KR100733985B1 - Interactive digital broadcasting system and method thereof for reproducing / storing specific broadcasting contents, and corresponding interactive digital broadcasting receiving terminal and method thereof - Google Patents

Abstract

1. TECHNICAL FIELD OF THE INVENTION

The present invention relates to an interactive digital broadcasting system and method for reproducing / storing specific broadcast contents, and to an interactive digital broadcasting receiving terminal and method thereof.

2. The technical problem to be solved by the invention

The present invention inserts and transmits a specific marker (keyer, key, etc.) for a specific broadcast content (e.g., a specific advertisement) that needs to be played / stored on a receiving side among broadcast contents to be transmitted. Bidirectional digital for reproducing / storing specific broadcast contents, which enables the receiver to play / save specific broadcast contents by detecting a specific mark. It is an object of the present invention to provide a broadcast system and method thereof, and a bidirectional digital broadcast receiving terminal and method thereof.

3. Summary of Solution to Invention

In the bidirectional digital broadcasting system, a predetermined key may be provided to program information periodically transmitted through a transport stream for broadcast content that needs to be reproduced / stored on a receiving side among broadcast contents transmitted through a broadcast channel. A broadcast server for inserting and transmitting a key); And a return server for receiving and analyzing viewer information on broadcast content transmitted through a return channel from a broadcast receiving side, and transmitting the analysis information to the broadcast server.

4. Important uses of the invention

The present invention is used for two-way digital broadcasting.

Broadcast Content, Interactive Broadcast, Broadcast Advertising, Key Detection, Marker

Description

Interactive Digital Broadcasting System and Method for Reproducing / Storing Specific Broadcast Contents, and Interactive Digital Broadcasting Receiving Terminal and Method Therefor {Interactive Digital Broadcasting System and Method for playing / storing particular contents, and Interactive Digital Broadcasting Receiving System and Method according to it}

1 is a diagram illustrating an embodiment of a bidirectional digital broadcasting system and method for reproducing / storing specific broadcasting contents according to the present invention;

2 is a diagram illustrating an embodiment of a bidirectional digital broadcast receiving terminal and method for playing / storing specific broadcast content according to the present invention;

3 is a diagram illustrating an embodiment of a transaction method for an interactive broadcasting service for an advertisement survey according to the present invention.

* Explanation of symbols for the main parts of the drawings

10: two-way digital broadcasting system 11: broadcasting server

12: return server 13: broadcast receiving terminal

The present invention relates to a bidirectional digital broadcasting system and method for reproducing / storing specific broadcasting contents, and to a bidirectional digital broadcasting receiving terminal and method according to the present invention. For a specific broadcast content (e.g., a specific advertisement) that needs to be stored, a specific marker (keyer, key, etc.) is inserted and transmitted. Accordingly, the receiver must play / store the specific broadcast content for which the specific marker is detected. And a bidirectional digital broadcasting system and method for reproducing / storing specific broadcasting contents, and a bidirectional digital broadcasting receiving terminal according to the present invention, so that specific broadcasting contents can be reproduced / stored without being arbitrarily deleted at the receiving side. It's about how.

Current broadcasting is basically a broadcasting communication method and is one-way, so that the opinions of the viewers cannot be directly transmitted, and a separate channel from the viewer to the broadcaster is required. In this way, a method of delivering feedback using a return channel other than the existing channel may be a method of making an order by telephone in a home shopping or a method of delivering a viewer's opinion by accessing a broadcaster's homepage through the Internet. However, in such conventional methods, using an automatic telephone answering service (ARS) or accessing the homepage via the Internet is an obstacle for the viewer.

In order to supplement the requirements of the two channels in the conventional method as described above, an IP network may be used instead of a broadcasting network. In the currently broadcasting Internet broadcast, two-way communication is possible, in which the viewer's opinion on the broadcast is transmitted online using the web, mail, or chat program. However, since no interactive service or interactive advertisement is provided through operation of broadcast content, most programs are not different from terrestrial broadcasting.

