A device such as a television automatically determines, on initial power up, its geographical location. If the television is determined to be residing in a retail store location it will automatically default to retail mode where picture and audio quality will be set to pre-specified settings conducive to a retail environment where the ambient light and sound levels are not what would typically be found in a residential environment. The invention consists of a software module and a database resident in the television that can determine, from interrogating either a GPS chip set, or obtaining identifying data from an attached wired or wireless network and matching the data to identifying data for retail store locations to determine if the television is located in a retail store. If the location of the television is determined to be in a retail store the television will initialize the video and audio quality for a retail store environment. If the location of the television is determined to not be in a retail store, the television will initialize the video and audio quality for a residential environment.