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My folks had one setup by the panasonic shop (the place they got their tv from are really nice guys) and don't think they've ever had to change anything, or run it in. Must have had it a year now and it still looks amazing.
I ran mine in for 200 hours on really quite low settings (about a 3rd on contrast and brightness). Annoying but it withstood a few 8hr plus gaming sessions. Picture was always perfect for me afterwards. i'll be doing the same with my next one.