If you want to watch a movie as it was supposed to look like, then you probably need to calibrate your tv to the rec.709 standard. Otherwise, tweak your settings to what you like. The alternative would be to use a calibration disk like AVS HD-709, WoW, etc and at the very least adjust your basic settings (contrast, brightness, sharpness, aspect, etc). That should improve your pq. It won't be calibrated but certainly acceptable.