Meanwhile, there is another method of overcoming the limitation of unidirectional broadcasting, which is as follows. When the broadcasting method is switched to digital broadcasting, two-way broadcasting is possible by using a protocol such as a data broadcasting standard and a digital cable network capable of uploading. However, in the case of terrestrial broadcasting, the method of using the return channel is still valid for reasons such as limited frequency range.

However, as it is replaced by digital broadcasting, another issue arises. The shift to digital broadcasting has enabled new types of services, from scheduled recordings based on TV program names rather than time, to intelligent personal video recorders that automatically find and store programs that match viewers' tastes. In the case of such a digital video recorder, it is possible to remove and store advertisements between programs so that viewers can view only the programs.

However, this is convenient from the user's point of view, but the advertiser avoids the advertisement because the advertisement is not watched and deleted, and thus the advertisement is avoided, which causes the economic impact on the broadcaster, which is the main source of income. There was a problem.

In order to solve the above problems, there is a need for a method for improving the usability of broadcast content (advertisement) by using additional information, manipulation, and feedback from viewers. That is, a bidirectional broadcast service is required to overcome the aforementioned limitations of unidirectional broadcasting and to overcome the disadvantages of the DVR.

Today's broadcast concept shifts from the traditional broadcast concept of simply assigning a program to a given channel and transmitting it to a two-way broadcast, where the viewer simply watches it, delivering digital broadcast content digitally to the electronic program guide or user preferences. ) Allows for selective storage of programs. As a result, it is possible to delete only the ads that viewers do not want.

However, in this case, the advertiser cannot see the effect of the advertisement because his advertisement is not watched and discarded, which causes a problem of waste of resources.

Therefore, the transmitting side (broadcasting server) transmits the specific content to the receiving side (broadcasting receiving terminal) by marking (key, etc.) on the specific content so that the receiving side (broadcast receiving terminal) can always store / play back the specific content. There is a need for a two-way broadcast service that takes a viewer's opinion to the return server.

The present invention has been proposed to solve the above problems, and by inserting and transmitting a specific marker (keyer, key, etc.) for a specific broadcast content (for example, a specific advertisement) that needs to be played / stored at the receiving end, It is an object of the present invention to provide a bidirectional digital broadcasting system and method for reproducing / storing specific broadcast contents, in which a specific broadcast content can be reproduced / stored without being arbitrarily deleted at a receiving side.

On the other hand, the present invention, the broadcast content is inserted from a plurality of broadcast content transmitted from the interactive digital broadcasting system, the playback / storage is made, unless the user's special intention, for the broadcast content inserted with a specific marker (keyer, key, etc.) Another object of the present invention is to provide a bidirectional digital broadcast receiving terminal and method for reproducing / storing specific broadcast contents.

Other objects and advantages of the present invention can be understood by the following description, and will be more clearly understood by the embodiments of the present invention. Also, it will be readily appreciated that the objects and advantages of the present invention may be realized by the means and combinations thereof indicated in the claims.

