NOW TV don't do full HD pic and live tv is SD only.netflix is full HD.
link
http://help.nowtv.com/HelpArticle?id...lectedTopicKey
Streaming Quality
Last modified 19 Sep 2013
The quality that you receive when watching NOW TV can vary between devices and your internet condition at the time of watching. Please see the table below for the best quality that you can receive on your chosen device.
Device On Demand Live TV
PS3 720p SD
Xbox 360 720p SD
NOW TV Box 720p SD
Roku 720p SD
PC or Mac SD SD
YouView SD N/A
iOS SD SD
Android SD SD
We stream Live TV channels on all supported devices at Standard Definition (SD). On the NOW TV Box, Xbox 360, Roku or PS3 devices, you're able to view On Demand movies at up to 720p, this will be dependent on your internet connection at the time.
Please Note: Standard Definition (SD) Is comparable to a regular TV channel.