Had my Pioneer 510 undergo the ISF calibration recently. I was amazed at how far off so many things were: color temp, convergence, chroma, luminance, you name it. While it isn't cheap, it's money well spent for a couple of reasons - 1. Since most sets are badly overdriven by the factory settings and the ISF work brings them back to spec, the calibration will extend the service life of the set considerably; 2. You will generally see major improvements in the picture. I do have the AVIA disc and did the best I could with it (not very well, I'm afraid), but the set was in a different league after the tech did his little number. Took him about three hours. He has the toys the other poster referred to: laptop, colorimeter and all the usual gadgets.
Not cheap, but money well spent.