Watermarking apparatus and method for inserting watermark in video contents

A watermarking apparatus and method for embedding a watermark in video content is provided. A watermarking apparatus for embedding a watermark into video content includes a content receiving unit for receiving video content having watermark common embedding information firstly inserted therefrom from a watermark headend system and watermark-specific embedding information into the received video content. And a message information image inserter for inserting the watermark information, wherein the message information image inserter includes alpha blending of the message information image including the watermark inherent information when inserting the watermark inherent information into the received video content. alpha blending) on the content playback screen. Watermark, IPTV, STB, Reference Information Image, Message Information Image, Alpha Blending