A data transmission and reception method for information data containing additional information data, comprising, at a transmitter side, following steps:
- a step for preparing data frames of said information data into which the additional information data are to be embedded,
- a step for altering at least part of each data frame in accordance with predetermined patterns corresponding to the additional information data to be embedded, for the plural continuous frames, repetitively, and
- a step for transmitting the information data embedded with the repetitive additional information data therein;
- and
- further comprising, at a receiver side, following steps:
- a step for receiving the transmitted information data embedded with the repetitive additional information data therein,
- a step for detecting the repetitive additional information data embedded from said transmitted information data, and
- a step for determining said additional information data based on continuity of the repetitive additional information data detected for a predetermined times.