strapped for cash
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For running in purposes, I used the 'cinema' picture mode with the following settings -- contrast 50% (30 clicks from left); brightness 45% (26 clicks from left); colour 50% (30 clicks); sharpness 9 clicks from left (1 click from full). To be honest, these settings seemed to match my humble efforts at calibration using the THX optimiser on the Wall-E BluRay, though I'm aware that other calibration tools are much more sophisticated. Others have posted very different settings, with contrast levels at around 30% for viewing HD content, but I find my settings work very well with all sources, so I've stuck with them, even after the cautious 'running in' period -- stable and natural picture on Freeview, and great with games and blu ray, while still affording a good level of detail during dark scenes...