen 402. According to various embodiments, the availability of the supplemental information may or may not be indicated to the viewer via on-screen icons (such as an INFO icon displayed on the display screen 402).

In other examples of interactivity, the television program 404 may comprise a commercial for an advertised product, accompanied by an on-screen BUY button or other indicator to indicate availability of a purchase opportunity. In response to the on-screen BUY button, the viewer can press a BUY button 430 on the remote control 410 to initiate an on-line transaction for the advertised product.

The wireless remote control 410 is in communication with the client terminal 108 (via the wireless interface 318) to perform conventional television-viewing operations and also to invoke and interact with a ticker, as will be described later below for an embodiment. The remote control 410 includes an alphanumeric keypad 412 that the viewer can use to select television channels or to interact with a ticker. Buttons 418 can comprise buttons that are similar to play, rewind, fast forward, pause, etc. buttons usable for recording devices or for ticker operations. Arrow keys 416 may be used for navigation within a ticker or within other applications (such as an electronic program guide), while an OK button 419 may be used to confirm viewer selections.

In an embodiment, the remote control 410 can include a ticker button 414, which if pressed when the user intentionally wishes to view a ticker, causes a command to be sent to the client terminal 108 to instruct the ticker software to render the ticker on the display screen 402. If the ticker button 414 is pressed again, the ticker is taken off the display screen 402. Alternatively or in addition, a TV button 422 can be pressed to dismiss the ticker.

As previously described above, one embodiment of the invention renders a shopping ticker having advertising information or other shopping-related information therein when the viewer presses (intentionally or unintentionally) the BUY button 430, whenever an interactive commerce opportunity is not explicitly provided for the television program 404 (such as a non-interactive commercial). For instance, the viewer might press the BUY button 430 intentionally while watching a non-interactive commercial (as the television program 404), mistakenly thinking that he can initiate an interactive purchase of the advertised product. Instead of ignoring the viewer's button press, however, an embodiment of the invention determines that a signal or user command from the remote control 410 cannot result in interaction with the television program 404 and therefore renders a shopping ticker. In another example, the viewer might press the BUY button 430 when an interactive television program (for which only non-commerce supplemental information is available via the INFO button, such as player statistics for the basketball game of Figure 4) is being shown. Rather than being presented with the non-commerce supplemental information or being ignored, however, the viewer is presented with a shopping ticker.

It is to be appreciated that these are only a few of the possible television viewing scenarios by which the viewer may (intentionally or unintentionally) press the BUY button 430 to invoke the shopping ticker. Some other scenarios include instances where the viewer may have pressed the BUY button 430 accidentally by having "sat" on the remote control 410, when children may have been playing with the remote control 410, and so forth. Moreover in some embodiments, the remote control 410 need not necessarily have a dedicated or explicit BUY button 430 as depicted in Figure 4. A different type of button or buttons (related to shopping or commerce) may be pressed by the viewer to invoke the shopping ticker whenever the current television program 404 does not necessarily have a commerce opportunity associated with it. Such buttons may include not only buttons on the remote control 410, but also on-screen buttons on the display screen 402 or buttons on other devices.

Figures 5-6 are screen shots depicting invocation of a shopping ticker in accordance with various embodiments of the invention, such as invocation after the viewer has pressed the BUY button 430 when a commerce opportunity was not originally available. A ticker 506 is shown scrolling across the bottom of the display screen 402. The ticker 506 can be in a screen interface that overlays the television program 404, or the television program 404 may be scaled appropriately on the display screen 402 to fit the screen interface for the ticker 506 and thereby avoid the need for an overlay. An embodiment of the ticker 506 displays the current time 521.

In the example of the ticker 506, the ticker 506 is scrolling from right to left (as symbolically depicted by an arrow 508). It is to be appreciated that in other embodiments, the ticker 506 may be scrolling in different directions and may also be positioned differently on the display screen 402. For the sake of illustration, the ticker 506 is shown as being set in a cycle where it is presenting NBA™ basketball advertisements (e.g., "Buy Sonics Jersey." is a moving ticker text item or advertisement 509 that is being displayed in a scroll region for a "Shopping" category 520 and an NBA™ subcategory 505). There may be any suitable number of categories 517 and subcategories 507 through which the user can navigate. In this particular example, the ticker 506 is a "shopping ticker" in that the currently selected category is the Shopping category 520 — other formats of shopping tickers are possible. A navigation control 524, such as a stationary center focus box or movable selection rectangle, can be used to make navigation selections, such as to view advertisements for other subcategories or other products.

The ticker data, such as advertisements, displayed in the ticker 506 may be presented from feeds provided from the components shown in Figure 2. Local insertion of advertisements from previous downloads is also available. Techniques for automatic advertisement insertion into a ticker that can be used by one embodiment of the invention to present a shopping ticker are disclosed in U.S. Application Serial No. 10/112,071 , entitled "AUTOMATIC ADVERTISEMENT INSERTION INTO AN INTERACTIVE TELEVISION TICKER," filed March 28, 2002, with inventor Thomas P. McKenna, Jr., assigned to the same assignee as the present application, and incorporated herein by reference in its entirety.

Figure 5 illustrates one embodiment of the invention where the advertisement 509 in the ticker 506 and is directly related to or otherwise in context with the television program 404. More specifically, assuming that the television program 404 is a live Sonics basketball game, the advertisement 509 can present a purchase opportunity that is directly related to the subject matter of the television program (e.g., an advertisement to purchase a Sonics jersey in this example). Thus, while an interactive (or non-interactive) purchase opportunity was not originally present with the television program 404, pressing the BUY button 430 in conjunction with the processing of triggers has generated a new purchase opportunity (through the ticker 506) that is directly related to the television program 404.

Direct correlation between the shopping information scrolled by the ticker 506 and the content of the television program 404 can be performed via use of Advanced Television Enhancement Forum (ATVEF) triggers or other triggering mechanisms (such as those available from Wink) according to various embodiments. For instance, identification (ID) information or other information can be placed in the vertical blanking interval (VBI) of signal the television program 404 in a manner that identifies the teams in the game, the type of sport, the location of the game, time of the game, and so forth. Such ID information can be extracted and processed, based on techniques familiar to those skilled in the art having the benefit of this disclosure, to identify and select context-sensitive advertisements or other shopping information to present in the ticker 506. In the example of Figure 5, triggers from the signal of the television program 404 have been processed by software to select the advertisement 506 (for clothing) of one of the teams identified and involved in the basketball game.

