APPARATUS AND METHOD FOR REPLACING A BROADCASTED ADVERTISEMENT IN RESPONSE TO AN ATTEMPT BY THE VIEWER TO SKIP OR FAST-FORWARD THROUGH THE ADVERTISEMENT

1 . An apparatus comprising:

a data storage unit; and

a data processing unit coupled to the data storage unit, the data processing unit being adapted to detect a fast-forwarding operation during playback of an advertisement being part of downloaded digital content, determine whether the advertisement is permitted to undergo the fast-forwarding operation and if so, (i) output at least one static advertisement image that is retrieved from the data storage unit and is part of a genre selected by a viewer and (ii) output an image for display to illustrate a remaining duration for viewing of the advertisement.

2 . The apparatus of claim 1 further comprising a display unit coupled to the data processing unit.

3 . The apparatus of claim 2 being a portable cellular telephone with the data storage unit and the data processing unit encased within a casing and the display unit integrated as part of the casing.

4 . The apparatus of claim 2 being a television including a detection unit to receive a command remotely and to a signal associated with the command to the data processing unit located within a back cabinet of the television situated behind the display unit.

5 . The apparatus of claim 1 being a set-top box that receives digital content including an audiovisual program and a plurality of advertisements interspersed between segments of the audiovisual program and substitutes one of the plurality of advertisements with the advertisement image in response to the data processing unit detecting the fast-forwarding operation being conducted on the one of the plurality of advertisements.

6 . The apparatus of claim 1 , wherein data processing unit is adapted to detect the fast-forwarding operation and to output the static images of the advertisements only when the fast-forwarding operation involves a playback speed that is at least eight times greater than normal playback speed during viewing.

7 . The apparatus of claim 1 , wherein the fast-forwarding operation includes a skip operation that skips ahead a predetermine amount of the advertisement.

8 . The apparatus of claim 5 , wherein, prior to or upon detecting the fast-forwarding operation, the data processing unit analyzes control information within a packet partially forming the one of the plurality of advertisements to determine if the data processing unit is permitted to substitute the one of the plurality of advertisements with the advertisement image.

9 . The apparatus of claim 8 , wherein the data processing unit accesses a portion of the control information to select the advertisement as a substitute for the one of the plurality of advertisements.

10 . The apparatus of claim 9 , wherein the data processing unit accesses the portion of the control information being information identifying a genre of the one of the plurality of advertisements and selecting the advertisement corresponding to the genre of the one of the plurality of advertisements.

11 . The apparatus of claim 1 , wherein upon selecting the static advertisement image, the data processing unit outputs for display an expanded video of the advertisement.

12 . The apparatus of claim 1 , wherein upon selecting the static advertisement image, the data processing unit establishes a connection to a website that sells or distributes a product or service featured in the advertisement image.

13 . The apparatus of claim 1 , wherein upon selecting the static advertisement image, the data processing unit establishes a telephonic connection to a seller.

14 . The apparatus of claim 1 , wherein upon selecting the static advertisement image, the data processing unit generates a user interface to purchase an item associated with the advertisement image.

15 . An apparatus comprising:

a tuner/demodulation unit adapted to receive digital content;

a data storage unit; and

a data processing unit coupled to the tuner/demodulation unit and the data storage unit, the data processing unit being adapted to detect an operation that accelerates playback of an advertisement being part of the digital content, and in response to detecting the accelerated playback, to retrieve a secondary advertisement from the data storage unit, to output an image for display that indicates an amount of time remaining in a display of at least the secondary advertisement, and to display the secondary advertisement, the secondary advertisement having a playback time less than a normal playback time of the advertisement.

16 . The apparatus of claim 15 , wherein data processing unit to detect a fast-forwarding operation being the accelerated playback.

17 . The apparatus of claim 15 , wherein data processing unit to detect the accelerated playback being a fast-forwarding operation less than one-eighth of the normal playback time of the advertisement.

18 . The apparatus of claim 15 , wherein data processing unit to detect the accelerated playback being a skip operation.

19 . A method comprising:

receiving digital content including segments of a audiovisual program separated by at least one advertisement;

detect an operation that accelerates playback of the at least one advertisement; and

in response to detecting the accelerated playback, retrieving a secondary advertisement from a local memory storage unit;

outputting the secondary advertisement for display, the secondary advertisement having a playback time less than a normal playback time of the at least one advertisement; and

outputting an image for display that indicates a remaining duration for display of the secondary advertisement.