This presentation will report on data concerning the actual viewing condition in living room when watching TVs. The data looks at the room illumination and viewing distance. It finds the majority of viewers worldwide have on average about 75 lux of light in the room when watching TV. This will impact contrast and colors. Samsung has also tested TV in this lux environment and shows the impact on contrast. Maybe the industry should be considering testing TVs and display in the actual conditions where they are most often used.