I bought the Pioneer KRL-37V from Ask Direct on Tottenham Court Road. I was initially very happy with the set, but after a few days I started to notice that the backlight was uneven. After calibrating the set using the AVCHD calibration DVD, the backlight problem was less noticeable, but still there. When watching the Pioneer Blu Ray screensaver, the left hand side of the screen looked grey and cloudy when it should have been a solid black and the black bands on a widescreen image became noticeable less black towards the edges of the screen. Largely black scenes in a film also suffered from this uneven black level.
I rang the Pioneer help line and the response I received wasn't what I was expecting when you pay £840 for a TV. The technician told me that this was how LCD TVs behave and that I should be watching the set from a distance of approximately 4-4.5m in a well lit room.
I then rang Ask Direct (where I'd bought the TV) and they offered to replace the TV for me without even having to see it. They understood that this was unacceptable in a Pioneer and that same day, they installed a new KRL-37V and removed the old one to be sent back to Pioneer. The new set is much better and I now have the sort of picture that you expect from a KURO TV - blacks are deep and even, and the colours are warm and vibrant.
I can't rate the service from Ask Direct much more highly than to say it was FANTASTIC. Raj (their Pioneer salesman) was very helpful. I'll definitely be shopping there again.