KR20110025261A - Interactive broadcasting service system and method for providing interactive service hidden in content screen - Google Patents

Abstract

PURPOSE: A bidirectional broadcasting service method and a system thereof embodying an interactive service are provided to enable a bidirectional interactive service with a user by providing additional information to a user by separately collecting the additional information. CONSTITUTION: A content management server(330) registers and manages additional image information related to a VOD content or a real time broadcasting program per each content. Ticker information is managed per content. The ticker information is for displaying an existence of additional image information.

Description

Interactive service method and system for providing interactive service hidden in content screen {INTERACTIVE BROADCASTING SERVICE SYSTEM AND METHOD FOR PROVIDING INTERACTIVE SERVICE HIDDEN IN CONTENT SCREEN}

The present invention relates to a two-way broadcasting service, and in particular, the user and the interactive service by collecting the VOD content provided through the IPTV (Internet Protocol Television Service) using the Internet protocol network or additional information hidden in the screen of the real-time broadcast separately. The present invention relates to a method and a system for enabling IPTV.

Recently, with the spread of broadband media and the increase in communication speed, the Internet has emerged as a new medium for enabling One source Multi Service. As an example of such elements multi-service, multimedia contents provided by an internet service provider as well as a plurality of airwave television and radio channels are provided as an interactive broadcast service through the Internet. Along with the rapid increase in the Internet use population, the demand for internet broadcasting that provides OneS multi-service is on the rise.

A representative service that emerged from this background is an Internet Protocol Television (IPTV) service based on the Internet Protocol.

The most distinctive feature of IPTV is that it implements a broadcast service that is interactive and interactive through the high-speed Internet.

That is, it connects a content providing server connected to the Internet and a display device through a set-top box, and through this, an information content service, a video content providing service, a broadcasting content providing service, a game service, a karaoke service, and shopping are provided from the content providing server. By displaying a banking service or the like through a display device, the user can interact with the television beyond simply performing a channel, a volume, a video tape operation, and the like.

However, in the conventional IPTV service, as with terrestrial broadcasting, when a user wants to know detailed information about a person or a product (hereinafter referred to as a 'content derivative') exposed through content viewing, the user cannot interact with the TV. In addition, it is necessary to know the name or scene situation separately and receive it through other media (Internet, newspaper, magazine, etc.).

Because of this characteristic, it is difficult to find if the user does not know the clear name, or sometimes through other media if the content or scene cannot be remembered or even the name of the content derivative is not found, rather it discourages the user's curiosity. There is a problem.

In order to solve this problem, the present applicant has disclosed a technology for providing an interactive service by providing additional information on a content derivative product exposed through content viewing in real-time registration number 10-0885615.

However, since the above services are provided during viewing, complaints may occur that the viewer may not be able to concentrate on viewing and may be disturbed.

Accordingly, the present invention was derived to solve the above problems, and collects additional information on content derivative products exposed through content viewing, and provides an interactive service that can satisfy a user's desire by providing the information before or after viewing the content. Provided is a bidirectional broadcast service method and system.

In order to achieve the above technical problem, an interactive broadcasting service system for providing an interactive service hidden in a content screen of the present invention includes: a content management server for registering and managing additional video information related to VOD content or a real-time broadcasting program for each content; Managing a plurality of still image information in which a scene of the content having the additional image information exists as a still image and ticker information for indicating that the additional image information exists in each still image, for each content; An additional image providing server managing the additional image information included in each still image in association with the content management server; And when there is a request for an additional video providing service of the corresponding content before or after watching the VOD content or the real-time broadcasting program, the additional video providing server or a plurality of still image information, ticker information, and additional video information of the requested content. It extracts from the pre-stored data therein, first reads a plurality of still image information of the requested content and provides it to the display screen, and if the ticker information of one still image is selected from the plurality of still image information in detail, the ticker And a set top box for reading and displaying additional image information corresponding to the information.

According to one embodiment of the present invention, the additional video information is additional information on the content derivatives exposed through the VOD content or real-time broadcast program, trailers of the VOD content or real-time broadcast program, highlights, NG collection, It may include at least one or more than one of the interviews.

