Sharp Aquos picture quality problem.

Hi, I got a Sharp Aquos not too long ago (LCD) and I just hooked it up to my HD Cable box. Everything is great, totally happy with the purchase. One thing that I find a little weird is the picture quality. For some reason, for all the TV shows I watch, the people seem too red. Their skin tone is abnormally red. It's not too bad, but it makes them all look like they've been out in the sun far too long. On my normal standard box TV, their skin tones are just fine. I reset the picture settings on the Sharp Aquos to factory settings. Everything is at it's normal settings, but the people are still reddish. Is there a way to fix this?