When the advertisement 509 scrolls into a center focus box 528, the viewer can then press the INFO button or the OK button 419 on the remote control 410 so as to view additional details of the advertisement for purposes of beginning a purchase transaction. In one embodiment, responding to the advertisement 509 in this manner results in access of additional information via a hyperlink or other link (which may include channel tuning), including display of the additional information in a pop-up window or PIP window. The advertisement 509 can be presented within the scroll region of the ticker 506 (or in other areas on the display screen 402) in bold, in a different color (which may indicate a hyperlink or other link), accompanied with an icon, underlined, or via some other technique to alert the viewer that he can interact with the advertisement 509 to perform a purchase.

Alternatively or in addition, the ticker 506 may present such additional information within its scroll region itself in a manner that the viewer can perform a purchase through the ticker interface. For instance a prompt 512 can advise the viewer to select a jersey size and a corresponding selection 514 of sizes S, M, L, and XL. According to one embodiment of the invention, the viewer may then perform the resulting purchase transaction within the ticker 506 itself by waiting for the prompt 512 and the selections 514 to scroll into the center focus box 528, and pressing the OK button 419 at the appropriate times. Other suitable techniques for entering viewer responses may be used, such pressing a number assigned to a selection item or by navigating to a selection via a movable selection rectangle.

In other embodiments, transaction windows (such as HTML web pages or pop-up windows) can be rendered on the display screen 402, through which the viewer can make selections and perform other purchase actions. In yet other embodiments, the ticker 506 can scroll telephone numbers, addresses, web site URLs, or other such information that the viewer can use to contact a merchant to purchase the advertised products independently of performing the transaction through the ticker 506.

After the viewer has responded to all of the items scrolled by the ticker 506 that require a response, the viewer-entered information is sent to the merchant. The ticker 506 can then continue to scroll additional advertisements, in the event that the viewer wishes to make additional purchases or continue perusing advertised products. Accordingly, as shown and described above, providing the capability to present advertisements within the ticker 506 and the capability to conduct the resulting transaction within the ticker 506 results in little or no interruption of the television program 404, since the ticker only occupies a minority portion of the display screen 402. By minimizing viewer annoyance while watching television, the chances that the viewer will attain and maintain an interest in an advertised product increases.

Figure 6 illustrates an example of when the ticker 506 is invoked in a manner described above via the BUY button 430, except that the advertisement information in the ticker 506 is not necessarily context-sensitive to the content of the television program 404. In Figure 6, the ticker 506 is scrolling advertisements from an Outdoors shopping subcategory 602 within the shopping category 520, while the basketball television program 404 is playing (e.g., the ticker 506 is scrolling ticker items unrelated to the television program 404). Since the navigational control 524 is positioned on the Outdoors subcategory 602, the ticker 506 currently scrolls an advertisement 606 related to fishing (e.g., "Buy tackle").

While the advertisement 606 is within the center focus box 528, the viewer can press the OK button 419 or the INFO button to conduct a transaction.

Once the Outdoors advertisements finish scrolling, the ticker 506 may scroll related news clips from the same shopping subcategory (e.g., a "Fishing season opens" headline 608) or scroll advertisements from another shopping subcategory, such as a Kitchen subcategory 604.

Figures 7-9 are television screen shots depicting operation of a ticker having advertisements or other information, in response to which a viewer can perform a secure transaction in accordance with various embodiments of the invention. Such secure transactions may be performed in tickers that are invoked in a manner similar to what is described with respect to Figures 4-6, or can be performed in any other invoked ticker. For simplicity of explanation, not all of the possible types of advertisements (or other information) and related transactions are shown or described, as such other possible information can be ascertained by examination of the features specifically shown in Figures 7-9. Moreover, it is to be appreciated that the format, layout, direction, content, and other characteristics of the ticker shown in Figures 7-9 are merely illustrative and that variations are possible. Also, one embodiment of the invention can allow a viewer to perform a secure transaction within the ticker (such as depicted in Figure 9), with the transaction not being necessarily commercial in nature or in response to an advertisement.

For the sake of illustration, the ticker 506 is shown as being set in a cycle where it is presenting NBA™ basketball news (e.g., "Mavs beat 76ers" is a moving ticker text item 700 that is being displayed in a scroll region for a "Sports" category 702 and an NBA™ subcategory 704). It is appreciated that advertisements can be presented under other categories 517, such as a "Shopping" category depicted in Figures 5-6.

Figure 7 illustrates one embodiment where an advertisement 706 in the ticker 506 is directly related to or otherwise in context with the television program 404. More specifically, assuming that the television program 404 is a live Sonics basketball game, the advertisement 426 can present a purchase opportunity that is directly related to the subject matter of the television program (e.g., an advertisement to purchase a Sonics jersey in this example). A suitable technique to select and present advertisements in a ticker that are in context with a television program, via the use of triggers in one embodiment, are disclosed in U.S. Application Serial No. 10/112,071 , entitled "AUTOMATIC ADVERTISEMENT INSERTION INTO AN INTERACTIVE TELEVISION TICKER," filed March 28, 2002, with inventor Thomas P. McKenna, Jr., assigned to the same assignee as the present application, and incorporated herein by reference in its entirety. This copending application further discloses techniques to present advertisements in a ticker that are not necessarily in context with subject matter of a current television program.

It is appreciated that in one embodiment, a purchase opportunity can be presented as auction items rather than just advertisements. A viewer can be presented with auction items (like sports memorabilia) while watching a baseball game, for instance.

When the advertisement 706 scrolls into the center focus box 528, the viewer can then press an INFO button on the remote control 410 so as to view additional details of the advertisement 706 for purposes of beginning a purchase transaction. Alternatively or in addition, the viewer can press the "BUY" button 430 or other button(s) on the remote control 410 to view additional information. In one embodiment, responding to the advertisement 706 in this manner results in access of additional information via a hyperlink or other link (which may include channel tuning).

The wireless remote control 410 is in communication with the client terminal 108 (via the wireless interface 318) to perform conventional television-viewing operations and also to control operation of the ticker 506 according to an embodiment of the invention, including operations associated with selection of an advertisement for a transaction and the resulting secure interaction. The alphanumeric keypad 412 can be used by the viewer to select television channels or to conduct a transaction according to one embodiment (such as making menu selections of advertised products, entering a PIN, and the like).

