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: Disclosed herein are a method and a system for a zapping advertisement service, and more particularly, a method and a system for providing various kinds of advertisement services targeted to a content recipient to an advertiser wanting a zapping advertisement and effectively exposing the zapping advertisement to the content recipient. Accordingly, an embodiment of the present invention provides additional information corresponding to the zapping advertisement according to a user request when the zapping advertisement is provided for zapping time generated at the time of switching a channel and maximizing an advertisement effect for the zapping time by repeatedly providing corresponding zapping advertisements, or continuously providing the zapping advertisement associated therewith at the time of switching the screen.

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.