An analog television (TV) signal receiving circuit and method and an associated equalizer coefficient configuration apparatus and method are disclosed for correcting a distortion problem occurred in a reception process of an analog TV signal by configuring an equalizer in the analog TV signal receiving circuit. The analog TV signal receiving TV includes a tuner, an analog-to-digital converter (ADC), and a demodulator. The tuner receives an analog radio-frequency (RF) TV signal to generate an analog frequency down conversion signal. The ADC generates a digital frequency down conversion signal according to the analog frequency down conversion signal. The demodulator includes a front-end circuit for generating a digital demodulated signal according to the digital frequency down conversion signal, and an equalizer for generating a digital receiving signal according to the digital demodulated signal. The equalizer includes a plurality of correction coefficients that are generated according to a predetermined rule.