In addition, the additional information on the content derivatives, basically, information about the person, information about other content in which the person appeared, acoustic information about the singer's song, background music, sound effects, OST, etc. embedded in the content, worn by the performer Includes props such as one outfit or accessories, electronics, furniture, and video information about locations, shooting sets, stage equipment, etc., secondary purchase related services, purchase related information to induce event participation services, and event participation information. It may include.

In addition, according to an example of the present invention, each of the still images is a scene of the content that the content derivatives are exposed in the VOD content or the real-time broadcast program, or the trailer / highlight of the VOD content or the real-time broadcast program It can be organized into a scene of / NG collection / interview.

Each still image may be organized and provided by a program provider or a service provider that provides the VOD content or a real-time broadcast program.

In addition, according to one embodiment of the present invention, the set-top box, when extracting the additional video information of the requested content from the pre-stored data, a plurality of still image information and ticker for the VOD content or real-time broadcast program The information and the additional video information are downloaded from the additional video providing server in advance.

According to an example of the present invention, the set-top box may display the ticker information together with the still image selected on the entire display screen when the user selects a still image desired from the plurality of still image information provided on the display screen. have.

In addition, according to an example of the present invention, the ticker information is displayed on an object in which the additional image information exists in the still image.

The ticker information may be configured in the form of an image or text, or a mixture thereof, and may be displayed in different images so as to be distinguishable according to the type of the additional image information in one still image when configured in the image form. Alternatively, the same image may be displayed regardless of the type of the additional image information.

On the other hand, the two-way broadcast service method for providing an interactive service hidden in the content screen of the present invention for achieving the technical problem, a two-way broadcast service method for providing an interactive service between the user and the IPTV server via the set-top box (A) a plurality of still image information comprising a still image of additional video information related to a VOD content or a real-time broadcasting program and a content having the additional video information, and additional video information to each still image. Databaseting the ticker information for each content to indicate that there exists a server unit for each content; (b) When a request for executing an additional video providing service is input from the user before or after viewing the VOD content or the real-time broadcast program, the set-top box includes a plurality of still image information about the requested VOD content or the real-time broadcast program. Extracting the ticker information and the additional image information from the information databased in the server unit; (c) first reading a plurality of still image information of the requested VOD content or a real-time broadcasting program from the information extracted in the step (b) and displaying it on a display screen; And (d) reading and displaying additional image information corresponding to the ticker information when the ticker information of one still image is selected on the display screen.

In the two-way broadcast service method of the present invention, the additional video information is additional information on the content derivatives exposed through the VOD content or the real-time broadcast program, trailers, highlights, NG of the VOD content or the real-time broadcast program At least one or one or more of a vowel and an interview may be included.

In addition, the additional information on the content derivatives, basically, information about the person, information about other content in which the person appeared, acoustic information about the singer's song, background music, sound effects, OST, etc. embedded in the content, worn by the performer Includes props such as one outfit or accessories, electronics, furniture, and video information about locations, shooting sets, stage equipment, etc., secondary purchase related services, purchase related information to induce event participation services, and event participation information. It may include.

Also, each still image may be a scene of a content in which a content derivative product is exposed in the VOD content or a real-time broadcast program, or a trailer / highlight / NG collection / interview of the VOD content or a real-time broadcast program. It can be organized into a scene.

In the bidirectional broadcast service method of the present invention, the step (b) further includes the step of downloading the database information stored in the server unit in the set-top box in advance and storing the information therein. A plurality of still image information, ticker information, and additional image information of the VOD content or the real-time broadcasting program are extracted from the information stored therein.

Further, in the bidirectional broadcast service method of the present invention, the step (d), if there is a selection of the still image desired by the user from the plurality of still image information provided on the display screen, the ticker information along with the still image selected on the entire display screen Displaying may be included.

In addition, in the bidirectional broadcast service method of the present invention, the ticker information is displayed on a target in which the additional image information exists in the still image.

In this case, the ticker information is configured in the form of an image or text, or a mixture thereof, and when displayed in the form of the image is displayed in a different image so as to be distinguishable according to the type of the additional image information in one still image, Alternatively, the same image may be displayed regardless of the type of the additional image information.

According to the present invention described above, by displaying the additional video information associated with the content scene before and after viewing the content, there is an effect that the information can be easily obtained without being disturbed.

In addition, since the user can view before or after viewing regardless of the content, additional video information can be obtained for other scenes in addition to a desired scene, thereby expanding the user's use of the service. There is.

