In the majority of television viewing environments today, when a user tunes to a specific channel, the graphical interface for that channel is defined primarily by the television manufacturer. For example, when a broadcaster displays a station identifying logo with their video transmission, they have no control over the positioning of their logo. Many times this logo is covered by a user selected menu option when overlaid on the television screen with the transmitted video.
In recent environments, graphical interfaces have provided a greater level of functionality with the advent of direct satellite system set top boxes (STB), such as DSS and Echostar. In addition to television displays, the user has channel banners, menus, electronic program guides and message alerts. In some circumstances, such as with inclement weather announcements and breaking news events, the user may customize the interface. However, the amount of functionality presented by these graphical interfaces is minimal since there is little interaction by a user, other than changing the channel or adjusting the volume.
In particular, these functions provided by an STB manufacturer occupy a portion of the display screen when selected by the user, such that the television broadcaster's logo or call letters are very likely to be covered up if displayed on the display screen at the same time a user is operating the electronic program guide, for example. The broadcasters have no control over the positioning of their station identifying information or other types of data they may wish to have in full view when displayed concurrently with user selected display options. With the DSS and Echostar systems, the additional user interfaces have been designed and implemented by STB manufacturers with little regard for the needs or concerns of the television broadcaster.
Therefore, there is a direct conflict between the manufacturer's need to define the various functions provided by a direct satellite STB and the broadcaster's need to broadcast unobstructed graphical symbols and other information to viewers.
Furthermore, this problem is not just limited to television broadcasts and receptions within the United States, but worldwide. This tension between the manufacturers and the broadcasters will increase as the boundaries of televisions and computing devices blur with the evolution of televisions adapting to the digital age and as data services become more readily available.
This convergence between televisions and computers can be illustrated by the efforts of Microsoft and Intel, where efforts have been made in developing strategies and approaches for integrating televisions into the personal computer (PC). For instance, Broadcast PC has been developed by Microsoft and Intel has developed Intercast, but they do not allow for the broadcaster's total control of the television environment. In both developments, a broadcaster is limited to controlling the look and feel of their services, but has no control of their primary product, which is the broadcast event.
Windows CE, OS-9 and OpenTV are all operating systems that are attempting to deliver more sophisticated user interfaces to the manufacturer, but they too are disregarding the needs of the broadcaster. These operating systems still cover up the broadcast content with banners and menus that are genericized to the lowest common denominator of services and functions offered.
Therefore, there is a need to permit broadcasters to have greater control in the television environment they transmit to their viewers. Specifically, there is a need for the broadcasters to broadcast unobstructed graphical symbols and other information to viewers.