A target advertisement system based on TV viewer's profile reasoning

Authors:
Jeongyeon Lim;Munjo Kim;Bumshik Lee;Munchurl Kim;Heekyung Lee;Han-Kyu Lee
Affiliations:
Information and Communications University, Daejeon, Korea 305-732;Information and Communications University, Daejeon, Korea 305-732;Information and Communications University, Daejeon, Korea 305-732;Information and Communications University, Daejeon, Korea 305-732;Electronics and Telecommunications Research Institute, Daejeon, Korea;Electronics and Telecommunications Research Institute, Daejeon, Korea
Venue:
Multimedia Tools and Applications
Year:
2008

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Abstract

The traditional broadcasting services such as terrestrial, satellite and cable broadcasting have been unidirectional mass media regardless of TV viewer's preferences. Recently rich media streaming has become possible via the broadband networks. Furthermore, since bidirectional communication is possible, personalcasting such as personalized streaming service has been emerging by taking into account the user's preference on content genres, viewing times and actors/actresses etc. Accordingly personal media becomes an important means for content provision service in addition to the traditional broadcasting service as mass media. In this paper, we introduce a user profile reasoning method for TV viewers. The user profile reasoning is made in terms of genre preference and TV viewing times for TV viewer's groups in different genders and ages. For user profiling reasoning, the TV viewing history data is used to train the proposed user profiling reasoning algorithm which allows for target advertisement for different age/gender groups. To show the effectiveness of our proposed user profile reasoning method, we present plenty of the experimental results by using real TV usage history.