WO2002082351A1

WO2002082351A1 - Electronic commerce system and method by digital broadcasting

Info

Publication number: WO2002082351A1
Application number: PCT/KR2002/000630
Authority: WO
Inventors: In Yong Jang
Original assignee: Korea Digital Satellite Broadcasting Co., Ltd.
Priority date: 2001-04-09
Filing date: 2002-04-09
Publication date: 2002-10-17
Also published as: CN1527986A; KR20020078359A

Abstract

The present invention discloses a method of electronic commerce using digital broadcasting. The method comprises the steps of: delivering the information of commodities to be ordered via data broadcasting; receiving the information of the ordered commodities, based on the information of commodities receiving from data broadcasting; returning the reveived information of the ordered commodities to a receiver address; and transacting the commodities, based on the received information of the ordered commodities. In addition, the present invention relates to a system of electronic commerce using digital broadcasting. The system comprises a data base unit of broadcasting program, a forwarding data base, a controlling unit of broadcasting, a converting server, a transmitting sever, a multiplexing unit, a receiver and an electronic transacting unit. According to the present invention as described above, electronic commerce can be achieved via service of data broadcasting in digital broadcasting.

Description

ELECTRONIC COMMERCE SYSTEM AND METHOD BY DIGITAL BROADCASTING

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention generally relates to an electric commerce system, and in particular, to electronic commerce system and method using digital broadcasting which secures mobility of a receiver in digital satellite broadcasting.

2. Description of the Prior Art

Recently, due to the supply of satellite broadcasting receivers, subscribers can enjoy satellite broadcasting of various channels, thereby widening the area of information.. The satellite broadcasting has no blind spots of broadcasting in comparison with terrestrial broadcasting, and it can transmit a large amount of information via allotted channels . Fig. 1 shows a diagram of satellite broadcasting and a transmitting/receiving system according to a conventional example. The following reference numerals are -1O : TV camera, 20: broadcasting center, 30: satellite broadcasting transmission antenna, 40: satellite, 50: broadcasting receiving antenna, 60: receiver and 70: television.

Referring to Figures, image and sound photographed by TV camera is converted into broadcasting transmission signals in a broadcasting center 20. The converted, broadcasting signals are transmitted to a satellite 40 via a satellite broadcasting transmission antenna 30. The broadcasting signals transmitted from the satellite broadcasting transmission antenna 30 are received in a satellite broadcasting receiving antenna 50 of a subscriber via the satellite 40. Then, the subscriber selects a channel of satellite broadcasting to be received. After the broadcasting signals of the selected channel are decoded in a receiver 60, the decoded signals are provided to TV 70 and then broadcasting of the selected channel is outputted to the TV 70.

Among recent satellite broadcasting channels, there is a channel to provide a shopping program that activates telephone commercial transactions. In the transaction, subscribers order goods that they want to purchase via the telephone while watching the shopping program.

However, the above-described telephone commercial transaction needs a call center for receiving a great deal of telephones simultaneously and a plurality of work force for administering the center. As a result, the transaction requires the excessive cost of maintenance. In addition, when order calls are exploded, the call center has difficulties in managing orders of goods. The orderers should continuously attempt to telephone a receiver until they can succeed in having a call .

The orderers also provide information of credit cards for the call center via telephone in order to settle ordered goods.- Here, the security of the information is not secured in the call center.

SUMMARY OF THE INVENTION

Accordingly, in order to overcome the above-described problems, the present invention has the first object to provide an electronic commerce ■ system using digital broadcasting comprising a transmission server for including forwarding data on electronic commerce in a satellite broadcasting signal transmitted from a satellite broadcasting center and then transmitting the data.

The second object of the present invention is to provide an electronic commerce system using digital broadcasting including a satellite broadcasting receiver for receiving forwarding data included in a satellite broadcasting signal, indicating the data to a subscriber, receiving order information from the subscriber and returning the information to a satellite broadcasting center. The third object of the present invention is to provide an electronic commerce system using digital broadcasting including an electronic transaction server for collecting return data transmitted from a satellite broadcasting receiver and transmitting receipt data to a subscriber after transaction. The forth object of the present invention is to provide an electronic commerce system using digital broadcasting for transmitting forwarding data on electronic commerce, receiving and returning order information based on forwarding data, collecting the returned order information and ^' transmitting receipt data after transaction to an orderer .

