Reading the magazines about this TV -- after I purchased it and before it was delivered -- gave me some qualms. Reviews inevitably talk about about some issues such as backlight bleed and clouding if you turn the brightness up full and watch it in the pitch black. It took around three seconds for all of my worries to evaporate. This set is amazing.
The TV produces the darkest blacks I have ever seen and the picture is outstanding. Delivered at the same time was a Sony BDS-360 Blu Ray player together with a Sony RHT-G950 stand with integrated surround sound. As with all LCD TVs, the sound is adequate (3/5) but does lack a little in the bass area. With the surround sound system it is SUPERB. Blu Ray is outstanding and DVD looks very good indeed too if not quite having the stunning impact of Blu Ray. Make sure you use the 'Scene' settings appropriate to the source - cinema with Blu Ray is excellent (motionflow 200hz is OFF) and Sport turns on 200hz to great effect.
Using Sky+HD at 1080i the picture is excellent with no real discernible noise and, again, the contrast is superb with blacks being the darkest I've ever seen on on an LCD TV. Standard definition pictures are best with Sky+HD when you let the TV do the upscaling rather than the Sky+HD box (set the Sky+HD box to 'automatic' under the picture settings).
I can't comment on SD definition off Freeview as we use Sky as the input having never bothered with an arial for digital.
In summary - STUNNING.
Sony BDPS360B Profile 2.0 Blu-ray Player with BD Live