Figure 8 illustrates an example when the viewer has clicked the INFO button (or the OK button 419) after the advertisement 706 has scrolled into the center focus box 528. The viewer may have performed this action to view additional information about the advertised product, to actually buy it, or both. In an embodiment, the ticker 506 scrolls transaction information within its scroll region so that the viewer can perform the transaction within the ticker, as opposed to launching a separate window or web page.

In one embodiment, a secure icon 806 is displayed in the ticker 506 once the viewer responds to the advertisement 706 by clicking the INFO button or other button. Presentation of the secure icon 806 in this manner provides a visual indication to the viewer that a secure connection has been established and that the subsequent transaction activities will be conducted securely via encryption or other suitable security techniques that would be familiar to those skilled in the art having the benefit of this disclosure. Examples of security technology that may be used by various embodiments include, but are not limited to, hypertext transfer protocol secure (https), secure sockets layer (SSL), RSA encryption, public key infrastructure (PKI), or others or any combination thereof. Moreover, it is to be appreciated that the secure icon 806 need not necessarily be rendered immediately after the viewer clicks the advertisement 706. For instance, a secure connection may be established only when sensitive information (such as viewer identification data) is actually being exchanged, and not when the viewer is merely requesting and perusing informational product data.

To illustrate an embodiment where the viewer can perform a secure transaction within the ticker 506, ticker items can scroll that prompt the viewer to make selections, such as a "Select Size" ticker item 800 to alert the viewer to select a size for the desired jersey. The Select Size ticker item 800 is followed by sizes that the viewer can select, which are represented as individually selectable ticker items 802 for small, medium, large, and extra large. When the appropriate size has scrolled into the center focus box 528, the viewer can press the OK button 419 to make the selection. Similar other selections (not shown) can be scrolled by the ticker 506, such as color, quantity, other products, and so forth. These items may be selected when they scroll into the center focus box 528, navigated to via a selection rectangle used in conjunction with the arrow keys 416, selected from a list by pressing the alphanumeric key(s) 412 to enter a number corresponding to a selection number in the list, selected from a drop-down menu, or via some other suitable selection technique. Alternatively or in addition, a text entry tool can be provided if necessary for text entry of information such as address, credit card number, name, monogram, messages, remarks, etc., if such information is needed for the transaction. For instance, the ticker 506 might scroll an item 804 prompting the viewer to enter a personal identification number (PIN). Once the item 804 comes into center focus, the viewer can then press the OK button 419 and the appropriate alphanumeric keys 412 on the remote control 410 (or on an on-screen menu) to enter the PIN. The PIN may or may not be displayed within the scroll region of the ticker 506 as it is entered. The PIN may be stored in a smart card accessible by the ticker, according to one embodiment. Once obtained, the PIN can be used to identify the viewer, his address, credit card, etc. While entering the PIN and conducting other sensitive transaction activities, the secure icon 806 can remain rendered to assure the viewer of the secured nature of the transaction (e.g., the entered PIN is being encrypted).

According to various embodiments, the PIN may be associated with an account with a particular merchant. The PIN may also be associated with a service-wide wallet that is usable for one or more merchants who are contracted to provide goods and services to ticker subscribers/viewers. It is appreciated that alternatively or in addition to a PIN, the viewer can enter other identifying information, such as passwords, names, addresses, account numbers, and so forth.

After the viewer has responded to all of the items scrolled by the ticker 506 that require a response, the encrypted viewer-entered information is sent to the merchant or other party that processes the transaction. The ticker 506 can then continue to scroll additional advertisements, in the event that the viewer wishes to make additional purchases or continue perusing advertised products. Accordingly, as shown and described above, providing the capability to present advertisements within the ticker 506 and the capability to conduct the resulting transaction within the ticker 506 securely results in little or no interruption of the television program 404, since the ticker only occupies a minority portion of the display screen 402.

Figure 9 illustrates an example when the viewer performs a secure transaction that is not necessarily commercial in nature, such as posting of a message. In Figure 9, the ticker 506 is scrolling headlines from a news category 900 while the basketball television program 404 is playing (e.g., the ticker 506 is scrolling ticker items unrelated to the television program 404). Since the navigational control 524 is positioned on a "Local" news subcategory 902, the ticker 506 currently scrolls a local headline 908 related to fishing. Once local headlines finish scrolling, the ticker 506 may scroll national headlines from a "National" news subcategory 904. An interactive prompt 906 is scrolled by the ticker 506 to notify the viewer that the viewer can post a fishing report. Once the interactive prompt 906 scrolls into the center focus box 528, the viewer can press the OK button 419 on the remote control 410 to enter a secure mode for a transaction of information (e.g. , so that only subscribers, friends, or other authorized recipients will be able to decrypt the information). The secure icon 806 is displayed when the secure mode is entered, and then the viewer can post a report detailing the date, time, place, and summary of a recent fishing trip, for instance. This information can be entered by the viewer within the scroll region of the ticker 506, using buttons of the remote control 410 to enter alphanumeric text, selection of "canned" messages from a menu scrolled by the ticker 506, on-screen keypads, or other techniques. The entered information is encrypted prior to transmission, thereby assuring substantially secure communication.

Figure 10A is a block diagram 1000 illustrating components that can interact to present shopping information, including advertisements, in the ticker 506 according to an embodiment of the invention. At least some of the components of Figure 10A can be embodied in software or other machine- readable instruction stored on a machine-readable medium, such as the storage medium 322. An embodiment of the ticker software includes a ticker user interface (Ul) 1002 that presents the ticker 506 on the display screen 402, as well as being able to receive and process viewer responses. A ticker application program interface (API) 1004 interacts with the ticker Ul 1002 to control what the ticker Ul displays, how to display, when to display, and so forth. In an embodiment, the ticker AP1 1004 provides shopping data to the ticker U 1 1002, as well as processing user commands that interact with the shopping ticker during transactions (if necessary) and that are entered via the ticker Ul 1002 (such as PINs, menu selections, alphanumeric entries, and so forth.

