Originally Posted by MooWow!:
“It's a bit odd that only Apple TV supports full 720 on all streams maybe it's something to do with there deal with being on apple tv”
This is possible, but it could be that they were testing it at 720p on the Apple TV (I believe Now TV started 720p streams first on the Apple TV), and then just decided not enough people watched live movies and TV from the Now TV service to justify it.
After-all, think about it. Sport is something we want (need) to watch live. It is also something that really benefits from an HD stream. Now TV started streaming 720p sports only on the Apple TV (at launch on that platform), but added 720p to most platforms for sports because there was a clear demand for it.
But why watch a movie live on Now TV when you can just start it when you want from their on-demand library? I can't see one single reason.
So perhaps so few people use their live movie channels that they just don't see the need to invest in the infrastructure right now.
I can see more reasons to watch the Entertainment channels live, although I never do myself, but perhaps again, there is not enough demand to up this to 720p everywhere else.
Now TV are not the only ones here doing this. The BBC iPlayer streams live and on-demand, and the on-demand streams are now reaching 1080p (5800kbps) on the AFTV box (not stick) where it seems they are testing it (but only 720p on most other platforms), but their live streams are still only SD (averaging 1500kbps).
If you tend to watch live movies on Now TV instead of catch-up, I'm honestly interested to hear why.