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the "bright" setting is used only when there is extreme ambient light, such as when there is direct sunlight streaming through the blinds behind the tv.
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the menu allows for the blue lights to turn on all the time.
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i'm evaluating the product in light of the price and some people may disagree with that type of assessment but...
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Positives:
Screen Size: 65 inch, Broadcast Format Displayed: 480p (EDTV),480i (SDTV),1080p (HDTV),1080i (HDTV),720p (HDTV)