It is an object to provide a digital TV broadcast system and a cellular phone in which content of a data broadcast can be checked with a small display area, and work for checking desired content in detail is easy. Extracted character strings extracted from content data are provided in a picto display area 21 in a horizontally long display state as a marquee display. In the case where a display screen is switched to a vertically long display state during the display of the extracted character strings, a cursor 26 is placed on a character string corresponding to an extracted character string displayed in the horizontally long display state upon the switching, among character strings displayed in a data broadcast display area 25. Based on this, a user can well check the content of the data broadcast by checking the extracted character strings provided as the marquee display, and also because the character string corresponding to the extracted character string displayed in the horizontally long display state is automatically selected by the switching to the vertically long display state, the work for checking desired content in detail is easy.