The ticker AP1 1004 interfaces with a plurality of applications 1008. These applications can include a sports application, news application, weather application, or other applications associated with categories that the ticker 506 can present to the viewer. A feed manager (FM) 1006 (or other software controller) operates to determine when new or updated ticker information is present and needs to be provided to the ticker API 1004. It is appreciated that some embodiments need not necessarily implement an API to integrate ticker functionality. In such embodiments, at least some of the ticker functionality can be coded into an operating system without use of an API. For the sake of brevity, specific details regarding operation of the various components shown in Figures 10A and 10B to present ticker data (including advertisements with links) in the ticker 506 (as well as updates) are not provided herein, since such operational details are ancillary to the invocation and security features of the present application. Example details of operation can be obtained from the copending U.S. Patent Application Serial No. 10/112,071 identified above, or from copending U.S. Patent Application Serial No. 10/112,580, entitled "MODULE-BASED INTERACTIVE TELEVISION TICKER," filed March 29, 2002, with inventor Paul G. Allen, assigned to the same assignee as the present application, and incorporated herein by reference in its entirety. To generally describe operation of the ticker 506 in an example embodiment, the ticker AP1 1004 logs and knows what the ticker 506 is displaying, and also knows how often the displayed information needs to be refreshed (based on business rules or other requirements present in functions defined in the ticker Ul 1002). In an embodiment, there may be rules in the ticker Ul level that define when at least some of the advertisements are to be presented. If it is time for an update, the ticker AP1 1004 (acting as a container of data) calls a load function that will cause the feed manager 1006 to loop through the applications 1008 to search for new data, and if there is new data, the feed manager 1006 will pass the new data from the application(s) 1008 to the ticker AP1 1004 so that the ticker AP1 1004 can pass the new data to the ticker Ul 1002.

In another embodiment, the ticker AP1 1004 manages the information that the ticker Ul 1002 will display, but it does not have knowledge of what the ticker Ul 1002 displays and when it is displayed. The ticker Ul 1002 invokes the lower level components via method calls to retrieve business objects. This means that the invocations of these lower levels are done potentially many times for each accessor/factory method to get a particular business object (assuming that there may be more than one business object needed to gather all data), including objects associated with advertisements. There are at least two routes that the ticker Ul 1002 can take in an embodiment.

First, the ticker Ul 1002 invokes the feed manager 1006. This is done in situations when the business object contains some data that needs to be refreshed periodically during the session. The feed manager 1006 receives several arguments that tell it which method in the ticker API 1004 will return the business object, how frequently the feed manager 1006 should poll this business logic, and the name of the ticker Ul variable (a collection such as an array) that holds the properties of the business object for the ticker Ul 1002 components to use and display. The feed manager 1006 calls the ticker API 1004 immediately, and then at the intervals specified by the ticker Ul 1002. Second, the ticker Ul 1002 invokes the ticker AP1 1004 directly. This bypasses the feed manager 1006 and is done for data that only needs to be instantiated once during the session.

In one embodiment for the ticker 506 where the feed manager 1006

(not the ticker API 1004) knows when it is time for an update, the process can be as follows. The ticker Ul 1002 calls the ticker API 1004 to start a feed. The ticker

AP1 1004 calls the feed manager 1006, and the feed manager 1006 constructs a callback object. The feed manager 1006 returns an empty object array to the ticker AP1 1004, which in turn returns the empty object array to the ticker Ul 1002.

The feed manager 1006 calls an appropriate application 1008 for a business object, and the business object(s) is returned to the feed manager 1006 in an array, a copy of which is saved by the feed manager 1006 as a business object array. The feed manager 1006 returns the object array to the ticker Ul 1002 can calls a HandleLoad function, for instance.

At a particular interval, the feed manager 1006 calls an application 1008 for new information. The business objects are returned to the feed manager 1006 by the application 1008 in an array, and the feed manager 1006 checks that array with the saved array for different information. If the content has changed, then the feed manager 1006 returns an object array to the ticker Ul 1002 and calls a HandleLoad function. Theticker U1 1002 calls the ticker AP1 1004 to stop a feed. The ticker API 1004 calls the feed manager 1006 to stop the feed, and the feed manager 1006 stops the feed.

To obtain new ticker data, in an embodiment, the application(s) 1008 calls a Java server page (JSP) 1010 at a web server (which may be located at the distribution server 218). Java objects at the web server will then communicate with the database 208 to obtain the appropriate ticker information. The Java objects will then construct XML code from the ticker information obtained from the database 208, and send the XML code to the corresponding application 1008. The application 1008 then converts the XML code to local data objects, in one embodiment, and returns the object(s) to the ticker AP1 1004. The ticker AP1 1004 subsequently sends the object(s) to the ticker Ul 1002 for display in the ticker 506. In an embodiment, the ticker API 1004 formats the data to be provided to the ticker Ul 1002, including advertisement data, in a manner that the viewer can interact with the advertisement at the ticker Ul 1002 level. For instance, the ticker AP1 1004 can format the ticker data to provide such data with hypertext links or with other links to additional product information or to a merchant website. This formatting may include defining objects or functions that link to such advertising information.

As an example illustrated in Figure 10A, the ticker AP1 1004 can be communicatively coupled to an advertisement application 1012, so that the ticker AP1 1004 can be provided with advertisement data to pass to the ticker Ul 1002 for presentation. Also, the ticker AP1 1004 can communicate with the advertisement application 1012 to receive additional advertisement information requested by the viewer, to pass viewer responses for transactions to the advertisement application 1012, to obtain advertisement data from the advertisement application 1012 for presentation at the ticker Ul 1002 based on certain rules, or to perform other operations.

In an embodiment, the advertisement application 1012 can comprise a software module or program that can retrieve the requested advertisement information from an advertisement source 1014, and then provide the requested information to the ticker API 1004 or otherwise cause an advertisement to be displayed on the display screen 402. One example of the advertisement application 1012 is a browser, such as a web browser. In a browser-based or other implementation, the advertisement application 1012 can include an HTML-to- text conversion component or other suitable conversion component that can convert an advertisement from an original format (such as HTML, audio, video, etc.) to a text or other data format suitable for presentation within the ticker 506.

In other examples, the advertisement application 1012 can comprise other types of software, familiar to those skilled in the art having the benefit of this disclosure, that can retrieve advertisements from the advertisement source(s) 1014, including servers, web sites, local storage (such as the storage medium 322 having advertisements downloaded therein, which may be based on a viewer profile in some instances), carousel broadcast advertisement channel, or other sources depicted in Figures 1-2. The advertisement application 1012 can include or otherwise interact with trigger processing software that process triggers in a television signal, and then use the information from the triggers to select an in- context advertisement from the advertisement source 1014.

