To reduce an afterimage or blur at zooming by controlling the return coefficient of a noise reduction circuit in electronic endoscopic equipment.

An image pickup sensor 14 is provided to the leading end of a scope 10 and the image pickup signal obtained from the image pickup sensor 14 is outputted to a processor 100. The processor 100 forms a video signal on the basis of the obtained image pickup signal. The processor 100 sets a noise reduction function to a low level when zooming is performed to automatically output an image of high accuracy free from the afterimage or blur.