Media system with social awareness

1. A method for inserting content into media streams comprising:

monitoring a media stream by a media server computer configured to provide the media stream, the monitored media stream having at least one marker designating an associated insertion position within the monitored media stream;

selecting a marker to insert personalized social-awareness based content into the monitored media stream; and

transforming, by the media server, the monitored media stream comprising:

identifying by the media server, social awareness information associated with a target of the monitored media stream;

utilizing the identified social awareness information to derive personalized social-awareness based content; and

inserting the personalized social-awareness based content into the monitored media stream at an insertion position associated with the selected marker; and

communicating, by the media server, the transformed media stream to a computing device associated with the target via a network.

2. The method of claim 1 , wherein the selected marker is associated with corresponding marker content, and wherein inserting the personalized social-awareness based content into the monitored media stream at the insertion position associated with the selected marker comprises one of: adding to the marker content, modifying the marker content, and replacing the marker content associated with the selected marker.

3. The method of claim 1 , wherein identifying by the media server, social awareness information associated with a target of the monitored media stream comprises:

querying a social awareness application known to be affiliated with the target to obtain social awareness information associated with the target.

4. The method of claim 1 , wherein identifying by the media server, social awareness information associated with a target of the monitored media stream comprises:

querying a plurality of social awareness applications known to the media server to determine whether the target is affiliated with any of the known social awareness applications; and

querying at least one social awareness application determined to be affiliated with the target to obtain social awareness information associated with the target.

5. The method of claim 1 , wherein identifying by the media server, social awareness information associated with a target of the monitored media stream comprises:

inferring an interest of the target from information collected from at least one social awareness application.

6. The method of claim 1 , wherein utilizing the identified social awareness information to derive personalized social-awareness based content comprises obtaining at least one of live and previously recorded media content of an activity of interest to the target based upon the identified social awareness information.

7. The method of claim 1 , further comprising:

identifying a property of the monitored media stream, wherein both the identified property of the monitored media stream and the identified social awareness information are utilized to derive personalized social-awareness based content.

8. A system for inserting content into media streams comprising:

a media server computer, configured to provide a media stream, having

a processor;

a memory device; and

program code resident in the memory device, the program code executable by the processor of the media server to insert personalized social-awareness based content into the media stream by:

monitoring the media stream having at least one marker designating an associated insertion position within the monitored media stream;

selecting a marker to insert the personalized social-awareness based content into the monitored media stream; and

transforming the monitored media stream comprising:

identifying social awareness information associated with a target of the monitored media stream;

utilizing the identified social awareness information to derive the personalized social-awareness based content; and

inserting the personalized social-awareness based content into the monitored media stream at an insertion position associated with the selected marker; and

communicating the transformed media stream to a computing device associated with the target via a network.

9. The system of claim 8 ,

wherein the selected marker is associated with corresponding marker content, and

wherein the program code inserting the personalized social awareness based content into the monitored media stream at the insertion position associated with the selected marker comprises one of:

adding to the marker content,

modifying the marker content, and

replacing the marker content associated with the selected marker.

10. The system of claim 8 , wherein the program code identifying social awareness information associated with a target of the monitored media stream comprises:

the program code querying at least one social awareness application.

11. The system of claim 8 , wherein the program code identifying social awareness information associated with a target of the monitored media stream comprises:

the program code inferring an interest of the target from information collected from at least one social awareness application.

12. The system of claim 8 , further comprising:

the program code identifying a property of the media stream, wherein the program code utilizes both the identified property of the media stream and the identified social awareness information to derive personalized social-awareness based content.

13. A computer program product to insert content into media streams comprising:

a non-transitory computer readable storage medium having computer readable program code embodied therewith for execution by a media server, the computer readable program code comprising:

computer readable program code configured to provide and monitor a media stream having at least one marker designating an associated insertion position within the monitored media stream;

computer readable program code configured to select a marker to insert personalized social-awareness based content into the monitored media stream; and

computer readable program code configured to transform the monitored media stream comprising:

computer readable program code configured to identify social awareness information associated with a target of the monitored media stream;

computer readable program code configured to utilize the identified social awareness information to derive personalized social-awareness based content;

computer readable program code configured to insert the personalized social-awareness based content into the monitored media stream at an insertion position associated with the selected marker; and

computer readable program code configured to communicate the transformed media stream from the media server to a computing device associated with the target via a network.

14. The computer program product of claim 13 ,

wherein the selected marker is associated with corresponding marker content, and

wherein computer readable program code configured to insert the personalized social-awareness based content into the monitored media stream at the insertion position associated with the selected marker comprises one of:

computer readable program code configured to add to the marker content,

computer readable program code configured to modify the marker content, and

computer readable program code configured to replace the marker content associated with the selected marker.

15. The computer program product of claim 13 , wherein the computer readable program code configured to identify social awareness information associated with a target of the monitored media stream comprises:

computer readable program code configured to query at least one social awareness application.

16. The computer program product of claim 13 , wherein the computer readable program code configured to identify social awareness information associated with a target of the monitored media stream comprises:

computer readable program code configured to infer an interest of the target from information collected from at least one social awareness application.

17. The computer program product of claim 13 , wherein the computer readable program code configured to utilize the identified social awareness information to derive personalized social-awareness based content comprises computer readable program code configured to obtain at least one of live and previously recorded media content of an activity of interest to the target based upon the identified social awareness information.

18. The computer program product of claim 13 , further comprising:

computer readable program code configured to identify a property of the media stream,

wherein the computer readable program code configured to utilize the identified social awareness information to derive personalized social-awareness based content comprises computer readable program code configured to utilize the identified property of the media stream and the identified social awareness information to derive personalized social-awareness based content.

19. The method of claim 3 , wherein the social awareness application is resident on one or more social networking servers in communication with the media server via the network.

20. The system of claim 10 , wherein the at least one social awareness application queried by the program is resident on one or more social networking servers in communication with the media server via the network.