The advertisement application 1012 can provide the retrieved information to the ticker API 1008 so that the information can be formatted for display within the ticker 506, such as depicted in Figures 5-6 and elsewhere. It is to be appreciated that in other embodiments, some of the advertisement data (including data associated with a transaction) can be communicated between the ticker Ul 1002 and the advertisement application 1012 without necessarily having to go through the ticker API 1004. Alternatively or in addition, the advertisement application 1012 can issue commands to components of the client terminal 108 (such as the tuners 300 or 310, or the input interface 318) so that these components can tune to the advertisement source 1014 to obtain advertisement data.

In one embodiment, the various data exchanged between the ticker AP1 1004, the application(s) 1008, and the advertisement application 1012 (such as textual advertisement information to be displayed within the ticker 506) can comprise objects, or arguments that are passed in calls. The feed manager 1006 can operate in one embodiment to control the communication of data between the ticker AP1 1004 and the advertisement application 1012, including interacting with the advertisement application 1012 to determine if there are updated advertisements that are available. It is to be appreciated that the feed manager 1006 need not be involved in operations related to providing advertisements (and related transaction data) in some embodiments (and is therefore symbolically depicted by a broken line 1016 in Figure 10A).

Figure 10B is a block diagram 1024 illustrating components that can interact to present information, including advertisements and transactional data for a secure communication, in the ticker 506 according to an embodiment of the invention. At least some of the components of the block diagram 1024 can be the same as similarly numbered components in the block diagram 1000 of Figure 10A. In one embodiment, one of the applications 1008 integrated with the ticker software can comprise a security application that performs encryption or other security-related operations. When a secure connection is to be established and maintained for a transaction, the ticker API 1004 can call this security application 1008. The security application 1008 then operates in conjunction with a communication application 1018 to establish a secure connection with a transaction server 1020 or other remote location. The transaction server 1020 can comprise, for instance, a merchant's server, a server for a synthetic shopping channel (e.g., an interactive channel provided by the interactive service provider as part of a channel lineup, such as via tuning to a URL or other network address), the advertisement source 1014 of Figure 10A, or other component depicted in Figures 1 or 2 where a viewer can exchange information as part of a secure transaction.

The security application 1008 can perform subsequent operations such as encrypting viewer responses to be sent to the transaction server 1020, and decrypting information sent from the transaction server 1020 so that the decrypted information can be intelligently displayed by the ticker Ul 1002 in the ticker 506. Examples of the communication application 1018 can include browsers, modem applications, or other suitable communication hardware or software that can communicate with the transaction server 1020 to perform a transaction (commercial or non-commercial) and that would be familiar to those skilled in the art having the benefit of this disclosure. The application 1018 can comprise the advertisement application 1012 of Figure 10A in one embodiment.

In another embodiment, the ticker software (such as the ticker API

1004 portion) can interact with a separate security application or other security component 1022 that is not integrated within the ticker software. For instance in one implementation, the security component 1022 can comprise part of the communication application 1018 (as depicted symbolically by broken lines in Figure 10B), with which the ticker API 1004 can communicate. In other implementations, the security component 1022 can operate as a proxy that is separate from the communication application 1018. The security component 1022 can perform the security-related operations of establishing a secure connection with the transaction server 1020, encryption, decryption, and so forth.

In yet another embodiment, the security application 1008 can comprise a separate application in Figure 10B, and the ticker Ul 1002 interfaces directly with it (e.g., the ticker U 1 1002 interfaces with the security application 1008, which interfaces with the communication application 1018). The ticker API 1004 essentially converts from a pull model to a push-it pulls data from a server, and pushes data to the ticker Ul 1002. The various application components under the ticker API 1004 are only used as an interface to the raw data on the server. Therefore, the ticker API 1004 provides an advertisement to the ticker Ul 1002, which would present the advertisement. The ticker Ul 1002 handles user interaction, and interface with the security application 1008, which then would use the communication application 1018 (or security component 1022, if necessary).

In an embodiment, the ticker API 1004 formats the data to be provided to the ticker Ul 1002, including advertisement data, in a manner that the viewer can interact with the advertisement at the ticker Ul 1002 level for interactive transactional purposes within the ticker 506 itself. For example, the ticker API 1004 can format the ticker data to provide such data with hypertext links or with other links to additional product information or to a merchant website. This formatting may include defining objects or functions that link to such advertising information. The ticker Ul 1002 can also capture viewer responses (such as key presses from the remote control 410), and then convert or translate these viewer responses into data that can be encrypted and sent to the transaction server 1020. Macromedia Flash can be used in one embodiment to provide the transactional interactivity within the ticker interface, for instance. Figure 11 is a flowchart 1100 illustrating invocation and presentation of the ticker 506 according to an embodiment of the invention. Elements of the flowchart 1100 may be embodied in software or other machine-readable instruction stored on a machine-readable medium, such as the storage medium 322. Moreover, operations shown in the flowchart 1100 need not necessarily occur in the exact order shown.

Beginning at a block 1102, a television program signal is received by the client terminal 108, resulting in the display of the television program 404 on the display screen 402. As described above, the television program signal may be non-interactive or may have interactivity that does not include interactive purchase opportunities. Ticker data may also be received at the block 1102, including ticker data that may be downloaded or cached for later presentation, or ticker data that is presented in a ticker shown along with the television program 404 (e.g., a news ticker, sports ticker, or other ticker different from a shopping ticker that may be normally invoked with the ticker button 414).

At a block 1104, software (in cooperation with suitable hardware) in the client terminal 108 monitors whether the BUY button 430 has been pressed. In one embodiment, such software can comprise the ticker Ul 1002, such that if a signal or user command corresponding to a press of the BUY button 430 is received from the remote control 410, the ticker Ul 1002 causes the ticker 506 to be rendered according to the conditions to be described below. In other embodiments, the software to monitor for the press of the BUY button 430 and to determine if conditions are appropriate for invoking the ticker 506 can comprise other software in the client terminal 430 that can instruct the ticker Ul 1102 or other ticker software to invoke the ticker 506.

