Netflix has launched a visually richer interface with rotating images for subscribers who access the streaming service via television. The new interface is designed to improve discovery and playback, in an effort to increase the amount of time subscribers watch Netflix content on their TVs. Three automatically rotating images will appear for each selected title, featuring a short synopsis for each TV show or movie, and easy access to recommendation tools.

The first image is provided by the content partner and the following two images are selected by Netflix. “Viewers will also be able to easily access recommendation tools like awards won by a particular title, how a movie or TV show relates to what you’ve already watched and whether your Facebook friends have seen something you’re considering,” explains The Hollywood Reporter.

The experience is meant to change the way consumers watch Netflix on their TV sets.

“Our members collectively watch more than a billion hours of Netflix a month, most of that is on a TV,” said Neil Hunt, Netflix chief product officer. “This is the biggest change to the Netflix experience on televisions in our history, making it even easier to find something great to watch on Netflix, bringing our members many more hours of Netflix enjoyment on their TVs.”

“On the screen for each title, there’s a broader synopsis and TV shows feature an image for each episode as well as an episode synopsis and viewing progress bar so you can quickly see how far along you are,” notes THR. “Netflix has also made search more visual and predictive and eliminated the red Netflix screen you see after pressing play, making playback smoother and faster. They also made the kids experience more visual, even adding a blue background to that section, so parents walking by can quickly tell that their kids are watching content that’s safe for children.”

The new interface has begun simultaneously rolling out via smart TVs, new Blu-ray players, Xbox 360, PlayStation 3 and 4 and Roku 3. Subscribers who watch Netflix online or via tablet or smartphone apps will not see the new interface.

The post includes a short video demonstration.