PURPOSE: To attain proper color matching in a short period of time simply without deterioration in picture quality by controlling either or both of the gain of amplification of the output of an image pickup element and a storage time of the image pickup element for each color.

CONSTITUTION: A control circuit 21, a timer circuit 25 and a variable gain amplifier 26 control both the gain of amplification of the output of a CCD 22 and a storage time of the CCD 22 for each color in response to an adjustment signal of an adjustment operation means 30. When the adjustment operation means 30 is adjusted properly, both the gain of amplification of an output of a CCD 22 and the storage time of the CCD 22 are controlled and a level of an output signal of the variable gain amplifier 26 is adjusted for each color. Then color matching is implemented by adjusting the level of the output signal of the variable gain amplifier 26 for each color in this way and a color picture data with proper color matching without deterioration in the picture quality is obtained.