To generate and transmit data in a prescribed format with a simple constitution.

In a data transmitting method, the data of video and/or audio items and data containing serial item data composed of the information on data to be transmitted with a simple constitution of the items and the setting information of data transmission are transmitted by using the transmission packet of serial digital transfer interfaces by packaging the data. In such a case, video and audio data DVC, DAU, etc., and system item data are transmitted as a serial data CPS after the data are temporarily stored in an SDRAM section 250 or the data of each item obtained by receiving the data CPS and system item data are outputted after the data are temporarily stored in the SDRAM section 250.