MONKEYmedia Awarded "Telescopic Advertising" Patent by USPTO

--Says its Patent Portfolio's Claims Are Essential to Blu-ray, tru2way, SCTE-130 and Other Technologies

MONKEYmedia--a company which holds a portfolio of patents that it says include "claims directed towards telescopic video-on-demand (VOD) and other enhanced viewing experiences," and that it claims "are essential to the practice of various industry-governed standards such as DVD-Video, Blu-ray and tru2way (e.g. Enhanced TV/EBIF and SCTE-130)" (note: the company has launched a "SeamlessTV Partner Program" for licensing those patents, and, back in 2006, announced that it had succeeded in convincing Microsoft to enter into a patent-licensing agreement with it--for more on the company and its claims, see the article published on, August 25th, 2009; and the interview with its founder, president and CEO, Eric Gould Bear, published on, October 8th, 2009)--said Tuesday that the United States Patent and Trademark Office has issued it a new patent (US#7,890,648) that contains 180 new claims. The patent--entitled "Audiovisual presentation with interactive seamless branching and/or telescopic advertising"--"teaches user interfaces for seamlessly accessing optional content without leaving the context of an audio and/or video program currently being played," the company explains in its press materials, adding that "the main stream of content pauses while the user engages the ancillary material, then resumes playing when the expansion is done."

According to MONKEYmedia, the concept of "seamless expansion" which it claims is covered by its patent portfolio and which it says it "reduced to practice in the 1990's, before the advent of DVD's," allows viewers to "explore topics in greater depth, based on their personal interests." Current applications of the concept, according to the company, include behind-the-scenes featurettes on DVD and Blu-ray discs, and in-video advertising on TV, mobile devices and the Internet. "Seamless Expansion is one of the best ways to empower consumers of interactive media," MONKEYmedia's Gould Bear said in a prepared statement. "The more control you give the audience, the more engaged they become. When deployed in a movie, the viewer builds deeper relationships with the characters, actors, director and studio. If the expansion is an ad in your TiVo, iPhone app or YouTube video, the viewer builds stronger affinity with all the brands involved. Since choice is placed in the hands of the user, the impact is quite potent and the technique is hard to beat."

More information on the new patent can be found here.


North America