Abstract: The present invention relates to a method or an operation for providing a personalized TV-Anytime metadata service. According to the present invention, there is provided a method of transmitting non-anonymous user metadata to a TV-Anytime service agent using a SOAP operation, comprising the steps of a) defining a SOAP operation which transmits user metadata and is capable of identifying transmission of non-anonymous user metadata, b) the service agent identifying a user, c) a client loading user metadata about the identified user on an element of the SOAP operation defined at step a) and transmitting the element with the user metadata to the service agent, and d) the service agent identifying the element of the SOAP operation transmitted at step c) and extracting the user metadata included in the element of the SOAP operation therefrom.

Abstract: The present invention relates to a method or an operation for providing a personalized TV-Anytime metadata service. According to the present invention, there is provided a method of transmitting non-anonymous user metadata to a TV-Anytime service agent using a SOAP operation, comprising the steps of a) defining a SOAP operation which transmits user metadata and is capable of identifying transmission of non-anonymous user metadata, b) the service agent identifying a user, c) a client loading user metadata about the identified user on an element of the SOAP operation defined at step a) and transmitting the element with the user metadata to the service agent, and d) the service agent identifying the element of the SOAP operation transmitted at step c) and extracting the user metadata included in the element of the SOAP operation therefrom.

Abstract: Methods and apparatus for an advertisement display service using metadata is disclosed. The method for providing a selective advertisement display comprises constructing a user's preference for television programs; analyzing and filtering metadata of advertisements based on said user's preference; storing the selected advertisements on digital television; analyzing metadata of a program viewed by the user when the user watches television; matching the metadata of the program with the metadata of advertisements stored; and providing the most related advertisement in the form of banner, based on the result of the matching. Thus, the present system can provide a targeting service corresponding to each user's tastes without leaking user's personal information, by storing advertisements corresponding to the user's tastes beforehand and, subsequently, providing the advertisements related to a program viewed by the user in the form of a banner.