At the time of dividing an input frame into multiple subframes and performing frame rate conversion, a frame rate conversion apparatus detects the degree of motion of each region composed of one or more pixels in the input frame, and determines a spatial frequency for each region in the multiple subframes according to the detected degree of motion of the region. The conversion apparatus then converts each region in the multiple subframes to the determined spatial frequency, divides the input frame into those subframes whose regions have been converted, and outputs the subframes.