Apple TV: Change from vivid or dynamic picture setting for best color display
Some televisions include a picture setting labeled "Vivid" or "Dynamic" (which may be set as the default setting). This setting can be useful if the TV is in a brightly lit room, but may affect the colors displayed.
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If you're not satisfied with the color produced by Apple TV, try changing your television's picture settings, or manually adjust the picture. Check the documentation that came with your TV for more information about adjusting the picture settings.