The present invention for achieving the above object, in the interactive digital broadcast system, a program that is periodically transmitted through a transport stream for the broadcast content that needs to be reproduced / stored on the receiving side of the broadcast content transmitted through the broadcast channel A broadcast server for inserting a predetermined key into information and transmitting the same; And a return server for receiving and analyzing viewer information on broadcast content transmitted through a return channel from a broadcast receiving side, and transmitting the analysis information to the broadcast server.
Meanwhile, the present invention provides a packet elementary stream (PES) packet for a basic stream (ES) for broadcast content that needs to be reproduced / stored on a receiving side among broadcast contents transmitted through a broadcast channel in an interactive digital broadcasting system. A broadcast server for inserting a specific key into a header of a PES packet and transmitting the same; And a return server for receiving and analyzing viewer information on broadcast content transmitted through a return channel from a broadcast receiving side, and transmitting the analysis information to the broadcast server.
Meanwhile, in the bidirectional digital broadcasting system, a predetermined key is added together with additional data for data broadcasting contents that need to be reproduced / stored on a receiving side among data broadcasting contents transmitted through a broadcasting channel. A broadcast server for transmitting; And a return server for receiving and analyzing viewer information on broadcast content transmitted through a return channel from a broadcast receiving side, and transmitting the analysis information to the broadcast server.
On the other hand, the present invention, in the interactive digital broadcast system, a header added when generating an elementary stream (ES) for the broadcast content that needs to be reproduced / stored on the receiving side of the broadcast content transmitted through the broadcast channel A broadcast server for inserting and transmitting a predetermined key into the broadcast server; And a return server for receiving and analyzing viewer information on broadcast content transmitted through a return channel from a broadcast receiving side, and transmitting the analysis information to the broadcast server.

Meanwhile, the present invention provides a broadcast receiving terminal for a bidirectional broadcast service, wherein a predetermined key is detected from a bit stream of broadcast content received through a broadcasting network, and the detected key is previously keyed. Key detecting means for controlling the video reproducing means so that a specific content reproducing / storing stop function is not activated while the same content is checked and if the same is identical with the key; Video decoding means for decoding the broadcast content; And the video reproducing means for reproducing the broadcast content decoded by the video decoding means. In addition, the broadcast receiving terminal according to the present invention, the interface means for suppressing the control function of the key detection means in accordance with the request of the user (viewer), or receives the user (viewer) information on the broadcast content to transmit to the return server It includes more.

On the other hand, the present invention, in the bidirectional digital broadcasting method applied to the bidirectional digital broadcasting system, from the operator, from among the broadcast contents transmitted through the broadcast channel, the content designation to receive the broadcast content that needs to be reproduced / stored on the receiving side designation step; And a broadcast transmission step of inserting and transmitting a key previously promised by the transmitting side and the receiving side with respect to the broadcast content designated in the content specifying step. In addition, the bidirectional digital broadcasting method according to the present invention further comprises a viewer information analysis / storage step of receiving / analyzing the viewer information on the broadcast content delivered through the return channel from the broadcast receiving side to store / manage in the database .

On the other hand, the present invention, a broadcast receiving method for a two-way broadcast service, the key extraction step of extracting a predetermined key (Key) from the bit stream of the broadcast content received through the broadcast network; A video decoding step of decoding the received broadcast content; And playing the decrypted broadcast content, checking whether the extracted key is the same as a previously promised key, and if the extracted key is the same, while the broadcast content into which the key is inserted is played / stored, Video playback to deactivate the content playback / storage blocking function. In addition, the present invention, the step of activating the 'specific content playback / storage blocking function' in the video playback step according to the request of the user (viewer); And an interface step of providing a question / selection to the user (viewer) among the additional information transmitted together with the broadcast content, receiving user (viewer) information about the broadcast content from the user (viewer), and transmitting the received information to the return server. It includes more.

First, before describing the present invention in detail with reference to the drawings, it will be described in general.

The sender (broadcast server) inserts a key at the beginning of the video sequence corresponding to the advertisement and transmits it to save / play the video (video) with the key so that the continuous video can be saved or played. Prevents deletion In addition, it is possible to solve the problem of unconditional advertising that does not consider the viewer by allowing the viewer to reflect the utility of the viewer in a short answer or narrative, and thus the viewer's satisfaction with the advertisement. There is room for it.

For example, after the advertisement is finished, one of the categories, such as 'good', 'bad', 'normal', 'educational', 'informative', etc., may be selected. Allows the user to select a number of Mode Controllers (so-called remote controllers), which are returned to allow the advertiser to know the feelings or opinions immediately after seeing the ad, and to improve the ad with this feedback. .

In addition, since the feedback data reflects the preference for the advertisement, the content provider can create a suitable business model accordingly and implement a new service.

