A matrix panel drive control apparatus having improved display peak luminance and reduced black level luminance, permitting further improved contrast, includes a row selection circuit for selecting at least one row from among a plurality of rows of the matrix panel, a column drive circuit for supplying a modulation signal based on pixel data to a plurality of columns of the matrix panel, a clock signal supplying circuit for supplying a reference clock signal for controlling at least the pulse width of the modulation signal to the column drive circuit, and a control circuit for setting the length of the selection period and the cycle of the reference clock signal for each selected row on the basis of the pixel data. The control circuit carries out control so as to extend the cycle of the reference clock signal for a selected row having a longer selection period.