Provided are an apparatus and method for reducing power consumption by selectively turning off frame receiving while undesired service is transmitted. The method includes generating a service frame group including all service frames and designating the frame number for service frames so that a radio frequency (RF) receiving unit operates while receiving the service frames corresponding to a desired service and the power of the RF receiving unit is turned off while the service frames corresponding to an undesired service are transmitted, thereby saving power. In addition, the power of the RF device is continuously turned off during various frames so that the RF device can rest for a longer period of time and thus power saving efficiency is excellent.