Good question and many have tried to deal with this. Sony suggests you 1) go to the manual for this particular set and thereby adjust settings or 2) try replacing the lamp.
https://us.en.kb.sony.com/app/answers/detail/a_id/38985/p/61659,63345,63582/c/65,66/kw/rear%20projection
Here is an link to a pdf of the online manual:
https://docs.sony.com/release/KDF-E3000.pdf
There does not appear to be a consensus on how to fix the problem. Not everyone appears to experience it. Some manual adjustments, others try cabling swaps which abandon HDMI.
Copy down the original setting of any feature before you change it. That enables you to back track out of any trouble.
Others have suggested turning off the automatic dimming feature that taps a light sensor which detects room light.
1) Press the "Menu" button on your remote to load the Sony Bravia system menu.
2) Use the cursor keys to navigate to and select the "Picture Settings" option.
3) Scroll to the "Ambient Sensor" option from the Picture Settings menu and select the "Off" setting.
Adjust the set, (take a look at Advanced settings.)
Notice that there is a reference to a problem with the E3000 model on the following page:
https://sites.google.com/site/sonylcdrptvproblems/
Bear in mind that the first two suggestion were directly from Sony.
Others have had success by turning off in the Advanced settings, the Advanced Contrast Enhancer.
Sony will probably have you unplugging attached devices to check the affect or making swaps with cables. Be sure to check your cable configuration against the what the manual uses.
There is no single fix to this.
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