Leaving it on a snowy channel is the best advice. My dad has done this with his after burning in the BNN ticker on the screen. Didn't take it away entirely, but enough to not notice it when watching anything.
When I bought my plasma I made sure to switch to a snowy channel after about 30 mins of gameplay for the first month or two. I realize this doesn't help you now, but may help others buying a new tv.
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