Nine’s broadcast video on demand (BVOD) platform 9Now has officially introduced a ‘start over’ function, enabling viewers who join a live linear channel online to skip back to the beginning of a program.
Previously, if viewers were using 9Now to watch a ‘live’ television program, they would have to join the online broadcast wherever it was up to in its linear broadcast – similar to television. Alternatively, they had to wait for the entire program to be over before being able to catch-up.
Nine promised the ‘start over’ function at its Upfronts earlier this year, saying it would be the “most significant transformation since launch”, which would reshape how viewers consume content.
The start over function is now available on 9Now’s web and mobile apps, and will soon come to Connected TVs.
Nine said the innovation addressed one of the biggest pain points of watching live content on BVOD.
“9Now’s focus is simple: to entertain and inform Australians with the very best in sport, news and entertainment. This focus is pivotal with the increase in streaming on Connected TVs,” Hamish Turner, Nine’s director of programming and 9Now, said.
“9Now’s daily active accounts have seen 52% growth over the last two years, and the percentage of live viewing minutes [is] up 40%. The new start over function, coupled with a full HD and all our live simulcast channels enhances the viewing experience, ensuring our audience will never miss a minute from their favourite shows.”
Bec Haagsma, Nine’s chief product officer, said the new product is “live TV, better”.
“This investment in 9Now is the perfect example of the market-leading innovation happening across Nine – unique technology for our market, putting our viewers in complete control of their viewing experience, and functionality that no other broadcaster in the country can compete with,” she said.