System and method for dynamically and adaptively enhancing user chosen colors on a frame-by-frame basis of an incoming digital video signal using a saturation dependent value bright-gain is disclosed. In one embodiment, a value-saturation 2D-histogram for each of the user chosen colors is formed using a substantially current video frame. Further, a saturation dependent value bright-gain is dynamically computed for each of the user chosen colors using the corresponding value-saturation 2D-histogram of the substantially current video frame and corresponding value-saturation 2D-histogram information and a saturation dependent value bright-gain of a substantially previous video frame. Furthermore, which one of the dynamically computed saturation dependent value bright-gains associated with the user chosen colors to be applied on a per-pixel basis is determined. The determined saturation dependent value bright-gain is applied to value component on the per-pixel basis in the substantially current or next video frame.