Importance

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Abstract

An apparatus, program product and method dynamically adjust the scroll rate used to scroll through the program information for various television programs available to a television viewer to provide a variable rate of scroll for program information presented to the television viewer. The scroll rate may be varied, for example, to emphasize certain program information relative to other program information, e.g., by slowing down the scroll rate to increase the visibility for important program information and speeding up the scroll rate to decrease the visibility of less important program information. Dynamic scroll rate adjustment may be utilized in a number of situations, including in connection with non-interactive electronic program listings, interactive electronic program guides, and electronic overlays, among others. Furthermore, dynamic scroll rate adjustment may be based upon a number of different characteristics of the television programs associated with the displayed program information, including for example, the frequency of access of different television programs, or sponsorship of certain television programs.

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First Claim