Keeps flashing an Initial Set Up box?

My Trinitron is driving us crazy! It keeps flashing the "Sony Initial Set Up" box in the middle of the screen. I have tried performing the Auto Program, removing batteries from the remote, powereing up/down...all NG! Sometimes it stays off for a while...most times the box flashes on and off repeatedly. Sounds like a memory or program problem. Sony help line was of NO help! Any ideas out there?