Netflix Inc. (NFLX) is doubling down on trying to attract both top-notch talent and high-tech consumers.
On Tuesday, the streaming giant announced a new 'Calibrated Mode' that will be available exclusively on Sony's (SNE) latest high-end Master Series TVs that will be released in the fall. The mode preserves all the original settings that a show or film's creator puts in place in post production, and is meant to mirror a creator's vision as closely as possible.
"We're pushing the boundaries of storytelling," said Scott Mirer, Netflix's VP of device partner ecosystem. "Our episodes are not all the same length, we don't [do recaps] at the beginning of each episode. We can now leverage TV in the home that adds up to a unique experience."
Netflix is already starting to optimize content for the latest viewing technologies, with over 400 hours of high dynamic range (HDR) content and more than 2,000 hours of 4K content on its platform, according to Mirer.
Sony's newest line of Master Series TVs, which will be available in the fall, were showcased at an event on Tuesday in New York City. The new TVs contain a new high-speed processor and include features such as decreased motion blur and a wider range of optimal viewing angles. The series is comprised of the A9F OLED TV and the Z9F LED TV.
According to Sony, Netflix wants to eventually offer the Calibrated Mode feature on other devices that are capable of delivering it, but for now the feature is only available on Sony's Master TVs. Sony declined to discuss its own future product and partnership plans.
Sony and Netflix have a long history of partnering together on the latest technologies.
Shares of Netflix were up 0.7% to $337.45 on Tuesday amid a broader tech recovery. Shares of Sony were up more than 3% to $54.02.