Panasonic has issued a white paper that claims to rebut the "myths" about plasma. (An industry friend gave it to me; I haven't found it online.) It recommends three steps to minimize the risk of burn-in. First, turn down the "contrast" to 50 percent. (This is a good idea anyway; most factory pre-sets have the contrast way too high anyway.) Second, don't watch anything but widescreen programs (or DVDs) for the first 100 hours. Third, don't spend more than 15 percent of your viewing hours watching non-widescreen programs for the first 1,000 hours. This seems excessive (1,000 hours of viewing would probably take a year or so), but it gives you an idea of the high probability that your screen will get burned.