From editing software to actual cameras, the streamer is driving manufacturers to innovate — or risk losing its vast business.
Arguably the most popular camera among Hollywood cinematographers is the ARRI Alexa, made by the century-old ARRI camera company. But as recently as six months ago, Netflix would not permit DPs to use this camera for its original programming because the standard model employed a 3.2K resolution sensor instead of the streamer's required 4K. Many Alexa fans argued that the difference between a 3.
If you have used the "Netflix calibrated mode" on your Sony or Panasonic TV or seen the "Netflix Recommended TV" logo in a consumer electronics display, you've had a glimpse of how the streaming giant has exercised its clout to become the most influential entertainment company in the technology field, pushing boundaries . Netflix's size has allowed it to touch and influence everything from hardware and software development to industry display standards.
To make sure its content is being produced how it wants, the streamer in September launched a Netflix Post Technology Alliance with MTI, Adobe, Sony and others. It shares its roadmap with these companies, and if these firms develop tools — from cameras to editing systems — that meet its requirements, they are permitted to use the "Netflix Post Technology Alliance" logo. The logo has been visible in the past year at industry trade shows — a literal sign of growing influence.
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