Posting my first impressions Pros Reference black levels (next to the latest Sharp AQUOS LCDs) Excellent Color reproduction Excellent background details and sharpness No sign of black level fluctuations observed so far Anti-glare screen Cons Contrast Ratio too bad. Picture is very dark and in store you may find the telly to be darker than PX70/75/77/700. When compared to the Bravia X2550 the white output level was way too low. Anti-glare may be one among the cause for low contrast. Color temperature seems to be a bit inaccurate. Slight False contours and posterization is present but far better than it's siblings. Shadow details still not as good as the PIO Advance Series (Improved 7th gen) But don't expect any miracles with the PZ700 as I personally feel that it's HD ready siblings are better because of the Contrast Ratio.