To accomplish the above-described objects, there is provided an electronic commerce system using digital broadcasting, the system comprising: a database unit of broadcasting program for storing broadcasting program data into data format of broadcasting standard; a forwarding database for storing forwarding data such as product catalogue, purchase information and applied information to be forwarded into a receiver by corresponding to broadcasting program data stored in the database unit of broadcasting program; a program controller for extracting broadcasting program data from the database unit of broadcasting program according to broadcasting schedule, also extracting forwarding data from the forwarding database outputting and then outputting the data; a transmission server for adding program identifying information to broadcasting program data and forwarding data from the program controller and then outputting broadcasting program data of a broadcasting standard according to a given bandwidth; a multiplexer for multiplexing broadcasting program data of the broadcasting standard transmitted from the transmission server according to each broadcasting channel and outputting the data into a transmitter; a receiver for receiving broadcasting program data of the broadcasting standard via the satellite receiving antenna, generating return data receiving order information, subscriber information, a settlement method and a distribution information, and transmitting the data into a receiving address via wireless communication network; and an electronic transaction unit for managing transaction, based on return data received in the receiving address.

According to another aspect of the present invention, an electronic commerce system using digital broadcasting comprises: a database unit of broadcasting program for storing broadcasting program data into a random data format; a forwarding database for storing forwarding data such as product catalogue, purchase information and applied information to be forwarded into a receiver by corresponding to broadcasting program data stored in the database unit of broadcasting program; a program controller for extracting broadcasting program data from the database unit of broadcasting program according to broadcasting schedule, also extracting forwarding data from the forwarding database outputting and then outputting the data; a application server for converting broadcasting program data from the program controller into a data format of a roadcasting standard; a transmission server for adding program identifying information to broadcasting ^• program data and forwarding data from the program controller and then outputting broadcasting program data of a broadcasting standard according to a given bandwidth; a multiplexer for multiplexing broadcasting program data of the broadcasting standard transmitted from the transmission server according to each broadcasting channel and outputting the data into a transmitter; a receiver for receiving broadcasting program data of the broadcasting standard via the satellite receiving antenna, generating return data receiving order information, subscriber information, a settlement method and a distribution information, and transmitting the data into a receiving address via wireless communication network; and an electronic transaction unit for managing transaction, based on return data received in the receiving address.

According to another aspect of the present invention, an electronic commerce system using digital broadcasting comprises: a database unit of broadcasting program for storing broadcasting program data into a random data format; a forwarding database for storing forwarding data such as product catalogue, purchase information and applied information to be forwarded into a receiver by corresponding to broadcasting program data stored in the database unit of broadcasting program; a program controller for extracting broadcasting program data from the database unit of broadcasting program according to broadcasting schedule, also extracting forwarding data from the forwarding database outputting and then outputting the data; a transmission server for adding program identifying information to broadcasting program data and forwarding data from the program controller and then outputting broadcasting program data of a broadcasting standard according to a given bandwidth; a multiplexer for multiplexing broadcasting program data of the broadcasting standard transmitted from the transmission server according to each broadcasting channel and outputting the data into a transmitter; a receiver for receiving broadcasting program data of the broadcasting standard via the satellite receiving antenna, generating return data receiving order information, subscriber information, a settlement method and a distribution information, and transmitting the data into a receiving address via wire communication network; and an electronic transaction unit for managing transaction, based on return data received in the receiving address .

According to another aspect of the present invention, an electronic commerce system using digital broadcasting comprises: a database unit of broadcasting program for storing broadcasting program data into a random data format; a forwarding database for storing forwarding data such as product catalogue, purchase information and applied information to be forwarded into a receiver by corresponding to broadcasting program data stored in the database unit of broadcasting program; a program controller for extracting broadcasting program data from the database unit of broadcasting program according to broadcasting schedule, also extracting forwarding data from the forwarding database outputting and then outputting the data; a application server for converting broadcasting program data from the program controller into a data format of a broadcasting standard; a transmission server for adding program identifying information to broadcasting program data and forwarding data from the program controller and then outputting broadcasting program data of a broadcasting standard according to a given bandwidth; a multiplexer for multiplexing broadcasting program data of the broadcasting standard transmitted from the transmission server according to each broadcasting channel and outputting the data into a transmitter; a receiver for receiving broadcasting program data of the broadcasting standard via the satellite receiving antenna, generating return data receiving order information, subscriber information, a settlement method and a distribution information, and transmitting the data into a receiving address via wire communication network; and an electronic transaction unit for managing transaction, based on return data received in the receiving address.

According to another aspect of the present invention, an electronic commerce method using digital broadcasting comprises the steps of: including ordered product catalogue, purchase conditions and application program into a data broadcasting program signal, and transmitting the signal; executing the transmitted application program in a receiver, and receiving product ordering information based on the received product catalogue and purchase information; returning order information inputted by the application program to a predetermined receiving address after the product ordering information is inputted; and managing transaction based on order information received in the step of returning the information to the receiving address .

