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In the new technological context of interactive digital (IDTV), traditional TV spots are expected to be replaced by interactive applications. In this paper, we propose a new TV advertising architecture inspired by the philosophy and business models of online advertising. Personalization and content awareness are the two mainstays of our approach that allow advertisers to have more efficient campaigns focused on a targeted audience. [ABSTRACT FROM PUBLISHER]

Abstract: Interactive Digital TV offers a large amount of TV channels, as well as new contents that come along with the TV programmes. To take advantage of these additional contents and make them easily available to viewers, this paper proposes to offer additional contents linked to the segments of TV programmes by means of semantic relations obtained using MPEG-7 segmentation information. As a practical use of this work, we propose two different application fields: t-learning, with the aim of using TV programmes to engage viewers in education; and personalised advertising, whose goal is offering viewers products of their interest, maximising its effectiveness. [Copyright &y& Elsevier]