In an automatic color-balance setup system for a color TV camera, a chart board having a white pattern, a black pattern and a gray pattern is imaged by the color TV camera for the purpose of color balance adjustment. The image signal data appearing at the output of the TV camera are analyzed to compute and determine the white level, the black level and the gray level, and the locations of the image signal data corresponding to the individual levels, measurement regions for the white level, the black level and the gray level are automatically determined color balance automatic setup.