A video content providing apparatus is provided, the video content apparatus including: an output portion comprising output circuitry configured to transmit a content signal for displaying an image to a relay connected to an image processing apparatus to provide the content signal to the image processing apparatus; and at least one processor configured to receive video formation information about a first video format supported by the image processing apparatus from among a plurality of video formats from the relay, and if it is determined that the relay does not support the first video format, to output the content signal corresponding to a second video format different from the first video format and supportable by the relay from among the plurality of video formats.