Lets face it, no matter how many tools, USB sticks or discs we have, calibrating an HDTV properly is simply beyond most consumers, even if they understand why it would be a good idea. Those are the people targeted by THX and Portrait Displays new partnership, allowing content creators to use THX Media Director to tag their content, and Portrait Displays' TV Tune to configure the display accordingly. Tagging content with the appropriate metadata is a perfectly reasonable concept and easy to understand, beyond that we're a little light on details of how Portrait plans to configure the TV. If it's an embedded technology from the manufacturer or some kind of third party add-on remains to be seen, and really, we kind of like our display washed-out, with crushed black levels and a strong red push.

Spinning beachball of death, for real