Mike, my Hisense is in a south room too. Big 3 sided bay window facing south, smaller windows facing east and west and we never close curtains. Plenty bright enough. The walls are painted dull red though so there’s no glare in the room.
My TV is on the chimney breast with large windows facing both south east and west and like I have the sun all day in the lounge and the room is painted cream. The Hisense A85h is superior though to the ones above sharing the same panel as the C2. It just pips the C2on peak brightness.Personally I think its an excellent set especially at the price you paid when compared with the LG C2 considering its got the same display.