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To achieve true life like colors, the primary colors need to be balanced to produce a perfect black and white picture. Turn the color level on the tv to 0 and tint to middle then look at the picture - does it have a reddish or other "coloration" to it? Then set the individual color levels (if your TV has these settings) of red, blue and green to balance out and get a true black and white picture. After that, bring the color level up slowly until the facial levels are natural - not over driven as seen in most store displays. You may need to use tint control slightly.....
One other way - There is a dvd from Disney called "Wow" that aids in getting your set to optimum display.
The Tint function can be accesed by the following steps.
The PICTURE menu offers options to enhance and refine the picture displayed on your TV based on ambient room light and personal preferences. Adjustment options include contrast, brightness, color, sharpness and color temperature
Press the MENU button on the remote control. Navigate using t u arrow buttons to select PICTURE. Press the down q arrow button to highlight PICTURE MODE, then press the u arrow button to select your viewing preference from 4 factory options:
STANDARD > DYNAMIC > MOVIE > PERSONAL. The STANDARD setting is recommended for most viewing environments. Depending on the ambient light level in the room, you may find one of the other options more pleasing.
To make more critical adjustments based on your own preferences in PERSONAL:
• Use down q arrow button to highlight Contrast. Navigate using the t u arrow buttons to increase or decrease contrast intensity. • Use down q arrow button to highlight Brightness. Navigate using the t u arrow buttons to increase or decrease overall brightness. • Use down q arrow button to highlight Color. Navigate using the t u arrow buttons to increase or decrease color intensity. • Use down q arrow button to highlight Tint. Navigate using the t u arrow buttons to adjust colors toward green or reddish tint. • Use down q arrow button to highlight Sharpness. Navigate using the t u arrow buttons to soften or view crisper edges in the picture. • Use down q arrow button to highlight Color Temperature. Navigate using the t u arrow buttons to select COOL (more bluish tone), NORMAL or WARM. The default setting is NORMAL. WARM mode will provide color that is calibrated to D6500° Kelvin, the standard color that broadcast stations and the Motion Picture industry consider as the most accurate to view programming.
Note: When adjustments are completed, you may select another menu by pressing the Menu button.
You need a simple color adjustment. (Color Calibration)
You don't need to spend money on this. Try it for yourself.
Your main problem is that your color temperature is set to warm. You need to change temperature to COOL or 6500K depending, on how it is labeled.
You will see improvement, but there is a little more... Move "Color" DOWN from it's current position (probably at 50) to somewhere between 30 and 40. (Just a couple of clicks above where the color rapidly washes out.)
At this point there will still be slightly unnatural color to skin tones, but all the artificial "sunburn" and blaring red will be gone.
Last (as far as color goes) move the tint 2 to 4 clicks toward green. This added green tint balances the color so that the flesh tones become completely accurate and realistic.
For even better detail, continue your home calibration here:
If you can see the red tint with every input source and also in the On-Screen Menu, then this indicates that the Green phosphor is burning off of the screen faster than the Red and Blue. This is typical of plasma screens. Even if you dont watch a lot of golf or football, green is the most dominent color and burns out of the phosphur pits(pixels) faster than the Red and Blue. Take away green, you are left with Reddish looking screen and Pink whites. This is not repairable. If the Menu looks nice and white, check your source cables. Good luck
Your light engine will need to be replaced as you have a LCD panel failure. Here is the link to the part number for the model 50V500 if you have the 50V500A it has a different part number. http://www.partstore.com/ProductDetail.aspx?ProductSKU=8286849&ProductType=PART&ModelID=374014