Content upload system, content upload method, content transmitting and receiving device

In the content upload system, the content transmission device, the content identifier transmitted from the content receiving apparatus, on the basis of the production for the transfer destination information and the destination URI stored in the content transmitter apparatus, content reproduction control information, a plurality of clip information generates a transfer destination location information to transfer content comprising a plurality of AV data to the content receiving apparatus, uploads content and clip information and the content reproduction control information to the content receiving apparatus.