Finally, viewers can convey preferences and satisfaction with advertisements through the return channel, which enables them to deliver detailed opinions of the narrative according to the delivery method, and can receive various rewards according to the business model provided by the advertiser. To be. This may lead viewers to watch the advertisement more actively and to participate in the advertisement.

However, because some viewers may want to delete an advertisement, it is also a problem to make it impossible to delete all advertisements. Therefore, indirectly by providing special benefits to viewers who do not delete or fast forward the advertisement. Can lead to viewing. For this purpose, it is technically necessary to monitor the viewer. In particular, it is preferable that the opinion of the viewer of the advertisement or the program be made immediately after the program is finished, because it can be judged as the right opinion only by knowing whether or not the viewer has watched properly.

Other programs, such as PSAs or non-commercial broadcasts, or surveys on a particular issue can be done by showing the content. In this case, not only the program is to be deleted, but also it is necessary to proceed in sequence without fast forward, so that the viewer can be prevented from operating the program when the program is deleted or played. In this case, you can use the information such as the key mentioned above.

The above objects, features and advantages will become more apparent from the following detailed description taken in conjunction with the accompanying drawings, whereby those skilled in the art may easily implement the technical idea of the present invention. There will be. In addition, in describing the present invention, when it is determined that the detailed description of the known technology related to the present invention may unnecessarily obscure the gist of the present invention, the detailed description thereof will be omitted. Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings.

1 is a diagram illustrating an exemplary embodiment of a bidirectional digital broadcasting system and method using key assignment for broadcast content requiring reproduction according to the present invention. Hereinafter, a bidirectional digital broadcasting system and a method driven in the system will be described together.

As shown in FIG. 1, the broadcast content is broadcasted to the viewer's broadcast receiving terminal 13 through the broadcast server 11 of the content provider (101). At this time, the common information for the interactive service is also broadcasted to the viewer 13.

The viewer's selection information for the interactive service is transmitted to the return server 12 through the return channel (102). The delivered individual viewer information is processed by the return server 12 and managed in a DB, or delivered to the broadcast server 11 of the content provider depending on the service (103), and the updated broadcast content is delivered to the viewer through the broadcast channel. It may be 104.

The present invention can be applied to various interactive services. Hereinafter, as an example of an interactive service to which the present invention is applied, a case of voting viewers' opinion or advertisement satisfaction in a broadcast advertisement will be described.

The broadcasting channel in FIG. 1 also includes an existing broadcasting network or a next-generation broadcasting network, and the return channel may be an upload channel such as an internet protocol (IP) network such as the Internet, a wired / wireless communication network, a cable network, and the next generation communication network / Internet network. It doesn't matter what kind of network, such as broadcasting network and communication broadcasting convergence network. The present invention can be applied only by transmitting according to a communication protocol suitable for each network (channel).

As an important issue as well as two-way broadcasting, as the conversion from analog broadcasting to digital broadcasting allows viewers to reserve the storage of broadcasting content. In such a case, even a program that wants to be a viewer or an advertisement whose effect is greatly diminished if the user does not watch may be deleted, and the chance of seeing it may be lost. In order to prevent this, in the present invention, a simple marker (marker), a key (key), etc. are given to the video, and the content with the marker is made to be reproduced on the receiving side, thereby improving usability of broadcast content.

On the other hand, the present invention can reflect the viewer's satisfaction with the content that must be reproduced on the receiving side as described above, in particular, the viewer's preference in the case of advertising, etc., thereby unilaterally added by the content provider It will provide an interactive service that equally reflects the viewer's opinion on the conditions.

As a result, the opinions of the viewers are reflected, thereby providing an improved interactive broadcasting service as compared to the existing broadcasting service, and also improving the quality of contents. In particular, in the case of an advertisement, the advertiser can advertise by preventing the deletion of a specific advertisement.

