A transmitting station includes a transmitting antenna whose orientation direction is changeable, and a controller that controls the orientation direction of the transmitting antenna according to an orientation direction of the transmitting antenna determined together with receiving stations to receive data transmitted from the transmitting antenna based on estimate values of received signal quality at receiving stations that are candidates for receiving stations to receive data transmitted from the transmitting antenna. The transmitting station can maintain received signal quality at a plurality of receiving stations at a desired value or more in a data transmission system.