2. An apparatus having a processor configured for displaying a menu on a screen, the menu comprising menu buttons and being controlled by menu data read from a non-transitory computer readable storage medium, the non-transitory computer readable storage medium having stored thereon at least video data and a data segment representing control data for an on-screen menu for controlling a presentation of said video data,wherein said control data are suitable for controlling a display that operates at a video frame rate to display said on-screen menu, and wherein the menu comprises menu buttons having one out of three states, the states being normal, selected and activated, and said control data comprise image data for representing said menu buttons in said states and neighbor information,
wherein a menu button is represented by different images corresponding to different image data, depending on its state being normal, selected or activated,
wherein the image data that represent a particular menu button state on a display comprise a sequence of pictures,
wherein a value representing a rate for animating the sequence of pictures is stored on said storage medium and represents said rate for animating the sequence of pictures relative to said video frame rate, and said rate for animating the sequence of pictures depends on the video frame rate and said value, and said rate for animating is different from the video frame rate and is an integer fraction of the video frame rate and is lower than the video frame rate,
wherein said sequence of pictures comprised in the image data that represent a particular menu button state on the display is animated at said rate for animating the sequence of pictures,
wherein said data segment defines a page composition and contains at least said data representing the menu buttons and said value representing a rate for animating the sequence of pictures, and
wherein data representing a sound or sound sequence are stored on said storage medium, said sound or sound sequence being associated to a particular state of a particular menu button, and
wherein the neighbor information comprises an upper button number, a lower button number, a right button number and a left button number.