It turns out that the Sony sets are pretty well calibrated out of the box. Still, I used Avia to deal with the red push, eliminate overscan, adjust the geometry and set the white and black levels. It's not really that much of a difference, but if you like to tweak, it's a handy resource and I'd recommend it.
Make no mistake, though, that this is no substitution for an ISF calibration.
I use AVIA with mine. As drfrank stated, you'll find the set to be set relatively well-set OOTB, but I do also definitely enjoy mine more since going through with calibration. Also as drfrank did, I went beyond just the simple adjustments for AVIA for setting picture, brightness, color, hue, and sharpness and used it to eliminate red push, adjust overscan, and play with geometry as well. I'm sure it'd be even better with the full ISF calibration, but I'm also not feeling like shelling out the $$$ to go through with that.
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