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There are 2 good DVD's that are setup disks that take you through basic brightness/color/contrast adjustments.
Avia is the best/perfered, but Video Essentials is quite good as well.
These will often help with your problem.
But: many people after a month or two hire a "Calibrationist" certified by the ISF (Imaging Science Foundation). These people are display experts and have access to the service menu for most TV's. They bring instruments to correctly set the color temperature, they do convergence/alignment/focus, etc. They also deal with the fact that these settings should be DIFFERENT for each video source.
All in all they spend 3+ hours with your TV and people have reported the results are amazing.
Go to the Display Devices fourm and search for "ISF" and you will find lots of discussion/praise.
PS: Even with HDTV, light control of the room can affect the picture quality. Make sure you can dim the room even when YOU do adjustments or watch movies.
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