Netflix sets out to redefine the TV as you know it

13 Nov 2013

Streaming video service Netflix is rolling out a new interface for TVs that will make accessing your favourite films and TV content easier and more fluid. Another nail in the linear TV coffin?

The newly designed interface shows a new cinematic and rich visual appearance that shows three large images for each show and movie with much more content explaining a title.

Personalised information based on your social network, viewing history and tastes will appear on the screen.

As users select details of a particular title they’ll see a broader synopsis and more information about the cast.

The TV app features a newly designed kids category – designed in such a way that parents can see their kids are viewing an appropriate part of Netflix.

The app includes support for Netflix Profiles across all devices, including voice for the Xbox 360 and support for pointer-based navigation on smart TVs.

The TV’s next revolution – smarter than smart

“Around the world our members stream a lot of shows and movies onto their televisions, through a Smart TV app or through TV-connected devices, such as game consoles, set-top boxes, and Blu-ray players,” Netflix VP Chris Jaffe explained.

“In fact, the majority of the more than 1bn hours our members watch each month is done on a TV. Today, we are excited to unveil the biggest update in Netflix history to our TV experience. This update improves the Netflix TV for Netflix members around the world and for the first time extends rich features to platforms such as Roku, Smart TV and Blu-ray players, as well as PlayStation and Xbox 360.

“More than a year and half in the making, this new experience evolved through a process of design exploration, iteration and testing that extended throughout all parts of the Netflix TV experience. We set out to deliver an update that would make it even easier to discover something great to watch and we think we succeeded,” Jaffe explained.

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years