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With the broadcasting and network convergences, IPTV which is a broadcasting service using IP network, becomes popular as a new business model. The IPTV service supports the user-interactive and personalized broadcasting service. However, it is difficult to serve the IPTV services to the universal user terminals in the heterogeneous network environment. In this paper, we study the service scenarios for the personalized broadcasting services under open network environments and extend the Parlay X Web service structure for the personalized EPG, NDR and target advertisement services from the service scenarios. For these three services, we specify open APIs based on Parlay X for open network environments. Based on these open network environments for the personalized broadcasting services, it is possible to provide new business model to the network operators, to reduce the duplicable investment in new business by defining the roles of each service provider and to develop the various and inventive services through the third party application service. We also implement the prototype system for open APIs based on the extended Parlay X Web service structure which are named personalized EPG, NDR and target advertisement.