Sony KD-43XE7 Series Service Manual page 120

03.9 Serial Number Edit
5) If
NO is selected, the input data is not saved into
EEPROM. The serial number that has been
input is displayed. User still can edit the Serial
Number.
* The font color of NO is change to black when it is selected
* Serial Number clear:
Serial Number can be set
5 times, Serial Number cannot be clear & will keep
the last Serial Number.
Step:
i) Enter Self diagnosis history >Self Check
ii) Press <6>  <0>
* Warning please don't reset the serial number
unnecessarily. Always check the input data is correct before
rewrite.
5 times only. After limit
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