reset the colour control (hue/intensity) stuff to factory default mate - simply adjusting the colour temperature gives results that all sit below DE3. After getting the TV professionally calibrated earlier this year, and doing my own HDR calibration using a HDR test suite:
SDR
ISF Day/Night - will need to be adjusted/saved per source. Can lock the setting by highlighting the name of the picture mode from the settings menu and type "473473"
Colour - 50
Contrast - 44 (adjust depending on room brightness, it's essentially the backlight for this set)
Sharpness - 0
Brightness - 50
Colour enhancement - off
Colour gamut - normal
Colour temperature - custom
Red WP - 126
Green WP - 116
Blue WP - 92
(Black level/BL settings at default 0)
(all colour control settings at default 0)
Contrast mode - normal. Contrast mode on this set deals with ABL... You can set it to "optimised for picture" for reduced perception of ABL brightness drops when fullscreen white/bright images occur - but it introduces a level of dynamic contrast as well, which is usually a worse trade off. Some films (Arrival for example) have a high black level which makes blacks seem quite grey - "optimised for picture" is somewhat beneficial in this instance. It works differently for HDR but we'll cover that later.
Perfect natural reality - off. It's a pseudo HDR mode which attempts to expand the luminance curve beyond the normal SDR range. I don't particularly like it, but it can look good (on minimum) in some content.
Video contrast - 100. This is the traditional contrast setting (rather than "contrast" which is basically OLED light/backlight) There's no reason to change it from 100 with SDR content, none of the high end is crushed below reference white.
Light sensor - off. You can change this if you want to mess around with a "midrange" contrast (backlight) setting that ends up looking good when automatically changed by this setting for a dark/bright environment. I prefer keeping it off.
Gamma - +4. By all means you can keep this on 0, but setting it at "4" tracks gamma 2.4 nicely, which shows off the deeper black levels of the TV without crushing detail at the low end. SDR content normally doesn't have much going on at the low/high end anyway so I feel gamma 2.4 works nicely here. It will track 2.2 at "0" but the low end will end up looking more washed out in my honest opinion - not really what you want from a high end OLED
Ultra resolution - off
Noise reduction - off (I recommend "minimum" for HDR but we'll get to that later)
MPEG artifact reduction - off. Does nothing for banding pixel shimmering, or relatively high quality sources.
Motion style - Movie. There's really no reason not to use this setting. Some content that swaps between 24fps/30fps and 60fps (YouTube vids or BBC broadcasts for example) can confuse the setting for a couple of seconds and produce a minor stutter on scene change - but overall it's a perfect setting for nearly all content to reduce OLED stutter and increase motion resolution without causing a soap opera effect.
Picture format original. This is "just scan" on other sets and stops images being cut off/culled.
HDR
Picture style - HDR movie. You can choose any HDR mode for these settings, I just went with "movie" because it made more sense and will be saved across all sources without re-adjusting.
Colour - 50
Contrast (backlight) - 100
Sharpness - 0
Brightness - 70. By default the TV culls near-black detail - there's no way to "fix" this without setting the Brightness level to 100. Unfortunately at 100 brightness all black levels will be massively inflated and look somewhat grey (even if you change gamma to +4), especially in a dark room where you want inky blacks on your expensive OLED TV. Having brightness at "70" is a trade off between seeing more near-black detail and having true "black" still staying inky, even in the dark.
Colour enhancement - off
Colour temperature - Warm. Custom colour settings are saved across all sources, so you can't dial in a separate custom colours for HDR and SDR. This is OK, as "warm" ends up tracking colours pretty well on this set for HDR, and SDR's colour presets are more inaccurate. As a result, you won't be setting custom colour temps for HDR.
Contrast Mode - Optimised for picture. This is a trade-off. With "normal" selected the TV doesn't track the PQ EOTF/luminance curve accurately, and also doesn't hit the TV's maximum peak brightness of 900 nits on specular highlight detail. With "optimised for picture" you get better peak brightness and a more accurate luminance curve, but it also occasionally dims the "backlight" on dark scenes for some content - which can reduce the impact of (for example) a single candle in a dimly lit room. I believe "Optimised for picture" is the way to go though.
HDR perfect - off. You could set this to "minimum" if you wanted brighter highlight detail, but more often than not it will also slightly wash out or change the colour of some brighter elements. As an example, the sky in the NETFLIX series Black Summer... It should have an almost dirty/warm tinge to the blue of the sky, which ends up looking far brighter and more blue if "minimum" is selected. Up to you.
Video Contrast - 96. This allows the TV to tone map/show detail upto 4000nits. By default, at 100 anything above around 2500nits is culled.
Light sensor - off
Gamma - 0 (adjusting to +4, like in our SDR settings, just culls the near-black detail we gained by adjusting brightness to 70)
Ultra resolution - Off
Noise reduction - minimum. There's no getting around it, the colour banding by default on this set is pretty terrible for HDR content (especially on blue tones). Watch something like the Blade Runner 4K rerelease, or Dunkirk and you'll spend your time looking at flickering/banding in the sky or how macroblocking noise seems to be unreasonably bad. Setting noise reduction to minimum does reduce this considerably without losing too much in the way of resolution detail. It's not perfect, but it's as good as it gets on this set.
MPEG noise reduction - off. Doesn't seem to do anything for high def sources. The little description makes it sound like it would reduce banding/posterization but after loads of testing it simply doesn't. Maybe it has an impact on low res sources? Don't have any to test.
Motion style - Movie.
Pictureformat - original.
Philips are well aware of the posterization, banding, and macroblocking/noise issues present on the 803/903 (and 2017 versions) which is why they've reduced it somewhat with firmware updates, added a separate processor to the 2019 version (along with using it for Dolby Vision support) and showed off the improvements that they've made to their image processing. Don't expect any image improvements from now on in my honest opinion - it's just a small mark on an otherwise decent TV.