Originally Posted by $$Buck-Naked$$
Both my OLED TV's are ISF calibrated to 120cd/m2 light output. No problems what so ever. There's no reason to ever go over 120cd/m2 unless you want to watch your TV with a welding mask on.
Mr. Buck-Naked is correct. While I don't doubt the burn-in issue is real, my guess is that it's exacerbated by the very default setting that come with the TVs, which has trained the general public to assume a super-bright, poppy, Sony blue-push picture is the way to HD nirvana. (Also to blame for the publics erroneous assumptions: big box stores blasting the image into an overly bright showroom.)
As Buck-Naked stated, a properly calibrated TV in a somewhat light-controlled environment (as in the sun isn't blasting onto the screen) and using such recommendations as those by the THX company, should have a light output around 35fLs (or, to use more modern parlance, 120 nits).
Is this significantly darker than the general public assumes is correct? Definitely. But does this put us close to what the director/cinematographer/colorist, etc. intended. Absolutely.
It's simply a matter of getting used to it, rewiring our brains. Give those people who love "pop" a couple weeks with a properly calibrated TV and they'll grudgingly get used to it, even admit it looks better.
Even if the TV is calibrated for a brighter room environment and we go as high as 50fLs, we're still talking much darker than the default standard picture, which, on an OLED, has the OLED setting at 100. (Word to the wise to gentleman above who mentioned his OLED setting was 100...turn it down. Like well past 50.)
I remember plasma getting slammed for a similar burn-in argument, which was definitely one of the reasons it failed and inferior LED tech thrived. Let's not let that happen with the superior OLED tech.
Anyway, some final points:
1) i suspect a good portion of the burn-in could be avoided by not having the picture so improperly bright (turn down the OLED or, for LEDs, the backlight)
2) make sure you have any and all screen saver mechanisms turned on on the TV and any peripherals (Apple TV, Blu-ray, etc)
3) don't watch so much damn 24-hour news (MSNBC, CNN, FOX) with all those annoying chyrons and news tickers. Not only will it be better for your TV, it'll be good for your brain too. (24-hr news will invariably turn your brain into extreme left/extreme right mush. The world would be a much better place if we all hovered more towards the middle.
4) Consider getting your TV calibrated by a professional! (Yours truly—www.empiricalav.com
—happily serves the Chicagoland area!)