Processing audio or video content with multiple watermark layers

1. An apparatus comprising:

electronic memory to receiving audio content or video content, the audio content or video content having a steganographic watermark hidden in data representing audible portions of the audio content or hidden in data representing picture elements of the video content;

one or more electronic processors programmed for:

analyzing the audio content or the video content for the steganographic watermark, the steganographic watermark being of a format consisting of: i) a content ID linking or indexing to interactive information or a web content retrieved from a local database residing in or communicating with a cable provider's head-end system, or ii) a content ID linking to or indexing into a remote database that provides corresponding interactive information or web content.

2. The apparatus of claim 1 in which the one or more electronic processors are further programmed to control access to the audio content or video content based at least in part on the content ID.

3. The apparatus of claim 1 in which the one or more electronic processors are operating to carry out at least one of the functions recited therein.

4. An apparatus comprising:

electronic memory for buffering data representing audio or video;

an electronic processor programmed for:

(i) controlling receipt of data representing audio or video, the data representing audio or video comprising at least two digital watermark layers,

the first watermark layer comprising a content identifier which uniquely identifies the content, and

the second watermark layer comprising a distributor identifier which identifies a distributor or distribution channel associated with the content; and

(ii) embedding a third watermark layer in the audio or video, in which the third watermark layer is embedded through alterations to data representing audible portions of the audio or through alterations to data representing video picture elements of the video, and in which each of the first watermark layer, the second watermark layer and the third digital watermark layer are embedded in the audio or video content with different watermark protocols or different watermark keys.

5. The apparatus of claim 4 in which the electronic processor is operating to carry out at least one of the functions recited therein.

6. An apparatus comprising:

an electronic processor configured for:

i) digital watermarking a content item including at least an advertisement, the digital watermarking including a content identifier, a distributor identifier and a broadcaster identifier related to a broadcaster of the advertisement, in which each of the content identifier, distributor identifier and broadcast identifier is provided as a distinct digital watermark layer, and

ii) associating the content identifier in a computerized data registry with at least some information related to the content item.

7. The apparatus of claim 6 in which the electronic processor is operating to carry out at least one of the functions recited therein.