Rewinding replacement television advertisements inserted by a smart television

A smart television apparatus comprising:

• (a) a television display;
• (b) an Internet connection;
• (c) a connection to a television signal source device;
• and
• (d) a computer coupled to the television display, coupled to the Internet connection, coupled to the connection to the television signal source device to receive from a television signal source device a television signal feed having encoded therein primary television content and an original secondary television content, which computer is programmed:
• (i) to, using Internet-received electronic indicia of a replacement secondary television content, automatically cause presentation of the replacement secondary television content via the television display, in place of the original secondary television content;
• (ii) to, after conclusion of the presentation of the replacement secondary television content via the television display, automatically use the television signal feed to cause presentation of a succeeding portion of the primary television content via the television display;
• (iii) to, during presentation of the succeeding portion of the primary television content, automatically compare the television signal feed with Internet-received electronic indicia of the succeeding portion of the primary television content and, in response to detecting a difference therebetween, which difference is indicative of a first user-control rewind action with respect to the television signal source device, and without receiving at the computer from the television signal source device a signal representative of the rewind action, to automatically cause presentation via the television display of the succeeding portion of the primary television content in reverse;
• (iv) to, after the reversed presentation of the succeeding portion of the primary television content reaches the beginning of the succeeding portion of primary television content, use the Internet-received electronic indicia of the replacement secondary television content to automatically cause presentation via the television display of the replacement secondary television content, in reverse;
• and
• (v) to automatically compare the television signal feed with Internet-received electronic indicia of the original secondary television content and, in response to detecting a difference therebetween, which difference is indicative of a second user-control action with respect to the television signal source device, and without receiving at the computer from the television signal source device a signal representative of the second user-control action, to automatically cause presentation via the television display of the replacement secondary television content, altered in accordance with the second user-control action.

An article comprising a tangible computer-readable medium that is not a transitory propagating signal, which medium encodes computer-readable instructions that, when applied to a computer in a smart television apparatus containing a television display, which smart television apparatus is coupled to receive from a television signal source device a television signal feed having encoded therein primary television content and an original secondary television content, instruct the computer to perform a method of automatically:

• (a) using Internet-received electronic indicia of a replacement secondary television content to cause presentation of the replacement secondary television content via the television display, in place of the original secondary television content;
• (b) after conclusion of the presentation of the replacement secondary television content via the television display, using the television signal feed to cause presentation of a succeeding portion of the primary television content via the television display;
• (c) during presentation of the succeeding portion of the primary television content, comparing the television signal feed with Internet-received electronic indicia of the succeeding portion of the primary television content and, in response to detecting a difference therebetween, which difference is indicative of a first user-control rewind action with respect to the television signal source device, and without receiving at the computer from the television signal source device a signal representative of the rewind action, causing presentation via the television display of the succeeding portion of the primary television content in reverse;
• (d) after the reversed presentation of the succeeding portion of the primary television content reaches the beginning of the succeeding portion of primary television content, using the Internet-received electronic indicia of the replacement secondary television content to cause presentation via the television display of the replacement secondary television content, in reverse;
• and
• (e) comparing the television signal feed with Internet-received electronic indicia of the original secondary television content and, in response to detecting a difference therebetween, which difference is indicative of a second user-control action with respect to the television signal source device, and without receiving at the computer from the television signal source device a signal representative of the second user-control action, causing presentation via the television display of the replacement secondary television content, altered in accordance with the second user-control action.