I tend to use BBE VIVA sound mode more than the others. The sound does sound a little tinny at times though, probably not one of the TV's best features. If the volume mix seems a bit off with too quiet speech etc, I switch back to standard or dynamic which seems to fix it. Auto Volume has to be off when playing muisic, I played some the other day with AV on and the sound kept dipping when the vocals kicked in.
Still settling on picture settings but at the moment, for SD viewing I use Standard, BL 4, Contrast 85, Brightness 50, Colour 52, Sharpness 9, Colour tone neutral, Noise Reduction Auto. Seems to give a nice image but not sure if I prefer warm or neutral tone.
For DVDs and BR usually use something close to the TV's default cinema mode (pressing the orange button on remote). Sometimes changing from warm to neutral colour tone though, depending on how the film looks.
Would be interested to hear others settings. Also I'm not sure about the Backlight, do other people keep it at one level or change it from daytime to night time viewing?.