A normally advertiser-supported TV program is delivered to a household’s Smart TV in a customary way, via a set-top box connected to the cable system and smart TV input. The normally-advertiser-supported program is detected by automatic content recognition, the subject technology determines if the household is authorized to view the program ad-free (i.e., the household has a valid account). If so, the smart TV input is switched from the cable TV feed to stream an ad-free version of that same program for viewing on the Smart TV.

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Upon conclusion of the ad-free program, the remaining time provides a long-form branded content and advanced marketing opportunities. After completion, the smart TV reverts to the initial condition of playing the content feed via the set-top box. Adyah does not require any provisioning in the set-top box or cable provider’s systems. Thus, it is capable of being “rolled-out” to millions of existing linear TV viewers (provided they have an Internet-connected smart TV).

 

From the viewer’s perspective, the viewing experience is the same as traditional TV except that the commercial breaks have disappeared. The viewer is thus more likely to continue in his or her customary viewing habits, as well as their loyalty and time spent viewing to the participating content provider. Thus, the subject technology can drive new revenue streams, extend time spent viewing and better engagement among viewers who may otherwise turn to other viewing options to avoid commercials.