Hi TC1963, Thank you for purchasing the Samsung Q70A TV and for sharing details of your image quality. Powered by machine learning technology, our Quantum Processor 4K enhances picture from any source into crisp 4K action in each and every scene. To optimize your picture quality, please be sure your firmware is up to date with version 1560.5 which includes picture quality updates. You can check this by going to: Settings > Support > Software Update. You may want to enable Auto Update for convenience. If your TV's firmware is up to date and the picture you are seeing out-of-the-box is not to your liking, there are several picture settings you may want to try adjusting. You can select the Picture Mode that provides the best viewing experience. 1) Standard: Is the default mode suitable for general viewing environments. 2) Natural: Reduces eye strain for a comfortable viewing experience. 3) Movie: Is suitable for watching TV or movies in a dark room. 4) Dynamic: Makes the picture brighter and clearer in bright viewing environments. 5) Filmmaker Mode: You can watch the source content (e.g., movie) as it is. If the image is defined as Filmmaker Mode, it will automatically switch to Filmmaker Mode while watching. You can also go to: Settings > Picture > Expert Settings > to manually fine tune your image. Intelligent Mode also enables the TV to recognize and analyze the surroundings, noise, content, and your usage patterns to provide the best viewing experience. You can enable Intelligent Mode by going to Home > Settings > General > Intelligent Mode Settings. Adaptive Picture, which is among the options, optimizes brightness and provides the best picture quality in real time, based on the lighting condition and the content you're viewing. I hope you can use these adjustment recommendations to set the image to your liking. If you would like further assistance with settings, features, or functions, please reach out to Samsung Customer Support at 1-800-SAMSUNG (ask for TVs), available 8AM -12AM EST M-F (9AM – 6PM EST Sat). Or text HELP to 62913. For additional support resources, visit us on the Samsung website and click on the ‘Support’ link in the upper right corner of the homepage for: 1) More ‘Contact Us’ options – LiveChat, Facebook, Twitter, Samsung Community, Samsung Members app 2) Manuals & Software 3) Warranty Info 4) Product Registration: For access to easy warranty support, convenient opt-in to special promos and offers, faster troubleshooting and service, and quick notification of system updates. ~ Samsung Specialist