Hereinafter, a method of inserting a specific mark for broadcast content or a broadcast program transmitted from the broadcast server 11 to the broadcast receiving terminal 13 through a broadcast channel is largely a method of inserting a specific marker and a specific key. ) Is divided into inserting them.

First, a method of inserting a specific marker will be described. In this method, there is a method of inserting a specific marker in the header information separately from the broadcast content or sending a specific marker hidden in the content itself (for example, a watermarking method).

Next, a method of inserting a specific key will be described. That is, in order to prevent the deletion of a program (broadcast content) (for example, an advertisement clip between programs, etc.), a key is inserted into the corresponding program to transmit. At this time, the key may be inserted and sent at predetermined intervals, or may be inserted and sent at the first stage of a program (broadcast content). Therefore, the receiving end (broadcast receiving terminal) detects a key and controls the broadcast content in which the specific key is detected so that the specific content reproduction / storage blocking function does not operate. Here, the specific content reproduction / storage blocking function includes a random access function, a function of fast forward, and the like. Hereinafter, a method of inserting a key will be described.

First, in the case of broadcasting, it creates a transport stream (TS) by multiplexing PSI (Program Specific Information) together with audio / video, and through this PSI, a program ID (Program ID) Program information, such as a stream type, is sent as program guide data. This is done by inserting a key (i.e., a key representing a program (content) that must be played / stored at the receiving end).

Since the transmitting end (broadcast server) keeps sending the program information periodically, it generates and transmits a predetermined key value every time it is sent. Then, the receiving end (broadcasting receiving terminal) detects a key, and controls the video player 23 so that the detected key can be reproduced / stored if the detected key is the same as the previously promised key.

Second, if data broadcasting, the data broadcasting standard supports the insertion of a key when the content provider wants it, so when sending this additional data, the key value is also sent. The processing in the receiver (broadcast receiver terminal) is the same as in the first method.

Third, if the user wants to save the content off-line rather than on-line and view it later, this is not a problem if the key information is properly converted and stored. For example, in the case of a DVD, it is usually stored in the form of a program stream (PS). In this case, the encoded audio / video ES bitstream is also stored in a packet elementary stream (PES) packet conforming to the PS standard. Therefore, the key can be put in user private data of the PES packet header, and the processing at the receiving end (broadcast receiving terminal) is similar to that described in the first method.

Fourth, if the data is stored as a raw data bitstream or an encoding bitstream, it is not a transport stream (TS) or a program stream (PS) packet. The above methods were to add key information when TS / PS packetizing without touching the encoding bitstream (ES). When considering using only ES, the key is inserted when encoding. Should be. This can be implemented in various ways. For example, a key is inserted into a picture user data of a header area to be attached when the frame data is made into an ES.

Meanwhile, the broadcast server 11 also transmits additional information (ie, additional information for an interactive service) such as a question or option related to a broadcast program or content to be transmitted. The transmission method is as follows. The additional information can be sent by overlaying the video in the form of caption or in the form of XML if using a separate protocol such as data broadcasting. Also, by specifying the time interval for the viewer to select the additional information At this time, the numeric value pressed by the viewer at that time can be passed as an option instead of a change of channel. Here, the additional information for the interactive service includes questions or options related to broadcast programs or contents, an interaction time, an address of a return server to which the interaction information is to be delivered, unique return information, and authentication such as a user authentication procedure or a user ID required separately according to the service. Information (i.e., authentication procedures / information required for the viewer to access the return server 12) and the like.

On the other hand, the broadcast receiving terminal 13 transmits to the return server 12 via the return channel after the program playback, the viewer's satisfaction and preferences with respect to the selection or broadcast content (program) determined by the viewer.

Then, the return server 12 collects / analyzes viewer information transmitted from the broadcast receiving terminal 13 and transmits the result to the broadcast server 11 according to the request of the broadcast server 11 (103). Here, the collected / analyzed result includes, for example, a list of viewers to receive a product according to the result of analyzing the opinions of the viewers.

