I'm assuming most or all of you have already figured this out, but if you're dazed and confused like me here it goes...
Yesterday, for the first time I changed the "entertainment" setting on my TV. By default it goes to "game" setting when playing PS3. I changed it to "sports" instead and...WOW! The colors came alive like never before! Even the sound is more realistic and authentic. I flicked it back to what it was before and I can't believe the diff. From what I heard you're supposed to play on the "game" setting because it is optimized for gaming and otherwise the screen will lag a bit. Not true at all in my case. It's 100% better looking with no lag whatsoever. I'm sure results vary from TV to TV, but it's worth a shot. This game keeps looking better and better........