Review Price £329.99
Anyway, let’s move on to something rather more straightforward: the amount of picture calibration tools the TV puts at your disposal. For as well as giving you admirable control over aspects of the set’s processing systems, you even get a startlingly comprehensive colour and gamma management system that humbles the calibration efforts of many much more expensive TVs.
Those calibration aids are worth getting involved with, too. For as little as 20 minutes spent in the company of even a basic, available-to-everyone aid like the Digital Video Essentials HD Basics Blu-ray can yield marked picture improvements over any of the provided presets - especially where colour tones and subtleties are concerned.
In fact, the 37RV753’s post-calibration pictures really are very good indeed for its price level. Colours are bright, intense and natural in tone, for instance - and even manage to contain enough subtlety to stop blends looking stripy or skin-tones looking blotchy.
Certainly you can get more insight into colours, and a wider colour palette, from the best premium TVs out there, but in the context of its price the 37RV753 is really much better with colour than the majority of its rivals.
Playing a part in this is another of the set’s strengths: its contrast performance. As usual with LCD TVs, the 37RV753 can produce some blindingly bright pure whites. But more surprisingly - especially given that it uses vanilla CCFL backlighting rather than any sort of LED system - the set can also do a middling-to-good black colour. Sure, there’s much more grey clouding over dark scenes than you would get with the best LED, plasma or even CCFL LCD TVs, but compared again with its price-based rivals, the 37RV753 does very nicely.
Especially as the set doesn’t need to compromise its brightness level as drastically as we would have anticipated in order to produce its deep(ish) blacks. This means dark scenes have both more punch and more shadow detail than you usually get with relatively budget LCD TVs.
Also above par for the 37RV753’s price level is its motion handling. Objects traverse the screen without generating really distracting levels of smear or resolution loss. Again we have to qualify this by saying that the set is by no means totally free of motion issues (including, also, judder), especially when watching standard definition. There’s just less of it than usual with a relatively low-rent TV.