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The lamp is located behind the lower removable speaker grill on the front of the TV. There will be a lamp door then the lamp is up inside the TV behind the lamp door. Make sure the lamp door is back in place before turning on the TV after replacing the lamp as the set will not work without it installed.
Sorry to say, But its probably the light engine.Hitachi has had big problems with this, its all over the net about this kind of problem. If the set is not very old, you may try to call Hitachi and complain, They did replace mine in my 50V715 but I had to pay a service call of $300 to have an authorized dealer replace it. Hope this is helpful.
The lamp is on the bottom left side. Remove the plastic piece that goes across the TV below the screen. It will snap off. No screws. Remove 2 screws to access the lamp carriage. Make sure you DO NOT touch the new lamp with your bare hands.
I found out that Hitachi has a class action law suit against them for the light engine problem. I called them and asked what they were going to do for my tv which is out of warrenty. The reply was that they would pay for new light engine. I said what about labor. No they would not pay for labor. I asked to speak to supervisor. I was told by supervisor that the tv had to be inspected by certified repair person. Cost for this was $125 but would be applied towards the total labor cost. Repair guy came to house walked in and said he did not even have to turn tv on to know the problem. We called Hitachi to set up shipment of part. Hitachi told me at that point that they would cover all labor costs also. Part has been installed this week and tv is like brand new set.
Light Engine and Optical Block are the same thing ... just different names. It's listed twice many times so that it's easier to search on the web. Hopefully Hitachi will do something about it some day. I plan on letting everyone out there know about it so we can all go after Hitachi. There is a Suit filed against them for the 50v500 set that has the same types of problems ... perhaps it will cover the problems with the 50v710 also. Hitachi did absolutely nothing to help me with the problem. I had to find the part and fix it myself.