An apparatus for efficiently transmitting and receiving uncompressed AV data by using UEP during high-frequency wireless communication, as well as a transmission frame structure to which the UEP is applied are provided. A method of transmitting uncompressed AV data includes determining whether a transmission efficiency of uncompressed AV data drops below a threshold while the uncompressed AV data is transmitted; deciding whether to use a UEP mode if it is determined that the transmission efficiency has dropped below the threshold, the UEP mode indicating a manner of dividing bits, the bits constituting the uncompressed AV data, into significant bits and non-significant bits; and retransmitting the uncompressed AV data by using the UEP mode based on decision regarding use of the UEP mode.