I spent hours researching and comparing "LED" LCD TV's in the 55" size category. I finally narrowed it down to two "edge-lit" LED TV's (the Sony Bravia 55" EX710 and the Samsung 55" LED 6300 series) based on price/performance, overall image quality, image contrast, refreshing rates (for sports), ease of use and customer service.
I've owned both Sony and Samsung in the past and was satisfied in general with their performance and customer service so I felt comfortable with either TV from a reliability and customer service perspective.
In terms of image, watching the TV's side by side for well over 10 hours, I can say I could not distinguish between the two TV's. The shape of the Sony is a bit different (slightly taller and narrower) than the Samsung, giving you the impression that the Samsung is bigger, but it's not.
Both the Sony and Samsung TV's provide excellent color resolution and contrast, deep dark colors and vibrant lighter colors as well.
I did find the Samsung 6300 series tv image on "non-HD" tv programs to be slightly better than the Sony, but the difference was marginal.
As for sports, both have 120hz. and relatively fast refreshing rates, so sports viewing on either TV is excellent.
For ease of use and set up, I found the Sony 55" to be very good. Sony provides the user manual as an item on the TV menu instead of a written one, which may not be to everyone's liking. But then again, with it installed on the TV, you're never wondering "where the heck did I put that user manual!"
In the end, given the overall similarity in quality and performance between the Sony 55"EX710 and the Samsung 6300 series LED/LCD TV's, I boiled it down to price and that's where the Sony won out! I paid $1499 for the Sony while the best price I could find for the Samsung was $1750. I put the price savings towards a 5 year extended warranty for the Sony!
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