Provided are an apparatus and a method for processing media in a convergence media service platform. The method comprises the following steps : extracting reality effects based on media; inserting the reality effects into the media based on user interaction feedback information, continuous data, and a sensor and editing the media; and providing the generated convergence media. The media generating apparatus in a convergence media service platform comprises : an MSE processing unit for extracting reality effects from AV media; an AV processing unit for separating the AV media into an audio and a video and decoding the AV media based on a media format; a reality effect processing unit for adding the extracted reality effects by synchronizing with the waveform of the separated audio, and editing the properties of the added realty effects; and a media generating unit for generating convergence media by adding the additional realty effects to the AV media.[Reference numerals] (111) AV processing unit; (112) Reality effect processing unit; (113) Interaction processing unit; (114) MSE processing unit; (115) Continuous data processing unit; (116) Sensor unit; (117) Camera terminal unit; (118) Media generating unit; (119) Media processing unitCOPYRIGHT KIPO 2014