Netflix
It's called Netflix "HDR," which stands for "high dynamic range," a term that is most common in photography.
HDR basically ensures you're seeing extremely accurate colors that have a higher range. So instead of a ray of sunlight appearing washed out and white, you're able to notice the orange and yellow hues instead.
So far, "Marco Polo" is the only show to take advantage of this technology, but Netflix will be making it available on 12 shows and movies before the end of 2016.
Here's an example of the difference HDR can make. Below you can see a comparison between a non-HDR photo on the left, and an HDR photo on the right. While the differences are subtle, you should be able to notice the mountains and skyline in the HDR photo are less washed out:
Business Insider
Netflix considers HDR to be a "perfect complement" to 4K (ultra-HD) video, Engadget reports.
"While 4K offers more pixels, HDR offers better pixels that have greater depth, and on HDR screens you get brighter highlights, more detail in dark scenes, and a wider color range that more closely matches the real world," Netflix said in a statement. One big caveat? You'll have to be subscribed to the ultra-HD plan and have "have a 2016 Dolby Vision or HDR-enabled television from the top TV manufacturers" in order to watch HDR movies and shows, according to Netflix.
Here are the titles that you'll be able to watch in HDR by the end of 2016: