WO2008041827A1

WO2008041827A1 - System and method for providing personalized data contents for digital broadcasting and computer-readable medium having thereon program performing function embodying the same

Info

Publication number: WO2008041827A1
Application number: PCT/KR2007/004834
Authority: WO
Inventors: Seong Baek Lee; Wonjang Baek
Original assignee: Dreamer Co., Ltd.
Priority date: 2006-10-02
Filing date: 2007-10-02
Publication date: 2008-04-10

Abstract

A system and a method for providing personalized data contents for a digital broadcasting and a computer-readable medium having thereon a program performing a function embodying the same are disclosed. In accordance with the present invention, a data content is configured to include multiple scenarios, a personalized data content is provided to a viewer based on the scenario suitable for the viewer of the multiple scenarios when received by a receiver, and a communication load due to a transmission of the data contents is minimized while providing the personalized data content to the viewer.

Description

SYSTEM AND METHOD OF PROVIDING PERSONALIZED

DATA CONTENTS FOR DIGITAL BROADCASTING AND

COMPUTER-READABLE MEDIUM HAVING THEREON

PROGRAM PERFORMING FUNCTION EMBODYING THE

SAME Technical Field

[1] The present invention relates to a system and a method for providing personalized data contents for a digital broadcasting and a computer-readable medium having thereon a program performing a function embodying the same, and more particularly to a system and a method for providing personalized data contents for a digital broadcasting and a computer-readable medium having thereon a program performing a function embodying the same wherein a data content is configured to include multiple scenarios, a personalized data content is provided to a viewer based on the scenario suitable for the viewer of the multiple scenarios when received by a receiver, and a communication load due to a transmission of the data contents is minimized while providing the personalized data content to the viewer. Background Art

[2] An environment of a broadcasting is changing as a technology progresses and a demand of a viewer changes. Recently, an analog broadcasting is switched to a digital broadcasting, and a broadcast medium is diversified from a terrestrial broadcasting to a cable broadcasting, a satellite broadcasting and an IP-TV service using a high speed communication network.

[3] The digital broadcast is capable of providing additional services in various filed such as sports, movies, home shoppings and musics because a capacity thereof is four to eight times that of the analog broadcasting. A wide variety of choices for the viewer is also provided since various types of the broadcasting such as the cable broadcasting, the satellite broadcasting, a DMB (Digital Multimedia Broadcasting) and the IP-TV.

[4] Specifically, a single broadcasting channel has a bandwidth of 6, 7 or 8 MHz. In the analog broadcasting a broadcast program signal, i.e. an analog video signal and an audio signal is transmitted via a carrier signal having the bandwidth of 6, 7 or 8 MHz. therefore, only one broadcast program signal is transmitted via the single broadcasting channel.

[5] However, in the digital broadcasting, the analog video signal and the audio signal are converted to a digital video data and a digital audio data, and the digital video data and the digital audio data are compressed according to an MPEG technology to be transmitted as the broadcast program signal. Therefore, a plurality of broadcast program signals may be multiplexed in the single broadcasting channel to form a plurality of virtual broadcasting channels.

[6] Accordingly, the digital broadcasting is capable of a multi-channel broadcasting by transmitting the plurality of broadcast program signals wherein the digital video data and the digital audio data are multiplexed into the single broadcasting channel contrary to the analog broadcasting wherein only one broadcast program signal is transmitted via the single broadcasting channel.

[7] The digital broadcasting supports multiple resolutions including a HDTV (High

Definition Television) supporting an aspect ratio of 16:9 and a high resolution of 1920x1080 or 1280x720, and a SDTV (Standard Definition Television) supporting an aspect ratio of 16:9 or 4:3 and a resolution of 740x480 or 640x480.

[8] Due to the high resolution of the HDTV, a size of the digital video data is large. As a result, only one broadcast program signal may be transmitted per broadcasting channel. In case of the SDTV, four or five broadcast program signals may be transmitted per broadcasting channel since the size of the digital video data is small, thereby allowing the multi-channel broadcasting.

[9] That is, while only one broadcasting is possible per broadcasting channel in the conventional analog broadcasting, multiple broadcastings are transmitted per broadcasting channel for the multi-channel broadcasting by the compression and the multiplexing of the digital data and the viewer selects the broadcasting from the multiple broadcastings.

[10] Addition to the transmission of the conventional broadcast program signal, various data may be broadcasted and an interactivity may be embodied by associating with the communication network in the digital broadcasting environment. The data broadcasting, various data services using the interactivity in particular, is expected to play a major role in propagating the digital broadcasting in view of an easy use by the viewer.

[11] The terrestrial digital broadcasting was initiated in October, 2001 and the satellite digital broadcasting was initiated in March, 2002 in Korea. The cable digital broadcasting and the IP-TV service are also spreading among cable broadcasters and internet service providers. The terrestrial data broadcasting and the satellite data broadcasting were initiated in June, 2002 in Korea. The digital broadcasting for a mobile reception such as the satellite DMB and the terrestrial DMB is also spreading.

[12] Fig. 1 is a block diagram exemplifying a conventional data broadcast system in a digital broadcast.

[13] As shown, the conventional data broadcast system comprises a broadcaster server 110, a content provider server 120, a data provider server 130 and a receiver 140.

[14] The content provider server 120 provides a broadcast content, i.e. the conventional broadcast program to the broadcaster server 110.

[15] The data provider server 130 provides a content for a data broadcasting, i.e. a data content to the broadcaster server 110.

[16] The broadcaster server 110 receives the broadcast content and the data content from the content provider server 120 and the data provider server 130, respectively, multiplexes and converts the same into various broadcasting specification such as ATSC to be transmitted to the receiver 140 through a broadcast network. The broadcast network includes various networks such as a terrestrial broadcast network, a cable broadcast network, a satellite broadcast network, a high speed communication network of the IP-TV and a DMB network.

[17] In addition, the broadcaster server 110 may receive a feedback signal transmitted from the receiver 140 through a return channel and transmits the feedback signal to the content provider server 120 or the data provider server 130 for the content provider server 120 or the data provider server 130 to carry out a corresponding process. The receiver 140 may also transmit the feedback signal to the content provider server 120 or the data provider server 130 through the return channel.

[18] The return channel refers to a mean for transmitting a feedback of a viewer to the broadcaster server 110, the content provider server 120 or the data provider server 130 and is not limited in a communication method or a communication format.

[19] The receiver 140 receives the broadcast content and the data content from the broadcaster server 110 and provides the contents to the viewer via a signal processing such as an appropriate decoding. For instance, the receiver 140 may be a digital TV or a set-top box in compliance with the terrestrial broadcasting specification such as the ATSC and interactive data broadcasting specification such as DASE in case of the terrestrial digital broadcasting. The receiver 140 may be a set- top box supporting the broadcasting specification such as OpenCable and DVB and a data broadcasting specification suitable for the broadcasting network such as OCAP and MHP in case of the cable broadcasting or the satellite broadcasting. The receiver 140 may be a set-top box or a mobile communication terminal supporting a corresponding data broadcasting specification in case of the IP-TV or the DMB.

[20] The data content is generally transmitted in a carousel format such as a DSM-CC data/object carousel. Since a processing capacity or a storage capacity of the receiver 140 is limited, it is virtually impossible for the receiver 140 to store and execute an e ntirety of the data content therein. Therefore, the receiver 140 receives the data content transmitted periodically through the broadcasting network and provides the data content as the data broadcasting. [21] The data content, an advertisement content in particular is identical irrelevant of the viewer.

[22] That is, the advertisement content transmitted from the broadcaster server 110 does not differ according to the viewer and is identical for an entirety of the viewer. For instance, different advertisements should be provided according to a viewer profile such as an age, a gender, a preference and a financial information in order to maximize an effect of the advertisement. However, transmitting a plurality of the advertisement contents to the receiver 140 simultaneously in order to provide the different advertisements is difficult due to a capacity of the broadcasting network and load to the receiver 140.

[23] For instance, when an advertisement of an automobile is provided to one viewer and an advertisement of a washer is provided to another viewer, a cost for building a system for the transmission of the advertisement content is increased and the load of the broadcasting network is increased. Disclosure of Invention Technical Problem

[24] It is an object of the present invention to provide a system and a method for providing personalized data contents for a digital broadcasting wherein a data content is configured to include multiple scenarios, a personalized data content is provided to a viewer based on the scenario suitable for the viewer of the multiple scenarios when received by a receiver, and a communication load due to a transmission of the data contents is minimized while providing the personalized data content to the viewer.

[25] It is another object of the present invention to provide a computer-readable medium having thereon a program performing a function embodying a method for providing personalized data contents for a digital broadcasting. Technical Solution

[26] In order to achieve above-described object of the present invention, there is provided a personalized data providing system in a digital broadcast system comprising a broadcaster server carrying out a digital broadcast and a receiver for receiving the digital broadcast from the broadcaster server and providing the digital broadcast to a viewer, wherein the broadcaster server comprises: a data content storage for storing a data content having a plurality of scenarios classified according to a profile of the viewer; and a transmission interface for transmitting the data content to the receiver, and wherein the receiver comprises: a reception interface for receiving the data content; and a data content provider for providing the data content to the viewer based on the scenario selected from the plurality of scenarios of the data content.

[27] There is also provided a method for providing a personalized data in a digital broadcast system comprising a broadcaster server carrying out a digital broadcast and a receiver for receiving the digital broadcast from the broadcaster server and providing the digital broadcast to a viewer, the method comprising steps of: (a) receiving a data content having a plurality of scenarios classified according to a profile of the viewer; and (b) providing the data content to the viewer based on the scenario selected from the plurality of scenarios of the data content. [28] There is also provided a computer-readable medium having thereon a program performing function embodying a method for providing a personalized data in a digital broadcast system.

Advantageous Effects

[29] In accordance with the system and the method for providing personalized data contents for the digital broadcasting, the data content is configured to include the multiple scenarios, the personalized data content is provided to the viewer based on the scenario suitable for the viewer of the multiple scenarios when received by the receiver, and the communication load due to the transmission of the data contents is minimized while providing the personalized data content to the viewer. Brief Description of the Drawings

[30] Fig. 1 is a block diagram exemplifying a conventional data broadcast system in a digital broadcast.

[31] Fig. 2 is a block diagram exemplifying a personalized data providing system in a digital broadcast system in accordance with the present invention.

[32] Fig. 3 is a flow diagram exemplifying a method for providing a personalized data in a digital broadcast system in accordance with the present invention.

[33] [Description of the reference numerals]

[34] 110: broadcaster server 120: content provider server

[35] 130: data provider server 140: receiver

[36] 200: broadcaster server 210: data content storage

[37] 220: transmission interface 300: receiver

[38] 310: reception interface 320: data content storage

Best Mode for Carrying Out the Invention

[39] The present invention will now be described in detail with reference to the accompanied drawings.

[40] Fig. 2 is a block diagram exemplifying a personalized data providing system in a digital broadcast system in accordance with the present invention.

[41] Referring to Fig. 2, the personalized data providing system in the digital broadcast system in accordance with the present invention comprises a broadcaster server 200 carrying out a digital broadcast, and a receiver 300 for receiving the digital broadcast from the broadcaster server 200 and providing the digital broadcast to a viewer.

[42] While the personalized data providing system may further include a data provider server in addition to the broadcaster server 200 and the receiver 300, a description thereof is omitted.

[43] The digital broadcast system may be one of a terrestrial digital broadcast, a cable digital broadcast, a satellite digital broadcast, a DMB and an IP-TV wherein a broadcast program signal is provided to the receiver 300 in a digital format. The receiver 300 may be one of a television, a set-top box, a personal computer, a mobile communication terminal and a portable DMB receiver capable of receiving the digital broadcast.

[44] The broadcaster server 200 transmits a data content to the receiver 300. The broadcaster server 200 is described below in detail.

[45] As shown in Fig. 2, the broadcaster server 200 comprises a data content storage 210 and a transmission interface 220.

[46] The data content storage 210 stores the data content having a plurality of scenarios classified according to a profile of the viewer.

[47] For instance, the data content storage 210 may receive the data content having the plurality of scenarios classified according to the profile of the viewer from the data provider server and store the same therein.

[48] The data content is used for a data broadcast and characterizes in that the plurality of scenarios instead of a single scenario are included.

[49] The profile of the viewer includes at least one of a preference, an age, a gender, a financial information and a reception detail of the digital broadcast.

[50] The system in accordance with the present invention uses the data content having the plurality of scenarios classified according to the profile of the viewer to provide the data content suitable for the viewer.

[51] In one example, when the data content is an automobile advertisement content, a creator of the data content may create the advertisement content such that the advertisement content has the plurality of scenarios wherein only a product of the advertisement content is changed and a format thereof is similar according to the profile of the viewer.

[52] For instance, the creator of the data content may configure the data content to provide the scenario for a recreational vehicle or a large vehicle when the gender of the viewer is men. The creator of the data content may configure the data content to provide the scenario for a small vehicle when the gender of the viewer is women.

[53] The creator of the data content may configure the data content to provide the scenario for a luxurious vehicle when an asset of the viewer is higher than a predetermined level based on the financial information. The creator of the data content may also configure the data content based on the preference of the viewer of a luxurious product or a preferred broadcast in the reception detail of the digital broadcast. [54] Even when the data content includes the plurality of scenarios, a capacity of the data content is minimized compared to creating the scenarios separately. In addition, the personalized data content suitable of the viewer may be provided to the viewer. [55] For an advertiser, an effect of the advertisement is maximized by exposing the viewer to the content suitable for the viewer in a same time slot. [56] The transmission interface 220 transmits the data content stored in the data content storage 210 to the receiver 300 according to a broadcast schedule. [57] Preferably, the data content may be multiplexed with the broadcast program signal transmitted in the conventional digital broadcast and be transmitted to the receiver 300 via a broadcast network. Alternately, the data content may be transmitted to the receiver 300 via a return channel. The return channel preferably uses a channel capable of bidirectional communication such as an ADSL, a VDSL and a FTTH. [58] The data content may be transmitted to the receiver 300 in a carousel format such as a DSM-CC data/object carousel. [59] The receiver 300 receives the data content from the broadcaster server 200 and provides the received data content to the viewer. The receiver 300 is described below in detail. [60] As shown in Fig. 2, the receiver 300 comprises a reception interface 310 and a data content provider 320. [61] The reception interface 310 receives the data content transmitted from the broadcaster server 200. [62] When the data content is transmitted via the broadcast network by multiplexing the data content with the broadcast program signal transmitted in the conventional digital broadcast, the reception interface 310 de-multiplexes the broadcast program signal to obtain the data content. Alternately, when the data content is transmitted to the receiver

300 via the return channel, the reception interface 310 may receive the data content via a corresponding communication method. [63] When the data content is transmitted to the receiver 300 in the carousel format such as the DSM-CC data/object carousel, the reception interface 310 may also receive the data content in the carousel format. [64] The data content provider 320 provides the data content to the viewer based on the scenario selected from the plurality of scenarios of the data content. [65] That is, the data content provider 320 selects the scenario to be provided to the viewer from the plurality of scenarios. [66] The selection of the scenario is described below in detail. [67] The broadcaster server 200 may transmit the scenario to the receiver 300 by designating the scenario to be provided to the viewer based on a unique information of the receiver 300, and the receiver 300 may receive the designated scenario and provide the designated scenario to the viewer.

[68] Accordingly, the broadcaster server 200 may include a receiver information acquisition unit (not shown) and a server scenario selector (not shown).

[69] The receiver information acquisition unit acquires the unique information of the receiver 300. The unique information of the receiver 300 may be a serial number thereof or a CAS (Conditional Access System) thereof.

[70] The serial number of the receiver 300 may be used for the selection of the scenario classified according to the profile of the viewer by matching the serial number to a subscriber information held by the broadcaster, i.e. a viewer information. In addition, the CAS is a cable card or a smart card provided in order to verify the viewer or a subscriber in a set-top box of a cable broadcast. The unique information of the receiver 300 or the viewer information may be retrieved via the CAS.

[71] The server scenario selector selects the scenario to be transmitted to the receiver

300 from the plurality of scenarios of the data content to be transmitted to the receiver 300 based on the unique information of the receiver 300 or the viewer information and designates the selected scenario as the data content.

[72] For instance, the server scenario selector selects the scenario such as a first scenario for a receiver A and a second scenario for a receiver B in case of multiple receivers.

[73] The data content provider 320 of the receiver 300 then provides the data content to the viewer based on the scenario selected and designated by the server scenario selector of the broadcaster server 200.

[74] Alternately, the scenario that is to be provided to the viewer may be selected at the receiver 300 based on the viewer information.

[75] Accordingly, the receiver 300 may include a viewer information acquisition unit

(not shown) and a receiver scenario selector (not shown).

[76] The viewer information acquisition unit acquires the viewer information of the viewer. The viewer information may be obtained based on the smart card or the cable card held by the subscriber. In one embodiment, the viewer information acquisition unit may obtain the viewer information using a password for a user restriction in the receiver 300. For instance, when the password is set for the user restriction according to the age in the receiver of a set-top box type, the viewer information acquisition unit may recognize the age based on the password. In another embodiment, when the viewer stores the viewer information in the receiver 300 in advance, the viewer information acquisition unit may read and obtain the viewer information.

[77] The receiver scenario selector selects the scenario to be provided to the viewer from the plurality of scenarios of the data content based on the viewer information. [78] The data content provider 320 may then provide the data content to the viewer based on the scenario selected by the receiver scenario selector. [79] Alternately, the receiver scenario selector may select the scenario to be provided to the viewer based on an input of the viewer. [80] Accordingly, the receiver 300 may further include a viewer input acquisition unit ( not shown) and a viewer scenario selector (not shown). [81] The viewer input acquisition unit acquires the input of the viewer. For instance, when the plurality of the scenarios are displayed for the viewer, the viewer input acquisition unit may receive a key input or a remote control input by the viewer representing the scenario desired by the viewer. [82] The receiver scenario selector selects the scenario that is to be provided to the viewer from the plurality of scenarios based on the input of the viewer acquired by the viewer input acquisition unit. [83] The data content provider 320 of the receiver 300 may then provide the data content to the viewer based on the scenario selected by the viewer scenario selector. [84] The personalized data content is provided to the viewer while minimizing an amount of the transmitted data content in accordance with the system of the present invention.

Mode for the Invention [85] The present invention also provides a method for providing a personalized data in a digital broadcast system comprising a broadcaster server carrying out a digital broadcast and a receiver for receiving the digital broadcast from the broadcaster server and providing the digital broadcast to a viewer.

[86] The method for providing the personalized data is described below in detail.

[87] Fig. 3 is a flow diagram exemplifying the method for providing the personalized data in the digital broadcast system in accordance with the present invention. [88] Referring to Fig. 3, a data content having a plurality of scenarios classified according to a profile of the viewer is received (Sl 10). [89] The data content may be obtained from a server of a data provider who creates and provides the data content in the digital broadcast system. [90] The data content is transmitted from the server of the data provider to be stored therein and the data content is then transmitted from the broadcaster server to the receiver. [91] The data content is used for a data broadcast and characterizes in that the plurality of scenarios instead of a single scenario are included. [92] The profile of the viewer includes at least one of a preference, an age, a gender, a financial information and a reception detail of the digital broadcast.

[93] The method in accordance with the present invention uses the data content having the plurality of scenarios classified according to the profile of the viewer to provide the data content suitable for the viewer.

[94] A detailed description of the reception of the data content is as follows.

[95] The data content may be multiplexed with a broadcast program signal and be transmitted to the receiver. Therefore, the multiplexed data content is received and demultiplexed in step SI lO.

[96] The data content may be transmitted to the receiver in a carousel format such as a

DSM-CC data/object carousel. Accordingly, the receiver may receive the data content in the carousel format.

[97] Thereafter, the data content is provided to the viewer based on the scenario selected from the plurality of scenarios of the data content received in the step Sl 10 (S 120).

[98] The selection of the scenario is described in detail below.

[99] A first case is that the scenario that is to be provided for the receiver is designated in advance in the data content.

[100] In accordance with the first case, the unique information is acquired from the receiver by the broadcaster server, and the scenario that is to be provided is selected from the plurality of scenarios of the data content in advance. For instance, a first scenario is designated for a receiver A and a second scenario is designated for a receiver B.

[101] In such case, the data content is simply provided to the viewer based on the designated scenario in the step S 120.

[102] A second case is that the receiver selects the scenario that is to be provided to the viewer based on a viewer information.

[103] In accordance with the second case, the step S 120 may be embodied as described below.

[104] Firstly, the receiver acquires the viewer information of the viewer. The viewer information may be one of a serial number of the receiver and a viewer identification information acquired by a user information acquisition unit.

[105] Thereafter, the receiver selects the scenario that is to be provided to the viewer for the plurality of scenarios of the data content received in the step Sl 10 based on the viewer information.

[106] Thereafter, the receiver provides the data content to the viewer based on the selected scenario.

[107] A third case is that the receiver selects the scenario that is to be provided to the viewer based on an input of the viewer at the receiver.

[108] In accordance with the third case, the step S 120 may be embodied as described below.

[109] Firstly, the receiver acquires the input of the viewer. The input of the viewer may be acquired by a key input or a remote control input by the viewer.

[110] Thereafter, the receiver selects the scenario that is to be provided to the viewer for the plurality of scenarios of the data content received in the step Sl 10 based on the input of the viewer.

[I l l] Thereafter, the receiver provides the data content to the viewer based on the selected scenario.

[112] The personalized data content is provided to the viewer while minimizing an amount of the transmitted data content in accordance with the method of the present invention.

[113] In addition, the present invention provides a computer-readable medium having thereon a program performing function embodying the method for providing the personalized data content for the digital broadcasting.

[114] A detailed description of the computer-readable medium is omitted because the detailed description thereof is same as that of the method for providing the personalized data content for the digital broadcasting.

[115] While the present invention has been particularly shown and described with reference to the preferred embodiment thereof, it will be understood by those skilled in the art that various changes in form and details may be effected therein without departing from the spirit and scope of the invention as defined by the appended claims

Industrial Applicability

[116] In accordance with the system and the method for providing personalized data contents for the digital broadcasting, the data content is configured to include the multiple scenarios, the personalized data content is provided to the viewer based on the scenario suitable for the viewer of the multiple scenarios when received by the receiver, and the communication load due to the transmission of the data contents is minimized while providing the personalized data content to the viewer. The system and the method for providing personalized data contents for the digital broadcasting in accordance with the present invention are useful for advertisement content in particular.

Claims

[1] A personalized data providing system in a digital broadcast system comprising a broadcaster server carrying out a digital broadcast and a receiver for receiving the digital broadcast from the broadcaster server and providing the digital broadcast to a viewer, wherein the broadcaster server comprises: a data content storage for storing a data content having a plurality of scenarios classified according to a profile of the viewer; and a transmission interface for transmitting the data content to the receiver, and wherein the receiver comprises: a reception interface for receiving the data content; and a data content provider for providing the data content to the viewer based on the scenario selected from the plurality of scenarios of the data content.

[2] The personalized data providing system in accordance with claim 1, wherein the profile of the viewer includes at least one of a preference, an age, a gender, a financial information and a reception detail of the digital broadcast.

[3] The personalized data providing system in accordance with claim 1, wherein the transmission interface transmits the data content to the receiver by multiplexing the data content and the reception interface de-multiplexes the multiplexed data content when receiving.

[4] The personalized data providing system in accordance with claim 1, wherein the transmission interface transmits the data content to the receiver in a carousel format and the reception interface receives the data content in the carousel format.

[5] The personalized data providing system in accordance with claim 1, wherein broadcaster server further comprises: a receiver information acquisition unit for acquiring a unique information of the receiver; and a server scenario selector for selecting the scenario to be provided to the receiver from the plurality of scenarios of the data content to be transmitted to the receiver based on the unique information of the receiver and designating the selected scenario as the data content, and wherein the data content provider provides the data content to the viewer based on the scenario selected by the server scenario selector.

[6] The personalized data providing system in accordance with claim 5, wherein the unique information of the receiver includes a serial number thereof or a CAS thereof.

[7] The personalized data providing system in accordance with claim 1, wherein the receiver comprises: a viewer information acquisition unit for acquiring a viewer information of the viewer; and a receiver scenario selector for selecting the scenario to be provided to the viewer from the plurality of scenarios of the data content based on the viewer information, and wherein the data content provider provides the data content to the viewer based on the scenario selected by the receiver scenario selector.

[8] The personalized data providing system in accordance with claim 7, wherein the viewer information comprises one of a serial number of the receiver and a viewer identification information obtained by a user information acquisition unit included the receiver.

[9] The personalized data providing system in accordance with claim 1, wherein the receiver comprises: a viewer input acquisition unit for acquiring an input of the viewer; and a viewer scenario selector for selecting the scenario to be provided to the viewer from the plurality of scenarios of the data content based on the input of the viewer, and wherein the data content provider provides the data content to the viewer based on the scenario selected by the viewer scenario selector.

[10] The personalized data providing system in accordance with claim 1, wherein the data content comprises an advertisement content.

[11] The personalized data providing system in accordance with claim 1, wherein the digital broadcast comprises one of a terrestrial digital broadcast, a cable digital broadcast, a satellite digital broadcast, a DMB and an IP-TV.

[12] A method for providing a personalized data in a digital broadcast system comprising a broadcaster server carrying out a digital broadcast and a receiver for receiving the digital broadcast from the broadcaster server and providing the digital broadcast to a viewer, the method comprising steps of:

(a) receiving a data content having a plurality of scenarios classified according to a profile of the viewer; and

(b) providing the data content to the viewer based on the scenario selected from the plurality of scenarios of the data content.

[13] The method in accordance with claim 12, wherein the profile of the viewer includes at least one of a preference, an age, a gender, a financial information and a reception detail of the digital broadcast.

[14] The method in accordance with claim 12, wherein the step (a) comprises (a-1) receiving the data content multiplexed when transmitted by de-multiplexing the multiplexed data content.

[15] The method in accordance with claim 12, wherein the step (a) comprises (a-2) receiving the data content transmitted in a carousel format.

[16] The method in accordance with claim 12, wherein the data content to be provided to the receiver is selected from the plurality of scenarios based on a unique information of the receiver.

[17] The method in accordance with claim 16, wherein the unique information of the receiver includes a serial number thereof or a CAS thereof.

[18] The method in accordance with claim 12, wherein the step (b) comprises:

(b-1) acquiring a viewer information of the viewer;

(b-2) selecting the scenario to be provided to the viewer from the plurality of scenarios of the data content based on the viewer information; and (b-3) providing the data content to the viewer based on the selected scenario.

[19] The method in accordance with claim 12, wherein the viewer information comprises one of a serial number of the receiver and a viewer identification information obtained by a user information acquisition unit included the receiver.

[20] The method in accordance with claim 12, wherein the step (b) comprises:

(b-4) acquiring an input of the viewer;

(b-5) selecting the scenario to be provided to the viewer from the plurality of scenarios of the data content based on the input of the viewer; and (b-6) providing the data content to the viewer based on the selected scenario.

[21] The method in accordance with claim 12, wherein the data content comprises an advertisement content.

[22] The method in accordance with claim 12, wherein the digital broadcast comprises one of a terrestrial digital broadcast, a cable digital broadcast, a satellite digital broadcast, a DMB and an IP-TV.

[23] A computer-readable medium having thereon a program performing function embodying a method for providing a personalized data in a digital broadcast system in accordance with one of claims 12 through 22.