Calibrating your TVs through the service menu is a necessity for you avid movie watchers. TV manufacturers do everything they can to make their set stand out against all those other TVs in the store. They bump up the red level to enhance whites, overdo Scan Velocity Modualtion (SVM), saturate the contrast level, and much much much more.
2 TVs in my house have been calibrated (other 2 are too small to care about) by me. I disabled the red push, toggle the manual anamorphic squeeze trick on the JVC, fixed color leves, enhanced black levels, corrected component input timings, etc... I also put a 6500k bias light behind the wega and made black mattes for WS movies. The sets simply look great compared to when I first got em.
A calibrating DVD (Avia or Vid Essentials) with circular test patterns can help you set your geometry. If you wanna go one more you can hire an ISF technician to come to your house and do even more things that require multi-thousand dollar equipment. There are several techs that are popular in the HT community over the internet. They even do "Calibrating Tours" all across America. I\'d lay down the cash for one but being a college student it\'s just not feasible for me right now.
If you are looking to get into the service menu for your particular set check out Michael TLV\'s site.
http://www.keohi.com/keohihdtv/It has a wealth of info. Look at the menu bar towards the bottom to find your TV.