What paint sheen?

I think he's asking which finish will render the best sonic advantage.
I have no clue. But I can't believe no one here has an opinion.

If you had unlimited finances finish the columns with Anti Vibrational Magic {AVM} it works. Next would be a spray stone paint finish available at the Depot or Lowes. If the columns you have now are of the right angle type remove them and replace with the following. The rough stone finish on a tapered or sculptured column will have random harmonics travel along its irregular surface versus those of a smooth finish on a perfectly symmetrical column which may generate a more singular resonance or peak. Tom

I'd use flat. It won't reflect the light from the TV and create a glare. Several manufacturers sell a "ceramic" or likewise flat paint that is washable/durable, unlike most flat wall paint. A multi-color textured paint such as Multi-spec or Poly-mix would give the columns more of a natural stone appearance and have a flat finish as well. Most of the multi-color coatings must be spray applied, however.

i was asking for light reflective reason, thx mouse

Eggshell holds up real well. I will tell you that Sherwin-Williams is the best paint I have ever used. It costs more but if you plan to stay there and don't really enjoy painting. Pick a good color and get SWP. I have had many good experiences on warranty and coverage issues. And I have noticed tighter bass and reduced shrill in the highs.
Or maybe that was the amplifier....hmmm. Oh yes now I remember!....It was the color I picked was so ugly I closed my eyes and listened more intently.