Image display apparatus and driving method thereof

An image display apparatus comprising:

• an image data processor detecting a first region from first image data input from an external source, adjusting a brightness of the first region and generating second image data;
• and
• a display device for displaying the second region on a screen based upon the second image data provided from the image data processor, the brightness of the first region being different from the brightness of the other areas on the screen,
• wherein the image data processor includes:
• a first converter that converts the first image data in the RGB format into image data in a YUV format;
• a moving image determiner that detects a second region by analyzing the brightness of the image data in the YUV format;
• a sub-screen detector that detects the first region by detecting edges of the first region within the second region;
• a data controller that adjusts the brightness of the image data in the YUV format corresponding to the first region;
• and
• a second converter that converts the image data in the YUV format of which brightness is adjusted into the second image data in the RGB format and outputting the second image data.