Abstract: A broadcast receiving apparatus according to an embodiment of the disclosure includes: a broadcast contents processing unit which is configured to request, when receiving a channel switching signal, broadcast contents of a switched channel and to display the transmitted broadcast contents of the switched channel on a first plane; a zapping advertisements processing unit which is configured to request a moving image zapping advertisement corresponding to the switched channel from a zapping advertisements server and to displays the received moving image zapping advertisement on a first plane; and a screen control unit which is configured to display the broadcast contents of the switched channel on the first plane after the moving image zapping advertisement is finished.

Abstract: A television screen control apparatus includes a broadcasting contents data processing unit receiving broadcasting content for a new channel in response to an channel changing input signal. When broadcasting content is not displayed during a channel transition period, advertising information on a background plane is visible to a viewer.

Abstract: An apparatus for controlling display of an advertisement includes a receiving terminal receiving a signal according to an operation of a remote controller, a transmitting terminal transmitting the display control signal received through the receiving terminal to a set-top box, a data transceiving terminal receiving advertisement data and advertisement information registered in the advertisement server, a data inputting terminal receiving the broadcasting data or the advertisement data, a data outputting terminal outputting the broadcasting data or the advertisement data input to the data inputting terminal to the display, and a control unit blocking the output of the broadcasting data to the display and controlling the output of the advertisement data when a broadcasting channel change signal is input through the receiving terminal during a period in which the broadcasting data are output through the display.