System and a method for personalised, transaction-oriented, interactivity over non-interactive (one way) broadcast networks

摘要

This invention provides a system, a method and a computer readable medium having program code thereon for using a one-way digital broadcast medium to support interactive and personalized e-commerce applications. The broadcast data may include regular programming, e.g., a TV broadcast, and other supplemental data-streams. A set-top box receiving the transmission, demultiplexes the data streams and provides any additional data streams to personal devices that request to access the data streams. Users of these devices can then complete e-commerce and other interactive services using a secondary back channel, e.g., a cellular network, to connect back to the e-commerce provider.