Netflix’s newest program certifies post-production tools for Netflix Originals – TechCrunch
Netflix on Thursday announced a new program aimed at helping Netflix Originals artists and producers select the right tools for delivering their content to its streaming service. With the launch of the Netflix Post Technology Alliance, as the program is called, Netflix will now identify products from vendors that meet technical and delivery specifications today, and will continue to support any specifications that Netflix rolls out in the future.
The program’s focus is on certifying vendors’ products across categories, including cameras, creative editorial, color grading, and IMF packaging.
Some vendors whose products have already received certification include Adobe, Arri, Avid, Blackmagic Design, Canon, Colorfront, Fraunhofer IIS, Filmlight, Marquise Technologies, MTI Film, Ownzones, Panasonic, Red Digital Cinema, Rohde & Schwarz, and Sony.
These products will be allowed to sport the Netflix Post Technology Alliance logo, to alert artists of their certification status.
“Manufacturers of products bearing this logo are closely partnered with Netflix,” the company explained via a post on its tech blog. “They have early access to the Netflix technical roadmap and collaborate with Netflix on technical support, training, and updates. As Netflix technical requirements evolve, you can be assured products bearing this logo will evolve in step with us.”
The program doesn’t extend to every type of tool used in production, however. For example, it won’t include lenses.
But many other of the other tools that are used will join the program in time, as new products submit themselves for inclusion.
Netflix explains its goal here is not to dictate to artists what tools have to be used – they should use whatever best makes sense for their efforts, it says. Instead, it’s about being able to quickly identify those tools that have been vetted for delivery to Netflix, as well as being able to identify companies who plan to continue to work with the streamer’s evolving tech on an ongoing basis.
Flagging products like this could help smaller producers just getting started, and that, in turn, could help feed more content into the streaming service over time, as their works won’t get rejected for quality issues.
The program joins others Netflix already runs, including a Post Partner Program, which collaborates with post-production partners worldwide, and the Prefered Fulfillment Partner program, which represents a global network of media fulfillment companies.