I have the 43" Sony W800C being used as a TV connected to the PC for watching movies/series. And I owned the Sony 32" W800C before that (which actually had a better panel/screen, but I wanted a bigger screen). And I've done a lot of testing on both.
Under Advanced Settings;
Motion Settings --> Turn OFF (aka Disable) Motionflow and Film Mode. These are the settings you asked about, turn them both OFF if you're using SVP 4 Pro. Because they do a worse job at motion interpolation in comparison to SVP (unless you own the really expensive high-end TV's), and when they're combined together, they just add extra artifacts if you're already using SVP.
Clarity Settings --> Make sure Sharpness is set to 50, Reality Creation set to AUTO, Random Noise Reduction = OFF & Digital Noise Reduction = OFF
Colour Settings --> You need to tell me which Sony Bravia TV you have, aka the model number, so I might find the best settings to calibrate your TV. Unless you've already used a calibration device.
Brightness Settings --> Brightness = MAX, Contrast = Max, Gamma = 0, Black Level = 50, and BLACK ADJUST = OFF (MUST do this), and Adv. Contrast Enhancer = OFF (Must do this too).
For SVP Settings use the following: (Let me know what you think after watching a few movies/series with these settings). These settings should decrease artifacts to the minimum, and maintain the smooth feeling of motion interpolation.