The popularity of the World Wide Web has been enormously increasing in recent years. This enables broadcasters to demonstrate the new type of potential utilizing various digital content in broadcast programs. A digital watermarking has been of interest to numerous broadcasters to protect ownership rights of the digital content. In recent years, we at NHK Tokyo have been challenging toward studying a suitable digital watermarking technology of thedigital content production for our World Wide Web services. In this paper, we outline our current studies based on a number of experiments.