SOAP OPERA!!!!

I recently spent a lot of money on an Insignia 55" and Blue Ray equipment. To my horror though, everything looks like a day-time soap opera. It makes me sick, I don't even watch it anymore.... Now that I've found this thread, I try some of the tips and see what happens, but it irks me no end that this a. happened, and b. most people don't care or notice. Good God, I want my movies to look like MOVIES!!!