Nine has made a series of announcements which indicate it is significantly shifting towards being a streaming and digital-first broadcaster.
Its streaming platform 9Now is about to undergo its “most significant transformation since launch”, which the Nine Network says will reshape how viewers consume content.
The broadcast video on demand (BVOD) platform of the Nine Network will offer a “game-changing” start over option for programs which have already started on linear television. In addition, similar to the subscription streaming services, such as Netflix and its own offering Stan, 9Now will soon offer personalised household profiles and a new ‘discover’ page.
There will also be new 24/7 free ad-supported streaming TV (FAST) channels with exclusive additional content, allowing viewers to immerse themselves in their favourite program or genre.
The start over feature will enable viewers to take content being broadcast live on linear TV back to the beginning of the show, including ads, so if they miss the start of the program, they don’t have to wait for it to become available later on catch-up or come into the stream mid-way through the program.
The network said the changes put users in control of their viewing, offering a converged experience which combines the simplicity of broadcast television with the convenience and interactivity of digital.
Bec Haagsma, Nine’s chief product officer, said over the next 12 months, 9Now will completely reshape how television is consumed, with a focus on a streaming-first product.
“With a dynamic homepage transformation, viewers will enter 9Now with live content streaming in full HD without having to click on a show,” Haagsma said.
“If viewers miss the start of a program on linear, they can go to 9Now and hit ‘start over’ – a feature that allows audiences to control their free-to-air live streaming experience like never before.”
Hamish Turner, Nine’s director of programming and 9Now, added: “With viewers migrating to IP consumption, 9Now will increasingly become the destination to consume the best in news, sport and entertainment. We’re ensuring the platform evolves to provide consumers – and advertisers – with the simplicity of broadcast television combined with the high tech and interactivity of digital streaming.”
Live sport will also now stream at 50 frames per second with Dolby 5.1 sound.
Nine said the shake-ups will offer advertisers “groundbreaking opportunities”, with all advertising now also streaming in full HD and the increased interactivity of the platform offering new outlets for brands.
Nine will introduce shoppable ads on connected TVs and targeting across 9Now will be further enhanced with the addition of household targeting. These segments span capital cities and state-based regional and rural areas, with more granular
targeting in Sydney and Melbourne sub-metro areas to be introduced over the coming weeks.
A new partnership with Mastercard will also see targeting based on credit card transaction data becoming available across 9Now in the coming months.
