First of all, my set faces my lounge window, so you might not want the backlight as bright as me. Also, I use just the Cinema mode for tv/dvd viewing and use the "Common" Target Input. I use Cinema because the sound seems much better in this mode. I use Surround for films and turn it off for normal tv.
Picture Settings -
Backlight 6
Contrast 78
Brightness 40
Colour 60
Col Temp Neutral
Sharpness Min
Noise Reduction Off
Mpeg Off
Motionflow Standard
Film Mode Auto 1
Advanced Settings
Black Corrector Low (I have no idea if this actually does anything)
Adv Con En Off
Gamma +2
Auto L L Off
Clear White Low (Again, does this actually do anything?)
Live Colour Low
White Balance All 0 (Have fiddled about with, but again it doesn't appear to change anything)
Sound Settings -
Treble +8
Bass Max
Balance 0
Auto Vol Off (This makes the adverts the same sound level as the programmes)
Volume Offset +3
Surround See Above
Voice Zoom +5
Sound Enhancer On
Dual Sound Stereo
I have got to these settings after 3 weeks of experimenting with them. I dont pretend to be some kind of expert, but I am very fussy about how the picture looks. I have used the settings on HDTV.org, for the 40w5500, but I found the picture settings they suggested to be very dark and lacklustre.
I hope this helps you on your way to happy viewing.