BURN-IN REDUCTION APPARATUS, SELF-LUMINOUS DISPLAY APPARATUS, IMAGE PROCESSING APPARATUS, ELECTRONIC DEVICE, BURN-IN REDUCTION METHOD, AND COMPUTER PROGRAM

1 - 19 . (canceled)

20 . A self-luminous display apparatus, comprising:

a self-luminous display device including a driving circuitry and a plurality of pixels responsive to the driving circuitry;

an illumination sensor configured to:

detect an outside brightness of a display screen, and

generate a brightness signal based on the detected outside brightness; and

a contrast control circuitry configured to provide a first control signal and a second control signal to the self-luminous display device, wherein the first control signal and the second control signal are dependent on the brightness signal,

wherein the driving circuitry is configured to variably control:

an emission duty ratio of the plurality of pixels based on the first control signal, and

a reference voltage based on the second control signal, wherein at least one of a white level and a black level of the plurality of pixels is dependent on the reference voltage.

21 . The self-luminous display apparatus according to claim 21 , wherein the contrast control circuitry is further configured to change a gradation conversion characteristic based on the brightness signal.

22 . The self-luminous display apparatus according to claim 22 , wherein:

the self-luminous display device includes a plurality of data lines coupled to the plurality of pixels; and

a video signal is converted to a voltage signal provided on the plurality of data lines based on the gradation conversion characteristic.

23 . The self-luminous display apparatus according to claim 21 , wherein the driving circuitry includes a data line driver configured to generate a voltage signal for the plurality of pixels based on a video signal.

24 . The self-luminous display apparatus according to claim 24 , wherein the reference voltage is a reference for the data line driver, and corresponds to a voltage signal for the white level or the black level.

25 . The self-luminous display apparatus according to claim 21 , wherein the driving circuitry includes a voltage source configured to generate the reference voltage based on the second control signal.

26 . The self-luminous display apparatus according to claim 21 , wherein each of the plurality of pixels includes:

a light emitting element;

a driving transistor configured to control a driving current to the light emitting element; and

a switching transistor configured to switch the driving current, thereby controlling the emission duty ratio, wherein

the light emitting element, the driving transistor and the switching transistor are serially connected between a first voltage line and a second voltage line.

27 . The self-luminous display apparatus according to claim 21 , wherein each of the plurality of pixels includes:

a light emitting element;

a driving transistor configured to control a driving current to the light emitting element; and

a switching transistor configured to switch the driving current, thereby controlling the emission duty ratio,

wherein the light emitting element, the driving transistor and the switching transistor are serially connected between a first voltage line and a second voltage line, and

at least one of the first voltage line and the second voltage line is coupled to a voltage source.

28 . The self-luminous display apparatus according to claim 28 , wherein the driving circuitry includes a scan driver configured to provide control pulses for the switching transistor of each of the plurality of pixels.

29 . The self-luminous display apparatus according to claim 28 , wherein the light emitting element includes an organic electroluminescent (EL) element.

30 . A self-luminous display apparatus comprising:

a self-luminous display panel including a plurality of pixels responsive to control circuitry;

an illumination sensor configured to:

detect an outside brightness of the self-luminous display panel, and

generate a brightness signal based on the detected outside brightness; and

the control circuitry configured to:

generate a first control signal and a second control signal based on the brightness signal,

variably control an emission duty ratio of the plurality of pixels based on the first control signal; and

variably control a reference voltage based on the second control signal, wherein at least one of a white level and a black level of the plurality of pixels is based on the reference voltage.

31 . The self-luminous display apparatus according to claim 31 , wherein the control circuitry is further configured to change a gradation conversion characteristic based on the brightness signal.

32 . The self-luminous display apparatus according to claim 32 , wherein:

the self-luminous display panel includes a plurality of data lines coupled to the plurality of pixels, and

a video signal is converted to a voltage signal provided on the plurality of data lines based on the gradation conversion characteristic.

33 . The self-luminous display apparatus according to claim 31 , wherein the control circuitry is configured to:

set the reference voltage to a first value when the illumination sensor detects a first brightness; and

set the reference voltage to a second value when the illumination sensor detects a second brightness brighter than the first brightness,

wherein a contrast ratio of an image displayed on the self-luminous display panel when setting the reference voltage to the second value is less than the contrast ratio when setting the reference voltage to the first value.

34 . The self-luminous display apparatus according to claim 34 , wherein the control circuitry is configured to:

set the emission duty ratio to a third value when the illumination sensor detects the first brightness; and

set the emission duty ratio to a fourth value smaller than the third value when the illumination sensor detects the third brightness darker than the first brightness.

35 . The self-luminous display apparatus according to claim 31 , wherein the illumination sensor is arranged at an upper periphery of the self-luminous display panel.

36 . The self-luminous display apparatus according to claim 36 , wherein the illumination sensor is arranged at a middle region of the upper periphery of the self-luminous display panel.

37 . The self-luminous display apparatus according to claim 31 , wherein the control circuitry is configured to control a contrast ratio of an image displayed on the self-luminous display panel steplessly or in a stepwise manner.

38 . A luminance control apparatus suitable for a self-luminescent device, comprising:

an illumination sensor; and

a control circuitry, wherein the illumination sensor is configured to:

detect a brightness of an ambient light intensity, and

generate a brightness signal based on the detected brightness; and

the control circuitry is configured to:

generate a first control signal and a second control signal based on the brightness signal,

variably control an emission duty ratio of the self-luminescent device based on the first control signal, and

variably control a reference voltage on which at least one of a maximum luminance level and a minimum luminance level of the self-luminescent device is dependent, based on the second control signal.

39 . The luminance control apparatus according to claim 39 , wherein the self-luminescent device includes a plurality of organic electroluminescent (EL) elements arranged in a matrix form.