A method of providing a broadcast data service in a Digital Video Broadcasting-Handheld (DVB-H) system and a system therefore is provided. The system includes a broadcast service providing server for inserting at least one of application type information and application execution information into an acquisition fragment of an Electronic Service Guide (ESG) and transmitting the ESG, and a broadcast receiving terminal for receiving the ESG and determining the application type information and application execution information contained in the acquisition fragment when the broadcast data service is provided.