After having a 42PZ700 for a year now, and being one of the few, who've posted, that have ventured into, and made changes in the service menu, the thing that people should understand is that the settings are all relative. Source material and connection type (HDMI/Component/etc) is probably one of the biggest factors for variances in settings. Factory service menu settings being the other big factor.
When I initially got my set, it had some red and green push, which I corrected via service menu, by lowering the RedDrv and GreenDrv values. I also had really torchy/oversaturated whites, necessitating the use of "Warm" color temps. All my changes are by eye, with "no" previous experience with calibration. I was just looking for a happy medium where colors are balanced, blacks, and overal picture, have some detail, and overall PQ looked natural, for the majority of stations.
I've been chasing the dragon for the past year however, trying to resolve the black crush issue via HDMI, on my DishNetwk. STB.(the Component connection has adjustable contrast, and whites were not as saturated as with HDMI, and black levels were much lighter). I say chasing because stations' PQ varies not only from station to station, and show to show, but camera to camera. I've isolated the issue to the Dish box because my Panny CRT, using the STB's 2nd tuner, also has crushed blacks. I've always used "Light" Black levels, but even with the content of someone outside, at noon, if the sun wasn't shining directly on say their brown/black hair, the shaded side of their hair would be crushed out. Watching a movie like "Bad Boys" (indoor scenes) or "The Dark Night" was difficult. Conversley, my Denon 1930CI upconverting DVD player is significantly brighter/paler via HDMI, using the same settings for the HDMI port (player settings all at "0"). With the DVD player, I "can" use "Dark" Black levels. I also prefer Cinema mode with the DVD player, even during the day. After speaking with Chris Eberle, the ISF calibrator who wrote this article about the 700U:http://precision-video.blogspot.com/2007/09/panasonic-th50-pz700u-calibration.html
...I decided to increase the "AllDrv" setting, and this helped greatly.
But again, its all relative as my factory default "SubBrt" service menu value of "7E1". This setting did offer really deep colors/blacks, but with my Dish STB, I couldn't use the "Dark" black setting. Raising the SubBrt value to the 830-850 levels, "Dark" could be used. I settled on the 820/Light values, and subsequently, my Brightness settings are between 2-6 for Custom and Cinema modes, much lower than what most others are posting.
Also, it seems like SD content tends to be brighter/hazier looking than HD content, this both via my Dish box (with OTA antenna), and with the Comcast SD feeds I still get. Again, another situation where "Dark/Light" black level decisions have to be made.
My settings are currently as follows:
HDMI - DishNetworks VIP622Service Menu
Contrast - 000 (not adjustable)
Tint - 00
Color - 33 (lowered from default 3F or so, helped with oversaturated/sparkly reds)
SubBrt - 815
All Cut - 80
RedCut - 80
GrnCut - 80
BluCut - 80
AllDrv - E1
RedDrv - E1
GreenDrv - DB
BluDrv - 8B
Picture +16-17 (depending on channel)
Color Temp "Warm"
With these settings, I can pretty much watch all the channels, SD and HD on DishNet, without feeling like I need to change anything, save for HGTV/Food Network...the colors are kinda weird for whatever reason. Its not a perfect setup, as I just came to these values this week. I feel like there is still a slight green-blue push, which could be more in balance with the reds. I'm 95% there, for my likes.