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LED back lit LCDs have a higher contrast ratio because they allow for localized lighting (you can dim some of the LEDs to make the picture darker in areas that need it). If you think the colors are fake and too vivid its because the TV needs to be calibrated. you can have Bestbuy or any other AV service do it or you can look for approximate settings online and try it yourself. Been through tons of training for this stuff and it really makes a difference. your TV color settings are in over drive to grab your attention in the store.
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