I did this aswell. Downloaded the latest 6704 firmware for my 70PUS6724 (no 6724 firmware exists on Philips website) 091.002.078.253 and then did a Factory reset. No change in any settings and the picture got A LOT better!Hi both. I have the 50PUS6754 which is ( believe) the same TV but with different trim. I found that installing the latest software ( TPM163Exxxxxxxxx.253), switching off and unplugging from the mains for an hour then resetting to 'Factory Install' did the trick. Without changing any settings at all the picture in SD or HD is superb. (I did set the 4k picture style to vivid - I like a lot of punch.) Try it - it might work for you.