You have to replace prism it has 3 small lcd screens Green Red Blue one of them is beginning to burn they are very expensive strip projector down with no power connected and take damaged screen of then block that area so no light can pass through it with fire resistent material you will get some more life out of it
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This is your Optics Block failing. One of the filters creating this issue. If you don't have warranty (call SONY customer service to check it out) - watch it like it is until you get new TV. It is very expensive repair.
it's not the prism, it's the light filter on the blue lcd panel. it's starting to fry due to dust and heat. it does need to be replaced, but most companies won't just replace a part in the optical engine, so you'll have to replace the whole optical engine. and it's pricey. but find a hitachi service center (on their website) and ask them.
I've had one for about a year and a half. This is the second time it happened to me. The first time they replaced it for free(warranty). Now my warranty is up and it is starting to happen again. I think that this must be a common problem in this model. I recommend contacting Hitachi and seeing what they have to say about it. I'm yet to call them again, but I will soon.