Buying an HDTV usually starts with research. You then may make a decision based on what it looks like in the store.
Take the set home and the picture may look slightly different. Some colors are brighter than others, and the contrast between dark and light colors is heightened.
Now you need to calibrate the TV. Photographers and graphic artists have been doing color calibrations for years on their monitors in order to ensure that colors on screen accurately match what will appear in print or on a Web site. But now, with more consumers owning high-definition TVs - where every pixel pops off the screen - calibration becomes more important than with the old cathode-ray tube TV.