According to another aspect of the present invention, an electronic commerce method using digital broadcasting comprises the steps of: including and transmitting ordered product catalogue and purchase conditions into a data broadcasting program signal; executing a built-in application program in a receiver, and receiving product ordering information based on the received product catalogue and purchase information; returning the order information inputted by the application program to a predetermined receiving address after the product ordering information is inputted; and managing transaction based on order information received in the step of returning the information to the receiving address.

The terms used in the description are defined as follows .

Digital satellite broadcasting means broadcasting using transmission equipment of satellite so that subscribers can receive digitized signals of broadcasting program such as television, radio and data. Data service means service provided via data broadcasting programs in digital satellite broadcasting. Forwarding data means data broadcast in data broadcasting programs. Return data means data collected from subscribers receiving data broadcasting programs .

BRIEF DESCRIPTION OF THE DRAWINGS

The present invention will be explained in terms of exemplary embodiments described in detail with reference to the accompanying drawings, which are given only by way of illustration and thus are not limitative of the present invention, wherein:

Fig. 1 is a diagram illustrating satellite broadcasting and its transmitting/receiving system according to a conventional example; Fig. 2 is a diagram illustrating an electronic commerce system using digital broadcasting in accordance with a preferred embodiment of the present invention;

Fig. 3 is a diagram illustrating a structure of data transmitted from the preferred embodiment of the present invention of Fig. 2;

Fig. 4 is a flow chart illustrating an electronic commerce method using digital broadcasting in accordance with a preferred embodiment of the present invention; Fig. 5 is a flow chart illustrating an example of transmission of broadcasting data in the electronic commerce system using digital broadcasting shown in Fig. 2;

Fig. 6 is a flow chart illustrating an example of data management in a receiver of the electronic commerce system using digital broadcasting shown in Fig. 2; and

Fig. 7 is a flow chart illustrating an example of electronic commerce management in an electronic transaction server of the electronic commerce system using digital broadcasting shown in Fig. 2.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

Fig. 2 is a diagram illustrating an electronic commerce system using digital broadcasting in accordance with a preferred embodiment of the present invention.

In Fig. 2, the following reference numerals represent: 100: broadcasting center, 110: broadcasting program database, 120: forwarding database, 130: program controller, 140: application server, 150: data ENC, 160: receipt data collecting server, 170: multiplexer, 240: receiver or set- top box, 280: return data collecting server, 290: electronic commerce server, 300: transaction server, and 400: subscriber authorizing server.

Return data collecting server 280, electronic commerce server 290, transaction server 300 or subscriber authorizing server 400 may be formed to operate in the outside of the broadcasting center.

The broadcasting program database 110 stores broadcasting data of programs such as movie, sport, music news and home shopping. The broadcasting data of programs stored in the broadcasting program database 110 is converted into a format of MPEG-2 and then stored or into a random format and then stored. The forwarding database 120 stores forwarding data such as product catalogue, purchase conditions and application program which are transmitted to a receiver via data service by corresponding to broadcasting data of programs such as home shopping program. In case of movie program, the corresponding forwarding data includes movie information on director, award record and actor/actress.

The program controller 130 extracts broadcasting data from the broadcasting program database 110 according to broadcasting schedule related to a random program of TV channel and then transmits the extracted data into the application server 140. The controller 130 also extracts forwarding data corresponding to the extracted program from the forwarding database 120 and then transmits the data into data ENC .

The application server 140 transmits program data received from the program controller 130 into data ENC 150. The program data having a format of MPEG-2 is directly transmitted into data ENC 150. However, the program data having another format is converted into a format of MPEG-2 and transmitted into data ENC 150.

The data ENC 150 inserts PID into broadcasting data of TV or music extracted and transmitted from the program database 110 and forwarding data transmitted from the forwarding database 120. The data ENC 150 forms the data having PID into a format of MPEG-2 according to a given bandwidth, and then transmits the MPEG-2 format data into the multiplexer 170. The data ENC 150 is respectively formed according to each channel of a broadcasting station. The multiplexer 170 multiplexes program data transmitted from a plurality of data ENCs 150 according to each broadcasting channel and outputs the multiplexed data. The multiplexed data is up-linked to the satellite 210 via a satellite transmission antenna 180.

In case of cable broadcasting, program data from the multiplexer 170 is transmitted into a receiver via a cable

190. In case of terrestrial broadcasting, program data from the multiplexer 170 is transmitted into sky wave via a terrestrial antenna.

