Embodiments of the invention provide a video display technique with which a stable video with a high contrast can be obtained according to brightness of a screen. In one embodiment, a video signal processing system for a video display apparatus which performs display on the basis of a video signal comprises a gain control module configured to provide a feedback signal based upon maximum luminance level information and average luminance level information of a luminance signal corresponding to the video signal, the feedback signal being used to control a gain of the luminance signal; and a correction module configured to apply a gamma correction based upon the average luminance level information to the video signal after the gain of the luminance signal has been controlled by the gain control module.