Sony KDL-52W4100 Great investment

***Updated*** (with new settings post firmware upgrade)

I have had this TV for 5 months now and could not be happier. This set produces excellent picture quality, amazing black levels and vibrant colors. The new Bravia Engine 2 also improves with 120Hz motion processing from Sony XBR4 line. My TV is located in a well lit room so the semi-matte display was a must. This TV delivers many useful settings to let you have the full freedom of making this TV truly yours. The PQ on 1080p material such as blu-ray movies or games is phenomenal. Broadcasted 1080i/720p HD sources look very good too - all depending on your provider and signal strength. SD quality is good but again it varies from channel to channel.

For everyday use, this TV will get some immediate props for its' picture delivery from any viewer. If you like sports, you can expect unrivaled video processing of fast action. If you enjoy movies, this Sony offers a combination of settings to complement the true 24p cinematic picture.

Since blu-ray movies are still expensive I have done a lot of testing by watching normal DVD's on my PS3 - and I have to tell you, those DVDs look better that HD broadcasts from Comcast. It feels almost unreal when you get to watch older movies with such clarity as if they were shot just a few years ago.

If you need some starter settings to get more accurate reproduction of colors and detail, feel free to use my settings (post update v.202):

Picture Adjustments
Picture mode: Custom
Back Light: Min
Picture: 94
Brightness: 52
Color: 45
Hue: 0
Color Temperature: Neutral
Sharpness: 5
Noise Reduction: Medium
MPEG Noise Reduction: Off
Advanced Settings
Black Corrector: Off
Advanced C.E.: Off
Gamma: Off
Clear White: Off
Live Color: Off

White Balance

R-Gain: -1
G-Gain: -1
B-Gain: -4
R-Bias: -3
G-Bias: 3
B-Bias: -2

Motion Enhancer: Standard
CineMotion: Auto1

Screen Menu
Wide Mode: Full
Auto Wide: On
4:3 Default: Off
Display Area: Full Pixel

Keep in mind that sets and environments vary - so you don't have to use these settings verbatim. But it should give you a good start without a professional calibration. Just make sure not to leave the setting at the default given Vivid - since companies set most TVs at the brightest picture setting to compete against other sets in the bright store rooms. Otherwise you may be get a second hand tan from the picture =)
Sound quality is excellent if you are not planning on using a more powerful sound system. The TV offers plenty of ports - so you can easily connect to many devices at once.

I hope you love this TV as much as I do. Enjoy!