When displaying an image with at least four primary colors mixed, there are provided a primary color B generating unit (1036) having, as an xy chromaticity, (x, y)=(0.150, 0.060) and generating a primary color B lowest in luminance, a primary color G generating unit (1038) having, as an xy chromaticity, (x, y)=(0.300, 0.600) and generating a primary color G highest in luminance, and a primary color R generating unit (1037) having, as an xy chromaticity, (x, y)=(0.640, 0.330) and generating a primary color R higher in luminance than the primary color B and lower in luminance than the primary color G, whereby it is possible to expand a color gamut while ensuring compatibility with 3-primary-color image signal by allowing three primary colors to agree with the primary color Rec. 709 of a standard display sRGB.