Unless you are really a hardcore A/V fan, most people don't now that you can have a
ISF certified techie come to your house and properly calibrate your set. They come in with about $10k in equipment and calibrate everything.
Here's the scenario, you go to a store to buy a set. You look at a bunch of sets that are factory calibrated with very high brightness and such. And you generally base your purchase on some visual side by side comparision....... And with everything so cranked up you can get headaches, eyestrain and actually shorten the life of you set.
Now you can sort of do some calibration with special dvds or
Tweak TV. But if you have $200-$300 have a professional do it and you will save the most amount of power and add life to your set.
It is the most proper way to go green.