If you prefer an artifically enhanced picture with oversaturated colours and contrast levels blown out of proportions, that makes everything look like Disney channel, then Philips 46PFL9740 is the perfect telly for you.
Wrong suggestion/opinion, I am afraid.
Before we started to compare the sets in the studio, both sets have been "normalised" (usually to the mid/50% settings). I was particularly anxious to see them not in the "shop demo" modes and was allowed to play and reset both TVs as I pleased. The Philips had a clear and obvious edge in clarity/sharpness when watching moving objects (the pendulum effect), in richness of colours (greens in particular) and in the softness/natural appearance of all colours (my wife's description). The "depth" of blackness was the same, it was simply very black in both sets, no difference. I did not have any special preference for one or the other, and the price was - roughly - the same.
Philips, however, has one important extra and usually overlooked (by uninformed) advantage - the Ambilight. The 46PLF9704 has the latest, 3rd generation Ambilight system which is a significant step forward from the previous ones. We have had the Philips now for over 4 weeks and all our friends (some keen videophiles) voted the Ambilight as a ... necessity. We use Ambilight all the time.
Best regards.
Philips 46PFL9704H, Denon AVR 2310, Blue-Ray LG 390, Monitor Audio Radius HD ("One" - three in one sound bar, R45 - surrounds on MA stands, R360 subwoofer), Wireworld Stream 16/2 speaker cables, Profigold Vision HDMI cables, n-HD satellite platform