The receiver 240 receives broadcasting signals broadcast from the satellite 210 via the satellite receiving antenna 220, converts the signals into TV signals and then outputs the TV signals to TV 250.

Here, subscribers can performs electronic commerce while watching the satellite broadcasting. Subscribers inputs purchase conditions of goods into a receiver 240 via input devices such as remote control or wireless keyboard while watching TV, and then orders the goods. After the inputted purchase conditions are encoded, the encoded information is transmitted into return data collecting server 280 via wireless communication network 260 such as PCS or wire communication network such as PSTN/lease line. When a subscriber moves frequently or uses only wireless communication, the receiver 240 may be formed to transmit return data using wireless communication network 260. On the other hand, when a subscriber transmits return data (PSTN) using not wireless communication but telephone, a receiver may be formed to be connected to a return data collecting server 280 via modem . after the subscriber subscribes telephone. When a subscriber uses a leased line, a receiver may be formed to be connected to a return data collecting server 280 via LAN card or ADSL modem card. The receiver 240, which is formed to use wireless communication network, transmits return data into short message service SMS or email. Here, a receiver is a subscription phone number of the return data collecting server 280. The receiver 240, which is formed to use PSTN, transmits return data after connected to the return data collecting server 280 ^"via a dial-up modem formed in the receiver 240. The receiver 240, which is formed to use a leased line, transmits return data into email address of the return data collecting server 280.

The return data collecting server 280 collects return data from the receiver 240, and transmits the return data into an electronic transaction server 290. When collecting return data via SMS, the return data collecting server 280 is given a phone number from a random carrier of wireless communication network. The server 280 is formed to receive SMS via the authorized phone number. When collecting return data via PSTN, the server 280 comprises a plurality of modems to communicate with the receiver 240 after subscribing PSTN phone, and provides remote access service RAS .

The electronic transaction server 290 decodes the encoding of return data received from the server 280, and then judges if the return data is valid. Here, when the received return data is valid, the server 290 identifies if a subscriber is registered from a subscriber authorizing server 400 using a subscriber ID included in return data.

The electronic transaction server 290 manages transaction based on product catalogue (for example, product code, purchase quantity) included in the received return data. As described above, if transaction is performed normally, the server 290 settles the transaction based on settlement information included in return data via a transaction server 300.

When transaction is completely finished based on the received return data, the electronic transaction server 290 transmits the results (receipt data) into a receipt data collecting server 160. The receipt data collecting server 160 transmits the collected receipt data into data ENC 150. The data ENC 150 transmits the receipt data into a ubscriber via data service. Fig. 3 is a diagram illustrating a structure of data transmitted from the preferred embodiment of the present invention of Fig. 2.

Referring to Fig. 3, (A) illustrates a structure of video stream, audio stream and added stream transmitted from digital satellite television broadcasting. (B) illustrates a structure of forwarding data forwarded from forwarding database. (c) illustrates a structure of return data transmitted from receiver to return data collecting server. (D) illustrates a structure of receipt data transmitted from electronic transaction server to subscriber.

Referring to (A) of Fig. 3, data stream 370 broadcast in a channel comprises video stream 310, audio stream 320 and added stream 330.

Here, the video stream 310 and the audio . stream 320 are broadcasting data 360 extracted from program database 110 and transmitted. Forwarding data 340 from forwarding database 120 ^• or receipt data 350 from receipt data collecting server 160 is inserted in the added stream 330 for providing data service. Referring to (B) of Fig. 3, the forwarding data 340 comprise channel code, program ID PID, time stamp, valid information, return address and forwarding contents. Here, the channel code represents a code of broadcast TV channel . PID represents an ID of broadcast program. The time stamp includes time information wherein forwarding data is forwarded. The valid information includes period information for example, when product can be ordered. The return address represents a phone number or an email address for receiving return data. The forwarding contents includes product catalogue for explaining products, purchase conditions such as product quantity and application program for inputting product catalogue. Referring to (c) of Fig. 3, return data comprises _ information on return address, media access control MAC, channel code, PID, time stamp, valid information, subscriber ID, product code, order quantity, transaction method and delivery. The return address includes a phone number or an email address received from the forwarding data. The time stamp includes time information where return data is returned. The transaction method where a subscriber intends to settle transaction includes information on credit cards or account number. Referring to (D) of Fig. 3, receipt data includes MAC, time stamp, subscriber ID, brand, trading volume, transaction result information and receipt message. Here, the trading volume is quantity of real transaction, the transaction result information results from transaction based on the settlement method, and the receipt message represents a message such as delivery date.

