When you get a new TV chances are the picture is not set properly. often times the manufacturer cranks up the brightness and pushes the red a bit higher than it should be. This is so that the TV draws attention on a sales floor crowded with other TVs. Look at me, look at me, it cries.
Sometimes the owner of the new TV will simply leave it like it is, perhaps out of ignorance. Maybe to their mind it looks fine. At the very least you should turn the brightness down so as to give the TV a longer life expectancy. It's hard work for a pixel to shine like that and it can lead to a premature death.
That still doesn't address the fact that many folks like their TV picture to look unnatural. They go into the video settings on the TV menu and make adjustments simply based on what looks good to them. When they're done, often times, the color is still too saturated. Reds seem to glow on the screen. That's not the real world.
So why do people like to watch TV through rose colored glasses? I really have no explanation other than TV is a sort of escapism from the real world so why not make the picture look unreal.
There are four ways to adjust your TV picture, the first of which is to make settings based on what you see as I just mentioned. You can buy a DVD or Blu-ray disc such as Video Essentials or Disney's World Of Wonder disc. On them you'll find patterns and demo scenes from which you make adjustments.
If you've spent over $10,000 on a home theater you might want to hire a professional who will calibrate your TV using expensive equipment that attaches to your TV, taking color temperatures and then going into buried factory menus to make very accurate adjustments. Do not attempt this type of thing yourself. You can permanently damage your TV.
Or you can do what I did and use the website Tweak TV. Simply find your make and model and it'll give you settings based on field studies from professionals who've calibrated your specific TV.
Often, when the calibration is complete, the owner will look at the picture and claim that it looks dull. True, it looks dull compared to the unnatural picture they're accustomed to but look at it critically. It looks natural, like real life.
When I installed my new AV receiver last week I was taken aback by the realistic quality of my TV picture. I'd made my TV adjustments long ago but with the added internal processing of the receiver the picture became even more life-like.
It takes some getting used to but after awhile you'll realize just how beautiful and realistic a TV image can be. My son is already tired of me continually commenting, "look at that amazing picture!".

If you have a question or if I may be of service email me at radiohannibal@gmail.com
John Hannibal