I can't take credit for below, but it belongs in this tread...Folks lets PLEASE keep this thread for tweaks/tips only....thanks..
Let me make a few suggestions on how to go about setting up your SXRD.
Since the TV sets these days are Digital there is a strong tendency for different sets of the same model to perform very much alike if they use the same settings. So these suggested settings should work on any of the new SXRD sets. Sorry, but there are 22 of these adjustments we need to set up.
Before you begin you must setup your room lighting the way you intend to use your set. This is critcal to the correct setup of the brightness and iris controls that follow.
A. First thing to do before any settings are dialed in is to choose Vivid, Standard or Pro. Each choice sets everything up in a different way.
This will turn off the vertical enhancment that is present in Standard and you will notice a distinct drop in picture brightness. For now go along with me to see how you like these settings.
Also, you should use pro because it alone provides a number of special adjustment options not available to you in the other 2 modes.
Note; The following settings will be stored for each input connector. For example, this means that you will need to enter a complete set of the following settings for DVD inputs using the Component connections, do it all again if you use DVD using a HDMI input connector, and all over again when you use the a HDTV tuner at the 2nd HDMI input etc.
B. In the Pro mode the most likely good starting points for the various settings follows: These settings can be verified and then, if needed ,modified by using as a test source your DVD player and Avia, Video essentials, or Digital Video Essentials test disks.
I suggest the settings be done in the following order if you use one of the test disks.
1. Iris: try 2 This setting will reduce the picture brightness in the brightest and most importantly the darkest areas of the image. This is the control that will help get rid of the poor black level performance that has been a problem with LCD displays. (You will have to experiment with this control after all the other settings are completed). Your objective is (with an image containing some light areas and mostly very dark areas) to achieve as deep a black level as you can without compressing or losing dark detail.
2. Picture: Try the setting Sony shows with a Dot on each horizontal scale. If you use a test disk -follow the settings that work for the disk. In general I have found Sony's dot choices are pretty close to optimum if you are in the pro Mode.
This setting may appear to be very high (to the far right on the picture scale, but this will work well. If you later find there is some white crush try lowering the setting 1-2 clicks. You need this setting to be high for the picture to have some useable brightness. If you find the final setup brightness is too low you will need to change the mode in step 1 to standard.
3. Brightness: Try the Dot, or a few clicks to the left of the Dot, This setting should be verifiable if you use one of the DVD test disks. If you use a test disk -follow the settings that work for the disk.
4. Color: Try the Dot. If you use a test disk -follow the settings that work for the disk.
5. Hue: Try the Dot If you use a test disk -follow the settings that work for the disk.
6. Sharpness: Try the Dot or a setting near the middle of the scale.
Note that there will be 5 different sharpness type adjustments available to you in the Pro mode. So adjustment of these 5 controls will be a challenge. However that said, the availability of these 5 adjustments are one of the nice thing about the Sony SXRD sets that puts them at the top. More about his later. Again you must be in the Pro mode to access most of these controls.
7. Color temperature: Try Warm ( or if it looks more like gray to you try Neutral). You are shooting for a 6500 Degrees Kelvin gray scale and this may be the closest setting. Don't go up the scale any higher than Neutral or your picture will end up way too blue and color reproduction will be ruined. There is an Advanced adjustment available in the Pro mode that can be used to try to dial in a good 6500 degree gray scale, but for now just chose Warm (or Neutral).
8. Noise reduction: Try Off. Generally you should not use noise reduction, especially on HD sources. Some poorly transferred DVD movies might benefit from some noise reduction and for these you can experiment. For reference quality disks like "The 5th Element" or "Digital Video Essentials", turn it off.
9. Direct Mode: Off
10. Game mode: Off unless involved with games--I have to pass on setup for this type of use.
11. Advanced: Chose Advanced. Here is where the payoff for choosing Pro comes in.
The adjustments below are all found under the Advanced mode.
12. DRC mode: Chose CineMotion. This mode will apply a reverse the 3-2 pulldown required for all films ... this means Movies and all TV shows produced on film.
In this mode, if the source changes from film to Video (i.e. live camera feeds like HDNet sports, Monday Night football on ABC, The Tonight show on NBC, and David letterman on CBS) the Set will automatically drop the use of the reverse 3-2 pull down and process the image as a Video source. Note that if you leave this control in Mode 1 or 2 all Film shows will have interlace type artifacts. (You can test this by looking at the problems or lack of problems at the beginning of the DVD - The Fifth Element -as the boy walks up the ramp.)
13. DRC Palette: If available, chose Custom 3 and set the moving dot with the 2 controls provided over the Sony Dot. To reduce any possible motion smear introduced by the Clarity control you can reduce that level to 0 (to the left side of the box). Raising or lowering the Reality control (up and down inside the box) will impact the visibility of interlace artifacts that accompany 1080i and 480i video images.
14. Bit smoother: Off
15. Advanced Iris: I have had little experience with iris equipped sets. But this control appears to control the dynamic changes to the Iris depending on the image that is being displayed. I do not know the best setting to try but I would guess you want this at least turned on at one of the 3 levels provided. Others on this forum may be able to share their settings with us.
16. Color Corrector: Try Off. Use on if you prefer the way it looks.
17. DTE: Ideally this should be off, but to provide a reasonably sharp picture I suggest you start with a setting of low. This control adds detail to the picture. By detail I mean clothing texture, Facial and hair detail. Detail does not mean edge enhancement--which if overused produces outlines around the edges of, for example, legs, picket fences, tree trunks and the tops of a distant mountain range (unfortunately some detail enhancement accompanies the detail increase when using this control).
18. Clear White: Off
19. Detail Enhancer: Ideally this should be off, but to provide a reasonably sharp picture with DVD's I suggest you start with a setting of low. This control provides differnt levels of edge enhancement--which if overused produces outlines around , for example, the edges of legs, picket fences, tree trunks and the tops of a distant mountain range.
Very little edge enhancement should be used for High definition images. That said if the picture looks too unsharp to you add a little detail enhancement and/or DTE texture enhancement as described in #16 above. The goal with movies is to achieve a natural smooth film look. This means we do not want the typical over-enhanced standard NTSC TV look.
20. Black Corrector: Off
21. Gamma Corrector: Off
22. White balance: For now leave these controls alone. They adjust the gray scale and the ability to do this is a big plus with the Sony XBR and Qualia sets. Another time.
So that's it. A lot of settings to play with. I hope these inputs will be helpfull as a starting point.