I don't own a plasma but one thing I've heard is to not use the vivid setting, especially on a new plasma TV. It is good advice for any TV and all viewers wanting a realistic picture, to make some attempt at optimizing the picture, either through settings obtained from such sites as CNET's TV reviews, online test images, DVDs such as Digital Video Essentials or professional calibrators.
Heres a link to optimizing your TV.
http://www.digitalhome.ca/forum/showthread.php?t=40306
and here's a link to Burn In and Break In
Quote:
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TV setup also plays a major role in Burn-in. Many TVs come shipped with the default picture mode being "Vivid" or "Dynamic" -
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http://www.digitalhome.ca/forum/showthread.php?t=21270