Recently, the number of users downloading video content on the Internet has dramatically increased, and it is highly anticipated that downloading huge size, rich content such as movie files will become a popular use of the Internet in the near future. The transmission bandwidth consumed by delivering rich content is enormous, so it is urgent for ISPs to design an efficient delivery system that minimizes the amount of network resources consumed. To deliver web content efficiently, a content delivery network (CDN) is often used. CDN providers collocate a huge number of servers within multiple ISPs without being informed of detailed network information, i.e., network topologies, from ISPs. Minimizing the amount of network resources consumed is difficult because a CDN provider selects a server for each request based on only rough estimates of response time. Therefore, an ordinary CDN is not suited for delivering rich content. P2P-based delivery systems are becoming popular as scalable delivery systems. However, by using a P2P-based system, we still cannot obtain the ideal delivery pattern that is optimal for ISPs because the server locations depend on users behaving selfishly. To provide rich content to users economically and efficiently, an ISP itself should optimally provide servers with huge storage capacities at a limited number of locations within its network. In this paper, we investigate the content deployment method, the content delivery process, and the server allocation method that are desirable for this ISP-operated CDN. Moreover, we evaluate the effectiveness of the ISP-operated CDN using the actual network topologies of commercial ISPs.