An initial value-setting system (10) for setting the initial available numbers of times of unitary use (P) of prepaid available number-of-times-of-unitary-use storage media (8) for making use of a certain toll or pay service, the initial value-setting system (10) comprising a means for receiving purchase-application data on each medium (8) including its purchase date and time (DT) through a communication network (N), a storage area for storing the opening date and time (DTS) of advance sale of the media (8), a storage area for storing the closing date and time (DTO) of the advance sale, a storage area for storing the closing date and time (DTE) of ordinary sale, as distinct from the advance sale, of the media (8), and an initial value-setting means for setting the initial numbers (P) of media (8) with purchase dates and times (DT) between the opening and closing dates and times (DTS and DTO) higher than those (P) of media (8) with purchase dates and times (DT) between the closing dates and times (DTO and DTE).