If the BUY button 430 has not been pressed at the block 1104, then the client terminal 108 continues to receive and present the television program signal at the block 1102. If, however, the BUY button 430 has been pressed, then the software determines at a block 1106 whether a commerce opportunity is originally available with the television program 404. This determination may be done, for instance, by processing the television program signal to determine if the received user command (e.g. , the pressing of the BUY button 430) is applicable to interactive purchase triggers, merchant URLs, or other interactive purchase information that has been sent with the television program signal. If such a commerce opportunity is originally available (e.g., the television program 404 is presented along with an interactive purchase trigger), then the method 1100 proceeds to a block 1108 to conduct a resulting transaction with the viewer. The transaction conducted with the viewer at the block 1108 can use techniques, user interfaces, or other processes and technology familiar to those skilled in the art having the benefit of this disclosure.

If an original commerce opportunity is determined to be unavailable at the block 1106 (such as if the received user command is inapplicable to interactivity with the received television program signal or is unable to result in interaction with the television program, including situations where the received television program or its signal is completely non-interactive), then the method 1100 proceeds to a block 1110 to invoke the ticker 506 in response to the press of the BUY button 430. Invocation of the ticker 506 at the block 1110 can comprise, at least initially, having the ticker Ul 1002 render the scroll regions, graphics, and other layout and format of the template for the ticker 506. The operations at the block 1110 can also include having the ticker API 1004 work in conjunction with the feed manager 1006 and/or the advertisement application 1012 to initially obtain (or get ready to obtain) at least some of the shopping information to place into the template of the ticker 506.

For embodiments where the shopping information to be presented in the ticker 506 is context-sensitive with the subject matter of the television program 404, trigger processing software determines whether context and/or content triggers are available with the television program 404 at a block 1112. Such triggers can include triggers that identify, for instance, the teams playing in a game, a sponsor or merchant associated with a television commercial, time of year, names of individuals in the program, and so forth. These triggers are extracted, identified, or otherwise processed at a block 1114, and used to select and present context-sensitive shopping information in the ticker 506. Such selection can include, for example in one embodiment, passing the trigger information to the advertisement application 1012 and having the advertisement application 1012 select the appropriate advertisement(s) from the advertisement source 1014 based on the trigger information. The selected advertisements are then passed by the advertisement application 1012 to the ticker API 1004 or directly to the ticker Ul 1002 for presentation within the ticker 506.

For embodiments where the information in the ticker 506 is not context-sensitive (or where context triggers are determined to be unavailable at the block 1112), shopping information of a more general nature is presented in the ticker 506 at a block 1116. Thereafter, viewer responses to the presented shopping information are processed at a block 1118, such as requests for additional details, menu selections, and other actions associated with the purchase experience.

Figure 12 is a flowchart 1200 illustrating operation of the ticker 506 to provide a secure transaction according to an embodiment of the invention. Elements of the flowchart 1200 may be embodied in software or other machine-readable instruction stored on a machine-readable medium, such as the storage medium 322. Moreover, operations shown in the flowchart 1200 need not necessarily occur in the exact order shown.

Beginning at a block 1202, the ticker 506 is presented on the display screen 402 (such as after the ticker 506 is invoked via a press of the ticker button 414 on the remote control 410). The ticker 506 may be concurrently presented with the television program 404, and may have the advertisement 426 or other ticker data presented therein.

At a block 1204, the ticker Ul 1002 monitors for a viewer response. A viewer response can include clicking on the advertisement 706 when it scrolls into the center focus box 528, when the viewer wishes to make a purchase or obtain more information about the advertised product. If no viewer response is detected at the block 1204, then the ticker continues to present data at the block 1202.

If, however, a viewer response is detected at the block 1204 by the ticker Ul 1002, then it is determined at a block 1206 whether a secure communication is needed. Various techniques may be used to determine if a secure communication is needed. In one embodiment, simply responding to an advertisement automatically necessitates establishment of a secure connection. In other embodiments, a suitable one of the components shown in Figure 10B (such as the ticker Ul 1002, the ticker API 1004, an application 1008, a browser, web page HTML code or other code, and so forth) can determine whether initiating a secure connection is necessary for the particular situation. For instance, if the viewer is simply requesting display of general information about an advertised product in the ticker 506, then a secure connection need not necessarily be established to encrypt the viewer request and the requested data — the requested data can be presented in the ticker 506 at a block 1208 without any encryption or other security measures. In one embodiment, the content itself could contain either the logic or properties to determine if a secure connection is required. For example, an advertisement for a free sample would not need a secure connection, but an advertisement for a purchase of the same product would. That type of logic is not normally coded into the components, but instead can be provided as part of the content in an embodiment.

If, however, it is determined that a secure connection needs to be established, then the ticker API 1004 in one embodiment calls the security application 1008 or the security component 1022 at a block 1210 (or the ticker Ul 1002 interfaces directly with the security application 1008 or the security component 1022, in another embodiment). The security application 1008 or the security component 1022 (through the communication application 1018, as needed) then contacts the transaction server 1020 at a block 1212 to establish the secure connection, based on protocols and algorithms that would be familiar to those skilled in the art having the benefit of this disclosure. Once the secure connection is established at the block 1212, then the security application 1008 or the security component 1022 can encrypt information sent from the viewer to the transaction server 1020, or decrypt information sent from the transaction server 1020 at a block 1214. If it is determined that the transaction is finished (such as when the viewer has entered all information necessary to complete a purchase) at a block 1216, then the flowchart 1200 resumes presentation of ticker data at the block 1202. Otherwise, the transaction continues at a block 1218 in either a secure or non-secure mode. The above description of illustrated embodiments of the invention, including what is described in the Abstract, is not intended to be exhaustive or to limit the invention to the precise forms disclosed. While specific embodiments of, and examples for, the invention are described herein for illustrative purposes, various equivalent modifications are possible within the scope of the invention and can be made without deviating from the spirit and scope of the invention. As an example, a satellite television (TV) delivery system may be implemented alternatively or in addition to a cable distribution system. A satellite TV delivery system may comprise a direct broadcast satellite (DBS) system. A DBS system may comprise a small 18-inch satellite dish (which is an antenna for receiving a satellite broadcast signal); a digital integrated receiver/decoder (IRD), which separates each channel, and decompresses and translates the digital signal so a television can show it; and a remote control. Programming for a DBS system may be distributed, for example, by multiple high-power satellites in geosynchronous orbit, each with multiple transponders. Compression (e.g., MPEG) is used to increase the amount of programming that can be transmitted in the available bandwidth.

