My JVC AV 27320 has a darkish picture even though I have the brightness set at maximum

I have a 5 year old JVC AV 27320 TV. For the last several years, the picture has been very gradually getting darker. I then set the brightness higher and it's OK for awhile. For about a year the brightness is at its maximum setting which is not really enough to give a bright enough image anymore. Is there a way I can fix it or is it just worn out?

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