A TV program distribution system comprises: a TV broadcast signal distribution device for distributing a scrambled pay TV program provided by a TV program provider; an auction management device for managing selling, by auction, of the viewing right of the pay TV program; an account management device for charging winning bidders of the pay TV program determined by the auction; and a conditional access management device for managing conditional access information to make it possible for each STB of each winning bidder of the pay TV program to descramble the scrambled pay TV program.The TV program distribute system sells the pay TV program by auction, limiting the number of STBs allowed to access the pay TV program, so that the TV program distribution system makes it possible for the TV program provider to collect fees of the pay TV program according to market value of the pay TV program.