Initially torn between the Samsung B650 and Sony W5500 I went against some reviews and purchased this Sony. Extremely glad I did; the backlight bleed can be tamed and is only a minor -ve in relation to the overall performance. I found that out of the box factory settings did not do the TV justice and as this is a relatively new to the market TV, optimum settings were not available on the net. Hence I have tinkered for a couple of months and posted my personal settings below to aid others. My set is connected to a Virgin V+ box via HDMI using the '720 wide' V+ menu setting (1080p not available unless box is pure HD and 1080i makes text have 'jaggys').
Target inputs HDMI 1 Picture mode Custom Backlight 6 Contrast 92 Brightness 30 Colour 53 Colour temp Warm 2 Sharpness 15 Noise reduction off MPEG noise reduct off Motionflow Standard Film mode Auto 1 Black corrector Medium Adv contrast enhan Low Gamma -2 Auto light dimmer off Clear white off Live colour off White balance all @ 0
I have found that these base settings produce vibrancy and clarity whilst maintaining real life skin tones. Also works very well on my DVD upscaler that displays in 1080p. Hope this helps others but please remember that these are 'personal' settings that may not be to everyone's taste. It would be easy to write a Magna Carta review explaining all the attributes and features this set has but I believe other folk have done this commendably.