A method for transmitting media data in a multimedia system is provided. The method includes determining a transport packet header format and a transmission structure that are to be generated based on a transmission requirement of a multimedia service configured by the media data, generating a basic transmission unit of the media data based on the determined transport packet header format and the determined transmission structure, packetizing the media data into at least a packet based on the generated basic transmission unit, and transmitting the packetized media data.