In addition, by providing additional video information associated with each content scene induces the user to secondary purchase, event participation has the effect of maximizing the interaction between users through the TV.

In addition, while the user is watching the content, there is an effect of meeting the customer satisfaction by focusing on the viewing.

In the present exemplary embodiment, an interactive service between users is started by collecting additional video information included in content (including VOD content and real-time broadcasting) in a bidirectional broadcasting service and providing the still image before or after viewing the content.

In this case, the additional video information mentioned above may be additional information about a content derivative product exposed through the content screen, or include at least one or more of a trailer, highlight, NG collection, interview, etc. of the content. .

Content Derivatives means both intangible products or types of products exposed through the VOD content or real-time broadcast program (hereinafter referred to collectively as 'content') screen provided by IPTV service. For example, music flowing out while watching content is an intangible product, and ornaments, costumes, surrounding props, clothing stores, etc. worn by the actors are tangible products.

Accordingly, the additional information on the content derivatives may be information about a person, information about other content in which the person appeared, sound information about a singer's song, background music, sound effect, OST, etc. embedded in the content, and a costume worn by the performer. Alternatively, accessory information such as accessories, electronic products, furniture, and the like may include image information about a shooting location, a shooting set, a stage device, and the like.

In the present embodiment, the additional information on the content derivatives may be merely for information, but the secondary service may be used when the information related to the purchase and the participation in the event, such as advertisement, commerce, and ringtone download, is used. Linking information may be included.

Hereinafter, a bidirectional broadcast service system and method according to an embodiment of the present invention will be described in detail with reference to the accompanying drawings.

For reference, hereinafter, for convenience of description, only the IPTV service among the two-way broadcasting services will be described. However, the present invention is not limited thereto and may be applied to two-way broadcasting services such as digital cable broadcasting and satellite broadcasting.

1 is a diagram illustrating a network configuration of an IPTV service according to an embodiment of the present invention.

IPTV service according to an embodiment of the present invention can be largely implemented through the set-top box 100, the network 200, the server-side IPTV server 300 of the user side.

The IPTV server unit 300 includes a content providing server 310, an electronic program guide (EPG) providing server 320, a content management server 330, and an additional video providing server 340.

Here, although the IPTV server unit 300 is illustrated to be configured independently for each function for convenience of description, the above functions may be integrated and provided in one or more servers, and related to authentication of users other than the illustrated servers as necessary. Servers may be additionally included to provide various functions such as accounting and billing.

The content providing server 310 of the IPTV server unit 300 includes a database storing various VOD contents, and provides the corresponding VOD contents to the set-top box 100 of the user side through the network 200 when a viewer requests. do.

In some cases, the content providing server 310 may establish a plurality of content supply servers below and store and manage data of content in each content supply server. In this case, the content providing server 310 collectively manages the list of content supply servers and the content stored therein.

The EPG provision server 320 generates EPG information on the VOD contents provided by the content provision server 310 and provides the EPG information to the user side set-top box 100.

In this case, not only the VOD content but also all the EPGs for the real-time broadcasting are included.

The content management server 330 registers and manages additional video information hidden in each content for each content.

As described above, the additional video information includes at least one or more of additional information on a content derivative product exposed through a content screen, a trailer of a content, a highlight, an NG collection, an interview, and the like.

In addition, the additional information on the content derivatives may include information about the person, information on other content in which the person appeared, acoustic information about the singer's song, background music, sound effects, OST, etc. embedded in the content, costume or accessory worn by the performer. , Accessory information such as electronic products, furniture, and the like, image information about a photographing location, a photographing set, a stage device, and the like.

In addition, the additional information on the content derivatives may be information only to inform the viewer, but if the information can be linked to secondary purchasing services, such as advertising, commerce, ringtone downloads, event participation services Related information (eg, purchase price, purchase quantity, or corresponding purchase site information), event participation information, and the like may be optionally included.

The additional image providing server 340 organizes the corresponding content screen into a still image when the additional image information exists for each content, and displays and configures the additional image information included in the still image together with the still image information. Store and manage information to be done

To this end, a ticker for displaying that there is still image information for each content, additional image information included in the still image, and additional image information exists in the still image in the additional image DB of the additional image providing server 340. The information is stored.

