I have a PS4 connected to a Sony TV. I run the Now TV app on the PS4.
My TV is set to respond to scene changes, for example, from Game mode to General Mode (which is the most common for viewing TV).
The Now TV app doesn't switch the mode, so the default PS4 mode (Game mode) is kept. This means the screen's colour, contrast etc isn't quite right for TV viewing.
By contrast, the Netflix app on the PS4 DOES change the scene on Sony TVs to General Mode (and then back to Game mode when the app is quit).
Please could developers include the mode switching as found on the Netflix app.