so I decided to do adc calibration on hdmi. This was successful, and the "O" appeared next to hdmi in front page service menu 
Fortunately I have calibration equipment and software and took reading of the colour temperature/ wb before the adc, about 13000 kelvin, so adjusted wb after adc and am now getting a much better picture, colours more vibrant and more depth to it. This leeds me to believe that at initialization of the unit at the factory they do not perform adc calibration, they load image of something that Samsung deem acceptable and perform wb to save on production time and cost, perhaps this is why they become more and more secretive with every new series they bring out, to hide there misdoings and short cuts.
Beware if you do adc calibration, setup adc target and result first, after adc calibration check result as the process changes the result values, compare with model service manual info, then adjust white balance with the correct tools ie spectrophotometer/ colorimeter, I found that the colour temperature is important at approximately 13000 kelvin as the picture modes standard, movie etc filter down from that.
Only wish there was some way of uncovering the expert day/night cal and advanced menu in the sm. I remember however that I did manage that with the first one but forgot exactly how had usb involved think it mite have been backup channel info from US. The first one by the way was bricked
as i was fiddling around in the service menu not knowing much about Samsung tv's micom upgrade DO NOT DO! Fortunately the tv was a few days old so it was swopped for another....relief. 
