Sports are about to look better on Max.
The streaming service on Tuesday said its live sports offerings on the B/R Sports add-on will now be available in Dolby Vision, the brand name for 4K HDR video format.
Max is the first streamer to offer live sports in Dolby Vision, the company added. Dolby Vision enhances an image’s color and sharpens contrast to make for a richer, more detailed viewing experience.
“We know how crucial it is for sports fans to have a top-notch live video player experience so they can truly engage with the action,” Sudheer Sirivara, Warner Bros. Discovery’s executive vice president of global technology, said in a statement. “We’re excited to launch this industry-first feature and bring fans even closer to the game.”
The update comes at a time when live sports content is in high demand. While Max has added an improved viewing experience, Amazon’s streaming service, Prime Video — home of Thursday Night Football — removed Dolby Vision and Dolby Atmos from its ad-supported plan.
Max subscribers will be able to watch the upcoming NBA All-Star game on Sunday February 18 at 8 p.m., along with the game’s alternate telecast, and a special two-hour NBA All-Star tip-off at 6 p.m. which features the Inside the NBA segment.
Max, formerly HBO Max, launched its Bleacher Report sports tier in September with hundreds of sporting events from the MLB, NHL, NBA, NCAA Men’s March Madness, U.S. Soccer events, year-round. The add-on costs includes live video content, replays as well as pre- and post-game shows, and will cost $9.99 a month. A technical issue has kept it free for the next few months.
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