Run it with reduced contrast for the first 100 hours or so. Depending how good you want it to look, either go stage 1 with a calibration disc (PAL DVE / Disney WOW etc) or go stage 2 with a good professional calibration. This last will make the biggest difference.
Using someone's recommendations for which digital features should be no or off is generally okay. But using someone else's numbers for the picture control settings never really works. At best it'll just look different but not necessarily better. Use a test disc and set things up properly for your own sources in your room and for how you watch.
People like me who come to your home to calibrate will charge £250~£350 for a full calibration. It's not a small amount of money until you see the results. I'll warn you now though, it will spoil you for any further new TVs because you'll have a better eye for spotting a good picture.