Interesting story here:
Surely the most obvious solution is some sort of simple industry standard format that carries one byte in a header somewhere declaring what the following material is: sport, film, whatever.
If the TV can detect it, it can be set to autoadjust. If not. Well, that's where we are now.
Where's my $1,000,000 ?
I look forward to seeing how many different shades of wrong I am ...