Patent ID: 8269802

Claim:
An image display apparatus, comprising: a storage for inquiry, storing information for forming inquiry relating to an audio-visual environment and option information selected as an answer in response to the inquiry formed on the basis of the information for forming inquiry; a storage for image quality control rules, storing a plurality of image quality control rules suitable for the audio-visual environment expected according to the option information as the answer; a first acquirer, outputting the inquiry relating to the audio-visual environment and option information on the basis of the information for forming inquiry stored in the storage for inquiry, and acquiring result information from a user, by selecting an option from the option information as the answer indicating the audio-visual environment from the user's perspective and is to be utilized for acquiring the image quality control rule; an acquirer for image quality control rule, acquiring the image quality control rule from the storage for image quality control rules according to the result information; an image quality controller, controlling the image quality according to the acquired image quality control rule; a power-on detector, detecting power-on; and a setting controller, operating the acquirer for image quality control rule according to said detection.