What video input are you using to connect to the TV? S-Video, Composite, or RGB?
If you are not already using it, try the RGB component video inputs, you should have one on your Sony flatscreen TV.
You can get a DVI to RGB adapter and some RGB component cables and if you have an ATI Radeon 9500 or better or the right N-Vidia video card, you should be able to do it. This setup has greatly improved the performance on my games, especially the older ones. I have compared using S-video and composite and they look yucky compared to RGB setup. MsPacman, Robotron, Defender, etc. look awesome. Asteroids will still look pretty crappy, but Tempest and others look quite decent.
Set your games to use 640x480 resolution, then use Extended desktop in conjunction with a PC monitor, then set the TV to 640x480, then set your TV as your primary display, then your MAME games will open up to the TV.
The TV will only support 640x480 so you may have to do most of your admin through the PC monitor untill you can setup a frontend or something.
Hope this helps.