Fig. 4 is a flow chart illustrating an electronic commerce method using digital broadcasting in accordance with a preferred embodiment of the present invention Referring to Fig. 4, a digital broadcasting center 100 transmits forwarding data by a program controller 130 and a transmission server 150 (S110) .

The transmitted forwarding data is received in a receiver 240 (S120). When the forwarding data is received in the receiver 240, the receiver performs application program so that a subscriber can order product.

The subscriber inputs product catalogue via the application program when ordering product (S130) . The application program is formed at a standard of digital video broadcasting-multimedia home platform DVB-MHP, and executed by a processor built in the receiver. The application program is in common operated to apply to all digital roadcasting or differently operated according to each broadcasting program. Accordingly, application program may be executed after forwarded and installed one time by a receiver from a broadcasting center, when applied to digital broadcasting in common. According to each broadcasting program, the application program may be used as data of application program by transmitting only product purchase conditions. On the other hand, when operated differently according to each broadcasting program, the application program may be executed in a receiver by forwarding application program and product purchase conditions whenever needed.

After the subscriber inputs product catalogue that (s)he intends to purchase and pushing a send button, application program returns the inputted purchase conditions (return data) to a receiver (S140) .

A return data collecting server 280 of the receiver receives and transmits return data into an electronic transaction server 290 (S160) . When the return data is transmitted to the server 290, the server 290 manages transaction based on the return data (S170) .

After completing transaction, the electronic transaction server 290 transforms transaction results into receipt data format, and then transmits the format into a receipt data collecting server 160. A transmission server 150 transmits receipt data transmitted into server 160 (S180) .

The receipt data transmitted from the transmission server 150 is indicated in TV 250 after received in a receiver 240 of a relevant subscriber (S190) . In this way, purchase request, transaction, receipt and electronic commerce are all performed.

Fig. 5 is a flow chart illustrating an example of transmission of broadcasting data in the electronic commerce system using digital broadcasting shown in Fig. 2.

Referring to Fig. 5, a broadcasting controller 130 extracts broadcasting data of program to broadcast using current broadcasting channel (S410) . An application server 140 converts the extracted broadcasting data into data format corresponding to broadcasting standard (S420) . A transmission server 150 transmits the converted broadcasting data (S430) .

The transmission server 150 identifies via the broadcasting controller 130 if it has forwarding data to be forwarded to current broadcasting channel. Here, when having forwarding data to be transmitted, the broadcasting controller 130 extracts forwarding data from a forwarding database 120 (S450) . Then, the transmission server 150 inserts the extracted forwarding data into added stream of current broadcasting channel, and transmits the inserted data (S460) .

The transmission server 150 refers to a receipt data collecting server 160, and then identifies if the server 160 has receipt data to transmit via current channel (S470) . Here, when the server 160 has receipt .data to transmit, the transmission server 150 extracts receipt data from the receipt data collecting server 160 (S480) . The transmission server 150 inserts the extracted receipt data into added stream of current broadcasting channel, and then transmits the inserted data (S490) .

Fig. 6 is a flow chart illustrating an example of data management in a receiver of the electronic commerce system using digital broadcasting shown in Fig. 2.

When a subscriber selects a random channel of satellite broadcasting, a receiver receives data of current channel (S210) . The received data is decoded. A processor of the receiver (for example, microprocessor or CPU) judges kinds of the decoded data

(S220) , and manages the data according to the results. The kinds of the data is classified into TV or music broadcasting data, forwarding data on product order and receipt data on transaction.

When the received data is TV broadcasting data, the received data is converted into a TV signal (S310) and the signal is outputted into TV (S320) . In case of music broadcasting data, the received data is converted into an audio signal and the signal is outputted via an audio device.

In case of forwarding data, the received data is all downloaded and stored (S230) . Here, the receiver is operated when the downloaded forwarding data is application data (S240) . In this way, the receiver can receive product order, and then judge if a subscriber clicks a button (S250) .

While a subscriber watching broadcasting tries to inquire product information, (s)he clicks a button of

"Product Catalogue". Then, the receiver extracts product catalogue from the downloaded forwarding 'data and shows the catalogue on TV screen (S350) . Here, the catalogue on the screen is shown by on screen display OSD or overlay methods.

When a subscriber tries to order products continuously, (s)he clicks a button of "Order". Then, according to application program general information such as quantity of purchasable products, kinds of settlement method and delivery date is shown on TV screen, based on the downloaded forwarding data (S260) . Based on the above information, the subscriber inputs all purchase conditions on input space shown on TV screen (S270) . After completing input of the purchase conditions, the subscriber clicks a button of "Send" (S280) .