In the process 103 of the return server 12 comprehensively analyzing the viewer information (analysis information) to the broadcast server 11, the method is transmitted when there is a request from the broadcast server 11, and the period is fixed. There is a method of unilaterally transmitting to the broadcast server 11 each time, or a method of unilaterally transmitting when the viewer information is collected to a certain degree.

The broadcast server 11 which has received the analysis information from the return server 12 transmits the updated content reflecting the analysis information to the broadcast receiving terminal 13 of the viewer (104).

FIG. 2 is a diagram illustrating an embodiment of a bidirectional digital broadcast receiving terminal and method for reproducing / storing specific broadcast contents according to the present invention. As shown in the drawing, the broadcast receiving terminal includes a key detector 21 and a video. The decoder 22, the video player 23, and the interface unit 24 are included.

2 illustrates a process of a receiving end (broadcast receiving terminal) when a key is added to a bitstream to be transmitted without changing the existing broadcast transmitting system.

The key detector 21 of the receiving end parses the bitstream to detect a key, checks whether the detected key is the same as the key promised in advance, and then determines the key. Only when is the same, do not operate the random access or fast forward function that interferes with the playback / storage of the extracted program (content).

Hereinafter, each component will be described with reference to FIG. 2.

The key detector 21 detects a key from the bit stream of the content received from the broadcast server 11, the video decoder 22 decrypts the content, and the video player 23 plays the decrypted content. Then, the interface unit 24 suppresses the control function of the key detector 21 according to the request of the user (viewer) or receives user (viewer) information on the broadcast service and transmits it to the return server 12.

When the content in which the key is inserted is received by the broadcast receiving terminal, the key detector 21 detects the key so that when the content in which the key is detected is reproduced, random access or fast forward is performed. The function does not work and only allows playback. That is, the broadcast receiving terminal 13 for the bidirectional broadcast service allows the content to which the key is attached among the transmitted contents to be played / stored unless there is a special situation. For example, when a program is stored in a storage device such as a DVR for scheduled recording or replaying, a program in which a key is inserted (content) is stored without being deleted, and a program in which a key is inserted. If you do not save the program, the program will not play properly.

However, when the viewer does not want to store / play back the broadcast program, the broadcast receiving terminal 13 (exactly referred to as the video player 23) is not allowed to store / play back a specific broadcast program through the interface unit 24. It is possible to control, in which case only the viewer can be monitored and the viewer information obtained through it is transmitted to the return server via the return channel, so that the sender can gather statistics on the program.

In addition, the interface unit 24 transmits the viewer information such as the viewer's satisfaction and preference with respect to the selection or content (program) determined by the viewer after the program is reproduced through the return channel to the return server 12.

In short, the interface unit 24 provides the viewer with questions / options from the additional information transmitted with the broadcast content, receives the viewer information about the broadcast content from the viewer, and transmits the viewer information to the return server. Using the interaction time, return server address, unique return information, and return server access authentication procedure / information included in the access server, the viewer is transmitted to the return server.

3 is a diagram illustrating an embodiment of a transaction method for an interactive broadcasting service for an advertisement survey according to the present invention.

Hereinafter, a description will be given of an interactive service for surveys for collecting viewer satisfaction information on advertising programs (content).

The broadcast server 11, together with the advertisement program, survey information (eg, "1. satisfaction", "2. normal", "3. dissatisfaction", "4. informative" with the advertisement program) Information is provided separately from the information " "), and the like is provided to the broadcast receiving terminal 13 (301). At this time, each option included in the survey information includes a URL for collecting the survey.

If the viewer selects a particular number (eg, selects view 1), the broadcast receiving terminal 13 (302) sends a request message to the return server 12, with the survey ID and candidate ID (selected view 1 ID) is transmitted to the return server 12 (304).

