Netflix is getting into hardware endorsement, with a new programme that will identify smart TVs it feels will deliver the best Netflix experience.

The “Netflix Recommended TV” endorsement will be awarded to televisions the company feels offer better performance and easier menu navigation, along with new features that are aimed at facilitating internet TV services. That includes faster app launch and resumption of video playback.

Among the first set to receive the certification are TVs from Sony, LG, Sharp, VIZIO and manufacturers of Roku TVs.

"When you see a TV with the Netflix Recommended TV logo, it means that TV will provide an excellent Netflix experience, based on criteria our members tell us matter most," said Neil Hunt, chief product officer at Netflix.

The “Recommended” programme is initially a US based initiative, although the television manufacturers are expected to incorporate many of the features in TVs sold globally.