A digital broadcast center (e.g. , analogous to the head-end 106) may be used to gather programming content, ensure its digital quality, and transmit the signal up to the satellites. Programming may come to the broadcast center from content providers (TBS™, HBO™, CNN™, ESPN™, etc.) via satellite, fiber optic cable, and/or special digital tape. Satellite-delivered programming is typically immediately digitized, encrypted and uplinked to the orbiting satellites. The satellites retransmit the signal back down to every earth-station-or, in other words, every compatible DBS system receiver dish at customers' homes and businesses. Some programs may be recorded on digital videotape in the broadcast center to be broadcast later. Before any recorded programs are viewed by customers, technicians may use post-production equipment to view and analyze each tape to ensure audio and video quality. Tapes may then be loaded into a robotic tape handling system, and playback may be triggered by a computerized signal sent from a broadcast automation system. Back-up videotape playback equipment may ensure uninterrupted transmission when appropriate.

These and other modifications can be made to the invention in light of the above detailed description. The terms used in the following claims should not be construed to limit the invention to the specific embodiments disclosed in the specification and the claims. Rather, the scope of the invention is to be determined entirely by the following claims, which are to be construed in accordance with established doctrines of claim interpretation.

All of the above U.S. patents, U.S. patent application publications, U.S. patent applications, foreign patents, foreign patent applications and non- patent publications referred to in this specification and/or listed in the Application Data Sheet, are incorporated herein by reference, in their entirety.

Claims

CLAIMSWhat is claimed is:

1. A method, comprising: presenting a television program provided via a television program signal on a display screen; receiving a user command; determining if the received user command is applicable to interactivity with the presented television program; and if the received user command is determined to be inapplicable to the interactivity with the presented television program, invoking a ticker having an advertisement therein and presenting the invoked ticker on the display screen.

2. The method of claim 1 wherein receiving the user command comprises receiving the user command from a user input device.

3. The method of claim 2 wherein receiving the user command from the user input device comprises receiving the user command as a result of a press of a button on the user input device.

4. The method of claim 3 wherein the button on the user input device comprises a BUY button.

5. The method of claim 1 wherein the received user command is specifically directed towards, but inapplicable to interactivity with, subject matter of the presented television program.

6. The method of claim 1 , further comprising selecting the advertisement in the ticker to be context-sensitive to subject matter of the presented television program.

7. The method of claim 6 wherein selecting the advertisement in the ticker to be context-sensitive to the subject matter of the presented television program includes determining which advertisement to select based on at least one trigger, corresponding to the subject matter of the television program, that is provided along with the television program signal.

8. The method of claim 1 wherein determining if the received user command is applicable to interactivity with the presented television program includes: determining whether the presented television program is non-interactive; and if the presented television program is determined to be non-interactive, invoking the ticker having the advertisement therein and presenting the invoked ticker on the display screen.

9. The method of claim 1 , further comprising conducting a transaction with a user within the ticker, if the user responds to the advertisement in the ticker.

10. A method, comprising: presenting a television program, corresponding to a television program signal, on a display screen; receiving a user command; determining if the received user command can result in interaction with the presented television program; and if the received user command is determined to be unable to result in interaction with the presented television program, presenting a ticker on the display screen.

11. The method of claim 10 wherein presenting the ticker on the display screen includes presenting at least one advertisement in the ticker.

12. The method of claim 10 wherein presenting the advertisement in the ticker further includes presenting a link to merchant associated with the advertisement.

13. The method of claim 10 wherein presenting the ticker includes presenting information in the ticker to be in context with subject matter of the television program.

14. The method of claim 10 wherein determining if the received user command can result in interaction with the presented television program comprises determining whether the television program is interactive.

15. The method of claim 10 wherein the received user command comprises a command sent in response to a press of a BUY button on a user input device.

16. The method of claim 10 wherein presenting the ticker on the display screen includes presenting at least one advertisement in the ticker, the method further comprising conducting a transaction within the ticker with a user in response to the advertisement.

17. An article of manufacture, comprising: a machine-readable medium having instructions stored thereon to: determine if a received user command is applicable to interactivity with a television program presented on a display screen; and if the received user command is determined to be inapplicable to the interactivity with the presented television program, invoke a ticker having an advertisement therein and present the invoked ticker on the display screen.

18. The article of manufacture of claim 17 wherein the machine- readable medium further includes instructions stored thereon to select the advertisement in the ticker to be context-sensitive to subject matter of the presented television program.

19. The article of manufacture of claim 18 wherein the instructions to select the advertisement in the ticker to be context-sensitive to the subject matter of the presented television program includes instructions to determine which advertisement to select based on at least one trigger, corresponding to the subject matter of the television program, that is provided along with the television program.

20. The article of manufacture of claim 17 wherein the instructions to determine if the received user command is applicable to the interactivity with the television program include instructions to determine whether the received user command corresponds to a press of a BUY button on a user input device and to determine whether the interactivity with the television program includes an interactive purchase opportunity.

21. The article of manufacture of claim 17 wherein the machine- readable medium further includes instructions stored thereon to conduct a transaction within the ticker in response to the advertisement.

22. An apparatus, comprising: a means for receiving a television program signal having a television program and for presenting the television program on a display screen; a means for receiving a user command; a means for determining if the received user command is applicable to interactivity with the presented television program; and a means for invoking a ticker having an advertisement therein and for presenting the invoked ticker on the display screen, if the received user command is determined to be inapplicable to the interactivity with the presented television program.

23. The apparatus of claim 22, further comprising a means for selecting the advertisement to be in context with subject matter of the presented television program.

24. The apparatus of claim 22 wherein the means for receiving the user command include a means for receiving the user command from a user input device having a button thereon, which if pressed, causes the user input device to send the user command.

25. The apparatus of claim 22, further comprising a means for performing a secure transaction via the ticker.

26. An apparatus for a video casting system, the apparatus comprising: at least one communication interface to receive a signal having a television program; a wireless interface to receive a user command; a storage medium coupled to the wireless interface to store a software program; a processor, coupled to the storage medium and to the communication and wireless interfaces, to cooperate with the software program to determine if the received user command is applicable to interactivity with the television program and to invoke a ticker having an advertisement therein if the received user command is determined to be inapplicable to the interactivity with the television program; and an output section to provide the invoked ticker having the advertisement to a display screen.

