To reduce deterioration in image quality caused by influence of noise in a television video signal when applying progressive conversion processing or frame rate conversion processing so as to be consistent with a frame rate of the video signal.

A video signal processing apparatus detects whether or not an input video signal is a telecine-converted video signal and, in accordance with a result of the detection by telecine conversion signal detecting means, performs progressive conversion of the input video signal. Then, the apparatus detects a noise level of the input video signal and, if the noise level is higher than a predetermined level on the basis of a result of the detection, performs control to switch off the detection processing of the telecine conversion signal detecting means.