Then, the application program encodes the inputted purchase conditions and converts them into a packet (S290) . The receiver returns the converted packet into a receiver

(S300) . Here, the receiver transmits the packet into a phone number or an email address included in return address of the received forwarding data due to a built-in terminal chip for PCS or IMT 2000. The packet is transmitted using SMS or email service.

Fig. 7 is a flow chart illustrating an example of electronic commerce management in an electronic transaction server of the electronic commerce sys'tem using digital broadcasting shown in Fig. 2 .

Referring to Fig. 7, an electronic transaction server 290 receives the packet of return data transmitted from the receiver 240 (S510) . Because the packet of return data is encoded according to a predetermined encoding algorithm, the server 290 judges if the packet has valid information after decoding the encoded packet (S520) . When the time stamp of return data received from the receiver exceeds the time registered in valid information, the server 290 judges that the return data is not valid and then discards the packet. When the packet is valid, the electronic transaction server 290 authorizes a subscriber via a subscriber authorizing server 400, based on subscriber ID information of return data (S530) . After authorizing a subscriber, the server 290 manages transaction based on product code, purchase quantity, settlement method and delivery information (S540) . Here, the settlement is performed via a transaction server 300. The server 290 finally registers the transaction result (S550) . After completing transaction on the order of a subscriber, the electronic transaction server 290 generates receipt data to transmit the transaction result to a subscriber. The generated receipt data 160 is transmitted from the server 290 into the receipt data collecting server 160.

The above preferred embodiment is explained after the example of digital satellite broadcasting. However, it can be applied to wired cable and sky wave broadcasting. In addition, the receiver may be .common fixed TV, set-top box or a satellite receiving device installed in mobile transportation such as car or ship.

As discussed earlier, the present invention overcomes the problem of the conventional transaction method. According to the conventional transaction method, a subscriber telephones a call center for providing a shopping program using satellite broadcasting and then orders products that (s)he wants to purchase. As a result, the call center should have equipment for telephoning of a plurality of subscribers. The call center needs also a plurality of work force, thereby increasing cost. When orders are exploded, the call center cannot correspond to each call and product orderers should wait for phoning. Besides, the security of settlement cannot be secured because subscribers should provide private information on credit cards via telephone. However, according to the present invention, electronic commerce is performed using data broadcasting service of digital broadcasting. Additionally, the present invention can secure the security of data and mobility of set-top box because return data from set-top box is transmitted via wireless communication network .

Claims

What is claimed is :

1. An electronic commerce system using digital broadcasting for transmitting a broadcasting program signal of television, radio and data via a transmitter of digital broadcasting and sending the broadcasting program signal to a subscriber receiver, the system comprising: a database unit of broadcasting program for storing broadcasting program data into data format of broadcasting standard; a forwarding database for storing forwarding data such as product catalogue, purchase information and applied information to be forwarded into a receiver by corresponding to broadcasting program data stored in the database unit of broadcasting program; a program controller for extracting broadcasting program data from the database unit of broadcasting program according to' broadcasting schedule, also extracting forwarding data from the forwarding database outputting and then outputting the data; a transmission server for adding program identifying information to broadcasting program data and forwarding data from the broadcasting control unit and then outputting broadcasting program data of a broadcasting standard according to a given bandwidth; a multiplexer for multiplexing broadcasting program data of the broadcasting standard transmitted from the transmission server according to each broadcasting channel and outputting the data into a transmitter; a receiver for receiving broadcasting program data of the broadcasting standard via the satellite receiving antenna, generating return data receiving order information, subscriber information, a settlement method and a distribution information, and transmitting the data into a receiving address via wireless communication network; and an electronic transaction unit for managing transaction, based on return data received in the receiving address.

2. An electronic commerce system using digital broadcasting for transmitting a broadcasting program signal of television, radio and data via a transmitter of digital broadcasting and sending the broadcasting program signal to a subscriber receiver, the system comprising: a database unit of broadcasting program for storing broadcasting program data into a random data format; a forwarding database for storing forwarding data such as product catalogue, purchase information and applied information to be forwarded into a receiver by corresponding to broadcasting program data stored in the database unit of broadcasting program; a broadcasting control unit for extracting broadcasting program data from the database unit of broadcasting program according to broadcasting schedule, also extracting forwarding data from the forwarding database outputting and then outputting the data; a application server for converting broadcasting program data from the program controller into a data format of a broadcasting standard; a transmission server for adding program identifying information to broadcasting program data and forwarding data from the program controller .and then outputting broadcasting program data of a broadcasting standard according to a given bandwidth; a multiplexer for multiplexing broadcasting program data of the broadcasting standard transmitted from the transmission server according to each broadcasting channel and outputting the data into a transmitter; a receiver for receiving broadcasting program data of the broadcasting standard via the satellite receiving antenna, generating return data receiving order information, subscriber information, a settlement method and a distribution information, and transmitting the data into a receiving address via wireless communication network; and an electronic transaction unit for managing transaction, based on return data received in the receiving address.

3. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein the electronic transaction unit comprises: a return data collecting server for collecting return data transmitted from a plurality of receivers via wireless communication network; an electronic transaction server for authorizing a subscriber based on subscriber information included in return data collected in the return data collecting server, managing transaction based on order information included in return data, and managing payment/settlement of transacted cost based on a settlement method included in return data.

4. The electronic commerce system using digital broadcasting according to claim 3, wherein the electronic transaction server outputs results of managed transaction and payment/settlement into receipt data.

5. The electronic commerce system using digital broadcasting according to claim 3, wherein the electronic transaction server comprises a subscriber certificate server for registering subscription information and credit information of a plurality of subscribers and authorizing subscribers based on subscriber information included in return data.

6. The electronic commerce system using digital broadcasting according to claim 3, wherein the electronic transaction server comprises a payment/settlement server for managing settlement of transacted cost based on subscriber information and the settlement method included in the return data, the server connected to settlement servers of credit card company or bank.

7. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein the transmission server adds receipt data outputted from the electronic transaction server to forwarding data and then transmits the data.

8. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein the transmission server comprises a receipt data collecting server .for collecting receipt data from a plurality of electronic transaction server.

9. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein the receiver transmits return data via short message service SMS.

10. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein the receiver transmits return data via email service .

11. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein forwarding data of the forwarding database includes effective information, representing effective condition of transaction start.

12. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein forwarding data of the forwarding database includes a return address representing the receiving address for receiving return data.

13. The electronic commerce system using digital broadcasting according to claim 12, wherein the return address of the forwarding data includes phone numbers or email addresses.

14. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein the receiver adds effective information included in received forwarding data to return data and then transmits the information .

15. The electronic commerce system using digital broadcasting according to claim 3, wherein the electronic transaction server starts transaction only when received return data meet effective information included in return data .

16. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein forwarding data of the forwarding database includes product catalogue for explaining product information.

17. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein forwarding data of the forwarding database includes purchase conditions .

18. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein forwarding data of the forwarding database includes application program for control data to input purchase information.

19. The electronic commerce system using digital broadcasting according to claims 1 or 2, wherein the receiver executes the application program included in forwarding data and receives purchase information based on purchase conditions .

20. An electronic commerce system using digital broadcasting for transmitting a broadcasting program signal of television, radio and data via a transmitter of digital broadcasting and sending the broadcasting program signal to a subscriber receiver, the system comprising: a database unit of broadcasting program for storing broadcasting program data into a random data format; a forwarding database for storing forwarding data such as product catalogue, purchase information and applied information to be forwarded into a receiver by corresponding to broadcasting program data stored in the database unit of broadcasting program; a program controller for extracting broadcasting program data from the database unit of broadcasting program according to broadcasting schedule, also extracting forwarding data from the forwarding database outputting and then outputting the data; a transmission server for adding program identifying information to broadcasting program data and forwarding data from the program controller and then outputting broadcasting program data of a broadcasting standard according to a given bandwidth; a multiplexer for multiplexing broadcasting program data of the broadcasting standard transmitted from the transmission server according to each broadcasting channel and outputting the data into a transmitter; a receiver for receiving broadcasting program data of the broadcasting standard via the satellite receiving antenna, generating return data receiving order information, subscriber information, a settlement method and a distribution information, and transmitting the data into a receiving address via wire communication network; and an electronic transaction unit for managing transaction, based on return data received in the receiving address .

21. An electronic commerce system using digital broadcasting for transmitting a . broadcasting program signal of television, radio and data via a transmitter of digital broadcasting and sending the broadcasting program signal to a subscriber receiver, the system comprising: a database unit of broadcasting program for storing broadcasting program data into a random data format; a forwarding database for storing forwarding data such as product catalogue, purchase information and applied information to be forwarded into a receiver by corresponding to broadcasting program data stored in the database unit of broadcasting program; a program controller for extracting broadcasting program data from the database unit of broadcasting program according to broadcasting schedule, also extracting forwarding data from the forwarding database outputting and then outputting the data; a application server for converting broadcasting program data from the program controller into a data format of a broadcasting standard; a transmission server for adding program identifying information to broadcasting program data and forwarding data from the program controller and then outputting broadcasting program data of a broadcasting standard according to a given bandw dth; a multiplexer for multiplexing broadcasting program data of the broadcasting standard transmitted from the transmission server according to each broadcasting channel and outputting the data into a transmitter; a receiver for receiving broadcasting program data of the broadcasting standard via the satellite receiving antenna, generating return data receiving order information, subscriber information, a settlement method and a distribution information, and transmitting the data into a receiving address via wire communication network; and an electronic transaction unit for managing transaction, based on return data received in the receiving address .

