The delivery of content is performed over a cable network with a high capacity, and data for control is exchanged over an IP network. A VoD channel is allocated to a bandwidth of a cable network (1) which is divided for every region beforehand, and thus the VoD channel is dynamically allocated in response to the demand for VoD streaming from an end device (11). A head end includes a broadcasting server (2), a control information server (3), a VOD server (4), a regional page server (5), and a multiplexer (6). The control information server (3) broadcasts or sends DVB-SI used to form information for enabling selection of a program, or AIT for control of a browser page. The end device (11) exchanges data for obtaining content and data for stream reproduction control with the head end over the Internet (17).