Video signals representative of photographic images which are stored in a plurality of substantially equally dimensioned frames in horizontal and vertical positions are produced by picking up the images. A first signal indicative of a horizontal/vertical position and a top-bottom orientation of the photographic image stored in any of the frames is entered. The photographic image is rotated relatively in response to the first signal. For a vertically positioned image, a video signal is produced which is representative of the image with a magnification which is smaller than that of a horizontally positioned image. Such a procedure provides a video signal which represents an image in a non-inverted top-bottom orientation without any essential portions of the image being omitted.