The luminance atmosphere that the creator intends is excellently reproduced on the receiving end. The transmission video data is obtained by applying a predetermined opto-electrical transfer function to the input video data. The transmission video data is transmitted together with the luminance conversion acceptable range information about a set region in the screen. For example, a transmitting unit transmits a video stream obtained by encoding the transmission video data while inserting the luminance conversion acceptable range information into a layer of the video stream. The receiving end obtains display video data by applying an electro-optical transfer function corresponding to the predetermined opto-electrical transfer function to the transmission video data, and performing a luminance conversion process in each of the set regions independently in accordance with the luminance conversion acceptable range information.