OK - I purchased the UT50, 55 inch and to be honest I was anticipating much more. I could'nt get to the level or quality of picture I anticipated. I knew it was a low end plasma, but scored extremily high in reviews. Purchased at Costco, the setting was "Standard", which is below average picture. In reality I trusted the CNET reviews and AVS reviews and made the puchase. After approximatly 200 hours of viewing I felt I should have at a minimum purchased the ST50 and purhaps lowballed my purchase. But then I discovered how to access additional calibration settings by holding the volume button on the side of the TV, not the remote, and pushing the info button on remote three (3) times. This opened up the door. I followed previously posted calibration settings for Custom and Cinima and WOW- The picture is everything I dreamed of. It blowes away any TV, Plasma, LCD, LED under $ 2800. It rivals Sony's XBR Series, which I love, my preference. I paid $799, plus tax out the door. You have to get to the internal settings. Then, unless you have the tools to generate your on calibration setting, follow previously posted settings. Do not attempt to just plunge in and start making adjustments- That would be a disaster. Thanks to the previous posters for providing the in depth settings. You have to appreciate blacks, deep and inky to love this TV. If your preference is bright , shiney pictures go the LED, LCD route. Look around, black is a real color and is hard, the inkier the better.