OK, finally solved it, will explain here in case someone else will have this issue:
I switched my TV zone to US and apparently there are different system menus for US, in which, there is a "power sound" option (under accessibility), this option is turned on by default. When I switched back the TV zone to my country, this option disappeared from the menu, and the tv got stuck with that option on.
So all I had todo is switch back to zone US, turn off that option, and switch back to my country - all set, no power on/off sound!