Very likely that you are using some factory OSD preset/mode resctricted to rec709, or some “Custom”/”user” setup where CMS in TV has been configured to restrict primaries & secondaries to Rec709.
Check TV manual, look for some manual / User OSD mode where you can access its internal CMS. Then if you want full native gamut to use in madVR (profile once for SDR, make multiple SDR LUT3D) do not limit gamut to rec709. But remember that if you do this… non color managed content in that OSD is going to be oversaturated when you feed Rec709 content,
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