There may be a plurality of still image information for each content according to a scene. The still image information is a scene of the content including the additional image information, a trailer of the content, a highlight (NG) collection, a scene of the interview, the program provider 400 that provides the VOD content or real-time broadcast or It is organized and manufactured by the service provider 500.

The additional image information included in the still image may be managed based on data stored in the content management server 330.

The ticker information is provided in the form of pop-ups to objects (persons, merchandise, accessories, books, shoes, audio, etc.) in which the additional image information exists in each still image. Is displayed.

For example, the ticker information may be displayed as an image of a flower (♣), a hand (☞), a question mark (?), An exclamation point (!), Or may be displayed as text such as 'view' or 'click'.

For example, when the ticker information is composed of an image or text, the ticker of the image or text may be displayed and provided at a corresponding position on the still image.

As another example, when the ticker information includes both text and images, a policy may be defined on whether to display text and images at the same time, or to display only images and additional text when focusing.

The network 200 may be an IP (Internet Protocol) based network as a network for connecting the IPTV server unit 300 on the server side and the set-top box 100 on the user side, but the present invention provides an IP based network. It is not limited to use, and in addition to the wired or wireless communication network that enables the network is not limited to a specific form.

The set-top box 100 accesses the IPTV server unit 300 through the network 200, requests the content providing server 310 for the content selected by the user, and displays the content downloaded according to the request on the display screen. Output In addition, the set-top box 100 receives the EPG information from the EPG providing server 320 and outputs it through a display screen to guide the menu screen to the user.

In particular, the set-top box 100 requests the additional video information server 340 of the content before or after viewing the content, and is requested by the program provider 400 or the service provider 500 according to the request. The additional video information provided is downloaded from the additional video providing server 340 in association with the content management server 330 and provided through a display screen.

Alternatively, the set top box 100 may store the additional video information about the content in advance, and when the user requests a request for the additional video information of the corresponding content, the stored additional video information may be read and provided through the display screen. .

This may be determined according to a transmission method for additional video information of each content. That is, when the additional video information for each content is transmitted together with the information of the content, the additional video information may be stored in advance, so that the additional video information may be stored in the set-top box 100 without being connected to the server. When the information is transmitted separately from the content information, the IPTV server 300 may be separately requested to receive information only when necessary.

The display screen connected to the set-top box 100 may be a television receiver or a monitor, and may include a personal mobile terminal. In the case of a personal mobile terminal, all data is transmitted and received through the mobile communication network.

Accordingly, the IPTV service system according to the above-described network configuration provides the user with additional video information included in each content before and after viewing the content as a still image through the set-top box 100, thereby allowing the user to access the content. Makes it easy to use the various interactive services involved. As a result, the service provider 500 may generate revenue through advertisements and commerce related to the content.

An internal configuration of the set top box 100 for this will be described in detail with reference to FIG. 2.

2 is a view showing in detail the configuration of a set-top box according to an embodiment of the present invention, the set-top box 100 according to an embodiment of the present invention is a network interface unit 110, data receiving unit 120, input signal The receiver 130 includes a control unit 140, an output unit 150, and a storage 160.

The network interface unit 110 is connected to the IPTV server unit 300 of FIG. 1 through an IPTV-based network 200 of FIG. 1 to perform data communication.

The data receiver 120 encodes and processes data received through the network interface 110.

The input signal receiver 130 receives a signal input by the user through an input means such as a remote controller and provides the received signal to the controller 140.

The output unit 150 converts and outputs the content data output through the control unit 140 into an audio / video (AV) signal for display on a display screen.

The storage 160 stores an associated control program to provide an IPTV service and stores data (eg, content information, additional video information for each content, etc.) provided through the network interface unit 110.

The controller 140 controls the overall operation of the set top box 100.

In particular, the control unit 140 according to the embodiment of the present invention, if the request for the additional video information for the predetermined content from the input signal receiving unit 130 of the IPTV server unit (300 of FIG. 1) through the network interface 110 This is requested to the additional video providing server 340 of FIG. 1, and the corresponding additional video information is downloaded from the IPTV server unit 300 of FIG. 1 and provided through the display screen according to the request.

In this case, the additional information is not provided on the display screen as it is initially, and as shown in FIG. 5, a content scene having the additional video information is organized into a still image, and the still image is listed and displayed on one screen. Thereafter, the additional image information is displayed and provided with respect to the still image desired by the user in the list of still images. Its screen configuration will be described in detail below.

