Thanks guys. This is for bog standard TV, by that I mean HD Freeview, player etc. I've set it to Film maker mode, Gamma 2.2, brightness to 50, OLED brightness to 70, turned off the compression stuff, ECO mode off, colour temp Warm 20, (everyone recommends Warm 50 but looks very yellow to me). I guess it's getting used to it but I'm not overly impressed with it, I'll have a look at the black equaliser thing as the filled in blacks thing is fairly miserable.
It looks much better whilst gaming on the series x. The HDR needed a bit of tweaking through the xbox calibrator tool but I'm very happy with it game wise, 120hz in Cold War is lovely, as is the low lag.
I'm sure it'll take a few weeks to adjust it to how I want it.