22. The electronic commerce system using digital broadcasting according to claims 21 or 22, wherein the electronic transaction unit comprises : a return data collecting server for collecting return data transmitted from a plurality of receivers via wire communication network; an electronic transaction server for authorizing a subscriber based on subscriber information included in return data collected in the return data collecting server, managing transaction based on order information included in return data, and managing payment/settlement of transacted cost based on a settlement method included in return data.

23. The electronic commerce system using digital broadcasting according to claim 22, wherein the electronic transaction server outputs results of managed transaction and payment/settlement into receipt data.

2 . The electronic commerce system using digital broadcasting according to claim 22, wherein the electronic transaction server comprises a subscriber certificate server for registering subscription information and credit information of a plurality of subscribers and authorizing subscribers based on subscriber information included in return data .

25. The electronic commerce system using digital broadcasting according to claim 22, wherein the electronic transaction server comprises a payment/settlement server for managing settlement of transacted cost based on subscriber information and the settlement method included in the return data, the server connected to settlement servers of credit card company or bank.

26. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein the transmission server adds receipt data outputted from the electronic transaction server to forwarding data and then transmits the data.

27. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein the transmission server comprises a receipt data collecting server for collecting receipt data from a plurality of electronic transaction server.

28. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein the receiver transmits return data via short message service SMS.

29. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein the receiver transmits return data via email service.

30. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein forwarding data of the forwarding database includes effective information representing effective condition of transaction start.

31. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein forwarding data of the forwarding database includes a return address representing the receiving address for receiving return data.

32. The electronic commerce system using digital broadcasting according to claim 31, wherein the return address of the forwarding data includes phone numbers or email addresses .

33. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein the receiver adds effective information included in received forwarding data to return data and then transmits the information.

34. The electronic commerce system using digital broadcasting according to claim 22, wherein the electronic transaction server starts transaction only when received return data meet effective information included in return data .

35. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein forwarding data of the forwarding database includes product catalogue for explaining product information.

36. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein forwarding data of the forwarding database includes purchase conditions .

37. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein forwarding data of the forwarding database includes application program for control data to input purchase information .

38. The electronic commerce system using digital broadcasting according to claims 20 or 21, wherein the receiver executes the application program included in forwarding data and receives purchase information based on purchase conditions .

39. An electronic commerce method using digital broadcasting for transmitting a broadcasting program signal of television, radio and data via a transmitter of digital broadcasting and sending the broadcasting program signal to a subscriber receiver, the method comprising the steps of: including ordered product catalogue, purchase conditions and application program into a data broadcasting program signal, and transmitting the signal; executing the transmitted application program in a receiver, and receiving product ordering information based on the received product catalogue and purchase information; returning order information inputted by the application program to a predetermined receiving address after the product ordering information is inputted; and managing transaction based on order information received in the step of returning the information to the receiving address.

40. The electronic commerce method using digital broadcasting according to claim 39, wherein the step of including and transmitting the application program includes the step of including and transmitting a receiving address.

41. An electronic commerce method using digital broadcasting for transmitting a broadcasting program signal of television, radio and data via a transmitter of digital broadcasting and sending the broadcasting program signal to a subscriber receiver, the method comprising the steps of: including and transmitting ordered product catalogue and purchase conditions into a data broadcasting program signal; executing a built-in application program in a receiver, and receiving product ordering information based on the received product catalogue and purchase information; returning the order information inputted by the application program to a predetermined receiving address after the product ordering information is inputted; and managing transaction based on order information received in the step of returning the information to the receiving address.

42. The electronic commerce method using digital broadcasting according to claim 41, wherein the step of including and transmitting the purchase conditions includes the step of including and transmitting a receiving address .

43- The electronic commerce method using digital broadcasting according to claims 39 or 41, wherein the step of managing transaction includes the step of including and transmitting receipt data in a broadcasting program signal.

44. The electronic commerce method using digital broadcasting according to claims 39 or 41, wherein the step of receiving the order information includes the step of indicating receipt data.