Yes looks like very rich colors and at least when the broadcasters will use the 4 colors technology the OP will already have that tech!...
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Hey guys, I haven't checked this thread in a while and I am glad to see that it has generated some more discussion.
I realize that the TV is currently extrapolating a fourth color, if you will, from the the three that it is receiving. A couple of quick thoughts.
1) The way the TV displays several different colors really has a unique look to them (some people would not like them). A great example is watching the morning news. The headlines that used to appear to be yellow against the blue background are definitely seen as gold and not yellow on this TV. I'd happily display the same image on my plasmas and this TV and a take picture to show the difference. In other words...something is happening with the way colors are reproduced (or better yet generated) that have yellow hues to them.
2) The TV was $899. I would not have spent the $1799 that it was originally projected to retail for nor would I have spent the $1499 that online retailers want you to believe is the SRP on this set. For under $900 it was the best 40 inch picture that I saw. In other words, I am not rushing out to overpay for new technology...can't rationalize it.
3) I tend to vote with my eyes if you will. That is why I have a panasonic and an LG and a sharp. I purchase the set that I think looks the best at a pricepoint I am comfortable with. Watching football at HH Greggs on this Sharp, and an LG, and a Samsung LCD TV, when I was trying to decide which one to buy, I found myself seeing the Sharp as much more similar to the Sony XBR HD Tube I was replacing. That is to say, less overly bright and more of a rich color.
4) This is the only TV I have that my Wife has remarked on how good the picture is. She likes our other TVs and has said that they look nice; however, several times a week, she will remark on the picture of this TV. Interestingly, I have noticed that you are more apt to see people's makeup and to notice if their hair is colored on this TV than you are on our other TVs. Something about the color matrixing reveals concealer, dark roots, etc. Perhaps, its because so many people dye their hair some color close to a blond and that deals with the yellow pixel...dunno.
I appreciate everyone's feedback. To be honest, every review posted on this TV could say that it is a piece of crap and I'd still be more than pleased with our purchase...I'd just hate to see some people not consider it when they are checking our an LED/LCD option.