27. The apparatus of claim 26 wherein the software program includes a ticker software program having: a ticker user interface (Ul) to present the advertisement within the ticker; a ticker application program interface (API) in communication with the ticker (Ul) to control presentation of the advertisement by the ticker Ul; and an advertisement application in communication with the ticker API to select and provide the advertisement to the ticker API.

28. The apparatus of claim 27 wherein the advertisement application includes code to select the advertisement to be context-sensitive to subject matter of the television program.

29. The apparatus of claim 26 wherein the wireless interface is configured to receive the user command from a user input device having at least one button, which if pressed, causes the user input device to send the user command to the wireless interface.

30. A video casting system, comprising: a source of ticker data; and an apparatus coupled to the source, the apparatus including: at least one communication interface to receive a signal having a television program; a wireless interface to receive a user command; a storage medium coupled to the wireless interface to store a software program; a processor, coupled to the storage medium and to the communication and wireless interfaces, to cooperate with the software program to determine if the received user command is applicable to interactivity with the television program and to invoke a ticker having an advertisement and ticker data therein if the received user command is determined to be inapplicable to the interactivity with the television program; and an output section to provide the invoked ticker having the advertisement and ticker data to a display screen.

31. The system of claim 30 wherein the software program includes code to select the advertisement to be in context with subject matter of the television program.

32. The system of claim 30 wherein the wireless interface is configured to receive the user command from a user input device having at least one button, which if pressed, causes the user input device to send the user command to the wireless interface.

33. The system of claim 30 wherein the software program includes code to determine if the television program is non-interactive.

34. The system of claim 30 wherein the source of the data comprises: a feed server to receive a plurality of feeds of ticker data and having a feed engine to manipulate the ticker data received from the feeds; a production server coupled to the feed server to receive the ticker data manipulated by the feed engine, and coupled to a database having tables for the manipulated ticker data received from the feed server, the production server being capable to change a format of the manipulated ticker data to a format compatible with client terminals configured to present the screen interface on the display screen; and a distribution server to send the manipulated ticker data having the format compatible with the client terminals.

35. The system of claim 30 wherein the source of ticker data comprises part of a satellite television delivery system.

36. The system of claim 30 wherein the software program comprises part of an operating system of the apparatus, the software program including code related to operation of the ticker.

37. The system of claim 30 wherein the television program comprises a television commercial.

38. A method, comprising: determining that a received user command is inapplicable to interactivity with a video image that is capable of being displayed on a display screen; presenting a ticker having a screen interface on a portion of the display screen capable to display the video image; presenting an item within the screen interface of the ticker; if a user responds to the presented item, initiating a transaction related to the presented item with the user within the screen interface of the ticker; and securely conducting at least a portion of the transaction with the user within the screen interface of the ticker.

39. The method of claim 38 wherein presenting the item within the screen interface of the ticker comprises presenting an advertisement.

40. The method of claim 39 wherein initiating the transaction comprises initiating a commercial transaction in response to the advertisement.

41. The method of claim 38 wherein initiating the transaction related to the presented item with the user within the screen interface of the ticker comprises presenting information requested by the user within the screen interface of the ticker.

42. The method of claim 38 wherein securely conducting at least the portion of the transaction with the user includes: establishing a secure connection with a remote location; encrypting data entered by the user and sending the encrypted data to the remote location; and decrypting data received from the remote location and presenting the decrypted data within the screen interface of the ticker.

43. The method of claim 42, further comprising determining whether at least another portion of the transaction needs to be securely conducted.

44. The method of claim 42, further comprising calling a secure component separate from software of the ticker to allow the ticker to enter a secure mode.

45. The method of claim 38, further comprising presenting an indicator along with the ticker during the portion of the transaction to indicate that the portion of the transaction is secure.

46. The method of claim 38 wherein presenting the item within the screen interface of the ticker comprises presenting the item to be in context with subject matter of the video image.

47. A ticker for a video casting system, the ticker comprising: a plurality of selectable items, wherein at least one of the items comprises an advertisement that is presented along with a video image that is displayed on a first portion of a display screen, the plurality of selectable items capable of being presented on a second portion of a display screen; at least one scroll region within the second portion of the display screen to present the selectable items, including the advertisement, therein; a navigation control to select the advertisement presented within the scroll region to initiate a transaction related to the presented advertisement within the scroll region; and an indicator to indicate that at least a portion of the initiated transaction is secure.

48. The ticker of claim 47, further comprising: a ticker user interface (Ul) to generate the scroll region that presents the advertisement and to provide the navigation control to select that advertisement presented within the scroll region; a ticker application program interface (API) in communication with the ticker (Ul) to control presentation of the indicator by the ticker Ul and to provide the selectable items to the ticker Ul; and a security application in communication with the ticker API to establish a secure connection between the ticker API and a remote location, the security application being configured to instruct the ticker API to control the ticker Ul to present the indicator if the secure connection is established, the security application further being configured to encrypt and decrypt information exchanged between the ticker API and the remote location.

49. The ticker of claim 47, further comprising a feed manager in communication with a video casting system and with the ticker API to control transmission of ticker data, associated with the selectable items, from the video casting system to the ticker API.

50. The ticker of claim 47, further comprising a security application to provide secure communication for the portion of the transaction.

51. The ticker of claim 50 wherein the security application is integrated with software for the scroll region.

52. The ticker of claim 47 wherein the navigation control is configured to allow user entry of identifying information that can be communicated securely during the transaction.

53. An apparatus, comprising: a means for presenting a ticker having a screen interface on a portion of a display screen capable to display a video image; a means for presenting an item within the screen interface of the ticker; a means for initiating a transaction related to the presented item within the screen interface of the ticker, if user response to the presented item is detected; and a means for securely conducting at least a portion of the transaction within the screen interface of the ticker.

54. The apparatus of claim 53 wherein the means for securely conducting at least the portion of the transaction: a means for establishing a secure connection with a remote location; a means for encrypting data entered by the user and for sending the encrypted data to the remote location; and a means for decrypting data received from the remote location and for presenting the decrypted data within the screen interface of the ticker.

55. The apparatus of claim 53, further comprising a means for presenting an indicator along with the ticker during the portion of the transaction to indicate that the portion of the transaction is secure.