Finally got up the nerve to go into the service menu on my new KV32FS100 to fix the 16:9 oversqueeze and red push, two things that have been bothering me about this set. Thankfully, many posts in this forum helped me out with this and the service menu turned out to be relatively easy to navigate and the improvement is very noticeable. Using Avia the red which was about 15-20% is now about 5%. The oversqueeze was at least a couple of centimeters off which drove me nuts. Even though my wife said she didn't notice it before, even she admitted it looks much better now. I'm posting my new settings which turned out to be very close to others I've seen here. Wonder why Sony doesn't check this at the factory? AXNT was 1 now at 0 (no more red face!) ASP1 was 47 now at 54(may need to go one more yet) Anyway I'm currently very happy with my new set and thanks again to everyone here for all the info.