After 24 hours with a new Philips 32pf9830 'TV of the year', a set that has the capability to deliver a truly appalling picture (to the point that it was close to being sent back) I can now understand why it got the What HiFi-Sound and Vision award. The challenge a new buyer faces is that many of the fancy digital picture enhancement features that correspond with the snazzy logos on the front of the TV actually detract from the picture quality (Big time). 1st off this TV is beautifully made and just oozes quality from the heavy motorised table top stand sitting on a glass base through to the integrated NXT speakers which sound superb even when cranked up to the maximum. The 32pf9830 is also BIG, much larger than an average 32" TV, larger than most 37" sets - both in width and height. I bought mine from Ebuyer.com (better known for computer components) at a full £500 less than the local Philips shop. Assembly, the TV is actually pretty easy to assemble though you do need an extra person to help when you get the Panel out of the box and place on the stand support brackets (it is HEAVY). The TV has an auto-set up mode which presents a series of images, slit down the middle and asks you to select your preference for the appearance of the left or right side quality and then automatically changes the myriad of picture settings to suit. The jury is out for me on this one. As standard following this procedure the much vaunted Pixel Plus 2 HD (PP2HD) is turned on - this digital signal enhancement actually produces a dreadful picture. PP2HD creates a plasticy, wax like sheen over the entire picture - almost like you are viewing the screen through a sheet of cling film - it is especially noticeable on skin tones, and human hair gets a kind of matted effect. Horrid. Changing this from Pixel Plus 2 HD to the Movie Plus setting helps immensely. Next off, in standard settings mode all the blacks or either too black or the blacks are very grainy - pixellated, it seems that the Dynamic Noise Reduction (DNR) needs setting to Minimum, along with the Dynamic Contrast too. Next the Auto Colour Enhancement needs setting to off, and the Active Control function set to Minimum. The result is a pretty decent picture from a conventional TV signal and Freeview and a stunning picture from a DVD through a component input. I don't have an upscaling HDMI DVD player (yet) that will be jaw droppingly good I'm sure. My wife who has been fiercely critical of the image quality prefers the regular TV channels in 4:3 format - and I'm inclined to agree with her that the image quality is improved still further this way. Philips and the numerous reviews have made a big thing out of the Ambilight feature - the two light sources that illuminate the area behind the TV with dynamic shades of colour that are present on the screen at that instant. Initially it just seems like a whizzy toy, however and especially at night this does seem to make the viewing more relaxing - soothing almost. You will read reports that this set isn't equipped with a visible TV sound volume indicator - it is. As default the the On Screen Display (OSD) is set to Minimum format, changing this to its extended option also turns on the Volume indicator - looks like a thermometer tube. In summary, out of the box this TV's picture quality is absolutely awful - turn off or minimize the fancy picture features and then fine tune the colour/sharpness/contrast to suit your personal taste and you have an amazing picture.