color temperature 
Sometimes called white balance and expressed in degrees kelvin or just Kelvins, this is the color of gray at different levels from black to white. Since color information overlays the black-and-white information in a TV signal, color temperature affects the entire range of color. The National Television Standards Committee (NTSC) standard is 6,500K, but typically manufacturers ship their TVs with color temperatures ranging from about 7,000K to 12,000K, on the blue side of the color spectrum, to make sets as bright as possible to stand out on a brightly lit showroom sales floor. Some sets have a selectable color temperature.