Provided are a transmission device, a transmission method, and a program capable of performing rate control suitable for an image quality priority image. A basic parameter value decision section (28a) decides, for a frame image that is not an image quality priority image, values of parameters used for encoding an encoding unit that is a part or whole of the frame image, by applying the difference between a control amount and a target value to a predetermined control rule. An image quality priority parameter value decision section (28b) decides, for the frame image that is the image quality priority image, values by which the data size of the generated image data becomes larger than those decided by applying the difference between the control amount and the target value to the predetermined control rule as the values of the parameters used for the encoding unit of the frame image.