I can see the 24p True Cinema logo on the picture (Sony 4) and motion flow 120Hz. It's on the sticker that's still attached to the TV. It also says: Live color creation x.v. Color - capability for vivid, vibrant, natural colors beyond HD. I don't see anything about if it's 10 bit or any mention of "Deep Color" on the sticker. I would imagine that it's built in to the TV though. Everywhere that I've seen reports on this TV; "Deep Color" has been mentioned along with x.v. Color, xvYCC, and 10 bit color. The question is how deep the color can go as far as bit depth. So far I've only heard of 8 bit and up to 10 bit color these days. I think we're still a few years away from deeper color sources except for HD camcorders with x.v. Color. I'm no expert, but if there is no source to display it, then how can you confirm it until Sony is willing to report to the public if it is a 10 bit TV. It's definitely not under the specs in the owner's manual.