User control of replacement television advertisements inserted by a smart television

A smart TV comprising:

• a computer;
• a connection to a television signal source device arranged so as to receive from the television signal source device a television signal feed having encoded thereon primary television content;
• a television display structured and connected to present the primary television content;
• and
• a connection to a computer network,
• wherein:
• the computer is programmed to utilize data received via the computer network, including (i) first data comprising electronic indicia of a to-be-replaced portion of the primary television content and (ii) second data comprising electronic indicia of secondary television content;
• the computer is programmed to present automatically via the television display, using the second data, at least a portion of the secondary television content in place of the to-be-replaced television content;
• and
• the computer is programmed to perform a method comprising:
• (a) during presentation of the secondary television content, automatically monitoring, with the computer, the television signal feed and comparing it with the first data;
• and
• (b) in response to detecting any difference, between the television signal feed and the first data, indicative of a user-control action with respect to the television signal source device, and without receiving the user-control action at the smart TV, automatically altering, with the computer, the presentation of the secondary television content in accordance with the user-control action.

An article comprising a tangible computer-readable medium that is not a transitory propagating signal, in a smart TV or in a storage device controlled by a server connected to a computer network, which medium encodes computer-readable instructions that, when applied to a computer in a smart TV, instruct the computer to perform a method wherein:

• a television signal feed having encoded thereon primary television content is received from the television signal source device and the primary television content is presented via the television display;
• the computer is programmed to utilize data received via the computer network, including (i) first data comprising electronic indicia of a to-be-replaced portion of the primary television content and (ii) second data comprising electronic indicia of secondary television content;
• the computer is programmed to present automatically via the television display, using the second data, at least a portion of the secondary television content in place of the to-be-replaced television content;
• and
• the method comprises:
• (a) during presentation of the secondary television content, automatically monitoring, with the computer, the television signal feed and comparing it with the first data;
• and
• (b) in response to detecting any difference, between the television signal feed and the first data, indicative of a user-control action with respect to the television signal source device, and without receiving the user-control action at the computer of the smart TV, automatically altering, with the computer, the presentation of the secondary television content in accordance with the user-control action.