Coming from a 50hz 20" TV to a 32" 100hz Widescreen set, you will notice a huge difference in picture quality, especially if you are using analogue rather than digital. That said, there is no way the picture on the Loewe should be rated as 2 out of 10 unless it has some serious problems. A few recommendations on setup may help you:
1. Turn OFF all picture processing modes, i.e., DMM/DMI off. You may leave DNC ON if you are using analogue.
2. Bring your contrast down to around 38, Colour to between 32 & 36, Brightness to around 25, Sharpness to around 2.
3. Don't watch 4:3 broadcasts (the football) in anything other than 4:3 mode. If you're watching Sky Digital, then this should be automatic. If you're watching analogue, you'll need to set the aspect ratio manually. Cine & Zoom modes blow up the picture to fill the screen but add noise and softness.
4. Try and sit around 8ft or more from the screen.
5. Lastly, if you are watching Analogue, then consider upgrading to Digital as the picture quality is leagues ahead.
Hope this helps.