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As a digital TV has outstanding features of being the most influential device in the living room and having the wide spectrum of users, several internet services has been ported on the digital TV platform (in the form of data services) in order to enhance their brand powers. Most of the services, however, failed to get a satisfactory results as the data services are defeated by the broadcasting contents in the competition for the viewer`s interests. In the paper, the design guidelines that make data services not to compete with the broadcasting contents are proposed and a prototype of a data service that accommodates the guidelines is introduced.

A Digital TV Data Service Design Guideline considering Viewer's Modality