Why is the Philips 40pfl5505d/f7 dim compared to my Sony KDLEx400 even though

[jack]

the philips is a 240 HZ? I bought the Sony KDLEx400 about 6 weeks ago and everything is great with this tv except for the fact that it is a 60 HZ set and I feel that sometimes there is motion blur especially when I am watching sports. Also if you are not watching the Sony tv dead straight then the picture isn't as good but that might be due to the fact that it is an LCD as many LCD do that. So what I did was go out and buy the Philips 40pfl5505d/f7 because it was a 1080 P and 240HZ but the picture on it is very dim compared to the Sony. Why is that? I played with all the settings on the Philips 40pfl5505d/f7. I put it on Sport mode and game mode but I felt the Preference mode was the best but still it was dim. I noticed with the Philips tv, even if you are at an off angle, the picture is about the same on every angle just like a Plasma Tv, but why is the Philips dimmer. Is that the way they are made? Is the Sony TV at 60 HZ a better tv that the Philips in terms of the picture. Please give me all the details. I have to decide between these 2 tv's as I can't keep both. However I want to keep the tv with the best possible picture. I watch a ton of sports and I love a picture with lots of colors that are vivid and very bright. I am using High Definition Dish Network using HDMI and that is the only use as I don't do gaming or anything else. Thanks