A television receiver, comprising: a display module arranged to display a video signal; an illuminance sensor arranged to detect ambient illuminance by detecting an analog value corresponding to the detected ambient illuminance and converting the detected analog value into a digital value, the detected ambient illuminance corresponding to one of a plurality of primary display grades for controlling a plurality of display characteristics of said display module and the ambient illuminance being sampled to generate the digital value; a system controller arranged to determine, based on the detected ambient illuminance, the primary display grade, wherein the system controller is arranged to change a current primary display grade to one of a next-higher primary display grade and a next-lower primary display grade, if a boundary value between the current primary display grade and an adjacent primary display grade is passed by a predetermined value of the generated digital value; a user interface device arranged to select one of a plurality of secondary display grades with respect to the determined primary display grade, the selected secondary display grade controlling contrast and brightness control values of said display module, wherein color, tint and sharpness display characteristics are controlled by the primary display grade while only contrast and brightness control values are changed according to the selected secondary display grade, further the color, tint, sharpness display characteristics and contrast, brightness control values are pre-stored in a memory for each combination of primary and secondary grades, wherein the system controller is arranged to determine a final display grade based on the determined primary display grade and selected secondary display grade and to generate a plurality of display characteristic control values corresponding to the final display grade; and a display characteristic controller arranged to receive a plurality of display characteristic control values from the system controller and arranged to control said display module using the received display characteristic control values. a display module arranged to display a video signal; an illuminance sensor arranged to detect ambient illuminance by detecting an analog value corresponding to the detected ambient illuminance and converting the detected analog value into a digital value, the detected ambient illuminance corresponding to one of a plurality of primary display grades for controlling a plurality of display characteristics of said display module and the ambient illuminance being sampled to generate the digital value; a system controller arranged to determine, based on the detected ambient illuminance, the primary display grade, wherein the system controller is arranged to change a current primary display grade to one of a next-higher primary display grade and a next-lower primary display grade, if a boundary value between the current primary display grade and an adjacent primary display grade is passed by a predetermined value of the generated digital value; a user interface device arranged to select one of a plurality of secondary display grades with respect to the determined primary display grade, the selected secondary display grade controlling contrast and brightness control values of said display module, wherein color, tint and sharpness display characteristics are controlled by the primary display grade while only contrast and brightness control values are changed according to the selected secondary display grade, further the color, tint, sharpness display characteristics and contrast, brightness control values are pre-stored in a memory for each combination of primary and secondary grades, wherein the system controller is arranged to determine a final display grade based on the determined primary display grade and selected secondary display grade and to generate a plurality of display characteristic control values corresponding to the final display grade; and a system controller arranged to determine, based on the detected ambient illuminance, the primary display grade, wherein the system controller is arranged to change a current primary display grade to one of a next-higher primary display grade and a next-lower primary display grade, if a boundary value between the current primary display grade and an adjacent primary display grade is passed by a predetermined value of the generated digital value; a display characteristic controller arranged to receive a plurality of display characteristic control values from the system controller and arranged to control said display module using the received display characteristic control values.