How do I get the picture quality I saw in the store?

I was in Best Buy and saw the picture quality of Blu-Ray and it looks as if the people are acting right in front of you. My video quality is a step below. I have the Sony BDP-S300 player and a Sharp Aquos LC-46D64U TV. The tv says my signal is coming in at 1080p/24hz. Is that 24 frames per second? Is it just that my TV can't handle that video quality that I saw in the store? Please offer any opinions.

 

Change the frequency.. if possible.. 60hz is it?

 

Don't think I can change the frequency. Only setting I find is to turn 24p on or off. I have it on.

 

i noticed that when i go to circuit city, the only tv i saw that have the kind of quality that you want are sony and higher model samsung. they had sharp and toshiba lcds hooked to blu-ray via hdmi and it still didn't look the same as sony and samsung. my guess is quality doesn't just depend on 1080p. even the 32 sony xbr4 720p looks nicer than a lot of 1080p tvs.