MISCONCEPTION #5: PLASMA TVS ARE ENGINEERED TO HAVE THE BEST POSSIBLE PICTURES RIGHT OUT OF THEIR BOXES.
Few people realize that some consumer electronics manufacturers ship their TVs "hot" -- that is, preset to compensate for higher-than-average ambient light levels, like the ones found in most electronics superstores. Most homes are nothing like these harshly-lit retail bazaars, so it is a good idea to take a look at the various PICTURE/CONTRAST settings already built in to your TV and identify the right one for your home, i.e., the one that looks best to you. Reduce contrast until the picture seems a little too dark, then give it some time to get used to it and you will be much happier with the image over time.
You might also try your hand at calibrating the picture yourself, using any one of a number of user-friendly video test discs. See our article on calibrating an HDTV here. A properly calibrated picture will yield more natural coloration and deeper black levels.
