Disclosed is a system (1) and a suitable method for diffusing image objects which are saved with associated image object data in a data base (291) for image objects. User characteristics are transmitted by communication terminals (4,4',4 ) to a media center (2) via a communication network (3) and are received in a media center (2) of the system (1). User interest profiles are determined in the media center (2) and stored in a user interest data base (292) after assignment to the data characteristics thus received. By correlating specific user interest profiles with image information, it is possible to determine image objects and transmit them via the communication network to the appropriate communication terminal (4,'',4 ) from which the received user characteristics were transmitted. The real viewing direction of a user of the communication terminals (4) is determined and transmitted to the media center; image objects viewed by the user are identified on the basis thereof. User interest profiles are determined from image object information assigned to the image objects viewed by the user and are saved in the user interest data bank (292).