Caveats: (a) I have the 600 series. The menus are not exactly like the 700 series but the basic calibration process should be close. (b) I am not an expert -- just spent too much time over the last couple of years playing in the service menu of an HL-R and a couple of weeks in an A650. (c) Use at your own risk!!
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Originally Posted by
cstrasz 
1.) The first thing I'm trying to figure out is what settings I should be using on my tv before going into the service menu.
Setting prior to service menu do not matter due to the user menu reset on entering the service menu. When in the service menu, you are essentially calibrating for Dynamic mode with picture mode = Cool1. (I believe using Expert mode there is a way to directly calibrate Movie mode while in the service menu but I have not tested that yet.) Calibrate as much as possible in the service menu (taking measurement in the service menu) and then tweak using the user menus while taking measurement outside the service menu.
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Originally Posted by
cstrasz 
2.) The second thing is, I've noticed going into the service menu completely voids the settings altogether that are on the TV, since it seems like the service menu runs independent. Is there a way around this? I ask because of the next question...
Not really. However there are some tricks to make life easier, such as when setting the gamut in the CCA menu, set all of the picture mode parameters to the xy-coordinates that give D65 for Cool1. This way, all of the picture modes will have the same white points regardless of the setting in the user menu.
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Originally Posted by
cstrasz 
3.) I'm supposed to initially adjust my contrast and brightness. I figure since the settings reset in the service menu, that adjustment of contrast and brightness is done through sub_contrast and sub_brightness on the WB menu? What I'm trying to do is make my contrast of 80 and darkness of 50 be at the contrast/brightness levels in the service menu but I can't figure out a way to do this as going out of the service menu and starting up the tv brings me back to the default out of the box settings of contrast 100 brightness 45. I'd like to have some wiggle room in the main menus to increase the contrast if need be over the years.
The default User values for Dynamic mode contrast and brightness can not be changed (as best I can determine). So, you can not set the contrast and brightness and have it represent 80 and 50 in the User Menu. However, I believe you can set the default user menu for contrast and brightness for the Standard Mode. (Have not tested this yet either. See menu EPA Standard.) This can be useful because you can set contrast and brightness in the service menu for dynamic mode with its default values. Go to Standard mode in the user menu, and set contrast and brightness for that mode using the user menu. (This might not need any adjustment because the same contrast and brightness values in the service menu apply to both Dynamic and Standard mode.) Note the values for contrast and brightness in the User mneu. Go back to the EPA Standard menu in the service menu and set the pertinent values to the just determine user values. Now, default mode for standard menu will have the correct values.
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Originally Posted by
cstrasz 
4.) I'm supposed to adjust my red and blue levels at IRE 80 then 30, and try to take care of the in between and low end IRE values. I'm trying to get the RGB values to be as close to the 100% mark as possible. To make sure, these are the R/B values that I adjust under sub_brightness for low IRE and sub_contrast for high IRE? The problem i'm running into is without adjusting the green value, I have a hell of a time getting the red high enough near 100%. I've only been able to stablize all three colors modifying the green since the green for my set out of the box is at 110%. But modifying the green seems to lower my contrast throughout the IRE spectrum.
I am not fimilliar with the grey scale procedure you are using where in green is not adjusted. When we see "brightness" (not the technical color science term), it is most impacted by the color green. So, it is not unusual that lower green decreases the apparent "brightness" of the grey scale. This is an iteritative process. After you change something, you need to go back and check everything again. Another trick I have found to be useful: If you do not know the limiting color of your display, it is usually better to lower the higher colors to the lower colors rather than trying to raise the lower colors.
This stuff can be very confusing and specific directions are not available. Even the experts resort to trial and error. I strongly suggest you take a look at Tom Huffman's thread in the Calibration threads, if you have not done so already. If you want to really get into calibrating this beast, you might also want to start a separate thread over in the Calibration area where there is more interest and a lot more assistance with this sort of thing.