S030, S031 & S032 are the RGB drive controls that adjust the grey scale.
Since I don't have the set, I can't tell you any settings. Even if I did, every set is different. I would adjust the blue first since the set leans towards blue even on the low setting. Just be sure you write down ALL the orginal settings first.
Free, abundant OTA television separates this country from many others. ATSC1 has only been in force since 2009. The wireless industry has enough spectrum. Enough of 'planned obsolesce'.