If the return server 12 wants to construct a database DB for each viewer, the user authentication process 303 before the viewer's broadcast receiving terminal 13 sends the viewer information to the return server 12. This is necessary.

That is, the viewer may not only transmit selection information about the selection through the broadcast receiving terminal 13, but also transmit personal opinions of the viewer depending on the business model. Based on this information, a unique database is required to build a database according to the viewer or to be reflected in the existing database on the Internet, and an authentication procedure and encryption necessary for authenticating the viewer are required. Therefore, in the present invention, the authentication information of the viewer is transmitted to the return server 12 together with the viewer information.

As described above, the method of the present invention may be implemented as a program and stored in a recording medium (CD-ROM, RAM, ROM, floppy disk, hard disk, magneto-optical disk, etc.) in a computer-readable form. Since this process can be easily implemented by those skilled in the art will not be described in more detail.

The present invention described above is capable of various substitutions, modifications, and changes without departing from the technical spirit of the present invention for those skilled in the art to which the present invention pertains. It is not limited by the drawings.

As described above, the present invention enables a two-way service that reflects a viewer's response to an advertisement in a broadcasting environment in a one-way communication. Advertisers, content providers, and viewers can all benefit by overcoming the reduction in revenue from advertising, a major source of revenue.

That is, the present invention enables the advertiser to obtain immediate advertisement satisfaction data based on the viewer's response, enables the content provider to implement a differential service to the advertiser according to the viewer's viewership, and the viewer to the satisfaction of the advertisement. There is an effect that it is possible to express such opinions and to be compensated according to various service scenarios.

Claims (18)

