@illrigger sorry but there is no "burn in" on oleds. they aren't burning gas like plasmas. its image retention, coming from degradation (blue goes out first) which then shows more of the other colors (green/red) so lower brightness will only have limit effect, its not having white/no static images on the screen, that will help much more. and doing a screen fresh more than once or twice per year will even make it worse. either go with what the tvs timer (sonys give notification based on running hours) or what the manufacturer recommends.