If you have Star Wars III or any DVD with THX optimizer on it, use that to adjust your contrast. This gives you a more objective method to do it. Could you turn the contrast down to 80-85%? So you don't burn out the phosphorus. I had my old TV (non-HD) with the contrast turned all the way up for 3 years but once I went HD I read that the contrast should be about 40-60% and intially I have to admit it seemed dim, but now my eyes have adapted. The EYE is a beautiful organ.