You can probably improve it by setting the colour temperature to warm or 6500, set picture and brightness to the middle, and turning sharpness down.
Calibration discs like A Video Standard or Digital Video Essentials come with a blue filter to help adjust the colour.
Beyond that, you'll need a way to measure colour; they sell relatively inexpensive gadgets like the Spyder so that digital photographers and artists and publishers can calibrate their computer monitors. If you're an electronics DIYer, there's plans to build a USB colour probe from scratch, along with software that supports a number of storebought probes:
http://www.homecinema-fr.com/colorimetre-hcfr/hcfr-colormeter/
Check out AVSforum (and other home theatre enthusiast forums); you may find a thread discussing your particular TV, with info on how to get at the service menu, and maybe a consensus on ways to improve the picture without instrumentation.
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