In addition, if there is a selection of predetermined content through the input signal receiving unit 130, the controller 140 requests the selected content to the content providing server (310 of FIG. 1) of the IPTV server unit 300 of FIG. Therefore, the downloaded content is output through the display screen. In addition, the control unit 140 may guide the menu screen to the user by receiving the EPG information from the EPG providing server (320 of FIG. 1) of the IPTV server unit (300 of FIG. 1) and outputting it through the display screen.

Next, a detailed operation of the controller 140 configured as described above will be described in detail with reference to FIG. 3.

For reference, each step will be described in connection with the interface screen shown in FIGS. 4A to 8C for better understanding of the description.

First, a scene in which additional video information exists in each content is organized into a still picture, and additional video information and ticker information (hereinafter, referred to as 'interactive service information') included in the still picture and the still picture are stored in the IPTV server unit. Build by content.

Subsequently, when an additional video providing menu execution key for predetermined content is input from the input signal receiver on the interface screen shown in FIGS. 4A to 4B, the controller selects the content selected by the IPTV server to implement the interactive service included in the selected content. Request the interactive service information for the service, and download and read the information according to the request (ST10, ST11).

In this case, the controller may temporarily store the information downloaded from the IPTV server unit in the storage.

In step ST11, when the interactive service information on the content is stored in the storage in advance, the controller may read the interactive service information on the selected content from the storage to obtain desired information.

On the other hand, in step ST10, Figure 4a is an interface screen showing the execution screen of the additional video providing menu before viewing content, Figure 4b is an interface screen showing the execution screen of the additional video providing menu after viewing the content.

As shown in FIG. 4A, if a content is selected, the menu screen 610 for executing an additional image providing function is displayed when the content is selected before watching the content called 'speed scandal'.

If the execution key of the additional image providing menu 612 is selected on the displayed menu screen 610, an interactive service included in the 'speed scandal' content is implemented.

As another example, after viewing the 'speed scandal' content, as shown in FIG. 4B, a guide message 622 for executing an additional video service is displayed on the screen 620.

The operation according to the displayed guide message 622 implements an interactive service included in the 'speed scandal' content even after viewing the 'speed scandal' content.

Thereafter, the controller lists the read interactive service information and displays the screen 630 shown in FIG. 5 (ST12).

On the screen 630, a plurality of still images 632 in which additional image information exists in a 'speed scandal' content scene are arranged, and each of the still images 632 includes 'Suk Hyun's breakfast' and 'living room'. By assigning a title 634, such as three family 1 ', the title 634 and the still image 632 can be viewed and identified at a glance.

Through the screen 630, the user can view additional video information about other scenes in addition to a desired scene with respect to one content, thereby expanding the user's use of the service.

Thereafter, the screen 630 determines whether there is a selection for one still image using the cursor 636 (ST13).

If no still image is selected, the state of the current screen 630 is maintained (ST14). If there is still image selection, the ticker information for the selected still image is read to display the ticker information together with the still image on one screen (ST15). ).

The screen thus displayed is as shown in FIG.

As shown in the screen 640 of FIG. 6, the ticker information 640a, 640b, 640c, and 640d is displayed on a target where a content derivative product exposed in a content scene is located, and has various forms according to additional video information or a user's arbitrary. Can be displayed.

The present embodiment shows an example in which the ticker information of the exclamation mark pattern is displayed. However, the present invention is not limited thereto, and the ticker information based on the number may be displayed for each subject or the hot key may be displayed. In this case, the operation can be easily performed by matching with the number or hot key of the remote control.

When the ticker information of the exclamation mark pattern is identically displayed on all targets in which additional image information exists, such as the screen 640 shown in FIG. 6, the user may use a remote control or input text through a text input method similarly to a method of dragging a mouse. You can specify the location.

Subsequently, it is determined whether the ticker information is selected from the user based on the various methods described above in the still image of the screen 640 shown in FIG. 6 (ST16).

For example, FIG. 7A illustrates a screen for selecting ticker information 640a corresponding to 'view OST information' on the screen 640 of FIG. 6. FIG. 7B is a screen for selecting ticker information 640b corresponding to 'viewing other red information', and FIG. 7C shows ticker information 640c corresponding to 'viewing this scene making image'. 7D is a screen for selecting ticker information 640d corresponding to 'viewing cute audio information'.

