While reviewing the HDTV sets ask for the remote control from the sales person. Press the Menu button in the remote control to bring up a list of options, and select Video or Picture Adjustments.
You will find that the contrast is set at 100%, with the same for sharpness. Yes, almost every store sets their television sets at the brightest picture settings.
You cannot judge the true picture quality at this setting. Set the sharpness at a low percent that halos disappear from the edges of objects and set contrast in such a way that highlights are no longer out of balance with the rest of the picture. At stores, they also set the color temperature too high.
Because of this, whites look bluish. See, if the set has a color-temperature setting, generally called Low or Warm. Use that. Again, most HDTVs have a custom or pro mode. Set the TV at that mode.
This will help the picture look more natural. Once you have done all this, you have done almost half of the job.
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