Selective advertising in media content

Abstract

Embodiments of techniques for distributing and rendering media content are provided. In response to a request for a first media file, a combined media file is generated having first and second segments that together include data from the first media file and from a second media file. The combined media file is then provided to a player module operable to render only data from the first media file during a first operating mode, and operable to render data from both the first and second media files during a second operating mode. For example, the first media file may be a music file, and the second media file an advertisement. A consumer may play the music portion without special software or a license, but the advertisement will be rendered as well. Alternatively, the consumer may purchase a license and use special playback software to render the music without the advertisement.

1 - 37 . (canceled) 
     
     
         38 . At least one computer readable storage device having stored thereon instructions that, when executed on a system, result in operations, comprising:
 receive media content;   generate combined media content,   wherein the combined media content includes one or more media content segments, one or more advertisement content segments, and advertisement location information for the one or more advertisement segments;   play the one or more media content segments; and   skip the one or more advertisement content segments at least partially based on the advertisement location information for the one or more advertisement content segments.   
     
     
         39 . The at least one computer readable storage device of  claim 38 , wherein the operations include:
 identify a license, wherein skip the one or more advertisement content segments in response to identification of the license.   
     
     
         40 . The at least one computer readable storage device of  claim 39 , wherein the license is a subscription to an advertisement-free media playback service. 
     
     
         41 . The at least one computer readable storage device of  claim 38 , wherein the one or more advertisement content segments are a plurality of advertisement content segments, wherein the plurality of advertisement content segments are interleaved within the one or more media content segments. 
     
     
         42 . The at least one computer readable storage device of  claim 38 , wherein the system is a second computing device, wherein the operations include:
 store the combined media content to a first computing storage device to enable play of the combined media on the second computing device.   
     
     
         43 . The at least one computer readable storage device of  claim 38 , wherein the operations include:
 play the one or more advertisement content segments if a license is expired, unpaid, or invalid.   
     
     
         44 . The at least one computer readable storage device of  claim 38 , wherein the one or more media content segments include one or more of video data, audio data, or text data. 
     
     
         45 . The at least one computer readable storage device of  claim 38 , wherein the system is a local computing system, wherein the operations include:
 store the combined media content to remote computing device storage to enable play of the combined media content by streaming the combined media content to the local computing system.   
     
     
         46 . A method, comprising:
 receiving media content;   generating combined media content,   wherein the combined media content includes one or more media content segments, one or more advertisement content segments, and advertisement location information for the one or more advertisement segments;   playing the one or more media content segments; and   skipping the one or more advertisement content segments at least partially based on the advertisement location information for the one or more advertisement content segments.   
     
     
         47 . The method of  claim 46 , including:
 identifying a license; and   skipping the one or more advertisement content segments in response to identifying the license.   
     
     
         48 . The method of  claim 47 , wherein the license is a subscription to an advertisement-free media playback service. 
     
     
         49 . The method of  claim 46 , wherein the one or more advertisement content segments are a plurality of advertisement content segments, wherein the plurality of advertisement content segments are interleaved within the one or more media content segments. 
     
     
         50 . The method of  claim 46 , including:
 storing the combined media content to a first computing storage device to enable play of the combined media on a second computing device.   
     
     
         51 . The method of  claim 46 , including:
 playing the one or more advertisement content segments if a license is expired, unpaid, or invalid.   
     
     
         52 . The method of  claim 46 , including:
 storing the combined media content to remote computing device storage to enable play of the combined media content by streaming the combined media content to a local computing system.   
     
     
         53 . A system, comprising:
 means for receiving media content;   means for generating combined media content,   wherein the combined media content includes one or more media content segments, one or more advertisement content segments, and advertisement location information for the one or more advertisement segments;   means for playing the one or more media content segments; and   means for skipping the one or more advertisement content segments at least partially based on the advertisement location information for the one or more advertisement content segments.   
     
     
         54 . The system of  claim 53 , including:
 means for identifying a license, wherein means for skipping the one or more advertisement content segments skips the one or more advertisement content segments in response to identifying the license.   
     
     
         55 . The system of  claim 54 , wherein the license is a subscription to an advertisement-free media playback service. 
     
     
         56 . The system of  claim 53 , including:
 means for storing the combined media content to a first computing storage device to enable playing of the combined media on a second computing device.   
     
     
         57 . A consumer computing system, comprising:
 a network device;   a keyboard;   a screen; and   at least one computer readable storage device having stored thereon instructions that, when executed on a system, result in operations, comprising:
 receive media content; 
 generate combined media content, 
 wherein the combined media content includes one or more media content segments, one or more advertisement content segments, and advertisement location information for the one or more advertisement segments; 
 play the one or more media content segments on the screen; and 
 skip the one or more advertisement content segments at least partially based on the advertisement location information for the one or more advertisement content segments. 
   
     
     
         58 . The consumer computing system of  claim 57 , wherein the operations include:
 identify a license, wherein skip the one or more advertisement content segments in response to identification of the license.   
     
     
         59 . The consumer computing system of  claim 58 , wherein the license is a subscription to an advertisement-free media playback service. 
     
     
         60 . The consumer computing system of  claim 57 , wherein the operations include:
 play the one or more advertisement content segments if a license is expired, unpaid, or invalid.