You can set these controls to your liking, though a lower brightness setting might increase the life of the screen. First, set the brightness and contrast to a level that is pleasing to the eyes, then adjust the color to look realistic - enough color without being disturbing. If faces area look greenish or purplish, then also adjust the tint (sometimes called Hue) until you get accurate flesh tone. Flesh tone is the best thing to adjust for; when you get good flesh tone, the rest of the picture will look great. ALWAYS make adjustments during a live news broadcast, which tends to have the most accurate balance of brightness, contrast, color level and hue. Note that commercials are all recorded in different studios with different settings, and will usually not look right - it's best to just live with this than to constantly readjust the TV. There are also DVD's available which walk you through proper TV adjustment.
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