Here are my tips on setting up a consumer display. Following these tips will get you about 90% of the way to a true calibration, and will bring the display very close to what is seen and intended by the content producers.

1. Turn off EVERYTHING that sounds like a feature. Dynamic black stretch, motion flow, noise reduction, etc, etc.

2. Turn the sharpness down to ZERO

3. Optional - Set the color temp to Warm 2. (outside of a production environment, this doesn't matter as much as people like to think it does. Your eyes will self adjust to the white balance of the display as long as it is in reason)

Do pay some attention to black level to make sure it isn't clipped (make sure you can you see fine detail of dark hair in dark scenes). This isn't as big an issue as it once was, but some displays have a toggle setting for black level that must bet set correctly. With a trusted test signal you can fine tune the black level further.

I can honestly say that it is very, very, very unlikely anyone will see a difference in that extra 10%.