A broadcast program purchase method and apparatus for a broadcast-enabled mobile device are provided for efficiently managing purchased tokens by using a smartcard. In the broadcast program purchase method one or more tokens are acquired for use in purchasing a pay broadcast program and the one or more tokens are stored in a smartcard coupled to the mobile device. The broadcast program purchase apparatus includes a radio communication unit for transmitting a token acquisition request message and a program purchase request message to a billing server and for receiving one or more tokens from the billing server, a smartcard unit for storing the one or more tokens received from the billing server, and a control unit for controlling transmission of the program purchase request message using at least one of the one or more tokens through the radio communication unit.