Hi jim! Sometimes your picture quality will depend on the source or resolution of the content you are watching; for instance, if you are watching 720p content, your picture quality may not be as upscaled as 1080p content; when watching 4K content, you will experience the best picture quality. If the picture you are seeing out-of-the-box are not to your liking, there are several picture settings you may want to try adjusting.
You can select the Picture Mode that provides the best viewing experience. Go to Home > Settings > Picture > Picture Mode
1) Standard: Is the default mode suitable for general viewing environments.
2) Natural: Reduces eye strain for a comfortable viewing experience.
3) Movie: Is suitable for watching TV or movies in a dark room.
4) Dynamic: Makes the picture brighter and clearer in bright viewing environments.
5) Filmmaker Mode: You can watch the source content (e.g., movie) as it is. If the image is defined as Filmmaker Mode, it will automatically switch to Filmmaker Mode while watching.
You can also go to: Settings > Picture > Expert Settings > to manually fine tune your image. ^Gina