There are ways to reduce burn-in, some TVs even have this functionality built-in. But it is enough to simply don't display the same patterns on the same place for long periods (I mean days). As long as you are mostly watching movies and zooming to avoid black stripes or replacing black stripes with gray stripes, you are fine...

My TV is an LG plasma unit from 2010. This tech was also was supposed to suffer from burn in problems. And in fact, just recently I noticed that the Ubuntu screen that manage this TV's content with was starting to burn in where the Icon array is along the top. So, what I should have done in the first place, I did now, which is make that icon automatically hide when the mouse isn't near. And now, about three months later, that burn in image is now imperceptible. The screen's colors are still as fabulous as they were in 2010 but the 720p aspect is starting to feel like a hinderance but one of the best buys I've ever made.