Smudges on text on every game and even on the menu screen

When I first bought my dreamcast a year ago it worked fine, put it on a few months ago and again it worked great. Stopped playing it for a few months, then loaded it again when I bought a new LCD tv and then when it loaded I got smudges on all the text everytime I loaded the game, so I tried another game and it did the same, tried it without the game and it does the same in the menu screen (including the dreamcast start-up logo).

The smudge looks like someones put their hands across a painting what hasn't dried horizontally to the right.

Oh, and I have tried an older tv (just your basic 60hz, not a wide screen or lcd before anyone thinks it's that).

I have also tried adjusting the switch at the AV point, and I have also tried it with and without and antenna. But every time I get the smudges.

I'm thinking it either needs a clean or it's buggered. Has anyone else had this problem? More importantly does anyone know how to fix it?