A still picture might use less energy than a moving one, especially as the backlight is presumably turned down, but this is like saving

My Bravia claims to uses 0.3w oin standby (pretty good) but surely turning it off (at 0w) is going to be the best use.

It's a bit like the government saying that we should all be recycling more. This misses the point that by the time we go to recycle something it is TOO LATE. At that point we have already used up resources and we should instead be using less plastic cups and bags etc in the first place by using reusable ones or just, well, refraining in the first place.