In a two-way digital broadcasting system, A broadcast server for inserting and transmitting a predetermined key into program information periodically transmitted through a transport stream for broadcast content that needs to be reproduced / stored at a receiving side among broadcast contents transmitted through a broadcast channel; And A return server for receiving and analyzing viewer information on broadcast content delivered through a return channel from a broadcast receiving side, and transmitting the analysis information to the broadcast server. Interactive digital broadcasting system for playing / storing the specific broadcast content comprising a. In a two-way digital broadcasting system, In the process of packetizing an elementary stream (ES) for the broadcast content that needs to be reproduced / stored on the receiving side among the broadcast contents transmitted through the broadcast channel, a specific key (Key) in the header of the PES packet Broadcast server for inserting and transmitting; And A return server for receiving and analyzing viewer information on broadcast content delivered through a return channel from a broadcast receiving side, and transmitting the analysis information to the broadcast server. Interactive digital broadcasting system for playing / storing the specific broadcast content comprising a. In a two-way digital broadcasting system, A broadcast server for transmitting a predetermined key together with additional data for data broadcasting contents that need to be reproduced / stored at a receiving side among data broadcasting contents transmitted through a broadcasting channel; And A return server for receiving and analyzing viewer information on broadcast content delivered through a return channel from a broadcast receiving side, and transmitting the analysis information to the broadcast server. Interactive digital broadcasting system for playing / storing the specific broadcast content comprising a. In a two-way digital broadcasting system, When inserting a predetermined key into the header attached when generating an elementary stream (ES) for the broadcast content that needs to be reproduced / stored on the receiving side among the broadcast contents transmitted through the broadcast channel. A broadcast server; And A return server for receiving and analyzing viewer information on broadcast content delivered through a return channel from a broadcast receiving side, and transmitting the analysis information to the broadcast server. Interactive digital broadcasting system for playing / storing the specific broadcast content comprising a. The method according to any one of claims 1 to 4, The broadcast server, An interactive digital broadcasting system for reproducing / storing specific broadcasting contents, which additionally transmits additional information for an interactive service in addition to the broadcasting contents. The method of claim 5, Additional information for the interactive service, A bidirectional digital broadcasting system for playing / storing specific broadcast contents including questions / options related to broadcast content, timing of interaction, address of return server, unique return information, and authentication procedure / information for return server connection. The method according to any one of claims 1 to 4, The analysis information transmission process in the return server, When there is a request from the broadcast server, one of the method of transmission, the method of one-way transmission to the broadcast server at a predetermined period, or the method of one-way transmission to the broadcast server according to the collection amount of the viewer information. A bidirectional digital broadcasting system for playing / storing specific broadcast contents, characterized in that for transmitting. In the broadcast receiving terminal for a two-way broadcast service, Detects a predetermined key from the bit stream of the broadcast content received through the broadcasting network, and checks whether the detected key is the same as the previously promised key, and if the key is the same, the key is inserted. Key detecting means for controlling the video reproducing means such that the specific content reproducing / storing stop function is not activated while the broadcast content is reproduced / stored; Video decoding means for decoding the broadcast content; And The video reproducing means for reproducing the broadcast content decoded by the video decoding means. Bidirectional digital broadcast receiving terminal for playing / storing the specific broadcast content comprising a. The method of claim 8, Interface means for suppressing the control function of the key detecting means or receiving user (viewer) information on the broadcast content and transmitting it to the return server according to the request of the user (viewer). Bidirectional digital broadcast receiving terminal for playing / storing the specific broadcast content further comprising. delete In the bidirectional digital broadcasting method applied to the bidirectional digital broadcasting system, A content specification step of designating, from an operator, broadcast content that needs to be reproduced / stored at a receiving side among broadcast contents transmitted through a broadcast channel; And A broadcast transmission step of inserting and transmitting a key previously promised by a transmitting side and a receiving side with respect to the broadcast content designated in the content specifying step Interactive digital broadcasting method for the playback / storage of a specific broadcast content comprising a. The method of claim 11, Viewer information analysis / storage step of receiving / analyzing the viewer information on the broadcast content delivered through the return channel from the broadcast receiver and storing / managing it in a database Bidirectional digital broadcasting method for the reproduction / storage of the specific broadcast content further comprising. The method of claim 11, The broadcast transmission step, A bidirectional digital broadcasting method for reproducing / storing specific broadcasting contents, which additionally transmits additional information for an interactive service in addition to the broadcasting contents. The method according to any one of claims 11 to 13, The key insertion process in the broadcast receiving step, A method of inserting a predetermined key into program information periodically transmitted through the transport stream for the broadcast content designated in the content designation step, and a PES packet for the elementary stream (ES) for the broadcast content designated in the content designation step. In this process, a specific key is inserted into the header of the PES packet, in the case of data broadcasting, a predetermined key is transmitted together with the additional data, or the broadcasting content designated in the content designation step. A method of bidirectional digital broadcasting for reproducing / storing specific broadcast contents, wherein any one of a method of inserting a predetermined key into an attached header is used when generating an elementary stream (ES). In the broadcast receiving method for a two-way broadcast service, A key extraction step of extracting a predetermined key from a bit stream of broadcast content received through a broadcasting network; A video decoding step of decoding the received broadcast content; And Play the decrypted broadcast content, and check whether the extracted key is the same as the previously promised key, and if the same is the same, while the broadcast content into which the key is inserted is played / stored, Video playback step to disable playback / storage A bidirectional digital broadcast receiving method for playing / storing a specific broadcast content comprising a. The method of claim 15, Activating a 'content playback / storage blocking function' in the video playback step according to a user (viewer's) request A bidirectional digital broadcast receiving method for playing / storing a specific broadcast content further comprising. The method according to claim 15 or 16, An interface step of providing a question / selection to the user (viewer) among the additional information transmitted with the broadcast content, and receiving user (viewer) information on the corresponding broadcast content from the user (viewer) and transmitting it to the return server A bidirectional digital broadcast receiving method for playing / storing a specific broadcast content further comprising. The method of claim 17, The interface step, By using the interaction time, return server address, unique return information, return server access authentication procedure / information included in the additional information, the user accesses the return server and transmits the user (viewer) information. Receive bidirectional digital broadcast for playback / storage.

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