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 gain is disclosed. In one embodiment, a saturation 1D-histogram for each of the user chosen colors is formed using a substantially current video frame. Further, a saturation gain, adaptive to slow or fast moving image sequences, is dynamically computed for each of the user chosen colors of the substantially current video frame using the corresponding saturation 1D-histogram of the substantially current video frame and corresponding saturation 1D-histogram information and a saturation gain of a substantially previous video frame. Furthermore, which one of the dynamically computed saturation gains associated with the user chosen colors to be applied on a per-pixel basis is determined. The determined saturation gain is applied to saturation component on the per-pixel basis in the substantially current or next video frame.