An information serving system includes a broadcasting station module (TV),
user module (RV), and advertising agency module (AD). The broadcasting
station module (TV) broadcasts pieces of broadcast information including
at least video information. The user module (RV) receives the broadcast
information, selects an image component composing an image from the
received broadcast information, and produces specification information
indicative of the selected image component. The user module (RV)
transmits the produced specification information, while receiving
component information to represent the received component information.
The advertising company module (AD) acquires the specification
information, and transmits to the user module (RV) the component
information indicating an image component specified by the acquired
specification information. This allows a viewer viewing a broadcasted
program to acquire detailed information about a desired image component
in an easier and quicker manner, thus enhancing usability of a
broadcasting business.