As a result of the determination, if there is no selection of the ticker information, the current state of the screen 640 shown in FIG. 6 is maintained (ST14). If there is a selection of the ticker information, additional video information on the selected ticker information is displayed (ST17).

For example, if the ticker information 640a corresponding to 'view OST information' is selected on the screen 640 of FIG. 6, additional video information such as 'download ringtone' is displayed on the screen as illustrated in FIG. 8A. .

That is, additional image information including purchase related information for inducing a download of an OST exposed as a ringtone in a scene of the 'speed scandal' may be displayed.

As another example, if the ticker information 640d corresponding to the 'view cute audio information' is selected on the screen 640 of FIG. 6, as shown in FIG. 8B, the screen is exposed in one scene of the 'speed scandal' on the screen. Audio information (product configuration, manufacturer, specifications, etc.) and additional video information including audio purchase related information may be displayed.

As another example, when the ticker information corresponding to the summer mosquito repellent method is selected as the living information in the movie, life information regarding the summer mosquito repellent method may be displayed on the screen in detail as illustrated in FIG. 8C.

As described above, various interactive services between the users are possible through the TV by providing additional video information associated with the content scene before or after the user watches the content to induce the user to participate in secondary purchase or event.

Moreover, while the user is watching the content, the user can concentrate on watching to satisfy customer satisfaction.

Although the embodiments of the present invention have been described above with reference to the accompanying drawings, those skilled in the art to which the present invention pertains may implement the present invention in other specific forms without changing the technical spirit or essential features thereof. I can understand that.

Therefore, it should be understood that the above-described embodiments are provided so that those skilled in the art can fully understand the scope of the present invention. Therefore, it should be understood that the embodiments are to be considered in all respects as illustrative and not restrictive, The invention is only defined by the scope of the claims.

1 is a diagram illustrating a network configuration of an IPTV service according to an embodiment of the present invention.

2 is a view showing in detail the configuration of a set-top box according to an embodiment of the present invention.

3 is a flowchart illustrating a method for providing an interaction service hidden in a content screen to an IPTV service according to an embodiment of the present invention.

4A to 8C are exemplary views of screens displayed at each step of FIG. 3.

<Description of the symbols for the main parts of the drawings>

100: set-top box 200: network

300: IPTV server unit 310: content providing server

320: EPG provision server 330: content management server

340: additional video providing server 400: program provider

500: service provider 110: network interface unit

120: data receiving unit 130: input signal receiving unit

140: control unit 150: output unit

160: storage

Claims (18)

