Help please!!?

I need help setting up the color/brightness for my plasma tv. the color isn't sharp like at the store, and the dark parts are so dark (almost black) you can't see that whole part of the movie. PLEASE HELP!

Answer:
hit menu..scroll to picture adjust..select brightness and adjust to your liking..next scroll to contrast..adjust..maybe 75% total..select picture mode to STANDARD..if so equipped..depending on the plasma, you will see noticable pix difference.
ron gave good answer !

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