A video signal processing apparatus for processing a video signal comprises a receive unit (101, 103, 105) which receives the video signal comprising a sequence of pictures. A processing unit (107) applies a picture noise changing algorithm to the sequence of pictures and a variation unit (113) varies a spatial noise reduction setting for the picture noise changing algorithm between at least some consecutive pictures of the sequence of pictures in response to a predetermined variation rule. Specifically a set of picture manipulation processes (203, 205) with different spatial noise reduction characteristics may be provided and the variation unit (113) may select different picture manipulation processes in consecutive pictures. The approach may introduce high frequency noise flickering which is less perceptible to a viewer thereby reducing the perceived noise. The invention may in particular be applied to upconverted high picture rate video signals for hold type displays, such as Liquid Crystal Displays displays.