Patent ID: 8373728

Claim:
A method for controlling display image quality of a display device, by a controller of the display device, in which self-luminous display elements are arranged in a form of a matrix by region, the method comprising: receiving, by the controller, identification of an arbitrary position and an arbitrary size on a display screen as an emphasized display region to be interlocked with a display content of an application program, determining, by the controller, another region part excluding said emphasized display region, and reducing, by the controller, power consumed by said another region and lowering image quality for said another region as compared to said emphasized region, wherein said reducing and said lowering occur simultaneously by changing a gamma characteristic that provides a correspondence between a gradation value and a luminance value, wherein changing the gamma characteristic through the correspondence between the gradation value and the luminance value includes lowering the luminance levels associated with gradation values while retaining the characteristic of a gamma curve without changing a gamma value.