A content management server that registers and manages additional video information related to VOD content or a real-time broadcast program for each content; Managing a plurality of still image information in which a scene of the content having the additional image information exists as a still image and ticker information for indicating that the additional image information exists in each still image, for each content; An additional image providing server managing the additional image information included in each still image in association with the content management server; And If there is a request for an additional video providing service of the content before or after watching the VOD content or the real-time broadcasting program, a plurality of still image information, ticker information, and additional video information of the requested content are added to the additional video providing server or internally. Extracted from the data previously stored in the terminal; first, a plurality of still image information of the requested content is read and provided on the display screen; and in detail, if there is a selection of the ticker information for one still image from the plurality of still image information, the ticker information Set-top box for reading and displaying additional video information corresponding to Interactive service service system for providing an interactive service hidden in the content screen comprising a. The method of claim 1, The additional video information may include at least one or more of additional information on a content derivative product exposed through the VOD content or a real-time broadcasting program, a trailer, a highlight, an NG collection, or an interview of the VOD content or the real-time broadcasting program. Interactive service system for providing an interactive service hidden in the content screen, characterized in that the above. The method of claim 2, Additional information about the content derivatives, Basically, information about the person, information about other content in which the person appeared, acoustic information about the singer's song, background music, sound effects, OST, etc. embedded in the content, props such as clothes or accessories worn by the performer, electronic products, furniture, etc. Information, video information about the location or set of shots, stage equipment, etc. And a secondary purchase related service, purchase related information leading to an event participation service, and event participation information. The method of claim 1, Each of the still images, A scene of a content derivative product is exposed in the VOD content or a real-time broadcast program, or a trailer / highlight / NG collection / interview of the VOD content or the real-time broadcast program. Interactive service system for providing interactive services hidden in the content screen. The method according to claim 1 or 4, Each of the still images, Interactive service service system for providing an interactive service hidden in the content screen, characterized in that the organization is organized and provided by a program provider or service provider that provides the VOD content or real-time broadcast program. The method of claim 1, The set top box, When the additional video information of the requested content is extracted from previously stored data, a plurality of still image information, ticker information, and additional video information regarding the VOD content or the real-time broadcasting program are previously downloaded from the additional video providing server. Interactive service system for providing an interactive service hidden in the content screen, characterized in that the placing. The method of claim 1, The set top box, When there is a selection of a still image desired by a user from the plurality of still image information provided on the display screen, the ticker information is displayed along with the still image selected on the entire display screen. Broadcast service system. The method of claim 1, The ticker information, And providing an interactive service hidden in a content screen, wherein the additional image information is displayed on a target in which the additional image information exists in the still image. The method of claim 1, The ticker information, In image or text form, or a combination thereof, When the image is configured in the form of a still image can be displayed in different images recognizably according to the type of the additional image information, or may be displayed in the same image irrespective of the type of the additional image information. Interactive broadcasting service system for providing an interactive service hidden in the content screen. In the two-way broadcast service method for providing an interactive service between the user and the IPTV server through the set-top box, (a) A plurality of still image information comprising a still image of additional video information related to a VOD content or a real-time broadcasting program and a content having the additional video information as a still image, and additional video information exists in each still image. Databaseting the ticker information for displaying the content on the server unit for each content; (b) When a request for executing an additional video providing service is input from the user before or after viewing the VOD content or the real-time broadcasting program, in the set-top box, a plurality of still image information about the requested VOD content or the real-time broadcasting program. Extracting the ticker information and the additional image information from the information databased in the server unit; (c) first reading a plurality of still image information of the requested VOD content or a real-time broadcasting program from the information extracted in the step (b) and displaying it on a display screen; And (d) reading and displaying additional image information corresponding to the ticker information when the ticker information of one still image is selected on the display screen; Interactive service method for providing an interactive service hidden in the content screen comprising a. The method of claim 1, The additional video information may include at least one or more of additional information on a content derivative product exposed through the VOD content or a real-time broadcasting program, a trailer, a highlight, an NG collection, or an interview of the VOD content or the real-time broadcasting program. Interactive service method for providing an interactive service hidden in the content screen comprising the above. The method of claim 11, Additional information about the content derivatives, Basically, information about the person, information about other content in which the person appeared, acoustic information about the artist's song, background music, sound effects, OST, etc. Information, video information about the location or set of shots, stage equipment, etc. A secondary broadcast service method for providing an interactive service hidden in a content screen, wherein the secondary purchase related service, purchase related information inducing event participation service, and event participation information are selectively included. The method of claim 10, Each of the still images, A scene of a content derivative product is exposed in the VOD content or a real-time broadcast program, or a trailer / highlight / NG collection / interview of the VOD content or the real-time broadcast program. Interactive service method for providing an interactive service hidden in the content screen. The method according to claim 10 or 14, Each of the still images, And providing and providing an interactive service hidden in a content screen, wherein the VOD content or a real-time broadcast program is organized and provided by a program provider or a service provider. The method of claim 10, In step (b), When the set-top box further includes the step of downloading in advance the database information in the server unit and stored therein, The set-top box extracts a plurality of still image information, ticker information, and additional image information for the requested VOD content or real-time broadcasting program from previously stored information. Interactive broadcast service method. The method of claim 10, In step (d), If there is a selection of still images desired by the user from the plurality of still image information provided on the display screen, displaying the ticker information together with the still image selected on the entire display screen. Interactive broadcast service method for providing. The method of claim 1, The ticker information, And providing an interactive service hidden in a content screen, wherein the additional image information is displayed on a target in which the additional image information exists in the still image. The method of claim 1, The ticker information, In image or text form, or a combination thereof, When the image is configured in the form of a still image can be displayed in different images recognizably according to the type of the additional image information, or may be displayed in the same image irrespective of the type of the additional image information. Interactive service method for providing an interactive service hidden in the content screen.

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